Majority of marketers believe influencer marketing is effective, but regulations aren’t clear

A majority (68%) of brands believe that influencer marketing is ‘somewhat’ or ‘very’ effective, according to the latest State of Social 2019 report by Buffer.

The survey among 1,842 marketing professionals found that 37% of marketers are now working with influencer marketing tactics, 88% of which plan to invest further in the marketing effort. Instagram was the dominant platform used (70%), followed by Facebook (35%), Twitter (29%) and YouTube (20%).

Marketers generally consider reach (32%), clicks (28%) and comments (14%) and impressions (10%) to be the most important measurements for influencer campaigns.

However, the majority of marketers admit that the guidelines surrounding influencer marketing are confusing and ‘unclear’ (44.8%). Just 6% said they understood the guidelines clearly.

Meanwhile, the number of businesses using video content as part of their marketing strategies in increasing. Over a third publish video content monthly and a quarter even weekly.

Facebook remains the most popular channel to share videos (81%), followed by YouTube (62%) and Instagram (57%).

Campaigns centred on Stories were found to be effective according to 57% of brands. However, 62% of respondents admitted that they have not yet invested in Stories ads and 61% plan to do so in 2019.

Overall, more than half of marketers (59%) said that social media was a key marketing strategy, whilst 30% said it was somewhat important to them. Whilst 73% remain certain that social media is an effective strategy to market, 19% are still uncertain.

Unsurprisingly, marketers and brands measure the success of their social media strategies predominantly based on likes, shares and comments (66%), followed by brand interaction (59%) and discussion (51%).

Their strategies to measure the ROI of social media campaigns however differ slightly and include engagement (60%), traffic (51%), leads (48%), sales (43%) and reach (36%).