Apple Watch gets most of the influencer mentions among wearable products, but Fitbit gets more engagement. Similarly, iPhone drives almost 4X more social mentions than the Samsung Galaxy, but the Galaxy gets more engagment.
Those are just a few of the findings from a recent Traackr report on the state of influencer marketing, covering 500 top global influencers for the first three months of 2018.
When you’re doing influencer marketing, you want to find influencers who resonate with your brand and have followers who will engage with your product. Fail to do so, and you can drive mentions with cold hard cash, but they’ll be expensive and of limited worth, because they won’t generate engagement: likes, retweets, and comments. And that’s where the magic of social virality multiplies your initial investment.
Apparently, there’s a lot of failure.
Because gaps between mentions and engagement seem common.