Chart of the day: Advertisers that implemented Influencer Marketing in 2016 received $11.69 in Earned Media Value (EMV) on average for every $1.00 they spent.
A report by RhythmOne highlights the influencer marketing benchmarks for full-year 2016, finding that influencer marketing is providing high Earned Media Value (EMV).
Earned Media Value is the value of earned media (such as influencers promoting a brand). It is the value given to the impact of the influencer campaigns and is organic, compared to paid media (such as pay per click) or owned media (advertising on your own channels e.g. your own website).
Food and software industries ran the most influencer campaigns whilst health and pharma had the largest average EMV, followed by retail, food and grocers.
With an average of $11.69 influencer marketing is a successful marketing approach, engagement rates average at around 2% according to the report (which is total engagements divided by total exposure). Cost per engagement is coming out at $0.93 average in the research but can be as high as $4.53 and as low as $0.40.
The report provides excellent benchmarks to help you with your influencer campaigns, our influencer outreach guide can also assist with helping plan and deliver an influencer outreach campaign.