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. Only 7% disagree with the sentiment. They have made clear guidelines and expectations. It has grown rapidly every year since then. This reduction could simply be a result of a change in the mix of respondents to our survey. Again, the trend is visible at all follower levels. As influencer marketing has matured as an industry, it has attracted support companies and apps to simplify the process for both brands and influencers. They allow influencers getting to know the brand better and what it stands for. Copyright © 2016-2020 Mentionlytics. 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. It has grown rapidly every year since then. CreatorIQ also compared average engagement rate benchmarks across four key channel sizes on Instagram, YouTube, Facebook, and Twitter. The only negative of using this measure is that the calculation of EMV can be complicated. 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. But despite the new trends on the market, the essential value in running a successful influencer marketing campaign will remain the same. A colossal 84% of them admitted to having upped the amount of content they produced. How Influencer Marketing Will Change in 2020 Innovative industries are continuously changing; influencer marketing is no different. It is clear that most firms that try influencer marketing are happy with the experience, and are willing to continue with the practice. This (partially) comes on top of the 75% increase in content claimed by last year’s respondents. 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. Here are the main results from our Influencer Marketing 2020 Study, along with a selection of other relevant recent statistics we have found. 22% of the surveyees were from companies which has 10-50 employees, 14% 50-100, 13% 100-1,000, and 10% coming from large enterprises with more than 1,000 employees. A headline-making issue over the last couple of years has been influencers acting in a way deemed inappropriate by the brands they represent. Influencer Size: Going Smaller For Big Results. We asked those of our respondents who engaged in influencer marketing how many influencers they had worked with over the last year. However, influencer fraud has not been wholly vanquished from brands and marketers’ minds yet. Back in 2016 (the distant days of influencer marketing), we figured the industry to be worth $1.7 billion. As e-commerce becomes one of the only … If you want to get the most from your Instagram marketing strategy in 2021, you've come... Share a few contact details and we'll send a download link to your inbox, Earn a $10 Starbucks Voucher for 5min of your time, 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. 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. 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. Luckily there are now plenty of tools to help detect fraudsters, and this should reduce the effects of influencer fraud. According to the estimates. 53% of the survey respondents believed audience relationship to be the most valuable factor when considering collaborating with a particular influencer. Brands traditionally thought in terms of influencer marketing campaigns. Now more than 90% of all influencer campaigns include Instagram as part of the marketing mix. We carried out our first influencer marketing survey in 2017, giving us excellent insight into the state of the industry. This year, the focus will be on creating highly engaging audio and video content, which shouldn`t come as a surprise considering that 72% of people are more likely to choose video content over text when learning about a new product or a service. Organic influencer marketing can be challenging to execute successfully. In other words, there are now 10 micro-influencers for every mega-influencer, compared with 3 micro-influencers per celebrity in 2016. 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). For example, Logan Paul caused an internet storm over a tasteless video he shared, and brands wondered whether they wanted any connection with him. Some brands, however, have undertaken influencer marketing on a large-scale, with 5% of those surveyed admitting to working with 100-1000 influencers. As a great way to boost the existing campaigns, influencer events are expected to gain increased popularity in 2020. This means that the growth in influencer marketing over the current year, 2019 to 2020, has seen the estimated market size increase from $6.6 billion in 2019 to $9.7 billion in 2020. More personal, long-form captions, as effective personal mini-blogs, are a proven way to build a stronger connection with social media followers. Clearly, more brands now focus on using their influencer marketing to generate tangible results. 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. 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. Maybe this is one of the reasons for the increase in the use of third party influencer tools and platforms. Although we had to remove some responses due to a lack of clarity, the 2020 survey is our largest yet, with more than double the number of respondents compared to last year's study. It’s a more mature, savvier grown-up now, with the know-how and skills to help brand’s connect in meaningful ways with any demographic they want. In the past, firms found influencer marketing to be challenging because they lacked the tools to facilitate the process – organic influencer marketing can be very hit-and-miss, making it frustrating for brands trying to meet their goals. The ‘ Influencer Marketing 2020’ report, published by Influencer Intelligence in association with Econsultancy, found that for approximately 6 in 10 of the digital … This statistic has hovered around the same level in each of our surveys. Top 8 Influencer Marketing Trends in 2020, more likely to choose video content over text, https://www.mentionlytics.com/free-brand-monitoring/, Big Data & PR – Intro to Digital Communications, How can PR Agencies Benefit from Social Listening and Big Data Analytics, Instagram Influencers Research – Kamron Clarke, How to contact Instagram influencers to endorse your brand, Helpful Websites and Tools Info – Craig's Digital Marketing Adventure. Searches rose from 3,900 searches per month in 2015, to 6,460 in 2016, 21,000 in 2017, and then 61,000 in 2018. This kind of collaboration is great for testing influencer marketing ideas before making significant investments. The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. All these percentages are down on last year, because 7% of the respondents have different ideas on this topic, opting for Other as the most important criterion when evaluating influencers. As one of the fastest-growing industries in the world, the global eSports market is expected to reach $1.79 billion value by 2022. We noted above that the most common measure of influencer marketing success is now Conversions / Sales. We did not ask a separate question about using third-party-developed tools, so these results are not strictly comparable. Somewhat less popular, at 24%, is the group of respondents who engage in influencer marketing to build up a library of user-generated content. CreatorIQ’s data comes from tens of thousands of influencer marketing campaigns and posts piloted through their platform by their clients. We are fast approaching a market size of $10 billion. This percentage has fallen quite noticeably as an objective, from last year’s 31%. 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. So, what to expect from influencer marketing trends in 2020? 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. A year on, however, we have seen something of a reversal of this trend. In many ways, this statistic is surprising. Time will tell whether the nature of brand-influencer relationships changes in any significant way. It indicates what an equivalent advertising campaign would cost for the same effect. 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. The new influencer marketing trends in 2020 will shape the activities and marketing plans of many brands and companies. 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. In 2019, searches for the phrase “influencer marketing” rose to 70,000. For many years, mascots, cartoons and animated film characters have held sway over … For example, Logan Paul. We asked our respondents how they rated the difficulty of finding appropriate influencers with whom to work their industry. The most notable differences are a decline in Twitter from 24% to 22%, an increase in LinkedIn from 12% to 16%, and an increase in other networks from 12% to 15%. 9% of respondents are clear advocates for influencer marketing, intending to spend more than 40% of their marketing budget on influencer campaigns. The influencer marketing industry is on the rise, with no signs of stopping soon. Get exclusive insights about your brand with our. This year, it has a clear, undisputed lead. He is an Associate Professor on Emerging Technologies and Marketing Innovation. … Last year, 58% admitted using tools developed in-house to execute their influencer marketing campaigns. According to recent research, almost two-thirds of marketers are planning to benefit from the wave of influencer marketing by spending more in 2020. A further 27% had worked with 10-50 influencers and 12% with 50-100 influencers. 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. They achieve … By asking to share their own experiences or adding a Call to Action, influencers can easily interact with their followers which guarantees engagement. 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. This means that the growth in influencer marketing over the current year, 2019 to 2020, has … 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%). According to our respondents, 44% currently use tools developed in-house to execute influencer marketing campaigns and 40% use 3rd-party, In some ways, this is something of a backstep from last year's results. An additional 23% plan to allocate 20-30% of their total marketing spending to influencer marketing. While the latest year’s rate of increase may have fallen, the number of searches continues to grow. What started as a big push in 2019 looks to continue in 2020. Although this seems low, it clearly connects with audience relationship – influencers use their audience to distribute content relating to a brand. 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 estimate that there has been an increase of at least 50% each year. Influencers … The most common percentage of marketing devoted to influencer marketing comes in the 10-20% range, with 39% of respondents intending to spend in this range. It particularly refers to the female gamers, who are expected to gain even more significant influence in the following years. 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. An additional 16% indicate that they expect to keep their budgets the same as in 2019. The ratio of mega-influencers (with one million-plus followers) to micro-influencers (with fewer than 100,000 followers) rose from 1:3 in 2016 to 1:10 in 2019. 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. 39% believe that you should gauge a campaign by the conversions/sales it drives. Others value the personal touch and think influencer marketing is a hands-on process. 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. One of the possible reasons for the increase in concern about influencer fraud is that more firms have now experienced such fraud. With the use of AI, the entire process of finding the right influencer to collaborate with can become much faster and easier. The general satisfaction felt by firms that have engaged in influencer marketing seems to flow through to their future planning. We tend to focus more on Facebook in our Influencer Marketing coverage (and considerably more on YouTube than its support would suggest). We surveyed 4000 people from a range of backgrounds. Although this is positive, it must be noted that the figure is down from last year, when 82% were positive about the types of customers generated by influencer marketing. We had comparatively more marketers instead of brands replying this year (and it is, of course, the brands who provide the budgets for influencer marketing, and the marketers who implement them). In 2018, Facebook was used in less than half of the influencer campaigns, and its support dropped even further in 2019, to approximately 40%. It shows no signs of slowing down in 2020. DUBLIN, Dec. 29, 2020 /PRNewswire/ -- The "Influencer Marketing Platform Market Forecast to 2027 - COVID-19 Impact and Global Analysis by Offerings, Application, Organization Size, … Influencer marketing is of course, only part of the marketing mix. We have regularly seen that businesses have a variety of objectives when they create influencer marketing campaigns. Although they require a lot of planning and bring sizeable cost, these exclusive, invite-only events can add a lot of value to a brand. 380 new influencer marketing-focused platforms and agencies entered the market over the last 12 months. This could be a sign of more brands entering the industry, dipping their toes in the water, before they make any long-term commitments to influencers. In fact, n early 60% of marketers say they are going to increase their influencer marketing budgets in 2020. It is hard to believe that businesses would have gone backward in their influencer marketing practices. Brands that opt to work with mega-influencers and celebrities typically spend more than brands that work alongside micro- or nano-influencers. Indeed this is the only category to increase in importance and has risen to the second spot this year. For this reason, many brands now use tools to help expedite the process. The support for audience relationship has increased from last year’s 48%. Brands of virtually every size tackle influencer marketing, therefore it should be no surprise that there is quite some variation on what firms spend on the practice. 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. Our survey respondents are generally positive about the value of influencer marketing overall. Video enables that. Presumably, the rise reflects the recent popularity of Twitch and TikTok. Just head to One thing is very clear from these results. But Twitter influencers with fewer than 1,000 followers have 1.4% engagement, while those with more than 100,000 followers have a mere 0.3% of their followers engaging with their tweets. It is something nano-influencers can easily achieve because they have a close relationship with their audience. A further 13% stated that they were unsure about how their influencer marketing budgets would change. The Rising Popularity of Gaming Influencers. While the latest year’s rate of increase may have fallen, the number of searches continues to grow. Although there is no set way to run an influencer campaign, monthly is still the most common frequency for our respondents. Of those who operate discrete influencer campaigns, 33% (down from 39%) prefer to run them on a monthly basis. Back in 2015, Facebook was included in 75% of all influencer campaigns. Although Instagram will remain as the leading influencer marketing channel globally, TikTok and Twitch are becoming more and more attractive to many marketers and brands. 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. This type of influencers presents everyday consumers with the influence in the local community. Brands were finding that influencers they have worked for on previous campaigns come across as more genuine. 2020 wasn’t what anyone expected with the Covid-19 pandemic impacting most industries and wreaking havoc on best-laid plans. Also, you can monitor keywords and phrases related to your industry, and this way you can get very useful consumer insights in real-time. 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. Our respondents were asked whether they had increased content output over the last two years. 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, … Indeed 68% claim to have experienced influencer fraud, up from 63% last year. How to Optimally Use Social Mention & other FREE Social Media Monitoring Tools? The third popular reason favored by 19% of our respondents (down from 23%) found for working with influencers is distribution. over a tasteless video he shared, and brands wondered whether they wanted any connection with him. , who provide an influencer marketing software cloud for enterprise brands, agencies, and publishers. As recently as 2018, 76% of marketers in a Linqia study claimed that the most significant influencer marketing challenge that year would be determining their campaign ROI. To maximize the ROI of their influencer marketing campaigns, they will have to leverage the newest social media platforms, technologies, and preferred content types. 23% stated that it was very difficult, and 62% suggested that they had medium difficulty. What's more, you can also get access to the same data for your competitors. 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. 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. This is up from $5.20 in 2018, indicating that there is now a better understanding of influencer marketing, with fewer firms failing to meet their marketing objectives. Clearly, many firms now realize the insatiable demand for online content nowadays,and are increasing their content marketing accordingly. Clearly, many firms now realize the insatiable demand for online content nowadays,and are increasing their content marketing accordingly. TikTok is no longer merely a niche social network and video sharing app. All Rights Reserved. We found that 65% of our respondents measure the ROI from their influencer campaigns. This is almost identical to last year’s result. Those who disagree with this sentiment have a corresponding increase in numbers, 45% now, compared to 43% a year ago. 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. According to the estimates, it will reach a $15 billion worth by the end of 2022. It is perhaps a concern that this group is noticeably higher than last year’s 21% who lacked concern. 72% believe that the quality of customers from influencer marketing campaigns is better than other forms of marketing. As one of the influencer marketing trends in 2020, gaming influencers bring fantastic opportunities for marketers. This is where Social Media Monitoring tools come into play. This is further proof that influencer marketing remains successful and shows no sign of slowing down. Influencers and marketers alike are finding new ways … There are still many potential customers out there who require assistance at discovering and then reaching out to potential influencers. 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. Is it just those firms who have experienced influencer fraud who express concern about the practice? 19% of marketers will spend $1,000 – $10,000 per year on influencer marketing in … One of the most significant advantages of influencer marketing over social activity using official company accounts is the ease with which you can scale the activity. Hopefully, it will soon merely be a chapter in the history of the industry. Trust and authenticity between the influencers and their followers represent the base of influencer marketing. Social media influencers are … Most agree that influencer marketing attracts high-quality customers. Video is the holy grail of content marketing. A mere 14% of respondents reported finding appropriate influencers to be easy. In some cases, influencer marketing may bring new customers to the brand, but the additional spending may be less than the cost of running the campaign. While their study is not identical to ours (they use slightly different engagement bands), the results still come to the same conclusion. The remaining 29% represent a wide range of occupations and sectors. If you continue to use this site we will assume that you are happy with it. 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. The remaining 19% (there is some rounding error) take their influencer marketing spending from their PR Department’s funds. Although the change isn't substantial, more firms appear to be running their influencer campaigns in-house than in the past. Earned Media Value has become more recognized over the last couple of years as a measure of the ROI on influencer campaigns. Indeed these statistics highlight how pitiful the engagement rates can be for mega-influencers, particularly on Twitter (with just 0.008% engagement and Facebook (0.01% engagement). The influencer marketing industry continues to be robust and, given the uptick in social media use, there are many opportunities for brands and influencers to forge mutually beneficial … In the equivalent survey we made last year, we found only an 11% compliance rate. 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. There is an apparent movement towards quarterly campaigns, however. 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. A contentious issue in influencer marketing is the amount of automation you can successfully use. Unsurprisingly, considering the overall positive sentiment expressed about influencer marketing, 91% of our survey respondents believe influencer marketing to be an effective form of marketing. However, it is an improvement on last year’s results. There has been much more publicity regarding influencer fraud of late, and there are more robust fraud solutions now available. You can use a tool like this to automatically gather all this data for you everyday, analyze it, and give you useful insights that you can extremely helpful for your brand. 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%). The remaining respondents have differing goals for their campaign, with 34% most interested in engagement or clicks generated as the result of a campaign (this topped last year’s poll), and 27% interested in views/reach/impression (down from 34% last year). It hasn’t kept that position every month since launch; however, it has always performed well. https://www.mentionlytics.com/free-brand-monitoring/ and enter your brand's name to get started for free. 45% of our respondents came from the USA, 16% Europe, 12% Asia (APAC), 5% Africa, with 15% representing the ROW (Rest of World). From third parties ) to facilitate the process by what you could find out about brand! 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