Brands Embrace Influencer Marketing: A Shift Towards Engagement and Cost-Effectiveness

The world of marketing is undergoing a significant transformation, with brands increasingly turning to influencer partnerships to reach their target audiences. According to a recent report by sports and entertainment intelligence platform SponsorUnited, a substantial number of brands have entered the influencer marketing space for the first time, driven by the promise of cost-effectiveness and better engagement.

Unlocking the Power of Influencer Partnerships

The Rise of Non-Celebrity Influencers

The report reveals that while celebrity influencers continue to hold appeal, many brands are gravitating towards non-celebrity influencers. This shift is driven by the cost-effectiveness and better engagement these influencers can provide. "The data is clear," said Bob Lynch, founder and CEO of SponsorUnited, "the more endorsement deals someone takes on, the more their engagement drops. Brands are constantly seeking the next big, untapped voice — and today, that's almost always an influencer."

Emerging Brand Categories Embrace Influencer Marketing

The report highlights that almost 40% of the brands new to the influencer marketing space fall into three key categories: consumer products, food products, and apparel and accessories. This suggests that a diverse range of industries are recognizing the potential of influencer partnerships to connect with their target audiences.

Cosmetics and Skin Care Lead the Pack

When examining overall brand activity, the report found that the cosmetics and skin care industry saw the highest number of deals, with 65 new partnerships. This was closely followed by the non-sports apparel and footwear category. Notably, industry giants like L'Oreal and Walmart were among the brands leading the charge, each securing six new influencer deals.

Generational Preferences in Influencer Selection

The report also sheds light on the preferences of brands when it comes to the age of their influencer partners. Brands overwhelmingly favor younger influencers, with those aged under 34 representing approximately 80% of the deals in the influencer category.

Celebrities vs. Influencers: A Nuanced Landscape

The report highlights that the preference for celebrities over influencers (or vice versa) varies by brand category. Luxury apparel and accessories brands tend to lean towards celebrity partnerships, while influencers dominate in tech categories, including consumer electronics.

The Influencer Superstars Emerge

While celebrities generally have more brand deals than influencers, the report identified two young influencers who stood out with the most new deals: YouTube makeup star James Charles (12 deals) and TikTok sensation Charli D'Amelio (11 deals). This underscores the growing influence and appeal of these digital-native content creators.

The Staggering Growth of Top Talent

Perhaps the most astonishing statistic in the report is the sheer growth in followers experienced by the top 100 most followed celebrities and influencers. Over the past 12 months, these individuals gained a staggering 825 million new followers. Among celebrities, the biggest gains were seen by Italian football journalist Fabrizio Romano (22 million) and Dwayne Johnson (10 million), while among influencers, YouTuber MrBeast attracted an impressive 182 million new followers.In conclusion, the report from SponsorUnited paints a compelling picture of the evolving landscape of influencer marketing. As brands continue to seek out cost-effective and engaging partnerships, the rise of non-celebrity influencers and the generational preferences of brands are shaping the future of this dynamic industry. The data-driven insights provided in this report offer valuable guidance for marketers navigating the ever-changing world of influencer partnerships.