TapInfluence Reveals Emerging Trends in Influencer Marketing

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Brands, agencies and influencers weigh in on the state of the industry

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Brands, agencies and influencers gathered together at TapInfluence’s inaugural State of Influence User Conference in Boulder, Colo. this month, to discuss trends and best practices in influencer marketing.

Attendees included those on the cutting edge of influencer marketing who are defining new ways to bring brands and influencers together to connect authentic conversations to commerce. The conference offered sessions and panels that covered everything from campaign measurement and best practices, to trends and case studies.

“The TapInfluence User Conference was a unique opportunity to engage with digital influencers and my peers to better understand the challenges, opportunities and best practices,” said Denise Horton, director of Ecommerce, Comcast Cable. “I left feeling empowered to take our influencer marketing to the next level, and with a better understanding of how to work with influencers in a way that yields better and more meaningful results.”

During the full day of sessions, presentations and panel discussions, three things emerged as the hottest trends in influencer marketing: video content, Instagram and results measurement.

  •     Video Content - Both marketers and influencers agreed that video content is getting higher engagement rates on blogs and social channels, and has become a more preferred medium for content.
  • Instagram - Many attendees identified Instagram as the fastest growing channel for engaging with their audiences, particularly when coupled with video content.
  • Results Measurement – Brands, agencies and influencers alike indicated that more meaningful measurement of ROI - beyond “likes” and reach - will be what ultimately drives influencer marketing to the top of every CMO’s wish list.

“2016 will be the year that influencer marketing gets the recognition and respect it deserves,” said Promise Phelon, CEO of TapInfluence. “But not everyone will get a participation trophy. Brands must be able to link those conversations to revenue in order to win, and TapInfluence is focused on enabling our customers to do just that.”

The event was live-streamed via the TapInfluence website to ensure marketing professionals and influencers not able to attend could benefit from the insights shared.

About TapInfluence
TapInfluence is a leader and innovator in influencer marketing automation, providing brands and agencies with the technology to harness the reach and relevance of online influencers. Based in Boulder, Colo., TapInfluence works with leading brands such as Kraft, Horizon Organics and P&G, and partners with agencies such as Golin, RhythmOne and Ignite Social Media. TapInfluence’s SaaS-based platform is the industry’s only end-to-end solution automating influencer selection, content creation and distribution, and program analytics. Through Instagram, Facebook, Twitter, YouTube, Vine, and blogs, TapInfluence reaches over one billion consumers. For more information, visit http://www.tapinfluence.com.


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