# New Research from impact.com Shows Shifting Power Dynamic that Puts Influencers at the Centre of the Brand-Consumer Relationship
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-08-23
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Unlocking the Power of Influencer Marketing: Impactful Insights
Meta Description: Discover how the pandemic-driven growth of influencer marketing is reshaping the consumer journey. Learn key insights and strategies for successful
URL: https://financedigest.com/new-research-from-impact-com-shows-shifting-power-dynamic-that-puts-influencers-at-the-centre-of-the-brand-consumer-relationshiphtml

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###### **Sponsored Feature Presented by impact**

_impact.com, in partnership with WARC, examines how the pandemic-driven growth of influencer marketing has accelerated influencers’ role in the consumer journey_

**London, UK – Aug 23rd 2022 –** [impact.com](https://impact.com/), the leading partnership management platform, in partnership with WARC, an international marketing intelligence company, today releasedan in-depth research report on the rapidly evolving brand-influencer dynamic, which shows the disparity and alignment of perceptions of marketers and influencers, and offers guidance on how better alignment can lead to more effective and valuable partnerships. The report, [_Aligning Marketers and Influencers: Shifting Perspectives on Influencer Marketing Across the Funnel_](https://impact.com/warc-research-report/) _,_ reveals influencer and marketer perceptions around influencer marketing, especially given the rapid growth of the influencer market after a wave of investment and innovation on the heels of the COVID-19 pandemic.

![How marketers and influencer measure impact](https://www.globalbankingandfinance.com/wp-content/uploads/2022/08/impact.com-1.jpg)

 The report, based on global survey responses from more than 400 marketers and 400 influencers across Europe, North America, Asia, and Australia, found that **75% of marketers leverage influencers for brand awareness and 73% for brand engagement.** From the influencer point of view, 58% say their top reason for working with marketers is to create authentic content, especially in a world where consumers are increasingly sceptical of traditional advertising.

The value of authenticity cannot be overlooked. According to the research, 85% of influencers and 67% of marketers ranked high levels of trust and authenticity as the first and second most (respectively) significant strengths of [influencer marketing](https://www.financedigest.com/the-3-ss-of-brand-growth-through-influencer-marketing.html "THE 3 S’s OF BRAND GROWTH THROUGH INFLUENCER MARKETING"), which, over time, creates stronger partnerships.

The report uncovers key considerations for those seeking true, impactful [partnerships](https://www.financedigest.com/impact-com-announces-new-product-functionality-for-b2b-saas-through-partnership-with-hubspot.html "impact.com announces new product functionality for B2B SaaS through partnership with HubSpot") with influencers who are now at the centre of the brand-consumer relationship given their impact on engagement and relationships with consumers. Those considerations include establishing a wide understanding of influencer marketing across functional teams, engaging with creators over an extended period of time in order to receive the best [results and working with influencer marketing experts](https://www.financedigest.com/will-global-commodities-suffer-as-a-result-of-brexit-the-experts-at-easymarkets-think-not.html "WILL GLOBAL COMMODITIES SUFFER AS A RESULT OF BREXIT? THE EXPERTS AT EASYMARKETS THINK NOT!"), such as technology platforms and agency-managed services, to ensure the best reach and results.

“Consumers are engaging with social channels like YouTube and TikTok more than ever before, which we expect to continue for the foreseeable future. At the same time, [consumers have become distrustful of and annoyed with traditional marketing](https://www.financedigest.com/analysis-jpmorgan-goldman-bet-on-tech-to-crack-uk-consumer-market.html "Analysis: JPMorgan, Goldman bet on tech to crack UK consumer market") and advertising channels,” said impact.com CEO David A. Yovanno. “Together, these factors have helped give [rise to a significant consumer population that looks to influencers](https://www.financedigest.com/influence-of-the-rise-of-machinery-on-britains-workforce.html "INFLUENCE OF THE RISE OF MACHINERY ON BRITAIN’S WORKFORCE") to guide their purchase decisions, with an appetite for influencer commerce content that continues to grow. This has created a shift in the brand-influencer power dynamic – for many brands, [building partnerships with influencers is now a critical way to reach](https://www.financedigest.com/ecommerce-localization-specialist-reach-builds-unstoppable-momentum-with-new-senior-appointments-and-canadian-office-move.html "Ecommerce localization specialist, Reach, builds unstoppable momentum with new senior appointments and Canadian office move") their target audience.”

[Key takeaways marketers and influencers shared](https://www.financedigest.com/functional-extracts-market-potential-growth-share-demand-and-analysis-of-key-players-forecasts-to-2029.html "Functional Extracts Market Potential Growth, Share, Demand and Analysis of Key Players – Forecasts to 2029") for those looking to create (or expand) an influencer strategy include:

- **How [brands can best reach their target](https://www.financedigest.com/gumgum-granted-first-mrc-accreditation-for-brand-safety-and-contextual-targeting-for-ctv.html "GumGum Granted First MRC Accreditation for Brand Safety and Contextual Targeting For CTV") audiences is shifting.** Younger audiences tend to favour visual experiences, such as those on Instagram and TikTok, and they prefer smaller content creators over celebrities and mega influencers. These meaningful interactions drive the credibility and authenticity that audiences crave, and, at the same time, help influencers create relationships over time. Knowing how and where to connect with target audiences is critical for a successful [influencer marketing](https://www.financedigest.com/how-to-grow-your-brand-with-influencer-marketing.html "How to grow your brand with influencer marketing") programme.

- **Creating a clear, mutually beneficial partnership must be a priority.** Today’s [creators want more control over the content they create for brands](https://www.financedigest.com/how-to-find-and-recruit-content-creators-that-align-with-your-brand-organically.html "How to find and recruit content creators that align with your brand, organically"). They [expect the relationship to operate](https://www.financedigest.com/theres-a-fine-line-between-relinquishing-control-and-accountability-financial-institutions-must-balance-both-to-successfully-cloudify-operations-and-meet-customer-expectations.html "There’s a fine line between relinquishing control and accountability. Financial institutions must balance both to successfully cloudify operations and meet customer expectations") like a partnership rather than a simple fee structure. For marketers, it will be critical to balance brand requirements with creators’ demand for more freedom and control over the content they produce. In fact, according to 50% of influencers surveyed, [striking this balance is the second most significant challenge they face](https://www.financedigest.com/uk-airports-face-christmas-disruption-as-border-staff-to-strike.html "UK airports face Christmas disruption as border staff to strike"). At the same time, compensation is a vital part of the equation – marketers must focus on incentivising influencers around important metrics, to help align both partners and [deliver improved results from the relationship](https://www.financedigest.com/new-global-relationship-between-reckon-software-and-myfirmsapp-delivers-closer-interaction-between-accountants-and-their-clients.html "NEW GLOBAL RELATIONSHIP BETWEEN RECKON SOFTWARE AND MYFIRMSAPP DELIVERS CLOSER INTERACTION BETWEEN ACCOUNTANTS AND THEIR CLIENTS").

- **[Driving valuable long-term relationships with creators is key.](https://www.financedigest.com/insights-on-the-sputtering-target-global-market-to-2031-key-driving-factors-and-challenges.html "Insights on the Sputtering Target Global Market to 2031 – Key Driving Factors and Challenges")** As influencers become more important to the brand-consumer relationship, it is important to stay focused on creating long-term relationships, which over time help drive more conversions. Though marketers tend to leverage [influencer](https://www.financedigest.com/sales-of-dental-implants-market-to-be-significantly-influenced-by-rising-consumer-adoption.html "Sales of Dental Implants Market to be Significantly Influenced by Rising Consumer Adoption  ") marketing for shorter, more awareness-driven campaigns, results can improve the longer a brand works with an influencer. A [key example of this is in the beauty and fashion industry](https://www.financedigest.com/encapsulated-citric-acid-market-industry-research-segmentation-key-players-analysis-and-forecast-to-2029.html "Encapsulated Citric Acid Market Industry Research, Segmentation, Key Players Analysis and Forecast to 2029"), where advertisers have proven that longer-term influencer marketing collaborations yield better outcomes. And, among marketers who use influencers over a longer period, 73% rank trust and authenticity as the biggest strengths of influencer marketing – six percentage points [higher than among other marketers](https://www.financedigest.com/short-bowel-syndrome-market-higher-growth-rate-forecast-2020-2030.html "Short Bowel Syndrome Market Higher Growth Rate & Forecast 2020 – 2030").

- **The criteria for selecting influencers has changed, too.** While macro influencers boast followings in the _millions_, nano and micro influencers with less than 1,000 followers may be [key to unlocking a successful](https://www.financedigest.com/hiring-smart-is-the-key-to-success-for-entrepreneurs-heres-how-you-do-it.html "“Hiring Smart” is the key to success for entrepreneurs. Here’s how you do it.") influencer strategy, according to respondents. Not only do they bring extra authenticity – they have very [active communities of followers](https://www.financedigest.com/active-purge-pump-market-to-witness-contraction-as-uncertainty-looms-following-global-coronavirus-outbreak.html "Active Purge Pump Market to Witness Contraction, as Uncertainty Looms Following Global Coronavirus Outbreak"), resulting in higher engagement and their potential to influence product purchase decisions.

In addition to [in-depth surveys, the report is supplemented with a series of in-depth marketer](https://www.financedigest.com/camphor-market-in-depth-analysis-growth-strategies-and-comprehensive-forecast-to-2030.html "Camphor Market In-Depth Analysis, Growth Strategies and Comprehensive Forecast to 2030Camphor Market In-Depth Analysis, Growth Strategies and Comprehensive Forecast to 2030") and influencer interviews, WARC’s global data and expert contributions, all targeted at better understanding the evolving role of influencer marketing. WARC is an [international marketing intelligence](https://www.financedigest.com/artificial-intelligence-ai-to-catalyze-the-surgical-hemostat-internal-tissue-sealant-adhesion-barrier-market.html "Artificial Intelligence (AI) to catalyze the Surgical Hemostat Internal Tissue Sealant Adhesion Barrier Market") company that provides the latest evidence, expertise and guidance to make marketers more effective. For more information about WARC, visit [www.warc.com](http://www.warc.com).

The full research report, **Aligning Marketers and Influencers: Shifting Perspectives on Influencer Marketing Across the Funnel,** can be found at [https://impact.com/warc-research-report/](https://impact.com/warc-research-report/).

**About impact.com**

[impact.com](http://impact.com/), the world’s leading partnership management platform, is transforming the way businesses manage and optimise all types of partnerships—including traditional rewards affiliates, influencers, commerce content publishers, B2B, and more. The company’s powerful, purpose-built [platform makes it easy for businesses](https://www.financedigest.com/national-world-launches-new-ad-manager-platform-powered-by-danads-empowering-businesses-to-take-control-of-their-advertising.html "National World launches new ad manager platform, powered by DanAds, empowering businesses to take control of their advertising") to create, manage, and scale an ecosystem of partnerships with the brands and communities that customers trust to make purchases, get information, and entertain themselves at home, at work, or on the go. To learn more about how [impact.com](http://impact.com/)’s technology platform and partnerships marketplace is driving revenue growth for global enterprise brands such as TUI, Uber, Shopify, Lenovo, L’Oreal, Skyscanner and Levi’s, visit [www.impact.com](http://www.impact.com/).

**CONTACT**

[press@thedigitalvoice.co.uk](mailto:press@thedigitalvoice.co.uk)

Maryum Sheikh, [The Digital Voice](https://www.thedigitalvoice.co.uk/)

[owen.hancock@impact.com](mailto:owen.hancock@impact.com)

Owen Hancock, RVP Marketing EMEA, [impact.com](http://impact.com/)


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