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We carried out our first influencer marketing survey in 2017, giving us excellent insight into the state of the industry. Influencer Size: Going Smaller For Big Results. Earned Media Value provides a proxy for the returns on the posts that an influencer has historically given the firms he or she has worked with. A year on, however, we have seen something of a reversal of this trend. Most brands start their influencer search by narrowing down the possibilities to just influencers in a particular niche – a beauty brand is unlikely to work with a home improvement influencer, no matter how engaged he is with his followers. Although app download numbers vary significantly from month to month, there has been a definite surge in downloads of TikTok over the last couple of years. A further 30% (up from 28%) run quarterly campaigns, and 15% (up from 14%) prefer to organize campaigns on an annual basis. Conversely, Facebook has noticeably lost favor over that period. It particularly refers to the female gamers, who are expected to gain even more significant influence in the following years. The influencer marketing industry is on the rise, with no signs of stopping soon. His interests include Cloud Computing, Web Applications and Internet of Things. CreatorIQ also compared average engagement rate benchmarks across four key channel sizes on Instagram, YouTube, Facebook, and Twitter. 80% of the respondents in our survey take their influencer marketing spending from the budget of their Marketing Department. While the criteria by which our survey respondents evaluate influencers, does not precisely match their differing goals, there is some clear correlation. At the same time, they help in building brand awareness for new product introductions and establishing a genuine connection with the community. We are fast approaching a market size of $10 billion. For many years, mascots, cartoons and animated film characters have held sway over … Judging by the recent uptake in influencer marketing, much of this increase in content must be made and delivered by influencers on behalf of brands. Back in 2015, Facebook was included in 75% of all influencer campaigns. We asked those of our respondents who engaged in influencer marketing how many influencers they had worked with over the last year. While this is positive, and much improved on the results we found in our first survey, it is surprisingly down on last year’s 70% positive response. Only 7% disagree with the sentiment. 41% of our respondents rated engagement or clicks as being their most important criterion compared with 26% who opted for content type/category or 25% who consider views/reach/impressions to be the most important. In many ways, this statistic is surprising. Artificial Intelligence (AI) will have a significant impact on the influencer marketing industry in 2020. The gaming fans represent one-third of the overall YouTube audience, which explains how some of the top female gaming YouTubers managed to build bases with more than 20 million subscribers. To help businesses and influencers navigate more quickly through the changes in this dynamic market, we compiled the top influencer marketing trends to watch out in 2020. Interestingly, the percentages are the same for both influencer fraud questions. When used correctly, this powerful technology helps to identify influencers with better engagement, less fake followers, and who can bring a higher chance of positive ROI. While organic influencer marketing may be challenging to scale, because of the time needed for influencer identification and wooing, there are now over 740 platforms and influencer-focused agencies that businesses can use to help scale their efforts. Back in 2015, there were just 190 influencer platforms and agencies. For example, Logan Paul. According to the estimates. The percentages using the other social channels are all relatively similar to last year. According to our respondents, 44% currently use tools developed in-house to execute influencer marketing campaigns and 40% use 3rd-party influencer marketing platforms. 46% of the respondents tap into Facebook for their campaigns, 36% YouTube, 22% Twitter, 16% LinkedIn (presumably those involved with B2B companies), and a further 15% spread across more specialist social networks. In 2019, searches for the phrase “, We also want to highlight a few other influencer marketing statistics that have come to light, assembled in coordination with, This (partially) comes on top of the 75% increase in content claimed by last year’s respondents. Some customers are more lucrative for a business than others – they buy high-margin products and add-ons. Influencer marketing in 2020 will likely continue to trend toward social media influencers who capitalize on the growth of platforms such as Instagram, TikTok and LinkedIn. This will be particularly so for the group who named user-generated content as being their primary objective when running an influencer campaign, in our earlier question on influencer campaign objectives. Once they completed one campaign, they would plan, organize, and schedule another one. Respondents spent 47% of their influencer budget on micro-influencers (compared to just 23% for celebrity influencers). 36% place more emphasis on Sales. We asked our respondents how they rated the difficulty of finding appropriate influencers with whom to work their industry. As a great way to boost the existing campaigns, influencer events are expected to gain increased popularity in 2020. 39% believe that you should gauge a campaign by the conversions/sales it drives. This is particularly evident on Instagram, where nano-influencers with fewer than 1,000 followers have seven times the engagement rate than mega-influencers with greater than 100,000 followers (7.2% vs. 1.1%). As one of the influencer marketing trends in 2020, gaming influencers bring fantastic opportunities for marketers. YouTube also had to do significant damage control over the types of videos they allow, and have brought in stronger rules for channels that target children. 72% believe that the quality of customers from influencer marketing campaigns is better than other forms of marketing. Incredibly, a further 3% had worked with more than 1,000 influencers. We estimate that there has been an increase of at least 50% each year. They have made clear guidelines and expectations. Brands were finding that influencers they have worked for on previous campaigns come across as more genuine. We noticed at that point that brands were discovering the advantages of cultivating relationships on a longer-term basis. It is something nano-influencers can easily achieve because they have a close relationship with their audience. However, both these platforms arrested their falls in 2019, with support leveling at about 45% for Twitter and 20% for YouTube. Influencer Marketing Industry is set to grow to approximately $9.7B in 2020, More than 380 new influencer marketing-focused agencies and platforms established in 2019, Average earned media value per $1 spent has increased to $5.78, 300% more micro-influencers utilized by large firms than in 2016, The majority (55%) admit to having a standalone budget for content marketing, Nearly 4/5 of our respondents intend to dedicate a budget to influencer marketing in 2020, 91% of our survey respondents believe influencer marketing to be an effective form of marketing, 65% of our respondents measure the ROI from their influencer campaigns, The most common measure of influencer marketing success is now conversions/sales, 80% of firms take their influencer marketing spending from their marketing budget, 87% of respondents use Instagram for influencer marketing, Influencer fraud is of increasing concern to respondents, More than 2/3 of respondents have experienced influencer fraud, 68% of respondents prefer their influencer marketing to be campaign-based, rather than always-on, Finding influencers is the greatest challenge for those who run campaigns in-house, 34% of our respondents consider themselves brands (or brand representatives). Authenticity Is Attractive. The follower rate numbers on the other surveyed platforms may differ, but the pattern remains the same. This leaves a mere 4% intending to decrease their influencer marketing budgets. One of the possible reasons for the increase in concern about influencer fraud is that more firms have now experienced such fraud. View all posts by George Mastorakis →, Social Media Trends for 2021 - How to Go Big in The Social SpaceJanuary 7, 2021, The 4 Most Valuable Social Media Metrics to trackDecember 30, 2020, Ultimate Guide to Plan The Best Social Media Automation StrategyDecember 17, 2020, A Quick Guide To Social Media Insights And Their Impact On Your Marketing EffortsDecember 10, 2020, 10 Best Tools To Auto Share Posts On Social MediaOctober 14, 2019, Top 8 Influencer Marketing Trends in 2020January 29, 2020, 5 Real-World Examples of How Brands are Using Big Data AnalyticsJune 14, 2018, 3 Ways To Eavesdrop Your Customers' Needs And WantsSeptember 16, 2016, Intelligent Social Media & Web Brand Monitoring. CreatorIQ data emphasizes the shift in focus from brands using mega-influencers to micro-influencers. Earned media value is a monetary representation of this publicity. This is the first significant change that we have noticed in this year’s survey. Although the change isn't substantial, more firms appear to be running their influencer campaigns in-house than in the past. Notably, CreatorIQ found Twitter support to be higher than Facebook. You are here: The majority of respondents (54%) still believe that automation has a role to play in influencer marketing, but this number has declined from last year’s 57% support. Organic influencer marketing can be a slow and tedious process, particularly when it comes to finding and wooing influencers to promote your company’s products or services. This year 77% favor the measure, as against 22% who don’t. Both the US government agency, the FTC, and its British equivalent, the CMA, have taken a close look at influencer disclosure over the last couple of years. As one of the most important influencer marketing trends in 2020, Artificial Intelligence will help to create more relevant and valuable content for the target audience. Presumably, the firms in the minority group use influencer marketing predominantly for awareness purposes, rather than as a direct means to sell their products or services. Despite having more platforms and other influencer discovery tools available than before (as well as, A headline-making issue over the last couple of years has been influencers acting in a way deemed inappropriate by the brands they represent. Even average firms achieve dramatic results, with an average earned media value of $5.78 per dollar they spent on influencer marketing in 2019. Despite having more platforms and other influencer discovery tools available than before (as well as influencer agencies for those wishing to outsource the entire process), most brands still struggle to find suitable influencers. The most common influencer budget is $1,000 – $10,000/year, followed by $100,000 – $500,000/year. They know most of their followers, which makes them more authentic, and results with a high level of trust. Influencers Are Launching Product Collaborations With Brand Partners. What started as a big push in 2019 looks to continue in 2020. This is another statistic showing little change over the last year. Influencer marketing is sufficiently widespread now that most businesses understand that the best way to measure your influencer marketing ROI is by using a metric that measures the goals of your campaigns. Seeing this data is possible by performing simple search on Google or Social Media, but it's really hard to make sense of it, by looking it sparingly in this way. They see little value in working with somebody who doesn’t have a real influence on his/her audience, or perhaps has an excellent relationship – but they are the wrong audience for that brand. There is an apparent movement towards quarterly campaigns, however. However, influencers still have a long way to go to meet the requirements. They allow influencers getting to know the brand better and what it stands for. As one of the world’s most popular video-sharing platforms, today, TikTok counts more than half a billion active users. On the other hand, with more than 65% of users under the age of 30, TikTok has become a top marketing platform for brands aiming at the Gen Z audience. Nowadays, however, many firms use tools (whether in-house or from third parties) to facilitate the process. While Instagram has continually led the pack during the years surveyed (2015 onwards), its usage has continued to rise each year. We surveyed 4000 people from a range of backgrounds. Social media influencers are … In the equivalent survey we made last year, we found only an 11% compliance rate. Best Times to Publish YouTube Videos in 2021 – Ultimate... 22 Creator Economy Statistics That Will Blow You Away, 11 Instagram Marketing Trends for 2021 You Need to Watch, Only 14% of influencer posts sampled were fully compliant with FTC guidelines, Nearly 90% of all influencer campaigns include Instagram as part of the marketing mix, Large companies have nearly doubled the amount of creators they activate per campaign in the past 2 years. The most popular vertical represented is Fashion & Beauty (24% of respondents), followed by Travel & Lifestyle (13%), Health & Fitness (12%), Gaming (7%), Sports (5%), and Family, Parenting & Home (5%). We analyzed 100,000+ influencer profiles across leading influencer marketing platforms, Instagram, TikTok, and Twitter to see if there were variations in the engagement rate depending on an influencer's number of followers. Clearly, the amount that a firm spends depends on the size of its total marketing budget and the proportion it chooses to devote to influencer marketing. Influencers and marketers alike are finding new ways … We found only 14% of posts to be fully compliant and meeting all regulatory guidelines as set out by the FTC and CMA. Indeed this is the only category to increase in importance and has risen to the second spot this year. Influencer marketing is leveraging the reach of an existing influencer who has built a large following and strong brand reputation in a particular niche to support your brand, endorse your … We undertook research on a sample of 1000 fashion micro-influencer posts for a month (over 4200 posts analyzed). The reality is that people trust micro-influencers far more than they do stars, and are far more likely to take notice of a micro-influencer's recommendation than one made by a celebrity. Brands with an excess of unspent marketing dollars from cancelled activities in 2020 have turned to influencers as a quick and effective means of marketing. Numbers nearly doubled from 320 in 2017 to 600 in 2018, and have continued to rise (albeit at a slower rate) to 660 in 2019. Other traditional platforms to lose favor between 2015 and 2018 were Twitter and YouTube. If you want to create a bigger campaign, all you need to do is to work with more influencers with larger followings – as long as they remain relevant to your niche. Somewhat less popular, at 24%, is the group of respondents who engage in influencer marketing to build up a library of user-generated content. It is clear that most firms that try influencer marketing are happy with the experience, and are willing to continue with the practice. A further 27% had worked with 10-50 influencers and 12% with 50-100 influencers. We have regularly seen that businesses have a variety of objectives when they create influencer marketing campaigns. While these figures are again similar to the 2019 results, they are slightly more favorable ("only" 63% of respondents intended to increase their budgets last year). At the same time, it can quickly analyze years and years of social media content to determine the aesthetic style, validity, audience sentiment, or the success in driving engagement, traffic, and product sales. This is a drop from last year’s 86% result, although still well up from the 37% who claimed they would dedicate a budget in 2017. YouTube also had to do significant damage control over the types of videos they allow, and have brought in stronger rules for channels that target children. Clearly, many firms now realize the insatiable demand for online content nowadays,and are increasing their content marketing accordingly. These brands clearly see the value of working with nano- or micro-influencers, using a large number of influencers with small but dedicated audiences to spread the word. We estimate that there has been an increase of at least 50% each year. Some brands prefer to use social media marketing agencies with influencer marketing experience or solely focused influencer agencies when working with micro- and nano-influencers because the agencies are more experienced at working with influencers at scale. Of those who operate discrete influencer campaigns, 33% (down from 39%) prefer to run them on a monthly basis. This shows a slight increase in the proportion of those engaged in B2C marketing (and a corresponding decrease in B2B) compared to last year, although the difference is insignificant. At that stage, while 65% of influencer marketing relationships were campaign-based, 35% were “always on,” suggesting that those influencers were in long-term relationships. Brands carry out influencer marketing for a range of purposes. Video and Audio Provide Priority Content. The social networks (in particular Instagram) have made it easier for brands and influencers to comply with the requirements. EMV calculates the worth you receive from content shared by an influencer. Global Influencer Marketing Software Market Research Report 2020-2027 carries in-depth case studies on the various countries which are involved in the Influencer Marketing Software market. A further 13% stated that they were unsure about how their influencer marketing budgets would change. Reflective and motivational long-form captions, as a part of a narrative, play an important role in developing the influencer’s image. A colossal 84% of them admitted to having upped the amount of content they produced. 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