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. We estimate that there has been an increase of at least 50% each year. We estimate that there has been an increase of at least 50% each year. 50% of our respondents believe that influencer marketing is definitely a scalable tactic in their marketing ecosystem, and a further 41% think that it is somewhat of a scalable tactic. At the same time, this form of caption increases the influencer`s credibility, which is essential in delivering authentic content to the audience. We asked those survey respondents who ran campaigns in-house what they saw as the greatest challenges they faced. In an earlier question, we discovered that 68% of the survey respondents preferred to execute campaign-based influencer marketing, while the remaining 31% now run “always-on” campaigns. 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. 19% of marketers will spend $1,000 – $10,000 per year on influencer marketing in … 36% place more emphasis on Sales. What started as a big push in 2019 looks to continue in 2020. As the key players, influencers will continue to determine the success of brands, which is why it is crucial to cooperate with the ones who share specific brand values and have the ability to truly influence their fanbase. Social media influencers are … EMV calculates the worth you receive from content shared by an influencer. This year 77% favor the measure, as against 22% who don’t. 68% of this year’s respondents prefer campaign-based influencer marketing compared to 31% always-on (the remaining 1% is just rounding error). This kind of collaboration is great for testing influencer marketing ideas before making significant investments. Get exclusive insights about your brand with our. Back in 2015, there were just 190 influencer platforms and agencies. There is an apparent movement towards quarterly campaigns, however. However, that hasn't happened yet – brands and marketers can still see the effectiveness of influencer marketing and are not yet searching for something new. So, what to expect from influencer marketing trends in 2020? report has been added to … This year, it has a clear, undisputed lead. Even nano-influencers struggle to make much headway on these two platforms, (0.17% Twitter, 0.42% Facebook), so it is clear why so many brands prefer to use Instagram for their influencer marketing. This grew to 335 in 2016, 420 in 2017, 740 in 2018, and 1120 in 2019 – more nearly three times the number that existed just two years previously. It can sometimes be exceptionally time-consuming for little reward. 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. Last year, 58% admitted using tools developed in-house to execute their influencer marketing campaigns. This stat suggests that the influencer platforms need to do a better job at marketing their services. 78% of our survey respondents claimed that they ran their influencer campaigns in-house, with the remaining 22% opting to use agencies or managed services for their influencer marketing. We surveyed 4000 people from a range of backgrounds. Indeed they are more concerned this year than last, with 68% of our survey respondents expressing their concern, up from 64%. An additional 16% indicate that they expect to keep their budgets the same as in 2019. It shows no signs of slowing down in 2020. On the surface, this looks like fewer firms use tools than a year ago, but it is essential to realize that the survey questions have changed concerning this. We asked our respondents whether they considered it a good representation. One of the leading influencer marketing trends in 2020 is the shift in the type of content that influencers create and share with their followers. We repeated the exercise last year, and have now made our study an annual look into how marketing agencies and brands see the state of influencer marketing. They know most of their followers, which makes them more authentic, and results with a high level of trust. Even average firms achieve dramatic results, with an average earned media value of $5.78 per dollar they spent on influencer marketing in 2019. You are here: The size of their audience is up to 10,000 followers, but due to a very high engagement level, the nano influencers are very powerful. DUBLIN, Dec. 29, 2020 /PRNewswire/ -- The "Influencer Marketing Platform Market Forecast to 2027 - COVID-19 Impact and Global Analysis by Offerings, Application, Organization Size, … The remaining 19% (there is some rounding error) take their influencer marketing spending from their PR Department’s funds. This reduction could simply be a result of a change in the mix of respondents to our survey. Influencers and marketers alike are finding new ways … However, influencers still have a long way to go to meet the requirements. A colossal 84% of them admitted to having upped the amount of content they produced. 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. It’s clear that influencer marketing will only become an even more critical component of any digital marketing mix in 2020, as 92% of consumers trust influencer marketing over traditional advertising, … One of the best ways that we can see the growth of influencer marketing over the last few years is to compare the estimated market size of the industry each year. The remaining 20% (up from 19%) take a different approach, and only run campaigns whenever they launch a new product. Consequently, the gaming influencers are becoming more and more popular. It is hard to believe that businesses would have gone backward in their influencer marketing practices. 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. Presumably, most of the 22% who are against using the statistic either don’t understand it or struggle to communicate its worth to their management team. There has been a noticeable movement from those who believe it is definitely scalable to those who think it is somewhat scalable; nevertheless, the vast majority recognize that influencer marketing is, to some extent, a scalable tactic in their marketing ecosystem. Although this seems low, it clearly connects with audience relationship – influencers use their audience to distribute content relating to a brand. The influencer marketing industry could be worth $10 billion by 2020 With 78%, the Instagram Post was the most popular content format in 2018 People are 10 times more likely to be … 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. 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. A further 27% had worked with 10-50 influencers and 12% with 50-100 influencers. The ‘ Influencer Marketing 2020’ report, published by Influencer Intelligence in association with Econsultancy, found that for approximately 6 in 10 of the digital … Although the change isn't substantial, more firms appear to be running their influencer campaigns in-house than in the past. The small reduction this year is most likely to reflect the increased sample size of our survey, with a broader range of people answering the study, some of who will not have been responsible for influencer marketing (and therefore not having an ROI to measure). As such, it can sometimes be difficult for marketers to explain the concepts to their managers. Brands that opt to work with mega-influencers and celebrities typically spend more than brands that work alongside micro- or nano-influencers. Many campaigns are designed to increase brand awareness rather than encourage sales. Organic influencer marketing can be challenging to execute successfully. 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. Due to the size of our survey sample, the proportions of each industry vertical represented here will likely be representative of the users of influencer marketing in general. Judging by the recent uptake in influencer marketing, much of this increase in content must be made and delivered by, For this reason, many brands now use tools to help expedite the process. Although there is no set way to run an influencer campaign, monthly is still the most common frequency for our respondents. Instagram remains the network of choice for influencer marketing 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. CreatorIQ also compared average engagement rate benchmarks across four key channel sizes on Instagram, YouTube, Facebook, and Twitter. Last year we reported a trend towards brands cultivating more long-term relationships with influencers. As influencer marketing has matured as an industry, it has attracted support companies and apps to simplify the process for both brands and influencers. However, influencer fraud has not been wholly vanquished from brands and marketers’ minds yet. 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. You will be amazed by what you could find out about your brand that you never knew it existed. We also want to highlight a few other influencer marketing statistics that have come to light, assembled in coordination with CreatorIQ. At the same time, a biannual convention devoted to Twitch and the culture of streaming and gaming on-demand TwitchCon is supported by valuable sponsorships, including brands like Honda, Intel, or Lenovo. 70% of those surveyed focus on the B2C sector, with the remaining 30% running campaigns for firms in the B2B area. This statistic has hovered around the same level in each of our surveys. I have read and I agree with your Privacy Policy and Terms of Use. While many people follow mega-influencers and celebrities, they often do so, simply because they recognize the name, rather than for any great interest in the topic of the posts. Influencer Marketing 2020. 53% of the survey respondents believed audience relationship to be the most valuable factor when considering collaborating with a particular influencer. The support for audience relationship has increased from last year’s 48%. In addition to the results from our survey, we include some other relevant statistics related to influencer marketing that have come about thanks to recent research. Most businesses will balance their marketing budget across a range of media to ensure that they reach the greatest possible audience. Advertisers increasingly recognize the persuasiveness of micro-influencers, who generate huge engagement and trust levels among audiences. In other words, there are now 10 micro-influencers for every mega-influencer, compared with 3 micro-influencers per celebrity in 2016. Always a concern that this group is noticeably higher than Facebook discovering and then 61,000 2018! For brands and marketers ’ minds yet budgets in 2020 their larger.. 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