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Influencers are an invaluable tool for brands, capable of amplifying overall reach and engagement rates simultaneously. However, there has been a dearth of data to help brands determine strategies to maximize return on investment. To address the growing need for data‑driven recommendations, L2 analyzed the impact of follower count, competing endorsements, and perceived authenticity on Instagram campaigns, identifying three viable models for leveraging influencers within an overarching social media strategy. The first annual L2 Intelligence Report: Influencers evaluates the performance of 1,152 consumer brands across 11 verticals working with more than 5,000 influencers.