Published: 08 June 2023
Influencers help elevate brand presence, support discoverability and build purchase confidence. Digital marketing leaders must identify how to select influencers and the right platforms to accelerate their reach, and calibrate marketing messages to the customer journey.
TikTok garners 1.7 times more engagement per post than Instagram, while 92% of all influencer posts are made on Instagram for retail brands. The difference in engagement per post is more pronounced among monobrand and multibrand retailers, where TikTok garners 2.7 and 2.5 times more engagement than Instagram, respectively.
Midtier influencers net an average engagement rate of 2.1%, compared to 1.3% for VIP tier influencers for retail brands.
More consumers follow social media accounts from topic experts who specialize in an area of interest than celebrities or social media stars, pointing to customer preference for authentic and reliable content.
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