Influencer Content Holds User Attention Seven Times Longer than Display Ads
Collective Bias, a specialist in shopper-focused influencer marketing, recently released new findings from its Time on Content feature which offers a key indicator as the relevancy of influencer content. Put simply, the company stated that consumers view their influencer content for an average duration of two minutes and eight seconds—almost seven times longer than the digital display ad average of 19.2 seconds based on viewability standards measured by Moat Analytics.
Collective Bias went on to add that, during the holidays, time spent with influencer content increased to two minutes and 21 seconds.
Considering the fact that a critical component of a customer’s path to purchase is the connection between user interaction with content and completed transaction, this is a significant find. Brands looking for ways to optimize content to turn online visitors into valued customers should definitely take note.
Since launching Time on Content in April 2015, Collective Bias has analyzed over 300,000 hours of content from more than 5,000 digital influencers. Through this analysis, it has found that brands see a 1.5 times return on investment on campaigns.
In October, the company released new guaranteed engagement and enhanced social platform solutions. Of these, Influencer AccuRank seemed to have the most to offer as the analytics tool is meant to guarantee campaign engagement for advertisers across social networks.
"Determining the success and impact of a social media marketing campaign used to involve a lot of guesswork given the lack of measurement standards for social," said Bill Sussman, CEO of Collective Bias. "We've long acknowledged the effectiveness of incorporating influencer content into marketing programs, but with our latest offering, we can say with confidence that we are providing our clients with a level of analysis and measurement that is unmatched."
Collective Bias used its amplification and guaranteed engagement technology to further boost view time and engagement with high-performing influencer content. The company stated that content that meets the Time on Content average of two minutes, eight seconds generates a five percent average click through rate, which is more than 83 times higher than the overall global average of 0.06 percent for digital display ads.
Edited by Stefania Viscusi