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INTRODUCTION

Globalinfluencermarketingisprojectedtogrowtoa$24

billionindustrybytheendof2024.Brandsofallsizeshavebeenusingthesecommercialcollaborationswithpopular

socialmediausersforwelloveradecadeasa

supplementalwaytoreachtargetedgroups.

Now,facedwithaudience

fragmentationacrossnew

mediachannelsaswellasthegrowingshopperpreferenceforauthenticuser-generatedcontent,influencermarketing

Byusingtrustworthyinfluencersacrossabroadsetofemergingsocialmediachannels,brandscan

engageshopperswhohavegrownaversetomassmediaadvertisements.

Shoppablemediaiscriticaltoapowerfulinfluencerstrategy.WithWhere-to-Buytechnologyanddata

analytics,brandscantargetandtransformtherightinfluencercontentintoamajorsaleschannel.By

providingadirectpathtopurchaseforconsumers,

shoppablemediaturnsdigitalexperienceslikesocialmediaposts,videos,orQRcodesintomeasurable

conversionopportunities.Marketersareincreasinglyabletocollectfirst-partyshopperdataandquantifytheROIofinfluencermediaspend.

Thisebookprovidesstrategiesandexamplesonhow

hasthepotentialtohaveanevenlargerimpactonsalesandcustomerretention.

toincreasetheeffectivenessofbrandinfluencermarketingcampaignsbyaddingconversion

opportunitiesandmeasuringoutcomes.

FROMABRAND

LISTENNOW

FromtheBRAVECOMMERCEPodcast

When56%ofconsumersbuyaproductafterseeinganinfluencervideo,it’s

actually,seriouslymovingtheneedleinpeople'sinterestinsocialvalidation,gettingadvicefrompeers,seeingpeopledoapplications.It'snotpurelyadvertising,it’s

reportingonexperienceandthat'saverybigshiftinopinionforming.

AxelAdida,ChiefDigitalOfficer

MikMakxBazaarvoice2025|TheInfluencerImpact2

TABLEOFCONTENTS

04Influencebuyersacrossthesalesfunnel

05Knowyourinfluencertypes

07Addressthesocialshiftsinshoppingbehavior

09Seizetheshoppablemediaopportunity

10Fivebestpracticesforinfluencermarketingeffectiveness

10.FindInfluencersthatcantellyourstory

12.Applydatainsightstoimproveperformance

14.Makeeverycampaignshoppable

16.Staynimbleandadapttoinevitablechange

18.Turnyourcustomersintoinfluencers

MikMakxBazaarvoice2025|TheInfluencerImpact3

INFLUENCEBUYERSACROSSTHESALESFUNNEL

Influencermarketing,acollaborationbetweenpopularsocialmediapersonalitiesandbrandstopromoteproductsorservices,hasexistedinformallysincetheearlydaysofsocialmedia.Spendingontheindustryhastripledinjustthelastthreeyears,reaching$21.1billionspentgloballyoninfluencermarketingin2023.

Thegrowthinspendingcorrelatestoshoppers’preferenceforauthenticcontent.Seventy-eightpercentofshopperssayproductreviewsfromothercustomersaremostinfluentialtotheirpurchases.

InfluencerMarketingdeliversbenefits

acrossthesalesfunnel.

86%

ofshopperssay

theyuseUGCto

researchnew

products.

55%

ofshoppersare

unlikelytobuya

productwithout

UGC.

(Bazaarvoice,ShopperExperienceIndex)

85%

ofmarketersreport

thatinfluencer

marketingenhances

customer

acquisition.

(Bazaarvoice,HowInfluencerMarketinghasEvolved)

MikMakxBazaarvoice2025|TheInfluencerImpact4

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KNOWYOURINFLUENCERTYPES

ofshopperssaytheydon’tcarehowmanyfollowersaninfluencerhas.

72%

Bazaarvoicefoundthatshopperstrustauthenticitybasedoneithertherelatabilityortheexpertiseoftheinfluencersharingthecontent.

EX.

THESUBJECTMATTEREXPERT

trusttheir

authenticity

39%

Beautygurus,fashionistas,chefsandDIYers,theyareanexpertinasubject,postprimarilyorexclusivelyaboutit,andteachyouhowtodoit,too.

Parentingandeducationexpert,BrittanyBacharach(stay-at-homeactivitymom)

MagnaTile-Flower

EVERYDAYSOCIALMEDIAUSER

trusttheir

authenticity

37%

Yourfriends,familymembers,and

peers,whosimplyshareday-to-day

contenttheyaregenuinelyinterestedin,forexample:ratings,reviews,

photos,andvideos.

EX.

UGCvideosandcustomerreviewswithphotos

Powerful,Versatile,andaMust-HaveforAnyKitchen

MikMakxBazaarvoice2025|TheInfluencerImpact5

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KNOWYOURINFLUENCERTYPES

CONTINUED.

SOCIALMEDIASTARS

trusttheir

authenticity

14%

Famoussolelybecauseoftheir

internetpresence,theyofferaverypleasingaesthetic,creating

interestingcontent,orexecutinginternettrendswell.

EX.RomaneInncforBurberryPerfume

CELEBRITIES

09%

trusttheir

authenticity

Famousforsomethingotherthan

socialmedia(actors,realityTVstars,

musicians,athletes,etc.)theyofferabehindthesceneslookattheir

extravagantlives.

EX.HaileeSteinfieldforCore

MikMakxBazaarvoice2025|TheInfluencerImpact6

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ADDRESSTHESOCIALSHIFTSINSHOPPINGBEHAVIOR

Threeconvergingtrendsaredrivingtheneedformarketerstoupdateandexpandtheroleofinfluencersintheirbrandstrategy.

01

Authenticityiseverything.User-generatedcontentfromeverydayinfluencersandsubjectmatterexpertsisanimportantsourceoftrust.Shoppersnolongerrelyonbrand-generatedcontentalonetomakeapurchasingdecision.This

relianceonsocialmediaislikelytoincrease,asGenZprimarilyturnstosocialchannelsforpurchasingdecisions,with97percentusingitforshopping

inspiration.AthirdofGenZconsumersbuyproductsendorsedbytheirfavoriteinfluencers.

02

Themarketingfunnelisfractured.Today,productdiscoveryoftentakesplaceonsocialmediaandmobiledevices,andtheconsumershoppingjourneyspansmultipletouchpoints.Consumersspendtwiceasmuchtimeondigitalmedia

outletsthanontraditionalmedia.Leveraginginfluencersacrossmultiple

platforms(likeInstagram,TikTok,andYouTube)improvesyourchancesof

reachingconsumerswheretheyactuallyspendtheirtime.Turningthese

touchpointsintoseamlessshoppingexperiencesatconsumers’preferred

retailersisjustasimportant.Sixty-fivepercentofshopperscite"convenience"asakeyfactorintheirdecisiontomakeanonlinepurchase.

03

Spendingpressureisup.Retailsalesvolumesaresoftening,asconsumer

confidenceandspendinghavenotreturned.Mostbrandleadershavealreadytightenedtheiroperationscostsinresponse.Whilebasketsizesshrink,as

showninMikMakdata,businessesfaceincreasingpressuretocreatenewdemandwhilemaximizingtheefficiencyoftheiradvertisingbudgets.

MikMakxBazaarvoice2025|TheInfluencerImpact7

Formultichannelbrands,trackingshiftingtrendsandshoppingpreferencesacross

variousconsumertouchpointsandretailersisessentialtooptimizingmarketing

profitability.Adata-drivenapproachenablesbrandstoidentifythemosteffectivetacticsandcombinations,maximizingtheimpactofinfluencermarketing.

FROMABRAND

Datadoesn’tlie,”“Whetherwe’redoinganinfluencerprogramoradvertising

campaign,Iwanttobeabletotellthewholestorytoourorganizationaboutwhatcommunicationisworkingandwhat’sdrivingpeopletopurchase.

TaraBischoff,AssociateBrandManagerinAdExchanger

+

SecretstoGrowingYourBrand’sTopLinein

ToughEconomicTimes

Learnhowtogrowyourbrand’stop-lineintoughtimeswithshoppable

media,storelocatortechnology,andabalancedmarketingstrategythat

drivesnewdemand.

READNOW

MikMakxBazaarvoice2025|TheInfluencerImpact8

SEIZETHESHOPPABLEMEDIAOPPORTUNITY

Influencersarebecomingpivotalin

drivingengagementandconversions

throughauthenticcontent.Eachonlineoutletbecomesitsownsaleschannel,wherecontentistransformedinto

shoppablemedia.Withlinksfrom

digitalassetslikesocialmediaposts,

videos,andin-platformads,influencerscandrivebrandsalesbyintegrating

"BuyNow"or“ShopNow”buttonsintotheircontent.

ShoppablemediasolutionslikeMikMak

Commerceallowbrandaudiencesto

purchasefromtheirpreferredretailers,

cateringtoshopperpreferencesand

increasingconversionopportunitieswhiletrackingdifferentpurchasepaths.

Shoppablemedialeverageshigh-

engagementcreatorcontenttoaddressconsumerquestionsanddrivesales

withoutbarriers.

Thebenefitsofshoppablemediawithmultiplecheckoutoptions:

Strengthenretailerpartnerships.

Drivetraffictokeyretailpartnersfromthird-partysocialmedia

channels.

Improvemarketingefficiency.

Collectingfirst-partydatawithshoppablemediaallowsyouto

Makeyourproductsdiscoverable.

Reachnicheaudienceswheretheyspendtheirtime.

Acceleratesales.Connect

authenticconsumerendorsements

directlytoretailerswhereproducts

areavailable.

measureandoptimizeyourstrategyandinvestmentstoincrease

profitability.

Enhancecustomerexperience.

Provideshopperswithadirectwaytoaskquestionsandengagewitha

product’sfeaturesbeforepurchasingit.

MikMakxBazaarvoice2025|TheInfluencerImpact9

FIVEBESTPRACTICESFOR

INFLUENCERMARKETING

EFFECTIVENESS

01FINDINFLUENCERSWHOCANTELLYOURSTORY

Themostsuccessfulinfluencermarketingstrategiesrevolvearoundauthentic

storytelling.Whetheryoudecidetobuildalong-termrelationshipwithselectcontentcreatorstodeepencustomerengagementovertimeorusemanymicro-influencers

acrossmultipleplatformstoamplifyyourreach,it’scriticaltocollaborateinawaythatempowerscreators,ensurestheyalignwiththebrand’sidentityandvalueandprovidesclearguidelinesthatsetprojectsupforsuccess.

Adviceforworkingwithinfluencers

Sharethestoryyouwanttotell

It’sabouthowotherstalkaboutyour

brandanduseyourproducts,notabout

brandguidelinesorthewayyouadvertise.

Betransparentaboutyour

involvementandsponsorship.

Giveinfluencersawaytodisclosetherelationship.Thiscanopenup

opportunitiestousehashtags,answerdirectquestions,andgetfeedback.

TeachBazaarvoice’s3Csofgreatcontent:

Clarity:Shootinbrightlightandavoidfilters.

CenterofAttention:Removedistractionstohelpviewersfocusonproduct.Context:Showhowandwhereproductscanbeused.

Byincorporatingthe3Csinfluencercampaignsgetbetterresults.

MikMakxBazaarvoice2025|TheInfluencerImpact10

Findinfluencersthatcantellyourstory

01

FIVEBESTPRACTICESFORINFLUENCERMARKETINGEFFECTIVENESS

HOWITWORKED

CUSTOMEREXPERIENCEDOVE

Doverecruitsinfluencers

thatalignwiththeir“real

bodies”pledge.ThisTikTokcampaignfeaturingamotheranddaughterfindingthe

righthaircareproduct

reinforcesthebrand’s

commitmenttobeinga

healthyproductforeverydaywomenandgirls.Thisstorydoesn’tparrotthetaglinebutevokesthecompanyvalues.

LISTENNOW

FROMABRAND

FromtheBRAVECOMMERCEPodcast

Wemadetheconscientiousdecisiontodevelopmoreofarelationship…insteadofsomanymicro-influencers,andinsteadhavegenuinesymbioticrelationshipswiththetalentthatweworkin.

SarahLarsen,ChiefMarketingOfficer

MikMakxBazaarvoice2025|TheInfluencerImpact11

Applydatainsightstoimproveperformance

02

FIVEBESTPRACTICESFORINFLUENCERMARKETINGEFFECTIVENESS

02APPLYDATAINSIGHTSTOIMPROVEPERFORMANCE

Understandandspendontheonlineandofflinechannels,campaigns,creative,andaudiences

thatactuallyconvert.Somebrandsprovideeachinfluencerwiththeirownunique

shoppablemedialinktotracktheir

performanceindividually.Havingaclearviewintoyourdatanotonlyhelpsyouoptimizebutitalsohelpsyoubuildstrongerrelationships

withretailerpartnersbyenabling

communicationaboutwhat’sworkingwell.

ComprehensivesolutionslikeMikMakand

Bazaarvoiceallowyourbrandtomeasureandanalyzethefullcustomerjourney.Yougetacomprehensiveviewofyourperformance,

deliveringactionableinsightstooptimize

marketingeffectivenessandboostprofitability.

FromtheBRAVECOMMERCEPodcast

LISTENNOW

FROMABRAND

Dataiscriticalforqualitymanagement,butalsoformarketingandcustomer

service…wecreatedaframeworktomakethedatafindable,accessible,reusableandsoonandsoforacrosstheorganization.

MuratGene,FormerGlobalChiefTechnologyandDigitalOfficer

MikMakxBazaarvoice2025|TheInfluencerImpact12

Applydatainsightstoimproveperformance

02

FIVEBESTPRACTICESFORINFLUENCERMARKETINGEFFECTIVENESS

HOWITWORKED

CASESTUDYSKINCARECOMPANY

AleadingSkinCarecompanyconductedA/BtestingonaboostedinfluencercampaignonTikToktolearnthatdrivingtoMikMakCommerceexperiencesincreasedpurchaseintentoverdrivingtotheirbrandwebsite.

ImproveMarketingEffectiveness

83%

OftotalcampaignPurchaseIntent

drivenbyMikMaklandingpage

77%

LowerCPA(costperaddtocart)*fromMikMakvs. brandwebsite

2.8x

MorePurchase

Intentthrough

MikMakCommerce

thanbrandwebsite

*Agencycalculatedmetric

MikMakxBazaarvoice2025|TheInfluencerImpact13

Makeeverycampaignshoppable

03

FIVEBESTPRACTICESFORINFLUENCERMARKETINGEFFECTIVENESS

03MAKEEVERYCAMPAIGNSHOPPABLE

Including'BuyNow'buttonsandretailercheckoutlinksisessentialforyourinfluencer

marketingstrategy.ClearshoppableCTAsguidefollowerstoyourproductsat

availableretailersandboostengagement.MikMakstreamlinesthisprocessby

integratingmulti-retailercheckoutoptionsdirectlyintoinfluencercampaigns,

ensuringseamlesspurchasesatshoppers'preferredretailers,onlineandin-store.

Howtomakethemostofshoppablemedia

.Ensureyourinfluencerpartnerisclearlycallingoutbothverballyandwithoverlaytextthat

thereisalinktoshoptheproduct.

.Asktheinfluencertoputtheirlinkintheirbio,andindicatethistotheirfollowerstofindtheshoppingoptionsthere.

.Providemultipleretaileroptionstoadapttoconsumerpreferencesandtodrivemore

conversions.

FromtheBRAVECOMMERCEPodcast

LISTENNOW

FROMABRAND

Withtheadventofmoresocialcommerce,we’rereallyseeingamorevocal

audienceaskingthequestionstobusinesses:whyareyoumakingitsohardformetoshopacrosschannels?

LewisBroadnax,VicePresident,GlobaleCommerce

MikMakxBazaarvoice2025|TheInfluencerImpact14

Makeeverycampaignshoppable

03

FIVEBESTPRACTICESFORINFLUENCERMARKETINGEFFECTIVENESS

HOWITWORKED

CUSTOMEREXPERIENCEARM&HAMMER

ThisinfluencerforArm&Hammerusesthe“ShopNow”buttonthroughouta

personalstoryanddemonstrationoftheCatLitterproductandthenprominentlydisplaysoptionsforpurchaseattheendoftheclip.

MikMakxBazaarvoice2025|TheInfluencerImpact15

Staynimbleandadapttoinevitablechange

04

FIVEBESTPRACTICESFORINFLUENCERMARKETINGEFFECTIVENESS

04STAYNIMBLEANDADAPTTOINEVITABLECHANGE

Influencermarketinghelpskeepapulseonchangingconsumerprofilesand

preferences.It’simportanttobereadyforfeedbackandmarketshifts.Bymonitoringyourownresultsandyourcompetitor’sproductsyoucanstayinformedandbereadytoreactaschangeshappen.

Preparingyourteamformajorevents,democratizinginformationandaccessto

content,andhavingresponsesorstrategiesforpotentialshiftsinthemarketcangoalongway.

Changestomonitorandpreparefor:

Acompetitorgoingviral.Yourcompetitor’spopularitycanbeanopportunity.

Consumersmayseekoutduplicatesorthemomentmayprovideanopportunitytointroduceyourbrandtoanewmarket.

.Weatherorspecialeventsthatmayshiftproductdemand.TailoringpromotionstomatchlocalpassionsofpopularinfluencersoranticipatingnationaleventslikeWorldCupGamesorTVshowfinalescanhelpalignyourproductstosignificantmomentsincustomers’lives.

.Productgoingoutofstock.Showingmultipleretailerswithavailableproductshelpsreducepotentialfrustrationoranegativeexperiencewhenaconsumeristryingtofindyouritems.

.Consumerfeedback.Influencersareagreatresourceforconsumerfeedback.

Considercollectingregularinputandcreatingopportunitiestoletfollowersvoteorcontributetoupcomingproductlaunches.

MikMakxBazaarvoice2025|TheInfluencerImpact16

Staynimbleandadapttoinevitablechange

04

FIVEBESTPRACTICESFORINFLUENCERMARKETINGEFFECTIVENESS

CASESTUDYRICOLA

HOWITWORKED

RicolaleveragedMikMaktoquicklylaunchshoppableinfluencercampaignsacross

InstagramandTikToktoconnectconsumerstotheirproductsduringthekeycoldandfluseason.

QMakeYourProductsDiscoverableReadFullCaseStudy

2.8x

HigherPurchase

IntentRateon

TikTokcomparedto

theHealthcategory

average

55%

Ofconsumers

interactingwithRicolainfluencerspreferto

shopatTarget

1.6x

HigherPurchase

IntentRatebytop

performinginfluencer

@_jkrowoverthe

brandaverage

MikMakxBazaarvoice2025|TheInfluencerImpact17

Turnyourcustomersintoinfluencers

05

FIVEBESTPRACTICESFORINFLUENCERMARKETINGEFFECTIVENESS

05TURNYOURCUSTOMERSINTOINFLUENCERS

Leverageyourexistingcustomersandbrandadvocatestofuelyourcontentpipelineatlittleornocost.Byactivatingyourcommunity,youcanturnbuyersintobrand

advocateswhocreate,post,andsharediversecontentaboutyourproducts.

BazaarvoiceSocialCommercetoolsletyougetthemostoutofyourcreator

partnerships,empoweringcreatorstoproduceandshareauthenticproduct

experiencesthatprovidefellowshopperstheconfidencetobuy.Createdynamiclandingpagesfeaturingsocialcontent,andfeaturephotosandvideosfrom

customers,influencers,andpartnerstodriveuptoa172percentincreaseinrevenuepereCommercesession.

Howtoincentivizeyourcustomers

.Addcalls-to-actiontoyourwebsite.Askbuyersfortheirproductstoriesandprovideawayforthemtosubmitcontentdirectly.

.Runorganicsocialmediacampaignswith

contests.Engageshopperswithsomethingfunthatalignswithyourbrandvaluesandallowsthemtoshareandinviteotherstoparticipate.

.Sendreviewrequestsandemails.Thiscanbeespeciallyeffectiveafewdaysafterproductdelivery.

.Launchproductsamplingcampaigns.Productsamplingcanbeoneofthemosteffectivewaystogetuser-generatedcontent,especiallywhenlaunchingnewproducts,becausetheproductisdelivereddirectlytoyourconsumers.

MikMakxBazaarvoice2025|TheInfluencerImpact18

Turnyourcustomersintoinfluencers

05

FIVEBESTPRACTICESFORINFLUENCERMARKETINGEFFECTIVENESS

SUCCES