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2019 Influencer-to-Consumer (ITC) Brands Index Report


The influencer marketing industry is projected to be worth up to $15 billion by 2022. As brands continue to find new ways to harness the full potential of influencer marketing, influencers, too, are pursuing new ways to diversify their offerings. 

One of the ways influencers are monetizing their influence is by launching their own companies. As was popularized by Glossier’s swift growth from Into the Gloss to a multi-billion dollar brand by Emily Weiss in 2014, social media influencers across a growing number of verticals have followed suit and are using their authenticity to sell their own products and services directly to consumers. We call this growing evolution “Influencer-to-Consumer Brands,” or “ITC Brands” for short.

Our 2019 Influencer-to-Consumer Brands Index Report lays out the current state of the influencer economy, ranks the top 25 ITC brands, and outlines emerging trends among those ITC brands. The report also examines how platforms are getting involved with ITC brands and how ITC brands are tracking across verticals and influencer personas, with case studies included throughout for reference. 

Influencer-to-Consumer Brands Analyzed:

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Key Takeaways:

  1. Influencers have more engaged communities than their ITC brands do on Instagram.
  2. YouTube influencers generate more traffic to their ITC brand websites than Instagram influencers do.  
  3. Mega-influencers generate more traffic to their ITC brand websites than macro-influencers do.
  4. The majority of influencers with successful ITC brands created capsule collections with a brand partner before launching their own brands.
  5. ITC brands are gaining support across the industry from Amazon to new platforms such as escapex.
  6. Supporting influencers in ITC ventures remains brands’ top opportunity as the industry continues to evolve. 


About Mavrck


Mavrck is the leading all-in-one influencer marketing platform enabling companies such as P&G, Kraft Heinz, and Express to harness the power of ideas people trust. Marketers use Mavrck to identify and activate influencers, influential employees and customer advocates to create authentic insights and content for customer experience touchpoints at scale. Using its self-service influencer manager, marketers can take an automated and performance-based approach to influencer marketing.

Founded in 2014, Mavrck is headquartered in Boston, MA, with offices in Denver, New York City, and Chicago, has 60 employees, and has raised $13.8M in venture capital. The platform has been recognized for its superior offering by the Shorty Awards, Retail TouchPoints’ Retail Innovator Awards, and earned 'Best Influencer Marketing Platform' by Digiday in 2018. Mavrck was also named a “Strong Performer” among the top emerging influencer marketing platforms in Forrester’s evaluation, The Forrester New Wave™: Influencer Marketing Solutions, Q4 2018.