If marketers do not recognize these marked differences, they do so at their peril. Below is a breakdown of the top 11 stats every marketer should know this year. If you don’t partner with the right influencers for your product, the campaign is doomed to fail from the start. It is important that brands keep up-to-date with who the current influencers are. A further 20% claimed that software reviews had somewhat of an influence, and 13% admitted it had a little influence. found that software reviews can be pivotal to businesses buying software. Generating positive influencer marketing ROI (return on investment) remains top of mind for many marketers in 2019. Vlogs draw 42% of Gen Z, followed by Pranks (37%) and, a distant third, Unboxing (27%).Â. Brands in the home decor niche will be particularly interested to note that although only 18% of those with incomes less than $30,000 use Pinterest, this number grows dramatically to 42% for people who earn more than $75,000. As influencer marketing has become more widespread, there have been quite a few studies on how to best determine an ROI from a campaign. Your email address will not be published. A 2019 survey by The Influencer Marketing Hub (partnered with Viral Nation and NeoReach) emphasizes how influencer marketing can be highly lucrative for those brands who engage in it. Tablets, 3.65%, and Other Devices (such as gaming systems), 0.08%, make the difference. In the list of most effective content formats, Twitch livestream was the least selected by marketers in 2020. When Vidmob carried out their 2018 State of Social Video (US edition) survey they 33% of millennials spent 33% of their digital time watching video. Here are 11 powerful influencer marketing stats curated to inform your marketing strategy this year, based on a 2019 survey of marketers by Mediakix, an influencer marketing agency. While their following may be small(ish), their authenticity is high In June 2018, Instagram reached one billion active users. Being married, Ninja is mindful of upsetting his wife. Download PDF. Only 24% accept more than 50% of the offers they receive. Look for quality content, on-brand voice and audience alignment. "If I have one conversation with one female streamer where we're playing with one another, and even if there's a hint of flirting, that is going to be taken and going to be put on every single video and be clickbait forever.". Its popularity is increasing across nearly all age groups. when we smell it...As soon as you try to interrupt their (the influencer’s) voice and shove your corporate words into their mouths, there is no purpose in working with them.”. There are 630 million professionals on LinkedIn (more recent LinkedIn data increases this to 660 million). They are ordinary people who have built up a solid social media following. Here are just a few: The fact is, when executed correctly, influencer marketing works for a wide range of companies—and the data backs this up. An Influencer Marketing Hub study shows that: On average, businesses earn $5.20 for every dollar spent on influencer marketing. 4,000 were surveyed by Grouphigh. If you don’t partner with the right influencers for your product, the campaign is doomed to fail from the start. There were 3.2 million streamers in November 2019, who people collectively watched for 880 million hours. The majority of influencers have managed to achieve their influential status without paying for promotion. The medium across all industries is 1.60%. Before embarking on an influencer marketing campaign, it’s important to be crystal clear of your goals. These include 90 million senior-level influencers, 40 million mass affluent, 63 million decision-makers, 17 million opinion leaders, 10 million C-level execs, 6 million IT decision-makers, and 3 million MBA graduates. Too many brands blindly buy banner ads in the hope that people will click through to their landing pages. 69% of marketers plan to spend the most money on Instagram for influencer marketing this year. Google Trends shows a comparable rise in influencer marketing at the same time as print advertising has been falling. It is also rapidly becoming the most popular influencer marketing platform. Red Bull, for instance, has established a very active YouTube presence and currently has 5.6 million subscribers to their main channel and they have numerous smaller specialist channels, too. The world's population rose by 1% in the same period. This one statistic essentially summarizes the business case for influencer marketing. Instagram's ad revenue is growing at a faster rate than Facebook’s. - Mega-influencers – social superstars with more than a million followers. Some pundits expect that Facebook will eventually rely on Instagram for the majority of the company’s advertising revenue growth. According to the Reuters 2018 Digital News Report, 57% of 18-24-year-old Americans make their first daily contact with news on their smartphones via social media. Users respond positively to Stories because they perceive this impromptu swipe-able montage series to be less staged, more authentic, and easier to navigate. Termed as the fastest growing form of marketing, influencer marketing has made its mark not only on social media, but in mainstream marketing. The top 13% of businesses make $20 or more. Pushing a rigid script on the influencer, rather than collaborating on a creative approach they feel will resonate with their fans. According to LinkedIn, they have had 9 billion content impressions, with 15 times more content impressions than job postings. Facebook moves around in the rankings, but it is currently in 5. place. This grew to 335 in 2016, 420 in 2017, and 740 in 2018 – more than twice the number that existed just two years previously. Marketers accomplish this through sponsoring an influencer’s online content, with the goal of endorsing their brand, product or service, and in some cases, drive purchases. Data suggests that Instagram will also attract a lot more marketing spend in 2020. line-height:20px; Burst Media discovered that influencer marketing campaigns returned an average ROI of almost 700%. In comparison, only 31% of entertainment/pop culture micro-influencers prefer Instagram - a less visual niche. The reason many companies struggle with influencer marketing is not that the channel doesn’t work, it’s often because their sponsored content is not thoughtfully planned, executed or authentically aligned with the audience. Vidmob found that 42% of Generation Z and Millenials spent more time on social media this year (2018) than the previous year. It is clear that Twitter influencers have built up a sufficiently high level of trust for people to be confident enough to spend money on their recommendations. 57.5% of them also claimed that they engaged as influencers to make an impact or effect change, Kristy Sammis made this comment in a March 2016 episode of the podcast, Half Hour Intern. With the advent of social media, we’ve seen the emergence of a new kind of celebrity: the influencer. Crowdtap interviewed more than 50 content creators, and it is clear that these influencers expect respect from brands who work with them. to help ensure alignment with your target audience. Rochelle Bailis is the VP of Marketing at Mediakix, and influencer marketing agency that conducts leading research about the rapidly-evolving influencer marketing industry. Arthur Hilhorst, digital marketing lead at Onalytica, a London tech startup, in Why Influencers are Essential to Content Marketing Success. It collected search query data from Google from July to September 2019 and found “Facebook” to be the most searched term. 17% of companies plan to spend more than half of their marketing budget on influencer marketing in 2019. Online reviews are as important for B2B marketing than B2C – in some cases, more so. Digital strategist, blogger, and influencer, Jess Estrada, gives her opinion on what makes an influencer. Instagram is the king of influencer marketing—consider experimenting with Instagram Stories, which are exploding in popularity. Influencer Marketing Hub » Influencer Marketing » 80 Influencer Marketing Statistics For 2020. Collaborating with a digital influencer is now one of the most trusted and effective ways for brands to reach consumers. Instagram has grown rapidly to become the social channel of choice for influencer marketing. The State of Influencer Marketing: 10 Influencer Marketing Statistics to Inform Where You Invest, Tired of scrolling? Influencer marketing is gaining more traction and investment than ever before. It collected search query data from Google from July to September 2019 and found “Facebook” to be the most searched term. 30 Statistics That Prove Affiliate Marketing Is Winning With Marketers. With Google owning YouTube, the company can clearly claim web dominance. A May 2015 study by Schlesinger Associates for Augure showed that content promotion was the main reason that marketing and communications professional engaged with influencers - ahead of product launch, content creation, event management, corporate communications, SEO, and crisis management. This was another result from the Twitter survey. Tablets and Other Devices were the big losers, dropping by 13%, and 20%, respectively. The Pew Research data looked at key demographics for all of the major social networks. Instagram introduced them in 2016, and by January 2017, there were 150 million daily Instagram Stories users. According to a study, 57% of marketers found that influencer-generated content performs better than professionally produced content. B2B influencer marketing statistics show an even greater ROI than with B2C. Let us future-proof your backend. "If I have one conversation with one female streamer where we're playing with one another, and even if there's a hint of flirting, that is going to be taken and going to be put on every single video and be clickbait forever.". Stories originally gained popularity with Snapchat, and today over 500 million Instagram users use Stories every day. The engagement rate of a post is calculated by adding up engagement (likes, comments, etc.) The growth in usage of social apps is 40% higher than mobile browsers. These influencer marketing statistics show how the industry is growing at a fast pace. When asked to provide reasons for their participation in this form of marketing, nearly 70% admitted that their main inspiration was to earn some money. There have been numerous studies analyzing influencer marketing’s effects, and experts sharing their wisdom on the topic. 79% of our survey respondents consider Instagram important for their influencer marketing campaigns. 2019 Social Media Industry Benchmark Report, offers some interesting statistics on social engagement. , and it is particularly popular with teenagers. 6. The majority of influencers have managed to achieve their influential status without paying for promotion. Those in the higher education niche manage 3.96% engagement on their Instagram posts. Less than 10% have paid for Instagram native ads, despite their love of this platform. Their research found that reading reviews was the most important factor for 18% of software buyers. The influencers preference for Instagram grows even greater when the influencer works in a highly visual niche such as fashion. Facebook came a distant second at 46%, followed by YouTube at 36%. Those with less than 1,000 followers generally received likes on their posts 8% of the time. and dividing it by the influencer’s total number of followers. 89% of brands use influencer marketing for creating content which is authentic. Now use these influencer marketing statistics to create a potent strategy: These are the 13+ influencer marketing statistics you need to use in your next strategy. In this article, we bring you the top influencer marketing trends, statistics, facts and insights that can help you formalize a great influencer marketing strategy. The Hootsuite report emphasizes the importance of mobile nowadays. “YouTube” was third and “Instagram” tenth. Snapchat users have shown that they are highly responsive to influencer marketing. Tapinfluence and Altimeter joined forces to produce a study on the state of influencer marketing, interviewing influencers. 73% of marketers say that they have allocated budget for influencer marketing. People in APAC countries use them more – 52% in 2017, down to 50% in 2018. And 44% say that they accept less than a quarter of the proposals they receive. While more marketers find “always on” strategies effective, they require a lot of internal resources to maintain. BrightLocal Local Consumer Review Survey 2018. . The majority of marketers plan to increase their marketing budgets this year, and Instagram is rapidly becoming the most widely-used channel in the industry. While most firms only intended to include it as a small component in their marketing mix, 17% expected to devote half or more of their marketing budget to influencer marketing. 1. Although the use of ad blockers rose quickly for a while, their use has been relatively static over the last two years, according to GlobalWebIndex. Of the marketers they surveyed, 61% acknowledged the difficulty in finding relevant influencers for a campaign. Most companies get positive results from influencer marketing, with just the bottom 25% failing to generate any revenue. Clearly, many middle-aged and older people use Pinterest to gain ideas for things to purchase. Before partnering with an influencer, here are some tips for spotting fake followers. Generally, target key performance indicators (KPIs) for brands fall into two camps: Some influencer marketing campaigns fall into both camps, driving engagement as well as some form of conversion. They are ordinary people who have built up a solid social media following. While there are no strict definitions of follower numbers, a general guide to the types is: This result comes from a Bloglovin’ survey onÂ, How Micro-Influencers Really Want to Work With Brands. They fail to choose influencers who have followers similar to the people who make up the target market for the brand’s product. Notably, there are now 5.155 billion unique mobile users, making mobile phones truly part of our everyday life. Peer pressure still clearly plays a significant role. This is an interesting statistic from the same Schlesinger Associates for Augure survey as above. - Evan Fong (Vanoss Gaming) - $15.5 million Remember to have all these elements in place before launching your campaign to ensure accurate measurement. Required fields are marked *. Marketers find influencer marketing effective, and are upping their budget in 2020. Another statistic unearthed in Hootsuite’s report is that there were 3.725 billion social media users globally at the end of Q3 2019 – a penetration rate of 48% of the world's 7.734 billion population. Add your info below to have the PDF sent to your inbox. It has issued updates every quarter. The current generation has grown up with the internet, and the internet is where they find their own celebrities. - Dude Perfect - $14 million It does emphasize the high level of influence that influencers can have on their audience. Note that engagement rates for sponsored content will almost always be lower than on organic posts. Of course, brands can gain extra reach should they choose to pay for boosted/promoted posts. This suggests that influencer marketing is leveraged by a range of companies, from smaller organizations to much larger brands. This makes it ideal for brands wanting to showcase a product's benefits and features, or a place for in-depth video reviews. This result comes from a Bloglovin’ survey on How Micro-Influencers Really Want to Work With Brands. - Logan Paul - $12.5 million Instagram influencer marketing grew by nearly 40% in 2018 – source Klear There are more than 558k influencers on Instagram who have more than 15k followers – source Influencer DB 64% of consumers said they prefer watching videos when interacting with influencer content – source Rakuten In recent years, the FTC has taken an interest in influencer marketing, where influencers have failed to disclose that they received payment for their posts. }. As influencer marketing has grown in popularity, so have the platforms and agencies that act as support facilities. Less than 10% have paid for Instagram native ads, despite their love of this platform. Sunday is the most popular viewing day, although more people broadcast on Saturdays on average. Clearly, an influencer needs to be within your price range. This is from the same Crowdtap survey as above. The same study also reveals that YouTube influences only 13.9% of women on their purchases. Influencer marketing budgets can range widely depending on a company’s size. Nearly 2/3 (63%) of businesses who do budget for influencer marketing intend to increase their spending over the next 12 months, with 17% expecting their influencer marketing spend to remain the same. While many marketers are finding success in influencer marketing, many still need to tackle these common challenges: Although Instagram has cracked down on third party services that peddle in fake followers and inauthentic engagement, it appears that marketers remain skeptical about the scope or effectiveness of this ban. Download a PDF version for easier offline reading and sharing with coworkers. Brands must remember that while influencers like to be able to earn revenue, they will not do so at the expense of their audience. LinkedIn has released a diagram highlighting some of the. How-tos, tutorials, and hacks are the most popular types of videos watched – 46% of Gen Z and Millenials. This was according to a survey conducted by Augure and reported in Mediakix. A small but not insignificant percentage of marketers—17% of them—plan to spend over half of their entire marketing budget on influencer marketing this year. This compares with Instagram (42% multiple times daily, 21% daily) and Snapchat (46% numerous times daily, and 15% daily). An Influence.co study found that at least 45% of influencers receive about four proposals for influencer marketing campaigns every month. Numbers drop down to 16.3% of 35-44 year-olds, with even fewer Instagrammers in the older age brackets. YouTube has recently emulated Facebook's feat of reaching 2 billion active users. 11 Essential Influencer Marketing Facts and Statistics November 29, 2017 / 22 Comments / in Content Marketing , Social Media , Video Marketing / by Bob Kehoe Influencer marketing is a phenomenon of modern marketing that places expert consumers in the role of consultants for buyers looking to make informed purchase decisions – and the power of influencers is … While Snapchat was able to slow their user loss at the end of 2018, they have lost the attention of marketers when it comes to sponsored influencer content. Although many people think of LinkedIn as a large-scale collection of resumes and a job market, it is also a place where professionals publish and share content. This is probably because many Snapchat users still attend school. display: block; A 2019 survey by The Influencer Marketing Hub (partnered with Viral Nation and NeoReach) emphasizes how influencer marketing can be highly lucrative for those brands who engage in it. Yet Hootsuite found that mobile phones still only account for 51.74% of web traffic, with laptops and computers still accounting for 44.53%. For example, in September 2018 YouTube came under fire for their algorithm changes supposedly leading to creator burnout, as influencers raced to produce more content so their videos wouldn’t drop from the feed. Rather than running a couple one-off campaigns and seeing what happens, take the time to set very clear goals, target KPIs and budget. in June 2018, with more than 500 million of them using the platform daily. 46% of North Americans used them in 2017, but this fell slightly to 45% in 2018. Brands who target this demographic are finding that it has enormous potential for influencer marketing.Â, Although the use of ad blockers rose quickly for a while, their use has been relatively static over the last two years, according to. Here are 80 interesting facts, quotes, and statistics related to influencer marketing. has found that 51% of Facebook users use the app/site several times a day, with a further 23% using Facebook about once a day. - Felix Kjellberg (PewDiePie) – 12.5 million, Priyanka Dayal, content marketing manager at Centaur Media PLC, observes how influencer marketing is different from traditional marketing, where brands have traditionally had full control over their marketing. While large brands like EA, Doritos, Hershey’s, and KFC are experimenting with sponsoring Twitch livestreams, this platform is in its early days when it comes to influencer activation. text-align: center; Influencer Marketing Statistics You Need to Know for 2018 As 2017 is coming to an end, marketing managers, CMO’s and other enthusiasts are gearing up for 2018 and creating their marketing budgets. This ease of content creation also ushered in the rise of micro-influencers (influencers with small followings between 10,000-50,000), whose lower price tag made them more accessible to the average brand. It shows that 22.8% of men are influenced by YouTube in their buying decisions. 20. Business to business (B2B) influencer marketing delivers 11 times more ROI than other forms of digital advertising. shows clear upward-sloping trends for the site. Influencer marketing does not focus on celebrity endorsement. According to Ryan Robinson’s recent blogging statistics, 65% of content marketers say they have a documented content marketing strategy in place, meaning 35% have room to improve. Sunday is the most popular viewing day, although more people broadcast on Saturdays on average. Surprisingly, considering how popular Instagram beauty influencers and brands are, the engagement rate for health and beauty posts is only 0.86%.Â. If yes, then we have good news for you. These statistics show the true effectiveness of influencer marketing. YouTube and Twitter users visit the sites on a less regular basis. Other common reactions to reading a good review include searching for more reviews to validate choices (19%), visiting the business location (15%), contacting the business (13%), and continuing to search for other businesses (10%). Hence they have far less of interest in traditional celebrities. This is how social media influencers were born, and quickly attracted the attention of marketers. Here’s a summary of the Influencer marketing statistics you need to know in 2021: Ninety-three percent of marketers use influencer marketing as part of their marketing strategy. , the vast majority of people (81%) let their friends and family on social media influence their purchasing decisions. Despite the defections of Ninja and Shroud to rival Mixer, Twitch is still increasing in popularity as a live-streaming platform. This is further a result of the BrightLocal survey indicating why firms need to work on ensuring that they receive positive online reviews for their products. 79. Twitch’s audience is largely composed of young male gamers, which is a very specific audience. Brands who target this demographic are finding that it has enormous potential for influencer marketing.Â, They seem to work best when brands engage influencers to tell a story on behalf of the brands in intuitive ways. As long as we’ve had advertising and marketing, brands have capitalised on famous faces to sell their products. has taken an interest in influencer marketing, where influencers have failed to disclose that they received payment for their posts. Traditional marketers and executives still struggle with this open-ended concept. According to a study reported by Vivipins, the vast majority of people (81%) let their friends and family on social media influence their purchasing decisions. The Influencer Marketing Hub’s State of Influencer Marketing 2019 Benchmark report, found that the number of influencer agencies and platforms grew by 320 between 2017 and 2018. This puts Snapchat at the very bottom of most marketers’ lists when it comes to influencer marketing in 2020. Hootsuite has collated many digital-related statistics in its Global State of Digital in 2019 Report. background: #eee; Here are the top 5 things marketers look for when deciding the best influencers to work with: Before working with an influencer, review their content and compare it to others in their industry. Engagement is by far the most common metric used for measuring influencer marketing success, measured by 75% of marketers for influencer marketing. Older generations tend to follow traditional celebrities. Over the last five years, brands have collaborated with social media influencers across channels to generate awareness, and influencer marketing grew from an ancillary marketing tactic to a $5-10 billion dollar industry. There was an average of 1.2 million concurrent viewers at any time. 61% of marketers agree it’s challenging to find the best influencers for a campaign, suggesting this problem is far from solved. Therefore you need to ensure that your messages to their audience are authentic to that audience. There were 3.2 million streamers in November 2019, who people collectively watched for 880 million hours. Of course, influencer marketing – in its current guise – is mostly immune to this type of avoidance behavior, another reason for its present popularity. . This means that a mere 2% of software buyers make no use of software reviews for their purchasing decisions. 11 Influencer Marketing Statistics: 1. 78% of social influencers in worldwide brand collaborations use Instagram as their primary social platform. 19% of marketers will spend $1,000 – $10,000 per year on influencer marketing in 2020, while 18% are spending between $100,000 – $500,000 per year. Influencer Marketing facts. Of the marketers they surveyed, 61% acknowledged the difficulty in finding relevant influencers for a campaign. These are often celebrities It showed a higher percentage of wealthy people using most social networks than people on low (or medium-level) incomes. Yet, banner ad growth in 2017 was 7%. You can work with influencers for less than $250 per post. In spite of this, many small businesses remain uncertain about influencer marketing and whether to invest in it as a channel. Your email address will not be published. Numbers drop down to 16.3% of 35-44 year-olds, with even fewer Instagrammers in the older age brackets. It is, of course, another reason why influencers try to be authentic with their followers - they don't want to lose face. 63% Trust Influencer Messages More Than Brand Messages. While Facebook users may not be the most targeted audience by influencer marketers, they still use the social site regularly. Save my name, email, and website in this browser for the next time I comment. say they discover brands via celebrity endorsements, online posts from expert bloggers, or through vlogs. This statistic grew by 15% over the last year. Influencer marketing is when companies partner with influencers in order to increase brand awareness or conversions among a specific target audience. Indeed, 86% of consumers read reviews for local businesses (including 95% of people aged 18-34), and consumers read an average of 10 online reviews before feeling able to trust a local business. Instagram is the most important social platform for influencer marketing. A social media influencer is someone who has built a loyal following through their online content creation. As popular as fashion is on social media, it has surprisingly low engagement on all leading social platforms, according to the RivalIQ stats. Back in 2015, there were just 190 influencer platforms and agencies. The reality is that the ROI is very much determined by the brand’s intention. You need to encourage your influencers to share your brand story in their voice. Numbers have continued to rise, surpassing the. She’s worked in digital marketing for over 10 years, previously at Hitwise, and before that at Intuit. More influencer campaigns today are aimed at driving tangible sales, which can be clearly tracked using custom links, landing pages and redemption codes. In 2018, only 39% of marketers planned to grow their influencer marketing budget, suggesting that brand investment in influencer marketing will increase dramatically this year. They may not have the pedigree of the Wall Street Journal, but they have earned their influence, and will not be walked over by disrespectful brand executives and marketers. Even Pewdiepie will seem old one day. Surprisingly, considering how popular Instagram beauty influencers and brands are, the engagement rate for health and beauty posts is only 0.86%.Â, 15 Mind Blowing Instagram Statistics You Don’t Know, 27 Influencer Marketing Experts give their Predictions for 2020, observes how influencer marketing is different from traditional marketing, March 2016 episode of the podcast, Half Hour Intern, Crowdtap interviewed more than 50 content creators, difficult it is to come up with the definitive measure of influence, influencers who risk alienating the brands, group carried out on the scope of micro-influencers. There is a clear distinction in the way that different age groups look at influence in social media. Pew Research has found that 51% of Facebook users use the app/site several times a day, with a further 23% using Facebook about once a day. Subscribe to our newsletter and get social media resources send to your inbox. When asked to provide reasons for their participation in this form of marketing, nearly 70% admitted that their main inspiration was to earn some money. Download a PDF version for easier offline reading and sharing with coworkers the... Remember as they work with them can clearly claim web dominance line up with the right,. Right influencers for less than a quarter of the big name department stores recognize influence. '' in mid-2017 and have remained that way ever since say they discover via... Gender, location, interests, etc. link to download the sent... Of quick shout outs or product placements thrown in without much thought or reach new,. Many brands, too, feel that their organic social content ends up being after... Range widely depending on a less regular basis 's feat of reaching 2 billion active users and! At 36 % study also reveals that YouTube influences only 13.9 % of marketers chose posts—the. 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Link to download the PDF will arrive in your industry approach influencer marketing: influencer... These statistics and tips influencer marketing statistics the people who make up the target market the. Conducted by Augure and influencer marketing statistics in mediakix nonetheless exceedingly important so at their peril SEO strategy, increase traffic. Popular with teenagers also attract a lot of internal resources to maintain that! Out for signs of fake influencers or inauthentic engagement, as a brand, have your... Influencer needs to be within your price range are exploding in popularity, from organizations... Crowdtap survey as above users say they discover brands via celebrity endorsements, posts... Where you invest, Tired of scrolling easy to produce a study 57. Of customers admit they listen to influencers on Twitter gained popularity with Snapchat, and hacks the. Your price range sufficient online clout that they are ordinary people who have built up a social! Of brands use influencer marketing success, measured by 75 % of it.! Videos and Instagram video ranking high on the various influencer marketing may not be most.

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