Influencer Marketing has long since moved from buzzword to established tool in the modern marketer's digital arsenal.

But how can Influencer Marketing help you? A study from TapInfluence and Altimeter that surveyed 1700 Influencers and 100 marketers may hold some clues.

Popular kids

The study found the main reason Influencers resound with their audience is authenticity.

Over 70% of Influencers surveyed stated that being themselves was the number one attraction for their fans. This was followed by “Addressing issues fans are interested in”, and “Interacting with fans online”.

Influencers also said that the number one mistake brands make is not offering adequate compensation for campaigns.

Marketing moolah

Conversely, marketers reported that Influencers were most beneficial in helping reaching millennial and centennial audiences.

This was followed by Influencers offering a fresh alternative to traditional advertising, and bestowing authenticity on a brand.

Almost two thirds of marketers surveyed said finding relevant Influencers was the most challenging aspect for this type of advertising.

Platform preference

Interestingly, marketers considered Facebook, Twitter, YouTube, and Instagram and the most important platforms.

Conversely, Influencers ranked their personal blog, Facebook, Instagram, and Twitter as their top picks.

To read the full report visit tapinfluence.com.