If you think only of celebrities when you hear the words influencer marketing, think again. Influencers come in all audience sizes, content interests and cost levels and can be highly effective for B2B or B2C campaigns.

During Wray Ward’s recent “Influencer Marketing for Home Improvement Brands” webinar with the Home Improvement Research Institute, we talked about:

• The effects of the pandemic on influencer marketing and where it’s headed in 2022

• The rise of TikTok as an influencer channel (yes, even for home improvement brands) versus the longevity of Instagram as an influencer hub

• How influencer content can supercharge other aspects of your marketing plan

• Key attributes of each influencer class (celebrity, mega, mid-tier, micro and nano) and how engagement rates run inverse to influencer audience size

Consider these surprising facts about influencer marketing:

• At 86%, nearly nine in 10 brands believe influencers have made marketing messages more believable.

• Influencer marketing is slated to become a nearly $14 billion global industry by the close of 2021.

• Micro influencers with between 5,000 and 20,000 followers account for almost 50% of all influencers.

• Coming out of the pandemic, 48% of consumers say they spend more time on social media.