The purposes of influencer marketing

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Awareness (19.5%) is, as expected, the most felt objective, also thanks to its lesser complexity. Alongside it, however, there are more "deeper" purposes such as increasing brand reputation (18.3%), strengthening relationships with users ( 10.7%) and incentivizing purchases (7.3%).

The purposes of influencer marketing according to the latest ONIM report
Influencer Marketing: Activities and Platforms
Among the activities most connected to the use of influencer marketing, we find the "classic" product placement in first place (21.6%), especially for its ease of use, followed by the promotion of content (19.6%), the how overseas chinese contribute to business in the usa product launch (19.1%) and the always relevant events (16.2%).

The report reinforces Instagram as the fundamental and most used channel for IM (83% use it often to very often). Distant, but still alive, Facebook (37% often), used more as a support for IG campaigns than in itself. Lower data, but fundamental importance.

Let's not forget about YouTube, a relevant social network that is very suitable for influencer marketing, even if it is less used: the production costs, in fact, make it prohibitive for some.

Selection, management and measurement of activities
The lack of professionalism and vertical know-how strongly affects the selection process. In fact, only 33.5% of interviewees use dedicated tools and instruments (15.1%) or social and web listening analysis (18.4%). The highest figure rewards social networks (36.8%), followed by search engines (14%) or systems that are not very data driven, such as word of mouth (11.4%).


Among the most used categories, micro-influencers stand out : 59.7% of marketers work with figures under 30 thousand followers. 13.7% rely on figures between 50 thousand and 100 thousand followers, while 9.7% go above 100 thousand.

Regarding the influencer selection parameters, the most considered elements are the quality of the contents (60% consider it very often), reputation (49%) and engagement on social media (47%).