Linqia's State of Influencer Marketing Report Shows Industry Health, Shifting Brand Needs

There’s another “State of the Industry” report out this month. It actually came last week from Linqia, which is one of the enterprise influencer marketing software companies out there. These reports are always useful, so I like to report on them here on the show.  If you want to read the full report for yourself, which I encourage you to do, you go to their website and sign up and trade your email address for their research. You become a lead in their platform … that’s how B2B marketing often works. But it’s a fair trade and, who knows? Linqia might be just what your company needs. So, go do it. We’ll certainly share the link to do so in our show notes for this episode.  But Keith Bendes, who is the vice-president of strategy for Linqia is here today to dig into the highlights of the report with us. He is also the co-host of another great podcast, by the way. It’s called Creator Economy Live. So go check that out when you have a moment as well.  Keith knows the influencer space as well as anyone. And you know what that means … we just turned on the mics and cameras and had a fun conversation I think you’ll enjoy. We hit on plenty of the report insights as well, so you’ll be informed as much as or even more so entertained today on the show.  Here are some of the nuggets the report surfaces we’re going to touch on: Influencer Budgets are increasing. 75.5% of Linqia’s survey respondents either increased or remained unchanged from last year’s spending.  Brands are using influencer content in more places. It’s no longer about organic posts with a few paid ads. Influencer creative is driving brand creative now.  Paid amplification is bigger than you thought. More than half of brands are spending at least half their budgets on media amplification. But there are still challenges. ROI is still the big one.  And of course, new topics like AI, Threads, and Creator Generated Content … which we’ll distinguish from User Generated Content makes its first appearance in the Linqia study.  We dig in more with Keith Bendes from Linqia today on the show. This episode of Winfluence is presented by CIPIO.ai. We are helping brands transform their digital marketing with user-generated content videos and images at scale. Come see us at CIPIO.ai. If you want me to personally show you the platform and how we can solve your digital marketing performance problems with high-performing UGC, just go to jasonfalls.co/cipio … fill out that form and I’ll personally set up time to chat with you. Find show notes for this episode at jasonfalls.co/keithbendes. Learn more about your ad choices. Visit megaphone.fm/adchoices