Why data needs to play a bigger role in influencer marketing

Influencer marketing is in a state of constant evolution, and has as many fanatics as brow-raising skeptics. But despite the critics, 2017 was definitely a year of growth; according a study by Klear, there were double the number of Instagram posts containing #ad compared to 2016. We Are Social’s Florencia Lujani argues that marketers need to get serious about bringing together data and influence.

With 39% of brands planning to increase their influencer marketing budgets in 2018, marketers who were previously content with asking themselves “is this influencer right for my brand?”, will now face more challenges. This question alone cannot cover the current complexity of this area – we now need more data and sophisticated tools to help brands identify influencer expertise, score content and analyse target audiences more accurately.

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