Based on a report by eMarketer, influencer marketing effectiveness is high, with many U.S. influencer marketing programs going 1.4 times higher in the first half of 2015 than the overall average for last year altogether. That calculates to $9.60 for every dollar spent, compared to $6.85 from last year.
The average earned media value (EMV, for short) was highest in the consumer packaged goods food industry, up to $14.29, followed closely behind by tourist destinations and travel ($12.54) and bath, body, skin and beauty ($12.21).
In addition, social engagement rate amongst influencers was impressive as well, averaging 3.4 percent for the first half of the year. Food was the leader in this area as well, at 4.1 percent, with home and garden and bath, body, skin and beauty close behind.
When it comes to social amplification rate, Instagram leads the charge over other social networks, by 1.77 percent, according to the numbers. Facebook could only muster .21 percent, followed by Google Plus with .15 percent and Twitter and Pinterest bottoming the list with .13 and .11 percent, respectively.
As for where social amplification was highest in terms of categories, electronics seemed to have the biggest reach with .66 percent, followed by home and garden (.59 percent) and tourist destinations and travel (.55 percent).
Finally, interest in influencers was divided pretty well, according to a Q2 2015 polling by the Altimeter group. 35 percent of social media professionals across the globe preferred a mature or optimized influencer relationship management program. Meanwhile, an additional 19 percent were in their first year with the program, while 32 percent were planning to form some form of agreement with an influencer. Only 14 percent of those polled had no interest in teaming up with an influencer.
