As sponsored content is sending display advertisement out of existence, I think it’s crucial to stay up to date on the trends and research that pertains to influencer marketing.
Izea recently put out valuable research on the state of sponsored influence. When gathering their data they surveyed both influencers and marketers so that we have a well-rounded view on what is expected from both sides when it comes to sponsoring content across an influencer’s digital channels.
Through my own measurement and tracking efforts of what works and what doesn’t, blog posts seem to be the most valuable forms of sponsored content so I was most interested in what Izea’s research said about sponsored blog posts. I’ve summarized the key takeaways in this post but I highly recommend checking out the research for yourself.
Just an FYI: the blogger influencers who responded to the survey, the bulk had monthly page views between 0 and 25K.
Who Else is Doing it?
Izea’s survey shows that over half of marketers have used sponsored blog posts at least once. It’s the second most common form of sponsored influence following Twitter only by one percentage.
How Should Marketers Compensate Influential Bloggers?
Cash is the number one way that marketers compensate a blogger for a sponsored post. 56% percent of marketers prefer this compensation method. Free products from the brand took second place with over 39% of marketers preferring this compensation. Influencers prefer cash as compensation as well.
How Much Do Sponsored Posts Cost?
According to Izea’s survey, on average a sponsored blog post is worth $85.40 to marketers and $99.28 to influencers. Perhaps this can help you make a budget for your next blogger outreach campaign.
Measuring Success of Sponsored Posts
Most marketers surveyed place the most weight in the quality of content followed by the number of content shares that a post gets to gauge whether or not their campaign was “gold star worthy.”
Do all Influential Bloggers Take Compensation for Shout Outs?
Nope. But Izea says that 92% of them do. Additionally 61% of influencers said that they continue to share additional posts even after their contractual agreement is up and over 80% tell their friends about a brand who sponsors them.
Does Izea’s research line up with your own views of sponsoring blog posts? Please weigh in in the comments section below!