Digital Marketing Researches & Reports

The State of Influencer Marketing, 2018 | Linqia

Influencer Marketing | Global

Despite naysayers claiming that influencer marketing is dying, the respondents in this study made their positives views for the practice strong. 86% of marketers used influencer marketing in 2017 and 92% of whom found it effective. 39% of marketers plan on increasing their influencer marketing budget in 2018.

The State of Influencer Marketing 2018 was designed to explain how brands and agencies are using influencer marketing and how they plan to leverage the channel in 2018 by surveying over 180 marketers across a variety of industries.

The Key Findings of the State of Influencer Marketing 2018:

  • 76% of marketers consider measuring the ROI of influencer marketing as their top challenge for 2018.
  • When measuring the success of influencer marketing programs, marketers consider engagement (90%), clicks (59%), and conversions (54%) as to performance indicators.
  • 38% of influencer marketing owners are on advertising/media teams, whereas only 15% are with PR/communications.
  • 42% of marketers partner with a managed service or “turn-key” provider to run their influencer marketing programs.
  • 92% of marketers consider Instagram as the most important social network for influencer marketing in 2018, followed by Facebook (77%).
A Figure Shows the Most Important Social Media to Influencer Marketing Strategy in 2018 - The State of Influencer Marketing, 2018

A Figure Shows the Most Important Social Media to Influencer Marketing Strategy in 2018

The Content of “The State of Influencer Marketing 2019” Report:

  • Measuring the ROI of Influencer Marketing
  • Managing Influencer Marketing
  • 2018 Influencer Marketing Trends
  • Keeping up with FTC Regulations
  • Conclusion

Number of Pages:

  • 14 Pages


  • Free


Data is based on a survey of 181 marketers and their agencies across a variety of industries, including CPG, Food & Beverage, Media, and Retail. The survey was conducted in October and November of 2017.


Linqia combines the science and accountability of online media with award-winning service to deliver guaranteed influencer marketing results for clients. Their AI-driven platform and a team of experts are leading the transformation of influencer marketing into a scalable media channel. The Linqia platform also serves as a social content lab, where marketers can organically test and amplify the best performing influencer content to drive greater ROI from their paid, owned and earned media.

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