Influencer marketing: how is it being strategically procured?

Influencer marketing is of growing importance to brand managers. To develop an industry wide overview, WFA’s Category Management Excellence series conducted a deep dive survey on how marketing procurement leads are managing influencer investment.

Some of the highlights include:

• Average spend on influencer marketing has remained stable over the past three years, with an expected increase ahead – taking a larger share of overall marketing and media budgets.
• Most organisations manage influencer marketing through a roster of preferred partners - whether by brand, individual market or a combination of both.
• Payment models vary, but fixed or output-based fees per project or period remain the most common.

The rest of the report provides detail on scale of spend, how influencers are segmented, pressures facing teams, the split between marketing and procurement leads on decision-making, remuneration models and measuring performance.

The WFA’s Category Management Excellence series gives marketing procurement teams focused insight on major investment areas while also examining the people and structures that manage them. Each edition blends practical category guidance with broad industry views on spend, operating models, commercial structures, vendor landscapes and emerging trends.

WFA members can access the full results through this link.