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Influencer marketing has become an established method of presenting a marketing message to the right audience, but it seems that some marketers are still unconvinced. We know the benefits it can bring to a campaign, but according to Collective Bias there’s another metric we hadn’t considered: time spent with content.

A new study by Collective Bias shows that consumers view content from influencers for an average of 2 minutes, 8 seconds — 7 times longer than the digital display ad average of just 19.2 seconds (based on standards as measured by Moat Analytics.

During the holidays, time spent with influencer content jumped to 2 minutes, 21 seconds.

Since launching new analysis in April 2015, Collective Bias analyzed over 300,000 hours of content from more than 5,000 digital influencers, finding that brands see a 1.5x return on investment on campaigns.

Marketers need to be reactive to the market, and especially reactive when it comes to user behavior. Marketers are constantly weighing the pros and cons of influencer marketing, and now they have a new hard metric to consider, that could just tip the balance.

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