The Blog

February 13, 2018


[Report] Influencer Marketing: Science, Strategy & Success

ZINE surveyed 1000 influencers and 1,300 consumers on the topic #sponsored and what impact it has on influencer marketing.

“Only 25% of brands share campaign goals with the influencers they are working with…”
The results are in…. Only 29% of influencers arasked about their audience demographics, with just 11% of influencers who are paid to post a blog for a brand are asked for their analytics to prove the value of the post / reach. We surveyed 1000 influencers to understand how brands and agencies are working with influencers. We also surveyed 1300 consumers to understand how they perceive #ads and sponsored content. Influencer marketing: Science, Strategy & Success provides the key insights into the world of influencer marketing that is often missed out. 


Key findings in the report include:

  • Only 29% of influencers are asked for their audience demographics
  • 73% of influencers put more effort in collaborations when they feel brand resonance
  • 61% of consumers don’t check whether a post is sponsored
  • Half of consumers are more likely to buy a product if buy on the recommendation of someone who specialises in that area

Though 89% of marketers used influencer marketing in 2017, campaigns are still not being maximised due to a lack of transparency across the board. The majority of brands do not ask for follower data – or audience insights, that would provide visibility over who the campaigns are actually reaching. At the same time, many influencers are not aware of the campaign goals for the campaigns they are working on. This report highlights the areas where visibility is needed across influencer and follower data, strategy & analysis.

The report also looks into the consumer side of things – namely the effects of labelling posts as sponsored, and the types of influencers that resonate with them the most.


Download your copy of Influencer Marketing: Science, Strategy & Success and learn valuable insights that can help inform your influencer marketing strategy in 2018 and beyond.



Maeve: ZINE Influencer marketing Blog ContributorMaeve Sugrue

I’m Head of Marketing at ZINE where I am helping peers and customers who want to revolutionise their influencer marketing strategy. I love food, fitness and Min Pins.