The Core - A Blog by DMA Solutions
DMA Solutions Team
Posted by DMA Solutions TeamMarch 3, 2017 11:00 AM

iStock-535240135.jpgIf you are an avid reader of The Core, you know that influencer marketing is a strategy that we strongly recommend. However, it can seem like quite the daunting task to someone unfamiliar with the “how,” “what,” and “why” that goes along with this tactic. We know that partnering with influencers comes with pros and cons, depending on the approach. So, we’re sharing six statistics about influencer marketing that you should be aware of when looking to tackle this growing phenomenon.


Pros & Cons: Influencer Marketing

The Pros

1. 54% of female consumers purchased a product after seeing it recommended by an influencer.

How many times have you phoned a friend to ask what they would use in a given scenario? As consumers, we trust a third-party’s review and are more inclined to try it ourselves after living vicariously through their experience. Influencers became influencers when they began to earn the trust of their readers and impact their decision making – so why not tap into that?


2. 45% percent of female consumers have followed a brand directly from an influencer’s post.

There’s nothing more to say about this statistic other than, wow! A brand can propel in the space they are trying to occupy with this driving factor in addition to their other digital marketing efforts. With social media creating a space for consumers to engage with a brand in various methods, this means more impressions and ultimately more contact points.


  1. 62% percent of women follow influencers on at least two platforms.

By following an influencer on multiple platforms, the consumer is able to engage in various ways. This allows the consumer to have a more rounded view of the brand, since each platform is unique in how we choose to share information. Ultimately, the consumer is able to get more out of the influencer, which drives more eyes to the brand they are promoting. 


The Cons

1. 61% percent of women said content that doesn’t feel genuine would deter them from engaging with sponsored content.

This can be the slippery slope if not executed properly. As marketers, it’s valuable to have a third-party validate your brand. So, this is when you have to take a step back and really put strategy behind your partnerships to make sure the relationship feels natural and the content does not seem forced. After all, you wouldn’t have a vegetarian promote your meaty product, now would you?


2. 30% said posts labeled with the hashtag #ad or #paid are inauthentic.

Unfortunately, the FTC has changed the rules and regulations for influencers which require them to be even more upfront about their paid posts. However, the readers are usually aware that an influencer’s blog is their business and means of income. Loyal readers will still trust the blogger’s opinion regardless if the post is sponsored or not.


3. 37% percent of female consumers have unfollowed an influencer because they posted too much sponsored content.

While the enthusiasm is welcomed, there is a tasteful way to get the point across. Half of the time, we are not looking to be sold on our social media pages. There is an obtainable sweet spot for sprinkling in sponsored content that will be highly effective for building your brand.


In conclusion, influencer marketing can be a very powerful tool. However, there has to be strategy behind it in order for it to be successful. If influencer marketing is something you would be interested in, we would love to help! Feel free to comment below or email us at


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