LTK Research Reveals Influencer Collaboration Boosts Sales for Two-Thirds of Brand Marketers

Karen Millen Campaign

LTK, the influential creator-guided shopping platform that has been instrumental in generating over £3.2 billion in annual sales for brands worldwide, has unveiled groundbreaking research showcasing the positive impact of influencer collaborations on brand performance. According to the study commissioned from YouGov, two-thirds of brand marketers who collaborated with influencers reported increased sales as a result.

The survey, conducted among senior decision-makers in UK brands, highlights that 38% of respondents leverage influencers to inform product decisions, while 31% have witnessed improvements in brand sentiment through influencer partnerships.

Renowned brands such as Elemis, Karen Millen, and Abercrombie & Fitch have experienced notable growth in sales and brand salience due to their continued investments in LTK Creators.

In the face of economic uncertainty and marketing budget cuts, the research conducted by YouGov reveals that 54% of UK businesses currently investing in influencer marketing have increased their budgets this year. These brands have witnessed tangible business impacts from their influencer marketing programs, leading them to allocate more resources to this burgeoning marketing strategy.

While marketing budgets across industries face scrutiny, influencer marketing has displayed remarkable resilience. Brands have recognized its value in enhancing brand awareness (69%), driving online traffic and clicks (62%), and expanding reach and engagement on social media platforms (46%).

Robin Ward, Head of Sales at LTK Europe, commented, “The positive results revealed in this study come as no surprise. LTK’s 12 years working with brands and supporting creators’ businesses has shown time and again how data-led creator campaigns can deliver across the funnel an array of metrics and contribute to business growth and development. Our focus is on connecting brands with creators to reach their customers in authentic ways through the power of creator-guided shopping.”

The research further indicates that nearly two-thirds of marketers (62%) directly attribute influencer marketing to driving sales growth. One of the success stories is Abercrombie & Fitch, a global retailer that witnessed a staggering 56% year-on-year increase in campaign sales through LTK, thanks to increased and ongoing investments in influencer campaigns. Hanne Fiksdal, Senior Marketing Manager at Abercrombie & Fitch, explained, “Partnering with LTK allows us to work closely with creators that drive additional engagement and awareness for our brand. This relationship helps us to reach our campaign objectives while also increasing the opportunities our customers have to shop with us through LTK Creators.”

Looking ahead, brands investing in influencer marketing have outlined their priorities for the next 12 months. These include increasing video content created by influencers (54%), embracing more diverse casting (46%), and further investing in micro-influencers (31%).

As consumers increasingly favor video content over still images on social media, with 73% of Gen Z watching creator videos, the importance of short-form videos in driving sales growth has become evident. Marketers have responded by ramping up investment in short-form video campaigns with LTK Creators, resulting in a five-fold increase compared to the previous year.

In addition, marketers are moving away from one-off campaigns and committing to always-on partnerships (38%) with influencers. Brands such as Elemis have transitioned to an always-on, full-funnel strategy with LTK, leading to a remarkable revenue boost of nearly a third within a few months.

The research also sheds light on the barriers faced by marketers who have yet to invest in influencers. Almost half of non-investors cite the need for more awareness of the value of influencer marketing, while 20% of senior decision-makers are uncertain about how to measure the effectiveness of influencer marketing activities. Accessing performance data and demonstrating measurability are crucial in optimizing creator campaigns and showcasing the success of influencer marketing.

High street clothing brand Karen Millen leveraged LTK’s real-time tracking and sales reporting in one of their recent campaigns, resulting in a remarkable month-on-month sales increase of 114%. April Roberts, Senior Performance Marketing Manager at Boohoo Group, emphasized the significance of creator commerce, stating, “Measurement is a cornerstone of all our campaign success, allowing us to see multiple sides of value when it comes to influencer marketing and reporting on its wider impact on our business aims.”

The impact of influencer marketing extends beyond sales and marketing channels. LTK’s research reveals that influencers are being utilized beyond social media for purposes such as amplifying events (46%), video advertising (38%), and in-store marketing and activations (31%).

In addition to driving sales and marketing channel performance, influencer marketing has also contributed to brand growth and business development. Marketers highlight its role in informing product decisions (38%) and improving brand sentiment (31%).

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