Influencer Marketing Metrics Score Top Points with DTC Brands

BY Rachel Cagle
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Chances are, one of your direct-​to-​consumer (DTC) client’s goals for 2024 is to acquire new customers. According to a report from Digiday, influencer marketing metrics show that using influencers to promote their brand is an effective method to accomplish this goal. Here’s what you need to know.

Influencer Marketing Metrics Score Top Points with DTC Brands

Confidence in Influencer Marketing Continues to Grow

According to Digiday’s influencer marketing metrics, DTC brands, like many others, dedicate the majority of their marketing budget to digital channels. What’s the top digital channel they invest in to get results? Social media influencers.

Social media influencers’ top spot isn’t going anywhere in 2024. Digiday estimates that the top five digital marketing channels in 2024 will be:

  • Social Media Influencers: 74% of DTC brands will say influencers are the top digital channel driving their marketing outcomes
  • Streaming TV: 58%
  • Retail Media: 34%
  • SMS: 30%
  • Owned-​and-​Operated Social Media: 29%

Choosing an Influencer

Bigger Isn’t Always Better

Your DTC client may think that partnering with influencers with giant followings is the best strategy to acquire new customers. An influencer with tons of followers will definitely get your client’s brand in front of a lot of people. However, if those viewers aren’t interested in your client’s offerings, what good is their attention?

Digiday says that micro-​influencers will lead the influencer marketing charge in 2024. Why? They help get your client’s products in front of consumers who are actually likely to buy them.

Micro-​influencers help your client target niche audiences. “If your client specializes in, for example, agricultural products and tries to partner with a celebrity makeup influencer, that partnership won’t produce effective content marketing,” says a previous SalesFuel post based on data from WARC. “Brands might prefer to use macro influencers for a big product launch to help drive awareness. However, where brand advocacy is required, working with nano influencers on an ongoing basis can be more effective.”

Plus, consumers tend to like and trust micro-​influencers more than bigger ones, according to Digiday. They’re seen as more authentic and often have stronger connections with their followers. As a result, micro-​influencers with fewer than 100,000 followers generate up to 60% more engagement than their larger counterparts.

You Have to Know Your Audience

Of course, before you can use influencer marketing metrics to help you choose the best partnership for your client, you need to know their target audience. What demographics make up your client’s target audience? What do they plan on buying within the next year? Which social media platforms are they active on? You need at least that information before you can assist your client is choosing the best influencer partnership for them.

You can get all that data and more from AudienceSCAN on AdMall by SalesFuel. Once you have well-​rounded knowledge about your client’s target audience, you can start doing research into influencers. The ones with followers and content that relate to your research are the best ones to reach out to about partnerships.

Your DTC Clients Need Your Help

According to Digiday’s influencer marketing metrics, your DTC clients both want and need your help selecting influencer to work with.

59% of DTC brands say that the greatest area of opportunity for their brand in 2024 is expanding and improving their digital advertising. Additionally, 53% of DTC brands agree that selecting effective channels to reach customers is a common and major challenge they’re currently facing. They recognize that they need help, and 32% recognize that agencies can help provide it.

It’s time to put these influencer marketing metrics to good use and help your client choose the best influencer partnerships to achieve their goals.