An inside look at influencer marketing


IAB UK teams up with YouGov to ask marketing decision makers about their attitudes and perception to influencer marketing

Influencer marketing is a dynamic way of reaching consumers and raising a brand’s profile. But how much are marketers using the medium and what do they think about it?

We teamed up with YouGov to get the inside track from over 500 marketing decision makers across a range of sectors and company sizes. Here are some of the key findings:

  • 48% of marketing decision makers responsible for influencer marketing are spending 

  • Influencer marketing is set to grow with 30% of marketers intending on increasing their spend in the next 12 months

  • Making it easier for brands to find the right influencers would help to open up spend with 37% of marketers noting this as a key challenge

  • 73% of marketers agree that influencer marketing complements activity in other marketing channels 

You can view the full survey here

Interested in knowing more? Influencer marketers comment on the findings.

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