Marketing
January 4, 2018
Celebrity influencers' paid posts result in modest engagement rates. Image credit: Bella Hadid for Dior
By Jen King
With contract values estimated to exceed $2 billion by 2019, influencer marketing is here to stay, but the concept still lacks insightful data and analysis for brands to base strategy on to maximize ROI.
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RXyiOGtKN6KeHkoykWuOoDLpDPi9P43beo2WnnP7g+\/tOEn\/FbMTH1iW4cr9m6Sa4W22IZEMCRLRt7t2LtmpEVV\/opBMTiJvXobRnHACThteAJ5lyxJQcFcVk5W+YTfQ211vvZnCCdC6qZ\/vsAkvS74N9is14XpvDpAU3N8mCVXRijUX4OEQ4F\/LqH+DnRvhm4xL9qi+bhkni9RIUj4o1oOvkG3PuE8Fu8KnwDyNFGXP08aOtc9JshgaLwLatAC1bsjTU2CVdCIiRWE0znSfaLZhaw3ZOq9Afk3KN2usuZBgpj647pnvuDFuDzOR\/n3yTcXALZBUzigKpWWEQhA6Q6J2zwYDTZ3j5EDhW+HGV\/Q6ff2fvN2LcH78u\/RNTtdhlz6e6nXsie1TcPRDSHGDpLxYwMCkqp4tmCcx9ZRtckIz02vikbHUK1rG+cHUMehVJ7ZC8be018wCCRcqXZxnCJvirsTxuf9KC19j33aRciD89ghpLHXroAMtEOZsFH8ttXQtWJ6UX33mGNBpIvGGT6k5nbfZrXFFi6VljVRU5gwDQF7vzzwoBRAlxsb6wIM8A0gp2Whn+zGcl00JOV8nrCTNGrK+8pKxKcqbVtQwfwLtFPapuWB\/5iuQZPdbfx1W1yWH4f4GYzOvcDqFsN9\/tup6fIld3kdzqj5faaB15ZtH0fDD3IrFLr5iI7ZUyLsqVvV+QTUJQ\/f\/Pk\/mkSkpMwqc73u1kHcGWabYbxA67BH31iVGJQ2TQTXXorv31FzBU4fPJbUx4YgIpcpVdISJDNwEnnFNK5K\/yF\/\/Sc\/IDHtx3yS5iyTN08o\/NKnTt3siYeMrPd3J4WmLspBW7hjymuOTaMdhdu77sZcwGE4oToIuGWoLC8lX35Lv7Mdw65zpUCgigJFSMFFEiqAFMjzwu3FNSEGC8865ua3Dr2rpIFLYb2VGUByl0OkJvyOO0xozUvAIGSKxdPPke+WUt7rmpSDAKlCSr8XGqT3LDyUwtBN0XRTH\/W8v\/u1+Cjdlxf+mqKou6N8NgtCpp9KJknI6vFWAnNdHw7WnboDnuuoralBTErjoHHi4bE9hY6RjlYhBb2cIgVSw39A2sjHml7sfq+qU4U9edibh3RZ1URl\/jCWEFWLcShL8JGju6IuJAnkzn6KhOoReCcTu70SnoysdUxsNecira8ZLMRg0mIWMp8BcmxB\/CIx2sIDaNUHaKSlR57aIBSbANvh7BJVfn87s6ZB3mTNWGwV0+lQDcVwK1lHJjO+\/qhMVBXmwjEtH0myqJ1d2X81zN8Cx+qsCl4bMeHVzEe3F0GjB0fWBOsmgWzz6Y9qAs19xw\/VuEPi4AGcEMQzgAuue4eYojbt4mmCUhUnsV+n\/gJTGCJ7olHcLuDACagD9p1JLqj5XCOg0lcRjjBSWtUfY\/\/Q7FNHIjsAXnK5N+ZGJphazJlZq9KZO0a8JYTKWkTQh82gBN+e0NHB8tSSlVedwQDHQ7qgVHjhmwnJ7dBusQEE7236f8A5gk7Jphoiic8xp4CmdlTINihN6w3aD+GOT+3GI6IRZFo\/TbEmC1xcckTWIRo2s5KiBQd2+\/+bFC9Ptw32\/2oS13dTf\/Mj7DBEEmUTt42WtOqCKnD7YHsC2s17orj7oGh8FPBdyLj\/4oXH+5aC\/LbbkI6SOAnPjShSpArqTHw8uSKToHYpVErHd0Tq2PWe7DLz5WxE5aIf1ggW1J4haePmpw\/bklOcyUaicsVNcc8I74CMxwMlSKor7Gglt36RKh5dLfgcOMgHl0siLK0QhyppHpQsoWiJjQJkIBe+v5vJyidaFxQcO7ifc0f2xXO0VPBYZX2SnptzeMk7bRjpopWJmglkpnPa+sxrsB8lLuuYEzzf4afFqKIzfRNzy1AC7Nvq1h5nvSAc\/2kopXHKxozOAjISa+bwfn8uH\/wlkhcVgh+lB8i0oQFohni\/ZezvQ90HpEyNZ9pElZalqPOYQq1Wf4JanMzQUkkEBs5KSssQ\/bHAoChuIQiMoeVFf6e+fZFgKQli7ArN3jA\/yzW18o5a71+YSzsGyeURZZPssI4+xWIkhohyFXAn086mohE5WgQd+Ey+Wz1wd7z2NEJLjhfSwBgiVNqCFpuSCqOZdw8rzCfUH3jYGySUNolZXN6wvv9kG2GO5UOu1J7dk+GOA8U51RGrBOF7e9Yxtv9su67A2h23oLyMpC9o\/WrF91TP+QuSJ82rtlMoDLn\/vSWnpyJkxlfvqU1qe\/D3xwrsZMo+GPXwx85puYCWZ4CkFm6aWDBWyL5QxaPBVftqJ2ocxfoCvbaXbMuMMcuIpLX00a9E8pMANvFkyyedw6hkxMxhfIg+sTb3M6UdEG2a8xgUJGY+2wmX+M4ysjyIEIFjBJzl2CB2nRSR3NO\/jfK4zT40vXifA3w\/qN1ves\/tAyJ9V6WkScIGuzudPzzz7i0Sipu56fAerAu0Xx2Fhgrp0B7ojdAaBJM2Be+vjJ9Bj\/nBFAZKVe+s5gfaAKZN5lJsPbZSjN2Oq4+xPMP3PzO6oiFS\/PV47D\/Xl8+ra3uwHX\/+eVXgfpklY0+ACn544PhGtTFvOlJ2kinQ4WLHcdWYLUT\/xkwGsyBX4xrUkmLV7CrpHCQJ6m2Ga\/jCgAPzc1P4YcH+bwWbG0kFMfXIw3KoX0dSR7osP0hrAIxgk4AcGqyF4UJdKl+YunYHldt3psYjt9+VkowBmXMRzLbwlfUPbjTBSosgkTXUxd4T3gjD0inlsqcXsy29pFVTvPne3prFJOM8UOOHHVp4YnWqM5H01GipgmUxKLSbbdHVzL3UhiadxVF6WFswlFRjOmUyBIVaaFxw3pXQO9o4RW9JFlmH4r+sOB9Lr7nXtzkrlty+ENDoJsV8W8Ex5iGiouTlRik3wdhIB7\/gincsTtrKMt8m8p9\/Q+sTPflzQJluH6WVPA1WFBOdP7k8a5SMgILjSTWHqx4WVuFZzQjyvBRoXLZb3KPe82wwEgWQBB2ueGtUUTXLnKCEkbXbKChrom7ymfQ7pV8mgRM1Mt7KYJfvDr2Q1Z+E+hR79Oea7ytMhL9cslQ3mp2i5HPPKCS2jM+2WFZF\/TIouacTPrYHVYmvSKuMIonB8BZ0XAQTee6hRogybwxFhRhzb\/N+9nIFp14o\/CVDp\/+AHCGeJ99SZOTilVUeqiGO831Vb85KSZvY1jc9\/K11NFim1tEqAUaqP+JCeUYJjtBOZohDinEg+4efSm5viyDkliORejhB2XjF+uUJEvvjvbPFm3uRQd8hcseD9rBeqpAS3ITonmey06qyVOa+RLS0COBwn9\/+IB+XvxCxIX\/lu\/XrUYANccdNagKeA05DVeT0xUyb7KmB9+m48W9r0Iqggf+pqfimAMj5UAddPeJMKgWmvZIbvJ7PfhWk5a+JXfEUojH\/HWTerG1W5CGS8WRqjWEF1WCi81Ya7+KIz15wDys\/xqJB2YCON3hqwyifS4EMFLppvNGNCWsS2Zt6Xve5nz8MRL2ZX3ohyJaqe26S4YGHP9WEwFrLWFTQtT2MhEOctfdX6zy+Qydolirq05ZHB\/YqT8qSaEyn6jso6ExM47r4np1ACJpwHXrzVZgwrYVDrOHyXzJPrK9WoUg4Y7gOZe0F95G9xGFvtRALbCveCMlcRx+lYwu\/b1+OQt+o7e2hDBqL+dpgiNU6tYQZdsD5SPYnzh4qI9uHHPnas1iT7GsJURKI9K9P+gEBOUASmMO30u9jZ3IEihsxjeB6U5MJHKHJJ6g8l3lIqxJzcdyzNBPNbfmDrbiCOEO8rCe6uyHfCDjyFe70haN6UDP8zLIFK2hwVIjAHBh3libmAmTy2V7RsMbNNbpZEufEMWaTeIFciWG2O+jXnYSmcsLIdI2xE5x099ak0gtVQM3GsQHCtbuB4JVnc1zojA0vH6Hx0J1\/ZhFRRqubk3R41TV+Lax1xhKdF6lwOaMgj0h5\/3VJlyiu64RPGJ9Ak2USnjuT6wx34ppAg0AfjF6XL0w\/+tVePBg\/Jeea5FMFbV\/i8oIY+WKJQcoQLd9GRDsxF\/So6OBaUk9ZTKPX14yLuAupoHaS5RQZIhU2g9pzMuflLzNyq9WrxgDw8BXUibJ\/IImEGKySAxZoy7uGJqH+L8Xnt69kiQ2dOWmryi3YqMQHLzxeXhN5HT3vMJo0LyRE2blJ88Uo9DSYby1gz6TkC9H20G7HpwRfI0cnFXhHRgeWutlwzeXLcyju3OPM4yiM30+lbQUW4dVrmt84hHnjO7RREUHf+dLCqUweFH9eS\/EIPDEA5+XzKKKPPROWI93A+++DFrqyOMsr0jf9iM+4v\/oGV\/PgVJBWfvijgi5liQWRGVC1cPkZLmlXO9pAdD4EwKAeGn+k4xwLArUXUe4Z0iWtjOb75kQM9ysRLaNiuKjqtt8mI3HzewyzV\/759ouGS52blE0LPHHsLOJXEidqZbTkkipFIcAz7pXs7+ZSSA+pBHdWlcQ4bpiarjjjtpaIRZh+Wdh+JAvWVjaKzBI48tiZzTfHCkpin2liPQU3OcZJcRogcOX33eLHtMVl6NYdl9fqji8FwbVKlw27cc9Cvw9gHLQL7sjugZ7ZtBuylx6\/5W3zah2qCu4b+NF\/RmDuh7VXbIVxXjHoqFxV5eO\/MYxIN8\/ICXLuY8UcSUxlx47b8ybwIm82RokGnagHCHGCnCeVW7Kr3LZnMUSUClcULBOEx1TZVrx+QqAWuLJJrS3j3C\/iZK5HBZDxP9ACm8UtSPtpLZ3pJIghlOyWRCKY8h6fbB9LeCsLCH2W9EWOX+vVtN3t7zIE26ty0l+PMlIay1YBFf3UMsPnvrV0BKtN0IT767CfQqPqjBw+cAVHs6N4czBgqPUpS0ta\/LMBmCDuh6oOBjOJ7i8E68I+XfHfQLb1FxtnS7CDCrhb72E2LvQ1xg01cKy5HiYxTUy5RTOKperqn8BFeOqeartqpyQv8ENUMb9Bhtja6wHKbes7rJh3QlYWCEc4GjxYnyoZFtw21IXPvIdw2rvJW\/byzFbo8tn1\/IB0dYzoM\/GTXoCphlq9nZb2INyo4q2hhALNJA1I5\/T37rZPSJSH\/810k\/+FYzMQycgiH3RLLu9RiVvWLG\/kvMzOvGf4NBZdzM+RULsdCqN3fgXn9sbM4aRpD0sQ1gGd6RSpLCOBjXV2BS2I9\/h+4+aXPZmeisDWsahyyyJtrkkhSJw1p\/8bzUepsdE1luxqUmx9gNT\/awA\/B8kKuJp7A\/1L\/32V1Oj6WQAqqFJdX8LWv23RrVfPvIVr4qhw7wQBRhN+3HC\/rO9zY6f5uroUQziyMDGOeupU3bIadq60jTco8tuyABfXJCNzqszbFfN27VoxjAY2IXblA5\/rGx20cq2vLTNK4JzX8AP0MYNm0X4fWn1oTao+ujDNcfwkLFYGnA53LCmQeHc1hWNqVuqeklDtNJbIQqDtRWcVw2\/W\/GOOjRQp2eUnaAtKeCNsqysoQguNt7OOEOo91S+DeMGO4gibpHxyrpsqgXm3Tj7Q1AWIrhNpjcxIiOpSMTFqaORzNXjxAq7fmJO5w9ObECg\/9M0cGEpoERplPd+Y1E3FCdtLcbjfd+5wdq49WwsVyGfW2\/RO\/ICXkLopyIurAmiuZxb74FwUjfgfF419gc+1E88kpvXnu3e53DNH36lHMtN6v6xHgbfqVimYm\/5d7jhGyKxfUE9I9fiMCiIoEZM7ABYsLt0W9Jwih9G7gR6pyLWWMmp1tEo6MVJkWHgERQSQhY5AP93WKZaH0K8zAJFfWXgSAt2h2S+W0OzNZYhnz6U8z4QPKpQEugE7N6+v2BDuT6nFA5jSeNQ6L8oce3Jf2vI2lVcKd62v7cyHpDocVb1XYMPMtr2JqB6a\/Z77tOHgvl1XymWgweLrCdoRtyGmSSxR2xK6z2mEsPHZPM7JG\/1JmbGwsKUpSadtu9HfgkC\/\/Dphl088gUBQFzNJHxKYJ9tcje+5GsUoikri8G6yqXaF35EO+lCHrqihMz4ve7PC\/UjyBwvN1KKjs1vmkG8ZDOtJRujc2bzhh9fqttMZm9SjlB\/QnPEUtUPeG++HQbzriy2sAIb8DR1SBR+IPpvqksHXiFQe2KgVoUoah2s+W9WDVEudoHZkAdA4sACXeVcmcEY1QcQwXBOHaq8UZmJTIW\/bi4Q0PW7lrNE22z1xbkw2RW+Sq+uN\/ZP397v4th\/Cxup3LV0x1302xMbcNVbh11gknRXAsfAn585kq7kS\/5ARpuix\/AhpjMqN\/7lXAsJKtg4cmQj6\/qbUvHTrjGK+s0ohn+mpgBuiHLI0neKw4x3PsMNR\/MaqeVPBMmvyMPrtgD0XuukcTYqoAXq8SwcuowdSw+GnZVcVWt\/55F22FDc3M2BzfOa99T5XxE4dvLrcSLfboTQnqshixBU7RJNEsgolKgZnscf8RGG+njdRWpKqU123Wh33urqRh4mZGWbRyEWNgqO6xYlzD\/qT+MlsYYIiL6fd6aMEgfRm2Fw5AiI0\/8KuCJV27AoayEdF+jPYPkQRkdQz+Dwhaf4O5Ncw\/HQI+XXfjVkog8WfWntS5tJ9Z\/n5vj+03cgJko+29zagSHxZVkX7ROuTZY0ctwFPQUAcPFv3AN+P52jbklf5a8DN5E+zm1qytzLdKKLfreCyU28iZLnkO2Ab5A1i3tUYACY+hp1QSx6nLun0L+PUjOYmCNWNLP9vCPe3S1lxA5p\/ED1lu6xI9Zm0umdssrARnJDH0CWnfF\/lHv9guuKIRkhDPRh2K8TGw5LCQLfL6gebtJ62SZ0TuAQj\/3d30iFrw71iQeX5EkG5rXKyV0efz4DTz++jhUinWiY1wSg3ibPDDCIoL3DCr\/f2qZaJHvWflCCjoLG7AR03YyVdlBzXKkSFF0EfYy94fs+QqAOcaS6MA0PjbkxnZrx0KoKE7ahbzgj8U4KUURqOxP3u+ziKWEqgPoq+R0UmbEcstbBqV3XDtjaiBAGWp8ejHIXplzJ2jMJFxZcmG\/wPZpwMwuknzwzPLwMBWKfVkQIEqvNNdJIMt8GT2iCBlDXWCOHFmWqX1\/HjEogK0AmOXpNZFdtxecrho6hE687m1nHKCtwI3bcu1H3DZDm5UXpfALWGtzzs1DzcP2Hy\/dZ4PXDRIfaxJ3qXbCwZUCuhsH1raC51zwJd+7AEQZXZ6Or3riTCX8zsNW4NvOBNfMSY3S491x20DgoZyn\/oafC5H3OrdiQV0011EgSykSypu7JE9Zovo2oqGah1XQ7kkdqahmQwFkOpHo15avIPDLvaBcl2Qat4F0nFkUf4AmK3QB24vI3gJAz+WZaTXX1w2OQMMj1wTL2ErqVG3TO+EXUhgY9NwGL2EYvnXnZ+LlsnzH2FlSEMqc8Ac4FdAjQ1ZkLNTNpMTYOUiQUyM88gq4S3u+lw6emTXproMh3hYwuef5i6I4n7+7EKDj7Wo5XpXRt2SZE9GfLefRjzxHz6tQQ6OzjOswr2ugp0iHSbXjnzlPYnMGzo2UdbdnZlfuepxVXmHVx281MoKWZRIGhntyKRTNCnz6ZPXGmQi5IYnbZBFV45ooFzhzBitE3bfJJg\/0QLSvF0P3XRe6\/M1aDzgx\/U6bdQkY8CWA7lyMHrBqY58JzcfSqhT1pzKpT9Yy46lClfk5LTry7zR6bIrUdKkG6h78yB1VcBRQqg4DEeTAHruYO\/0p0OCjni5yFhrcrle9Ol3VMVu17C6KbOeyMttwHKna2sI4HYn8Eu0eIbQSC6wH0owvuyU+Gv39eHohccg+5m43rXdo+Fo+2ylYRCOWkbJY4rhg\/ETk8EWNOm18qjag4CsOK5MaTK3DXveMCF+GtcaS56e9vzXy+58OQG4n+QcJ0k4bX3Mb4wU6Hk4Ri3kHwo2ANVTwgCkGPag60b2mI2Tg3jDJzuMhluUgY9sQF3Au0YYQLx4BKIKxlNt53SVLMhZ0uigGzpiXAyFTw6pX3ppCoiKZrdv0GbIXqepObtqRoGG77GxYmMGBnjHkv+H3\/NwkjnL6FagLwZEtneRgu3lbp9\/8vwF5kPYwxvKMtGgJL4osKnx50kwwOi+3VyEasxDTs6wdsRr4uNA812ZrRZ7kvO1IivasWXqPrZvMxV8uANajKuh3ocOTsv4MX7EP\/5XxJl9OV0v3AIAgwoN4\/7or5sQpT6rNDdha7OSFcOZEcjoqG3ombFpJjCRZvBJqU8ovb4pA7AQP3ENGIal1GL885P3vzOir07LBrMq9QOsYG0NXwl\/kC0YIkCRtHWO+Kp\/9C1a4Gsv4m4mQawm0ACRJxJThX\/drx2ToWaFuuzNVTzP+wtEfjrmzWfXcDCpPMYNrzGuxvNI9ME3QrS0Ev1mLNcMisvRqgyj3tquaHrQjEb11qXG0rbOH6vpYBg9C8YAJgNQvzdJEIEunFSHjYO4lZThBvuC7rbdzsSln8nIlVYZqkcWQ8Gc=","iv":"3bca68e04a5486a2079793f04842e168","s":"77d91102c99346e5"}
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