Observed Signal · Sep 1, 2026 · Research Report · Source: https://martech.org/feed/ · Impact: 2/5 · Sentiment: Neutral
Marketers Misuse Influencer Marketing: Awareness vs. Sales
New research from Sprout Social and the Journal of Business Research reveals a critical disconnect: consumers increasingly buy based on influencer recommendations, but most marketers still treat influencer campaigns as an awareness channel. Two-thirds of consumers made an influencer-driven purchase in the past year, yet only 24% of marketers cite direct sales as a primary goal. Algorithmic feeds are reducing the importance of follower counts, and lower-funnel strategies that give creators creative freedom prove more effective for driving sales. Marketers are increasing budgets without aligning metrics to desired outcomes, risking inefficient spending.
Highlights a strategic disconnect in influencer marketing with new data, but not a major industry shift.
Key Takeaways & Evidence Grounding
- Two-thirds of consumers made at least one purchase based on an influencer recommendation in the past year.
- Half of marketers say brand awareness is a primary reason for using influencer marketing, vs. 24% citing direct sales.
- More than 75% of marketers increased their influencer marketing budgets year-over-year.
- Only 17% of consumers consider follower count when deciding to follow a creator.
- A Poppi campaign gave branded vending machines to 32 influencers, generating millions of TikTok views.
- Only 17% of consumers consider follower count when deciding whether to follow someone.
Connected Companies & Entities
2 Entities mappedSEMrush
B2B marketing intelligence software for SEO, ads, and competitive research.
“MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics....”
Sprout Social
Social media management SaaS for publishing, engagement and analytics.
“Two-thirds of consumers made at least one purchase in the past year directly based on an influencer recommendation, according to Sprout Soci...”
Ontology Mapping & Concepts
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