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Data Snack

Could Influencer Marketing Steal Social Media Marketing’s Throne?

July 5, 2022
January 25, 2022
Kelsey Donk

Influencer marketing is growing at a faster rate than social media marketing. But influencer partnerships actually work best *with* social media. Here’s why.

Table of Contents

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Who isn’t using influencer marketing these days? 

Three years ago, a little over half of marketers were using influencer marketing. Now, an estimated 72.5% of marketers work with influencers, according to eMarketer data

It’s nearly as widely-adopted as social media marketing.

Source: eMarketer

Why influencer marketing is powerful

Simply put, shoppers like influencers (most of the time). 

Around 40% of Millennials say their favorite creators understand them better than their friends, Google found

People trust their favorite influencers, too. Gen Z and Millennials trust Instagrammers, TikTokers and YouTube more than politicians, according to YPulse.

Why it’s better with social media marketing 

  • Social media marketing levels up influencer campaigns. Brands can organically share and, as of 2019, put paid spend behind influencer assets to boost reach. 
  • Influencer marketing levels up social media marketing. It encourages new prospects to follow brand accounts — and essentially sign up for paid retargeting. 

Our takeaway? 

Influencer marketing probably won’t beat social media marketing — it’s more likely to join it in a powerful growth loop. 

Long-term, these two types of marketing could become indistinguishable. By 2025, 86% of marketers — nearly as many as have a social media marketing strategy — will have an influencer one.  

Kelsey Donk
about the author

Kelsey Donk is a writer at MarketerHire. Before joining MarketerHire full-time, Kelsey was a freelance writer and loved working with small businesses to level up their content. When she isn't writing, Kelsey can be found gardening or walking her dogs all around Minneapolis.

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