Reasons your brand should hire an influencer marketing manager
Posted: Wed Jan 22, 2025 4:15 am
According to Sprout’s 2024 Influencer Marketing Report, almost half (49%) of consumers make purchases at least once a month because of influencer posts, and trust in influencers among younger consumers is on the rise. There has never been a better time for brands to bet on influencer marketing.
A call-out card from Sprout's Influencer Marketing honduras b2b leads Report that reads 49% of consumers make a purchase inspired by an influencer at least once a month
Despite this impact, most brands delegate the influencer marketing manager function to social media teams already wearing too many hats. Nearly half (48%) of social marketers already report not having enough time to get their work done, and another 38% say they handle most influencer marketing tasks manually due to lack of tools. By asking social marketers to juggle influencer marketing on top of their growing to-do lists, opportunities for furthering brand reach, gaining share of voice and generating revenue might fall flat.
When should your brand start making these investments? Highfill says, “Yesterday! It’s so important for brands to have influencer marketing experts on their team, whether in-house or through an external agency—or (ideally) a combination of both. If a brand really wants to maximize their influencer marketing efforts, and see the results that these programs can offer, they need to take this step.”
Farley explains even B2B brands should get serious about hiring influencer marketing managers. “Where do people (B2C and B2B consumers alike) live? The internet. Find a way to get in front of your audience.”
If you need proof points beyond thought leader testimony and brand examples, test the ROI of influencer marketing with your own audience. Farley recalls how her manager approached Scribe executives with the idea to invest in influencer marketing to help grow their reach. To test her hypothesis and build a business case, she experimented with key metrics like tracking ROI through ad testing, sign-ups and influencer view rates. After stakeholders saw the results, they never looked back and continued to double-down on influencer marketing and expand the team.
A call-out card from Sprout's Influencer Marketing honduras b2b leads Report that reads 49% of consumers make a purchase inspired by an influencer at least once a month
Despite this impact, most brands delegate the influencer marketing manager function to social media teams already wearing too many hats. Nearly half (48%) of social marketers already report not having enough time to get their work done, and another 38% say they handle most influencer marketing tasks manually due to lack of tools. By asking social marketers to juggle influencer marketing on top of their growing to-do lists, opportunities for furthering brand reach, gaining share of voice and generating revenue might fall flat.
When should your brand start making these investments? Highfill says, “Yesterday! It’s so important for brands to have influencer marketing experts on their team, whether in-house or through an external agency—or (ideally) a combination of both. If a brand really wants to maximize their influencer marketing efforts, and see the results that these programs can offer, they need to take this step.”
Farley explains even B2B brands should get serious about hiring influencer marketing managers. “Where do people (B2C and B2B consumers alike) live? The internet. Find a way to get in front of your audience.”
If you need proof points beyond thought leader testimony and brand examples, test the ROI of influencer marketing with your own audience. Farley recalls how her manager approached Scribe executives with the idea to invest in influencer marketing to help grow their reach. To test her hypothesis and build a business case, she experimented with key metrics like tracking ROI through ad testing, sign-ups and influencer view rates. After stakeholders saw the results, they never looked back and continued to double-down on influencer marketing and expand the team.