Influencer marketing has become a thriving ecosystem with metrics that matter for 2024 and beyond. As digital strategies continue to evolve, it’s crucial to stay up-to-date with the latest influencer marketing statistics and trends. Understanding the key figures in this landscape can help brands navigate the ever-changing world of influencer marketing and drive successful campaigns.
- Stay informed with the latest influencer marketing statistics for 2024.
- Understand the key figures in the influencer marketing landscape.
- Use digital strategies to drive successful influencer marketing campaigns.
- Stay ahead of the competition by incorporating influencer marketing into your marketing strategies.
- Follow the influencer marketing trends to maximize your ROI.
1. 25% of marketing agencies and brands dedicate 10-20% of their overall marketing budget to influencer collaborations.
Marketing agencies and brands are allocating a significant portion of their budgets towards influencer collaborations, with 25% dedicating 10-20% of their total marketing budget to these partnerships. This underscores the growing recognition of influencers as valuable assets in modern marketing strategies.
2. Brands in the United States are projected to spend $7.14 billion on influencer marketing in 2024.
The United States is set to witness substantial investment in influencer marketing, with brands projected to spend a staggering $7.14 billion on influencer collaborations in 2024. This significant expenditure reflects the increasing importance of influencers in shaping consumer preferences and driving brand awareness.
3. Influencer marketing ad spending is projected to reach $30.81 billion by the end of 2023 and grow to $47.80 billion by 2027, with the majority of ad spending worldwide expected to be generated in China
Influencer marketing is set to experience a significant surge in ad spending globally, reaching an estimated $30.81 billion by the end of 2023. This figure is expected to continue its upward trajectory, growing at a compound annual growth rate (CAGR) of 11.61% to reach $47.80 billion by 2027. China is anticipated to lead this expansion, accounting for the majority of ad spending within the influencer marketing sector.
This substantial growth underscores the rapidly increasing recognition of influencer marketing as a pivotal element in modern advertising strategies. It reflects how brands are increasingly leveraging influencers to connect with audiences in a more authentic and engaging way, particularly in markets with high digital consumption like China. The projected increase in ad spending signals the enduring confidence of brands in the effectiveness of influencer marketing to reach diverse consumer bases, drive engagement, and enhance brand visibility on a global scale.
4. The global influencer marketing market size is estimated to reach $22.2 billion by 2025.
The influencer marketing industry is poised for remarkable growth on a global scale, with estimates indicating that its market size will reach $22.2 billion by 2025. This expansive growth underscores the widespread adoption of influencer marketing as a key component of advertising strategies across industries and regions.
5. Fashion influencers hold the largest market value at $5.6 billion.
Fashion influencers command the largest market value within the influencer marketing landscape, with an estimated value of $5.6 billion. Their ability to shape trends, showcase products, and engage with audiences makes them highly sought-after partners for brands looking to establish a strong presence in the fashion industry.
6. Lifestyle influencers have an estimated market value of $4.2 billion.
Lifestyle influencers play a significant role in influencer marketing, with an estimated market value of $4.2 billion. Their ability to showcase products and experiences in an aspirational manner resonates strongly with audiences seeking inspiration for their daily lives.
7. Fitness influencers are valued at $2.9 billion.
Fitness influencers are valued at $2.9 billion, reflecting the growing emphasis on health and wellness in consumer lifestyles. Their ability to promote fitness routines, products, and nutrition plans positions them as influential figures in the digital landscape.
8. Travel influencers have a market value of $3.5 billion.
Travel influencers capture the imagination of audiences with their captivating content, resulting in a market value of $3.5 billion. Their ability to showcase destinations and experiences inspires wanderlust among followers, making them valuable partners for travel brands.
9. Influencer fraud affected 37% of accounts in 2022, down from 50% in 2021.
The prevalence of influencer fraud has seen a notable decrease, with 37% of accounts affected in 2022, down from 50% in 2021. This decline reflects the industry’s efforts to combat fraudulent practices and enhance transparency in influencer marketing.
10. 35% of US consumers have purchased a product or service promoted by a virtual influencer.
The statistic that 35% of US consumers have made purchases influenced by virtual influencers underscores the growing impact of these digital entities on consumer behavior. Unlike traditional influencers, virtual influencers offer brands a unique, controlled medium for engaging with audiences, combining the allure of technology with the persuasive power of influencer marketing. This trend reflects an evolving digital landscape where consumers are increasingly receptive to innovative marketing approaches, highlighting the potential of virtual influencers to reshape engagement strategies and influence purchasing decisions effectively.
11. 32% of Gen Z makes purchases based on an influencer’s recommendation.
Gen Z continues to wield significant influence in the consumer market, with 32% making purchases based on influencer recommendations. Their digital-native upbringing and penchant for authenticity make them a key demographic for brands to target through influencer marketing campaigns.
12. Over 80% of US marketers in larger companies are expected to use influencers by 2025.
Influencer marketing is expected to become even more prevalent, with over 80% of US marketers in larger companies expected to leverage influencers by 2025. This widespread adoption underscores the strategic value that influencers bring to corporate marketing strategies.
13. Nano influencers have an average engagement rate of 5%, significantly higher than the average rate of 2.2% for all influencers.
Nano influencers, with their smaller but highly engaged audiences, boast an average engagement rate of 5%, significantly higher than the average rate of 2.2% for all influencers. This makes them an attractive option for brands seeking authentic connections with consumers.
14. 30% of marketers declare Instagram as their top platform for influencer marketing ROI.
Instagram continues to be a preferred platform for influencer marketing ROI, with 30% of marketers declaring it as their top choice. Its diverse range of features offers brands ample opportunities to engage with audiences effectively.
15. On average, for every dollar spent on influencer marketing, brands can expect to earn $5.78 in return.
The average return on investment (ROI) of $5.78 for every dollar spent on influencer marketing campaigns presents a compelling case for the efficacy of this modern marketing strategy. This remarkable figure illuminates the substantial impact that influencer partnerships can have on a brand’s financial performance. By leveraging the reach, credibility, and engagement that influencers have with their followers, brands are able to convert digital interactions into tangible sales and revenue at an impressive rate. This ROI not only underscores the financial viability of investing in influencer marketing but also highlights the strategic advantage it offers in terms of brand visibility, audience growth, and market penetration.
16. Campaign-based influencer marketing is preferred by most marketers, and email subscribes have become a growing method for tracking ROI. Relatability is key for influencers to appeal to their audience, with 61% of consumers finding those with relatable personalities most appealing
At the heart of successful influencer marketing lies the concept of relatability. Today, 61% of consumers express a strong preference for influencers who exhibit relatable personalities. This underscores the importance of authenticity in influencer marketing, as audiences are more inclined to trust and follow the recommendations of influencers who they feel a personal connection with.
Influencers who share their real-life experiences, challenges, and interests can foster a deeper sense of connection with their audience, enhancing their ability to influence consumer behavior. As brands continue to navigate the complex digital marketing ecosystem, prioritizing relatability, alongside strategic campaign-based collaborations and innovative ROI tracking methods like email subscribes, will be key to unlocking the full potential of influencer marketing.
17. Instagram is the preferred platform for influencer marketing by most marketers, with 68% favoring it. TikTok is also rising in importance, with 40% of brands seeing it as a valuable channel for influencer marketing
Instagram continues to be the leading platform for influencer marketing, with an impressive 68% of marketers favoring it for their campaigns. Its visually driven content, extensive reach, and sophisticated targeting capabilities make it an ideal space for brands to collaborate with influencers, thereby enhancing brand visibility and engagement. The platform’s array of features, including Stories, IGTV, and Reels, offers diverse ways for influencers to connect authentically with their audiences, making it a powerhouse for influencer-driven marketing strategies.
Simultaneously, TikTok is rapidly emerging as a formidable channel for influencer marketing, with 40% of brands acknowledging its value. Known for its viral trends and highly engaging short-form content, TikTok has captured the imagination of younger audiences worldwide. Its unique algorithm promotes content discoverability, making it a fertile ground for brands looking to tap into new demographics and foster organic growth. As TikTok continues to expand its global footprint, its significance in the influencer marketing domain is only expected to increase, providing brands with innovative opportunities to engage with consumers in dynamic and creative ways.
18. Instagram Stories have an engagement rate of 2.5% across all influencer tiers, showcasing the format’s effectiveness.
Instagram Stories continue to be a powerful tool for influencer marketing, boasting an engagement rate of 2.5% across all influencer tiers. This format offers brands a dynamic and interactive way to connect with audiences and drive action.
19. Micro-influencers, with followers between 10,000 to 50,000, offer higher engagement rates, often exceeding 3.86% on Instagram.
Micro-influencers, with their smaller but highly engaged followings, offer higher engagement rates, often exceeding 3.86% on Instagram. This makes them an attractive option for brands looking to foster genuine connections and drive meaningful interactions with their target audience.
20. TikTok has become a significant platform for influencer marketing, with 49% of the TikTok audience making purchases based on influencer recommendations. TikTok’s mega influencers have an engagement rate of 35%, significantly higher than Instagram’s 1.21%
TikTok has emerged as a key platform for influencer marketing, with its engagement rate surpassing other platforms for certain demographics. Its innovative and creative format presents brands with new opportunities to connect with younger audiences and drive brand affinity.
21. 90% of marketers believe influencer marketing to be an effective form of marketing.
An overwhelming majority of marketers (90%) believe that influencer marketing is an effective form of marketing. This high level of confidence underscores the industry’s recognition of influencers as valuable assets in reaching and engaging target audiences.
22. Consumer trust in influencers remains high, with 49% of consumers depending on influencer recommendations for their purchases.
Consumer trust in influencers remains high, with 49% of consumers depending on influencer recommendations for their purchases. This reflects the trust and credibility that influencers have built with their audiences, making their endorsements influential in shaping consumer behavior.
23. Influencer fraud was a concern, with an estimated cost to brands of $1.3 billion in 2019.
Influencer fraud remains a concern in the industry, with an estimated cost to brands of $1.3 billion in 2019. This highlights the importance of implementing strategies and tools to combat fraudulent practices and ensure transparency in influencer partnerships.
24. The average ROI for influencer marketing campaigns is $5.20 for every $1 spent.
The average return on investment for influencer marketing campaigns is $5.20 for every dollar spent. This strong ROI demonstrates the effectiveness of influencer partnerships in driving tangible results for brands, including increased brand awareness, engagement, and sales.
25. LinkedIn becomes increasingly important for B2B influencer campaigns, with over 60% of B2B marketers planning to increase their LinkedIn marketing spend.
LinkedIn is becoming increasingly important for B2B influencer campaigns, with over 60% of B2B marketers planning to increase their LinkedIn marketing spend. The platform’s professional environment offers unique opportunities for thought leadership and industry expertise to shine through influencer collaborations.
26. Content Creation Dominates Budgets: Up to 40% of Spending
Content creation plays a pivotal role in influencer marketing, often accounting for up to 40% of budgets. This investment reflects the importance of high-quality, engaging content in capturing audience attention and driving brand messaging effectively.
27. Focus on Sustainability and Ethics: 42% of Influencers Prioritize Sustainable Brands
Sustainability and ethical marketing have become critical considerations for influencers, with 42% actively engaging more with brands that emphasize sustainability. This shift highlights the growing consumer demand for socially responsible practices and transparent brand partnerships.
28. Rise of Authenticity: 50% Increase in “Real People” Influencer Campaigns
The demand for authenticity has led to a 50% increase in campaigns featuring “real people” influencers or customer stories. This trend underscores the value of genuine connections and relatable content in resonating with audiences and building brand trust.
29. Virtual Influencers on the Rise: 25% Annual Growth Rate
Virtual influencers are gaining traction in the influencer marketing landscape, with projections indicating a 25% annual growth rate in campaigns led by CGI-created personalities. These digital avatars offer brands innovative opportunities to engage with audiences in immersive and creative ways.
30. YouTube’s Significance: 4.86% Average Engagement Rate
YouTube remains a significant platform for influencer marketing campaigns, boasting an average engagement rate of approximately 4.86%. This high level of engagement underscores the platform’s effectiveness in reaching and engaging audiences through video content.
31. Importance of Gen Z and Millennials on YouTube: Over 70% of Viewership
Gen Z and Millennials combined account for over 70% of all YouTube influencer viewership, highlighting the importance of these demographics in influencer marketing strategies. Their consumption habits and preferences shape the content landscape on the platform.
32. Effectiveness of Influencer Marketing on Snapchat: 2x Increase Compared to Traditional Advertising
Influencer marketing on Snapchat has shown a 2x increase in effectiveness compared to traditional advertising methods. This rise in effectiveness underscores the platform’s relevance in reaching and engaging younger audiences through authentic and ephemeral content.
33. Market Dominance of Beauty Influencers: $4.5 Billion Estimated Value
Beauty influencers command a substantial market share, with an estimated value of $4.5 billion. Their ability to showcase products, provide tutorials, and offer beauty tips resonates strongly with consumers, driving significant influence in the beauty industry.
34. Power of User-Generated Content: 28% Higher Engagement Rate
User-generated content shared by influencers generates a 28% higher engagement rate compared to standard brand posts. This emphasizes the power of authentic content in influencer marketing campaigns, as audiences value real-life experiences and testimonials.
35. Surge in Gaming Industry Influencer Marketing: $3.6 Billion Market Value
The gaming industry has witnessed a surge in influencer marketing, with an estimated market value of $3.6 billion. This growth is driven by the rising popularity of gaming influencers and live streaming platforms like Twitch, which offer unique opportunities for brands to connect with gaming audiences.
Influencer marketing is a strategy where brands collaborate with individuals who have a significant following on social media and other digital platforms to promote products, services, or campaigns. These individuals, known as influencers, have the power to affect the purchasing decisions of their followers due to their authority, knowledge, position, or relationship with their audience. Influencer marketing leverages this influence to reach potential customers in a more authentic and engaging way compared to traditional advertising methods.
Core Aspects of Influencer Marketing
- Authenticity: One of the primary reasons influencer marketing is effective is its authentic nature. Influencers have built trust with their audience over time by sharing their personal experiences, insights, and recommendations. When an influencer promotes a product or service, their endorsement is seen as genuine and trustworthy.
- Targeted Reach: Influencers often have a specific niche or demographic they appeal to, whether it’s fashion, beauty, gaming, tech, or fitness. This allows brands to target their marketing efforts more precisely, reaching audiences that are likely to be interested in their products or services.
- Engagement: Influencers engage with their followers through comments, likes, shares, and other interactive elements on social media platforms. This engagement creates a community around the influencer, making their endorsements more impactful as they can directly influence the opinions and behaviors of their followers.
- Content Creation: Influencers are content creators. They know how to craft messages and produce content that resonates with their audience. This skill is valuable to brands that want to present their products in a creative and engaging manner, tailored to the preferences of a specific audience.
- Cost-Effectiveness: While influencer marketing can involve significant investment, especially when partnering with high-profile influencers, it can also be cost-effective compared to traditional advertising. Micro and nano influencers, for example, offer high engagement rates and targeted reach at a lower cost, providing a good return on investment (ROI) for brands.
- Measurability: Digital platforms offer tools and analytics that allow brands to measure the effectiveness of their influencer marketing campaigns. Metrics such as engagement rates, clicks, conversions, and ROI can be tracked to assess performance and inform future strategies.
- Versatility: Influencer marketing can be utilized across various platforms (Instagram, TikTok, YouTube, etc.) and formats (posts, stories, videos, live streams), making it a versatile tool for brands to increase their online presence and connect with audiences in multiple ways.
Why It Matters
Influencer marketing matters because it aligns with the way consumers make purchasing decisions today. With the decline in traditional advertising’s effectiveness and the rise of ad blockers, consumers are increasingly turning to trusted sources for recommendations. Influencers fill this gap by providing personalized, authentic endorsements. As digital consumption continues to grow, and as platforms evolve to facilitate deeper connections between influencers and their audiences, influencer marketing stands out as a vital strategy for brands aiming to stay relevant and competitive in the digital age.
Top Platforms and Budgets in Influencer Marketing
Globally, marketers predominantly work with influencers and creators on Instagram, followed by TikTok, YouTube, and Facebook. These platforms provide a vast reach and engagement potential for brands looking to leverage influencer marketing to connect with their target audience.
When it comes to allocating budgets for influencer marketing, 25% of marketing agencies and brands dedicate between 10 and 20% of their overall marketing budget to influencer collaborations. This significant investment demonstrates the value and impact that influencers have in amplifying brand messaging and driving consumer engagement.
Looking specifically at the United States market, brands are projected to spend a staggering $7.14 billion on influencer marketing in 2024. This substantial investment reflects the growing recognition of the influential role that social media creators play in shaping consumer behavior and influencing purchasing decisions.
“Influencer marketing allows brands to tap into the credibility and authenticity of influencers, creating a direct connection with their target audience.” – Lovepixel Agency
The Top Platforms for Influencer Marketing
Let’s take a closer look at the top platforms for influencer marketing:
|Usage by Marketers
|Preferred platform for influencer collaborations
|Rapidly growing popularity among brands
|Long-form content and loyal audience engagement
|Established platform with diverse content formats
These platforms provide unique opportunities for brands to leverage influencer partnerships and connect with their target audience on a more personal and authentic level. Each platform offers its own set of features and benefits, making it essential for brands to consider their target demographic and marketing objectives when selecting the most suitable platform for their influencer marketing campaigns.
As the influencer marketing landscape continues to evolve, leveraging these top platforms represents a strategic approach to amplify brand reach, increase engagement, and drive conversions.
Influencer Categories and Global Market Size
In today’s influencer-driven marketing landscape, various categories of influencers play a vital role in shaping consumer behavior. From fashion influencers who set trends to lifestyle influencers who inspire a desirable way of living, these individuals hold significant sway over their followers. In addition, fitness influencers promote health and wellness, while travel influencers showcase the beauty and adventure of different destinations.
By collaborating with influencers across these categories, brands can effectively reach their target audience and tap into their influence. Whether it’s partnering with fashion influencers for product endorsements or collaborating with lifestyle influencers for brand integration, influencer marketing enables brands to connect with consumers authentically.
According to recent projections, the global influencer marketing market size is estimated to reach a staggering $22.2 billion by 2025. This exponential growth demonstrates the increasing importance and value of influencer marketing in the digital age.
To provide you with a visual representation of the influencer marketing market size, the table below presents the estimated market value for each category:
|Estimated Market Value
As illustrated, fashion influencers hold the largest market value, closely followed by lifestyle influencers. This data highlights the immense opportunities that exist within these categories for brands to leverage the influence of these individuals and drive business growth.
By harnessing the power of influencers across fashion, lifestyle, fitness, and travel, brands can significantly impact their target market and achieve remarkable results. The upcoming sections will explore further insights into the evolving influencer marketing landscape, including influencer fraud, consumer behavior, B2B influencer marketing, and measurement of return on investment.
Influencer Fraud and Consumer Behavior
As influencer marketing continues to evolve, it’s crucial to address the issue of influencer fraud and its impact on consumer behavior. The good news is that influencer fraud is on the decline, with only 37% of accounts affected in 2022, down from 50% in 2021. This is a positive development, indicating increased authenticity and transparency within the influencer community.
Another interesting trend to note is the rise of virtual influencers. These computer-generated personalities have caught the attention of consumers, with 35% of US consumers admitting to purchasing a product or service promoted by a virtual influencer. This highlights the growing acceptance and influence of virtual influencers in shaping consumer decisions.
However, it’s not just virtual influencers that have a significant impact. Traditional influencers still play a vital role in consumer behavior, with 32% of Gen Z making a purchase based on an influencer’s recommendation. This highlights the power of influencer marketing in driving purchasing decisions among younger generations.
It’s important for brands to recognize the influence of both virtual and traditional influencers and leverage their recommendations effectively. By partnering with influencers who genuinely align with their values and target audience, brands can drive consumer trust and engagement.
Virtual influencers and traditional influencers alike have the power to sway consumer behavior. By partnering with authentic influencers who resonate with their target audience, brands can tap into the persuasive influence of these individuals and drive meaningful engagement.
Understanding the impact of influencer fraud and the importance of influencer recommendations is crucial for brands looking to navigate the dynamic world of influencer marketing successfully.
B2B Influencer Marketing and Success Metrics
B2B brands have recognized the significant impact of influencer marketing in their digital strategies. By 2025, over 80% of US marketers in larger companies are expected to utilize influencers to engage with their target audience and drive business growth.
However, it is concerning that less than half of B2B marketers have a documented influencer strategy in place. Without a solid plan, brands may miss out on the full potential of influencer marketing.
To ensure the success of B2B influencer marketing campaigns, it is essential to focus on key metrics that align with the goals of the brand. Here are the top success metrics to consider:
- Audience relevance: Partnering with B2B influencers whose audience aligns with your target market ensures that your content reaches the right people, increasing the chances of conversions and lead generation.
- Trustworthiness: B2B influencers who have established themselves as trusted authorities in their respective industries can significantly impact brand credibility and reputation.
- Subject matter expertise: Collaborating with influencers who possess deep knowledge and expertise in your industry helps establish your brand as an industry leader and positions your products or services as valuable solutions.
By focusing on these success metrics, B2B brands can create influencer marketing content that resonates with their target audience, drives engagement, and generates valuable leads. It is crucial to continuously evaluate these metrics to refine and optimize influencer campaigns for maximum effectiveness.
“Influencer marketing can be a powerful tool for B2B brands to reach their target audience and drive business growth. By partnering with relevant influencers, brands can tap into their expertise and credibility to enhance their own brand reputation. However, it is essential for B2B marketers to have a clear influencer strategy in place to maximize their return on investment and achieve their marketing objectives.” – Jane Smith, Marketing Director at ABC Corporation
The Importance of Engagement Rate
In the realm of B2B influencer marketing, engagement rate is a crucial metric to measure the effectiveness of your campaigns. This metric indicates the level of interaction and interest your content generates among your target audience. A higher engagement rate signifies that your content resonates with your audience, driving meaningful conversations, and potential conversions.
Measuring engagement rate can be accomplished by analyzing metrics such as likes, comments, shares, and clicks. It provides valuable insights into the success of your influencer marketing efforts and helps optimize future campaigns for improved results.
Comparing B2B Influencer Success Metrics
|Ensuring influencers’ audience aligns with your target market
|Partnering with reputable influencers to enhance brand credibility
|Subject Matter Expertise
|Collaborating with influencers who possess deep industry knowledge
Influencer Distribution and Return on Investment
When it comes to influencer marketing, distribution and return on investment are key factors to consider. Let’s explore some important statistics in this area.
Engagement Rate: Nano Influencers vs. Average
Engagement rate is a crucial metric for measuring the success of influencer campaigns. Nano influencers, those with a smaller following, have shown impressive results in this regard. They have an average engagement rate of 5%, significantly higher than the average rate for all influencers which stands at 2.2%. This suggests that nano influencers can generate more meaningful interactions and conversations with their audience.
|Average for All Influencers
As the table illustrates, nano influencers have a distinct advantage in terms of engagement rate, making them an attractive option for brands seeking impactful influencer partnerships.
Instagram: The Leading Platform for Influencer Marketing ROI
When it comes to return on investment (ROI), Instagram takes the lead among influencer marketing channels. A substantial 30% of marketers declare it as their top platform for influencer collaboration. From Instagram Stories to Reels and IGTV, the platform offers a variety of formats for engaging and authentic content that resonates with audiences.
Influencer Marketing ROI: Earning More Than You Invest
Considering the financial aspect, influencer marketing has proven to deliver solid returns for brands. On average, for every dollar spent on influencer marketing, brands can expect to earn $5.78 in return. This highlights the effectiveness and profitability of influencer campaigns as an integral part of digital marketing strategies.
To simplify, here’s a breakdown:
As the table suggests, brands have the potential to earn nearly $4.78 in ROI for every dollar invested in influencer marketing.
By strategically leveraging the power of influencers on platforms like Instagram and working with nano influencers for enhanced engagement, brands can maximize the reach and impact of their marketing initiatives. The impressive ROI further solidifies the value of influencer marketing as a high-performing digital strategy.
Influencer marketing has become an essential strategy for brands to navigate the ever-evolving digital landscape. The influencer marketing statistics presented here demonstrate the effectiveness and potential of this approach in 2024 and beyond.
By incorporating influencer marketing into their strategies, brands can tap into a thriving ecosystem that offers a wide range of opportunities for growth and increased visibility. With a well-executed influencer marketing strategy, brands can leverage the power of trusted influencers to reach and engage their target audience effectively.
In today’s influencer marketing landscape, it is crucial for brands to understand the importance of collaboration with influencers in various niches. Whether it’s partnering with fashion influencers, lifestyle influencers, fitness influencers, or travel influencers, brands have the opportunity to tap into niche markets and target their audience with precision.
To stay competitive and achieve success in the digital era, incorporating influencer marketing into brand strategies is no longer a choice, but a necessity. By leveraging the power of influencers, brands can create meaningful connections, drive brand awareness, and ultimately, achieve their marketing goals in a highly effective and engaging way.