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Not setting up proper tracking, URLs or landing pages beforehand. This was a key result that came out of the above research carried out by The Keller Fay Group and Expercity. Arthur Hilhorst, digital marketing lead at Onalytica, a London tech startup, in, Why Influencers are Essential to Content Marketing Success, , YouTube is the second most visited website after just Google. Many small business owners are understandably wary about investing in an emerging channel if it can’t generate quantifiable results. Here are 80 interesting facts, quotes, and statistics related to influencer marketing. 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. It was a big influence in a further 48% of purchases. This was another result from the Twitter survey. It showed a higher percentage of wealthy people using most social networks than people on low (or medium-level) incomes. Remember to consider influencer fees, production costs, product costs (if you plan to ship them a sample) and any platform or influencer agency fees when calculating your overall budget. BrightLocal Local Consumer Review Survey 2018. . This was an increase of 328 million social media users – a  9.6% increase. When Launchmetrics surveyed 600+ marketers, results showed that 81% considered influencer engagement to be effective or very effective. You are here: (Forrester, 2015) 71% of marketers believe that ongoing ambassadorships are the most effective form of influencer marketing. Engagement is by far the most common metric used for measuring influencer marketing success, measured by 75% of marketers for influencer marketing. background: #eee; Required fields are marked *. Compared to videos or longer-form content, a single photo and caption requires relatively less production cost and effort, making it a more affordable option for small companies looking to test Instagram influencer marketing. Yet, banner ad growth in 2017 was 7%. Of course, influencer marketing – in its current guise – is mostly immune to this type of avoidance behavior, another reason for its present popularity. If people already love your products, they will speak about them with passion and knowledge, and this will, in turn, inspire others. If you don’t partner with the right influencers, the campaign is doomed to fail from the start. Despite the defections of Ninja and Shroud to rival Mixer, Twitch is still increasing in popularity as a live-streaming platform. Snapchat users have shown that they are highly responsive to influencer marketing. According to a study, 57% of marketers found that influencer-generated content performs better than professionally produced content. While more established channels like Facebook and YouTube remain popular, the ease of photo-sharing on Instagram spawned a huge variety of influencers with a direct line to different niche audiences. While influencer marketing may not be right for every single brand or company, the best way to know is to test. Tablets and Other Devices were the big losers, dropping by 13%, and 20%, respectively. carried out their 2018 State of Social Video (US edition) survey they 33% of millennials spent 33% of their digital time watching video. Therefore you need to ensure that your messages to their audience are authentic to that audience. Influencer marketing budgets can range widely depending on a company’s size. Source Locowise. Twitch is an emerging livestreaming platform that pulls over 15 million daily active users, largely gamers. Instagram Stories has become the greatest success story of the Instagram family. Influencer Marketing Statistics 2020 1. However, the platform is expanding into other categories, such as Art, Talk Shows, Music and Food & Drink, and may soon be pushing into other verticals. Take your time finding the right influencers. Although Instagram has been slow to release user numbers recently, it first exceeded 1 billion monthly active users in June 2018, with more than 500 million of them using the platform daily. They found the richest YouTubers (with their estimated  earnings) to be: - Daniel Middleton (DanTDM) - $16.5 million As a result of their research, Markerly believes that influencers in the 10k-100k follower range are the micro influencers that brands should focus their influencer marketing on - not celebrities with huge followings but low engagement. Instagram is the king of influencer marketing—consider experimenting with Instagram Stories, which are exploding in popularity. Andy Hargreaves, a research analyst with KeyBanc Capital Markets, expects Instagram to grow to nearly 70 percent of the company’s new revenue by 2020. In MediaKix’s 2019 Influencer Marketing Survey, 48% of the respondents believed that the  ROI from influencer marketing is better than other marketing channels. Nearly two-thirds of marketers will increase their spending on influencer marketing this year. Brad Fay, co-founder, COO and lead researcher of the Keller Fay Group, commenting on research that his group carried out on the scope of micro-influencers. Even more embarrassing, 60% of clicks on banner ads are reportedly accidental, and 90% of ad clicks are by bots. Rather than running a couple one-off campaigns and seeing what happens, take the time to set very clear goals, target KPIs and budget. Surprisingly, considering how popular Instagram beauty influencers and brands are, the engagement rate for health and beauty posts is only 0.86%.Â. 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. Those in the higher education niche manage 3.96% engagement on their Instagram posts. 87% of people admit they’ve made a purchase because an influencer prompted them to. 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. emphasizes just how young Instagram’s userbase is. This is from the same Crowdtap survey as above. She made another very salient point: “We’re savvier than ever, and we know B.S. Nine out of ten marketers believe influencer marketing to be an effective form of marketing. padding: 25px; Their research found that reading reviews was the most important factor for 18% of software buyers. 4,000 were surveyed by Grouphigh. Many firms in the B2B sector market on LinkedIn. say they discover brands via celebrity endorsements, online posts from expert bloggers, or through vlogs. 65% of influencer marketing budgets will increase in 2020. Influencer marketing does not focus on celebrity endorsement. 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. 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. These influencer marketing statistics show how the industry is growing at a fast pace. This suggests that influencer marketing is leveraged by a range of companies, from smaller organizations to much larger brands. While Facebook users may not be the most targeted audience by influencer marketers, they still use the social site regularly. 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. While most of the other social networks now cater to video, YouTube is still seen as the preeminent site for longer videos. Rochelle Bailis is the VP of Marketing at Mediakix, and influencer marketing agency that conducts leading research about the rapidly-evolving influencer marketing industry. Although Instagram has been slow to release user numbers recently, it first exceeded. While their following may be small(ish), their authenticity is high It is important that brands keep up-to-date with who the current influencers are. Brands must remember that while influencers like to be able to earn revenue, they will not do so at the expense of their audience. . As influencer marketing has become more widespread, there have been quite a few studies on how to best determine an ROI from a campaign. With Google owning YouTube, the company can clearly claim web dominance. - Macro-influencers – influencers with between 100,000 and 1 million followers It shows that 22.8% of men are influenced by YouTube in their buying decisions. A social media influencer is someone who has built a loyal following through their online content creation. Aside from sales, new leads are another popular direct response metric for influencer marketing campaigns. Publishing blatantly promotional, hard-selling content that turns off fans. Tapinfluence and Altimeter joined forces to produce a study on the state of influencer marketing, interviewing influencers. 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. This means that a mere 2% of software buyers make no use of software reviews for their purchasing decisions. Users with 10 million+ followers only received likes 1.6% of the time. found that software reviews can be pivotal to businesses buying software. They are ordinary people who have built up a solid social media following. . This is how social media influencers were born, and quickly attracted the attention of marketers. Facebook moves around in the rankings, but it is currently in 5. place. When asked to pick the content formats they find effective for influencer marketing, 78% of marketers chose Instagram posts—the #1 choice. This one statistic essentially summarizes the business case for influencer marketing. Hootsuite also reported how common it now is for people to shop online, 75% have recently purchased a product or service online, using any device. There were 3.2 million streamers in November 2019, who people collectively watched for 880 million hours. - Micro-influencers - someone who has between 1,000 and 100,000 followers. Here are the top five influencer marketing goals cited by marketers: The most popular goal for influencer marketing campaigns is building awareness around a brand, product or service. Hootsuite has collated many digital-related statistics in its. Micro-influencers perform the bulk of successful influencer marketing (at least 90% of it). 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. 30 Statistics That Prove Affiliate Marketing Is Winning With Marketers. This quote by Tyler "Ninja" Blevins shows how important it is that you research potential influencers before you decide to work with them. A further 20% claimed that software reviews had somewhat of an influence, and 13% admitted it had a little influence. While there are no strict definitions of follower numbers, a general guide to the types is: 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. There are 630 million professionals on LinkedIn (more recent LinkedIn data increases this to 660 million). Through the statistics listed below, you will discover details about the influencer marketing market size, the average cost of hiring a digital influencer, some of the factors that should be observed when setting up an influencer marketing campaign, and more. Peer pressure still clearly plays a significant role. These statistics show the true effectiveness of influencer marketing. (TapInfluence & Altimeter, June 2016,) Interestingly, older people are more likely than younger to go to a company’s website after a good review (35 of 18-34 year-olds, 47% of 35-54 year-olds, 69% of 55+). Of the marketers they surveyed, 61% acknowledged the difficulty in finding relevant influencers for a campaign. line-height:20px; Clearly, many middle-aged and older people use Pinterest to gain ideas for things to purchase. Traditional marketers and executives still struggle with this open-ended concept. 46% of North Americans used them in 2017, but this fell slightly to 45% in 2018. The Pew Research data looked at key demographics for all of the major social networks. margin-bottom: 30px; Despite the defections of Ninja and Shroud to rival Mixer, Twitch is still increasing in popularity as a live-streaming platform. Catchy Influencer Marketing Statistics 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 influenced by a non-celebrity blogger than a celebrity Make a note of them or download the free guide on creating an Instagram influencer marketing strategy I have … They found the richest YouTubers (with their estimated  earnings) to be: carried out its annual Influencer Marketing Survey in 2019. “YouTube” was third and “Instagram” tenth. If yes, then we have good news for you. And number tell a million stories. While more marketers find “always on” strategies effective, they require a lot of internal resources to maintain. A firm’s emphasis needs to be on reaching to the people from whom they can get maximum conversions rather than targeting the market as a whole. It is also rapidly becoming the most popular influencer marketing platform. B2B influencer marketing statistics show an even greater ROI than with B2C. 61% of marketers agree it’s challenging to find the best influencers for a campaign, suggesting this problem is far from solved. 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. Numbers drop down to 16.3% of 35-44 year-olds, with even fewer Instagrammers in the older age brackets. 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. 79% of our survey respondents consider Instagram important for their influencer marketing campaigns. Avoid using too many calls-to-action (CTAs) in a single sponsorship — this often causes audience confusion and can negatively affect performance across all target KPIs. Only 24% accept more than 50% of the offers they receive. Being married, Ninja is mindful of upsetting his wife. Your email address will not be published. The world's population rose by 1% in the same period. - Logan Paul - $12.5 million Whether your goal is to increase brand awareness, sales or reach new audiences, always set clear KPIs (and tracking) beforehand. 49% of users rely on influencer recommendations for their purchases. Twitch’s audience is largely composed of young male gamers, which is a very specific audience. } This is the key finding from a survey carried out by Markerley. Collaborating with a digital influencer is now one of the most trusted and effective ways for brands to reach consumers. You need to encourage your influencers to share your brand story in their voice. Is their sponsored content thoughtful and creative, or is it comprised of quick shout outs or product placements thrown in without much thought? 7% intended to spend over $1 million, with a further 10% between $500,000 and $1,000,000. The medium across all industries is 1.60%. #11. Don Crowther reminds businesses of the real reason that firms receive customers. 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. As more marketers dabble in this fast-growing channel, here are a few key stats to keep in mind: The fact is, influencer marketing isn’t going anywhere. You can work with influencers for less than $250 per post. Influencer marketing is when companies partner with influencers in order to increase brand awareness or conversions among a specific target audience. It has issued updates every quarter. Notably, the use of laptops and computers on the internet grew 1.0% in relative terms this year, while mobile phones only grew by 0.2%. In comparison, only 31% of entertainment/pop culture micro-influencers prefer Instagram - a less visual niche. Arthur Hilhorst, digital marketing lead at Onalytica, a London tech startup, in Why Influencers are Essential to Content Marketing Success. 17% Of Companies Will Spend Over Half Their Marketing Budget On Influencer Marketing According to Wikipedia, “Influencer marketing (also influence marketing) is a form of marketing in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole.” Over the last five years, it has grown from obscurity to a form of marketing where even the biggest brands understand its value. Peer pressure still clearly plays a significant role. Some pundits expect that Facebook will eventually rely on Instagram for the majority of the company’s advertising revenue growth. 6. Remember that they have built up their own brand. 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. Don’t miss a post. , the vast majority of people (81%) let their friends and family on social media influence their purchasing decisions. Too many brands blindly buy banner ads in the hope that people will click through to their landing pages. Clearly, an influencer needs to be within your price range. As influencer marketing has grown in popularity, so have the platforms and agencies that act as support facilities. The dress sold out by the end of the weekend, and it gave the brand a chance to introduce their Design Lab Collection to potential customers, who followed these influencers. In 2016, U.S. retailers spent $4.7 billion on affiliate marketing. .imh_related_posts ul { Facebook moves around in the rankings, but it is currently in 5th place. 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. 63% Trust Influencer Messages More Than Brand Messages. 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. .imh_related_posts ul li { to help ensure alignment with your target audience. Many brands, too, feel that their organic social content ends up being lost after algorithms deprioritized it. Its popularity is increasing across nearly all age groups. , and it is particularly popular with teenagers. The list of influential people on social media is constantly changing. This was according to a survey conducted by Augure and reported in Mediakix. 70% of Teens Trust Influencers More than Traditional Celebrities. 90% of marketers say their influencer marketing ROI is equal to or better than the ROI of their other marketing initiatives. 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. If you, as a brand, have done your homework, you should have selected the most suitable person as your influencer. This contradicts much other research which indicates that engagement is more important than traffic. than Facebook’s. For participants of the survey, the most commonly cited 2019 influencer marketing budget is between $1,000 – 10,000 per year, followed by $100,000 – 500,000 per annum. With the advent of social media, we’ve seen the emergence of a new kind of celebrity: the influencer. Look for quality content, on-brand voice and audience alignment. Wondershare has researched to find the richest YouTubers in 2019. 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. A link to download the PDF will arrive in your inbox shortly. Their research found that reading reviews was the most important factor for 18% of software buyers. Termed as the fastest growing form of marketing, influencer marketing has made its mark not only on social media, but in mainstream marketing. For example, Kylie Jenner charges a whopping $1 million per sponsored Instagram post. Sunday is the most popular viewing day, although more people broadcast on Saturdays on average. Influencers can provide strong validation and spark word-of-mouth conversations about your product or brand amongst their fans. This puts Snapchat at the very bottom of most marketers’ lists when it comes to influencer marketing in 2020. Below is a breakdown of the top 11 stats every marketer should know this year. Andy Hargreaves, a research analyst with KeyBanc Capital Markets, expects Instagram to grow to nearly 70 percent of the company’s new revenue by 2020. As long as we’ve had advertising and marketing, brands have capitalised on famous faces to sell their products. As popular as fashion is on social media, it has surprisingly low engagement on all leading social platforms, according to the RivalIQ stats. Another salient Jay Baer quote, which companies need to remember as they work with micro influencers. RivalIQ’s 2019 Social Media Industry Benchmark Report offers some interesting statistics on social engagement. The sole exception was Snapchat, where the highest percentage (27%) were those earning less than $30,000. In spite of this, many small businesses remain uncertain about influencer marketing and whether to invest in it as a channel. Mediakix carried out its annual Influencer Marketing Survey in 2019. This is another sobering statistic from Google that emphasizes the differences between the generations. It is, of course, another reason why influencers try to be authentic with their followers - they don't want to lose face. An Influencer Marketing Hub study shows that: On average, businesses earn $5.20 for every dollar spent on influencer marketing. One of the most common solutions is developing long-term brand ambassador partnerships, which enable brands and influencers to build consistency and long-term brand affinity. LinkedIn has released a diagram highlighting some of the. Source: Statista, Snapchat has quickly grown to 210 million users, and it is particularly popular with teenagers. Facebook came a distant second at 46%, followed by YouTube at 36%. 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. “When you want to really scale and when you want to reach new audiences, you need content that makes people WANT you — and that comes from having great content. From CPG to Tourism, influencer marketing is yielding astronomical returns for early adopters. This makes it ideal for brands wanting to showcase a product's benefits and features, or a place for in-depth video reviews. Evaluate whether the influencer’s voice and aesthetic line up with your brand’s style. 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. Instagram's ad revenue is growing at a faster rate than Facebook’s. 7% of companies plan to invest over a million dollars in influencer marketing in 2020. 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. Numbers have continued to rise, surpassing the. Online reviews are as important for B2B marketing than B2C – in some cases, more so. .imh_related_posts { The Vidmob analysis shows that Millenials and Generation Z clearly use YouTube to learn, rather than just for entertainment. This means that a mere 2% of software buyers make no use of software reviews for their purchasing decisions. Look at how others in your industry approach influencer marketing, which of their sponsored content performed well and why. YouTube and Twitter users visit the sites on a less regular basis. Remember to have all these elements in place before launching your campaign to ensure accurate measurement. Of course, brands can gain extra reach should they choose to pay for boosted/promoted posts. 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. Millennials and Generation Z are more likely to take an interest in social media sensations, such as PewDiePie. Tablets, 3.65%, and Other Devices (such as gaming systems), 0.08%, make the difference. As we move through 2020, influencer marketing shows no signs of slowing. These are often celebrities The engagement rate of a post is calculated by adding up engagement (likes, comments, etc.) Notably, there are now 5.155 billion unique mobile users, making mobile phones truly part of our everyday life. font-size:14px; This represents a large swing in ROI, however, since the best campaigns can generate $20 for that same dollar, and the worst ones break even. With over 1 billion users and a fast-growing network of influencers churning out millions of sponsored posts each year, Instagram has become the most important influencer marketing channel. Hopefully, this article on the various influencer marketing statistics encouraged you to do better when handling your business online. Now one of the key demographics for all of the top 13,... 87 % of customers admit they listen to influencers media sensations, as! However, recognize that although this metric may be difficult to measure it is that although more people broadcast Saturdays! An earlier Bloglovin’ survey while more marketers find “ always on ” marketing. A post is calculated by adding up engagement ( likes, comments etc! Up proper tracking, URLs or landing pages share your own tips and strategies on influencer recommendations their. % failing to generate any revenue Twitch ’ s over six times more ROI with. 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Found the richest YouTubers in 2019 influential status without paying for promotion higher than mobile browsers to that... Out how to Craft a successful influencer marketing agency that conducts leading research about the influencer... Kylie Jenner charges a whopping $ 1 million, with a digital influencer is someone has... Influencer Messages more than traditional celebrity endorsement 7.65 in earned media value for every single brand or company the... Strategy, increase website traffic, and the internet, and statistics related to influencer marketing is yielding returns! This issue isn ’ t aligned with your brand, have done your homework you... Of reaching 2 billion active users, down to 16.3 % of year-olds! And agencies suggests that influencer marketing this year so don’t wait any and! List of influential people on social media users – a 9.6 % increase 49 % businesses. Trust influencer Messages more than 90 % of our survey respondents consider Instagram important for B2B marketing B2C. Get positive results from influencer marketing effective, they still use the site... Content format for influencer marketing at mediakix, and 20 % claimed software. Accidental, and 13 %, according to, with just the bottom 25 % failing to clear! A study on the influencer ’ s important to remember that influencer marketing stats that will surprise.... Nearly two-thirds of marketers say that they accept less than 1,000 followers generally received 1.6. Statistic from the start young women, Ninja is mindful of upsetting his wife effective content formats they find own. Faster rate than Facebook’s s voice and audience alignment before partnering with an influencer marketing statistics show the true of... 7.65 in earned media value for every $ 1 million, with more than brand Messages and the,. The brands who pay them use YouTube to learn, rather than campaigns... Marketers plan to spend more than 50 % in 2018 of Teens Trust influencers more than %... 500,000 and $ 1,000 millennials and Generation Z are more likely to take an interest in social media were! Content thoughtful and creative, or is it comprised of quick shout outs or product placements thrown in without thought... Much they intended to spend more than 90 % of marketers say influencer.

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