lifestyle PR + digital media

The infographic that's crucial for influencer marketers

July 2, 2019

Those of us in marketing—or pretty much anyone with an Instagram account—already know that influencers’ role in marketing and selling goods accounts for an increasingly large slice of the marketing pie. Influencers, which have really only been a thing since late 2015, are dominating marketing strategies. 

So, while most of us in marketing and public relations had a sense of the importance of a robust influencer strategy, Kite.ly’s recent survey and infographic sheds light on various elements of payment and monetization of influencer channels.

We encourage you to check out Kite.ly’s full infographic, but we’ve pulled some of the most important items below. 

What Kite.ly’s survey tells us: 

  • No matter what industry or category an influencer covers, the number one way they are monetizing their channels is via sponsorships and sponsored content. Makes sense, right? It especially makes sense when considering that Kite.ly’s criteria were that survey participants had to have 10,000+ Instagram or Twitter followers, or 185,000+ subscribers on YouTube—meaning they can command larger earnings from large brands. 
  • Where did free products fall in the rankings? Depends on the niche. It was top 3 in most industry categories, including Architecture/Interiors, Fashion, Food, and Parenting. 

What it doesn’t tell us: 

  • Kite.ly’s survey provides all kinds of insights on macro influencers—with followerships between 100,000 and one million—but it doesn’t provide insight on nano- and micro-influencers with smaller followings. At Sprocket, we’ve found that smaller influencers’ audiences are just as, if not more, dedicated to the influencer. We’ve also found that smaller influencers are satisfied with product trades or smaller fees, which fits better into the budget for smaller brands.
  • The survey doesn’t provide insight on how engagement factors into, well, anything. At Sprocket, we think engagement is a crucial KPI to measure whether an influencer is a good fit for a brand. Having a large followership is one factor, but how engaged are those followers? How many of them are bots? How many have purchased items or clicked through links an influencer has posted? These are important questions to ask before brands should engage with influencers. 

What other factors are important when creating an influencer list and strategy?