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. 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. 34% (up from last year’s 30%) gave a more definitive belief that brand safety is always a concern. 39% believe that you should gauge a campaign by the conversions/sales it drives. 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. How Influencer Marketing Will Change in 2020 Innovative industries are continuously changing; influencer marketing is no different. We made a definite conclusion: influencers with a high number of followers have lower engagement than those with fewer followers. … 70% of those surveyed focus on the B2C sector, with the remaining 30% running campaigns for firms in the B2B area. Indeed they are more concerned this year than last, with 68% of our survey respondents expressing their concern, up from 64%. The influencer marketing industry is on the rise, with no signs of stopping soon. At the same time, this form of caption increases the influencer`s credibility, which is essential in delivering authentic content to the audience. Influencer marketing is sufficiently widespread now that most businesses understand that the best way to measure your influencer marketing ROI is by using a metric that measures the goals of your campaigns. You will be amazed by what you could find out about your brand that you never knew it existed. 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. The remaining 16% believe that it is not really a concern. It has grown rapidly every year since then. 72% believe that the quality of customers from influencer marketing campaigns is better than other forms of marketing. It is perhaps a concern that this group is noticeably higher than last year’s  21% who lacked concern. Consequently, the gaming influencers are becoming more and more popular. The most common influencer budget is $1,000 – $10,000/year, followed by $100,000 – $500,000/year. By using Computer Generated Imagery (CGI), the brands have the opportunity to create their influencers. By asking to share their own experiences or adding a Call to Action, influencers can easily interact with their followers which guarantees engagement. Brands were finding that influencers they have worked for on previous campaigns come across as more genuine. We estimate that there has been an increase of at least 50% each year. They have made clear guidelines and expectations. We have written extensively about the increased effectiveness of micro-influencers compared to offline superstars on social media. According to the estimates. Only 7% disagree with the sentiment. As a great way to boost the existing campaigns, influencer events are expected to gain increased popularity in 2020. With streaming the mainstream games like Fornite, which player base hit 250 million people in 2019, Twitch will undoubtedly become an attractive option for marketers. 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. 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, 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. That is not yet the main objective for running influencer campaigns, but it is growing in importance. 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. However, influencers still have a long way to go to meet the requirements. While this is positive, and much improved on the results we found in our first survey, it is surprisingly down on last year’s 70% positive response. It is extremely popular and has real staying power with the young. What started as a big push in 2019 looks to continue in 2020. The general satisfaction felt by firms that have engaged in influencer marketing seems to flow through to their future planning. It particularly refers to the female gamers, who are expected to gain even more significant influence in the following years. Half of them stated that they had worked with 0-10 influencers. In 2018, Facebook was used in less than half of the influencer campaigns, and its support dropped even further in 2019, to approximately 40%. The third popular reason favored by 19% of our respondents (down from 23%) found for working with influencers is distribution. We noticed at that point that brands were discovering the advantages of cultivating relationships on a longer-term basis. The support for audience relationship has increased from last year’s 48%. 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. Also, they bring a fantastic ROI at a minimal cost. Even average firms achieve dramatic results, with an average earned media value of $5.78 per dollar they spent on influencer marketing in 2019. Authenticity Is Attractive. 2. 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. This percentage has fallen quite noticeably as an objective, from last year’s 31%. A contentious issue in influencer marketing is the amount of automation you can successfully use. 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. However, it is an improvement on last year’s results. 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. It is clear that most firms that try influencer marketing are happy with the experience, and are willing to continue with the practice. For this reason, many brands now use tools to help expedite the process. 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). Small TikTok users have 9.38% engagement, yet the superstars can only manage 5.3%. 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. Most agree that influencer marketing attracts high-quality customers. A further 27% had worked with 10-50 influencers and 12% with 50-100 influencers. One of the most significant influencer marketing trends in 2020 will involve influencers that aren't even human. report has been added to … Influencer Marketing Platform Reviews, Tools, Templates & Case Studies 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. Clearly, many firms now realize the insatiable demand for online content nowadays,and are increasing their content marketing accordingly. Video enables that. The remaining 19% (there is some rounding error) take their influencer marketing spending from their PR Department’s funds. However, both these platforms arrested their falls in 2019, with support leveling at about 45% for Twitter and 20% for YouTube. Influencer Marketing 2020. 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). Influencer Marketing Hub » Influencer Marketing » The State of Influencer Marketing 2020: Benchmark Report. This year 77% favor the measure, as against 22% who don’t. 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. Presumably, this last group has mastered the art of finding appropriate influencers for their brands, and they have little concern about a values mismatch. 41% of our respondents rated engagement or clicks as being their most important criterion compared with 26% who opted for content type/category or 25% who consider views/reach/impressions to be the most important. A year on, however, we have seen something of a reversal of this trend. More personal, long-form captions, as effective personal mini-blogs, are a proven way to build a stronger connection with social media followers. 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. We have regularly seen that businesses have a variety of objectives when they create influencer marketing campaigns. The follower rate numbers on the other surveyed platforms may differ, but the pattern remains the same. 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. Nowadays, however, many firms use tools (whether in-house or from third parties) to facilitate the process. 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. Others value the personal touch and think influencer marketing is a hands-on process. One of the reasons is because they have an incredible impact on the lucrative Millennial and Gen Z audience. 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. The social networks (in particular Instagram) have made it easier for brands and influencers to comply with the requirements. Although the change isn't substantial, more firms appear to be running their influencer campaigns in-house than in the past. 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. Clearly, more brands now focus on using their influencer marketing to generate tangible results. , who provide an influencer marketing software cloud for enterprise brands, agencies, and publishers. Earned Media Value has become more recognized over the last couple of years as a measure of the ROI on influencer campaigns. 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. 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%. Hopefully, it will soon merely be a chapter in the history of the industry. As influencer marketing has matured as an industry, it has attracted support companies and apps to simplify the process for both brands and influencers. 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. As such, it can sometimes be difficult for marketers to explain the concepts to their managers. George is a co-founder of Mentionlytics supervising Financial Planning and Analysis and our Cloud Architecture. There is an apparent movement towards quarterly campaigns, however. Some people believe you can automate virtually the whole process from influencer selection through to influencer payment. 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. The only negative of using this measure is that the calculation of EMV can be complicated. However, the vast majority of firms intend to include at least some influencer marketing in their mix. This year, it has a clear, undisputed lead. Back in 2016 (the distant days of influencer marketing), we figured the industry to be worth $1.7 billion. This is almost identical to last year’s result. One of the problems the influencer marketing industry has had has been convincing people that celebrity does not equate with influence. A headline-making issue over the last couple of years has been influencers acting in a way deemed inappropriate by the brands they represent. This pattern shows at every follower-number level in between these extremes. According to the estimates, it will reach a $15 billion worth by the end of 2022. Get exclusive insights about your brand with our. 79% of our respondents indicated that they would be dedicating a budget to influencer marketing in 2020. 36% place more emphasis on Sales. CreatorIQ analyzed the social platforms that brands make use of most when running influencer campaigns. 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. 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. Some brands, however, have undertaken influencer marketing on a large-scale, with 5% of those surveyed admitting to working with 100-1000 influencers. Once they completed one campaign, they would plan, organize, and schedule another one. Indeed this is the only category to increase in importance and has risen to the second spot this year. A colossal 84% of them admitted to having upped the amount of content they produced. Trust and authenticity between the influencers and their followers represent the base of influencer marketing. DUBLIN, Dec. 15, 2020 /PRNewswire/ -- The "Social Advertising and Influencer Marketing - Are They a Threat to Advertising Market Leaders?" This kind of collaboration is great for testing influencer marketing ideas before making significant investments. Global Influencer Marketing Software Market Research Report 2020-2027 carries in-depth case studies on the various countries which are involved in the Influencer Marketing Software market. Somewhat less popular, at 24%, is the group of respondents who engage in influencer marketing to build up a library of user-generated content. TikTok is no longer merely a niche social network and video sharing app. 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. Instagram remains the network of choice for influencer marketing campaigns. This leaves a mere 4% intending to decrease their influencer marketing budgets. Video is the holy grail of content marketing. Twitter has overall lower levels of engagement – people make so many tweets that go unanswered. Earned Media Value provides a proxy for the returns on the posts that an influencer has historically given the firms he or she has worked with. Lil Miquela is the best example of a CGI influencer with names like Prada, UGG, and Diesel in her portfolio. 43% of the brands surveyed said they spend less than $10K annually on influencer marketing, with 29% spending between $10K and $50K. 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