Influencer Marketing Trends and Stats 2020 Report – Around 4000 brands were surveyed, marketing agencies and other industry bodies to collect their perspectives on 2020 influencer marketing trends.
The first influencer marketing trends survey in 2017 gave important insights into the state of the influencer industry.
The survey was conducted again last year and was effectively decided to conduct the study on an annual basis to give further insight into how marketing agencies and brands see the trends of influencer marketing.
Additionally, to the results from the survey conducted, we’ve included other relevant statistics related to influencer marketing that thanks to recent research we are now aware of.
From these results, one thing has become very clear. Influencer marketing is still, very much so, a highly effective form of marketing, if not ‘the’ most effective form.
Although the media likes to sometime run articles from criticisers of the industry, those who participate in influencer marketing can clearly see the effectiveness and reason for popularity.
Here are the foremost results from the Influencer Marketing Trends in 2020, along with other relevant recent statistics that were found.
- In 2020, the Influencer Marketing Industry is set to increase to approx $9.7 Billion
- -Over 380 new influencer marketing agencies and platforms established themselves in 2019
- The average earned media value per dollar spent has risen to $5.7 Billion
- An Increase of 300% more micro-influencers used by large firms than in 2016
- -Only 14% of sampled influencer posts were completely compliant with FTC guidelines
- -Close to 90% of all influencer campaigns include the platform ‘Instagram’ as part of the marketing mix
- -Larger companies have almost doubled the amount of creators they operate per campaign in the past two years
- -55% (The majority), admit to having a budget solely for content marketing
- -Nearly 4 out of 5 plan to dedicate a budget to influencer marketing this year
- -91% of respondents believe influencer marketing to be a very effective form of marketing
- -65% measure the ROI from their influencer campaigns
- -The most common measure of success with influencer marketing is now in sales/conversions
- -80% of firms take their influencer marketing spend from their marketing budget
- -87% of respondents use Instagram for content/influencer marketing
- -Influencer fraud is a rising concern to respondents
- -More than 2 out of 3 respondents have unfortunately experienced influencer fraud
- -68% of survey respondents prefer their influencer marketing to be campaign-based, rather than always on.
- -Sourcing influencers is the biggest challenge for those running campaigns
Influencer Marketing Trends & Stats Survey Method:
4000 people from a range of backgrounds were surveyed. This years 2020 Influencer Marketing Trends & Stats Report is definitely the largest so far, with well over double the number of respondents compared to previous studies.
34% of respondents consider themselves brands (or representatives of brands).
31% work for marketing agencies, including those who specialize in influencer marketing, and 4% are PR agencies. 29% represent a wide range of occupations.
70% zero’d in on the B2C sector, with 30% running campaigns for firms in the B2B area.
This shows a slight rise in the proportion of those engaged in B2C marketing (and effectively a decrease in B2B) compared to last year, though the difference is basically insignificant.
The most popular influencer marketing niche is Fashion & Beauty, making up 24% of respondents which is then followed by Travel & Lifestyle with 13%, Health & Fitness following with a close 12%, Gaming holds 7%, Sports 5%, and Family, Parenting & Home also 5%.
The remaining 31% has been grouped as ‘Other’ which covers every other catagory imaginable.
Due to the sheer size of the survey sample, the proportions of each industry catagory represented here will possibly be representative of the users of influencer marketing in general.
45% of respondents came from the United states of America, 16% from Europe, 12% Asia, 5% from Africa, with 15% representing the rest of the world.
The primary bulk came from smaller organizations, with 40% representing companies with less than ten employees.
22% of the respondents were from companies which have between 10-50 employees, 14% having 50-100 employees, 13% 100-1,000 employees and 10% coming from larger companies with over 1,000 employees.
Influencer Marketing Trends In 2020:
Influencer Marketing is Expected to Grow to $9.7 Billion This Year!
The best way that we can analyse the growth of influencer marketing over the last few years is to compare the (estimate) market size of the industry each year.
Previously in 2016 the influencer industry was predicted to be worth $1.7 billion. It has grown incredibly rapidly every year since.
There has been an increase of about 50% every year.
This means that the growth in influencer marketing over the current year, has seen the estimated market size rise from $6.6 billion in 2019 to $9.7 billion in 2020. We are fast heading toward a market size of $10 billion.
380 More Platforms and Influencer Marketing Agencies Established Last Year:
As influencer marketing has matured and established itself as an Industry, it has attracted support companies and apps to simplify and quicken the process for both Influencers and brands.
Organic influencer marketing can be a tedious and slow process, especially when it comes to sourcing and impressing influencers to promote your company’s products/services.
380 new influencer marketing-focused platforms and agencies established themselves in the market over the last year.
Previously in 2015, there were only 190 influencer platforms and agencies. This rose to 335 in 2016, 420 in 2017, 740 in 2018, and 1120 in 2019 – more than nearly three times than what existed just two years previous.
Only 14% of Influencers are Currently Compliant with the Legal Guidelines
Influencer marketing FTC
Both the FTC (Federal trade commission) which is a US government agency and the British equivalent (the CMA), have taken a close look at influencer divulgence over the last couple of years. They have clear guidelines and expectations.
Social networks (primarily Instagram) have made it much easier for brands and influencers to comply with the expectations.
However, influencers still have a further way to go to meet these. Research was undertaken on 1000 fashion micro-influencer posts for a whole month (over 4200 posts were analyzed).
Only 14% of posts were found to be completely compliant, meeting all regulatory guidelines set out by the FTC and CMA. If influencers don’t improve their performance, there is real danger that the FTC and CMA will start cracking down on influencers and prosecuting rather than just educating and warning.
Though, it is an improvement on last year’s results which found only an 11% compliance.
The platform ‘TikTok‘ was the Most Downloaded App from the Apple Store in 2019 Q1
Although app download numbers vary a lot from month to month, there has been an undeniable surge in TikTok downloads over the last couple of years.
It ranked as the most downloaded non-gaming app in Apples iOS App Store for Q1 in 2019, with over 33 million app downloads.
It hasn’t of course kept that position every month since the launch; but, it has always performed very well.
TikTok is no longer a mere niche social network & video sharing app. It has become increasingly popular and has clearly indicated real staying power with the younger generation.
Any brand with a focus on youth should be building some form of presence on TikTok, even possibly collaborating with the popular youngsters who utilize the app.
Better Engagement Rates for the smaller Nano-influencers and Micro-Influencers rather than for the Superstar celebrities of Social Media
A conducted analysis of 100,000+ influencer profiles across the best influencer marketing platforms: Instagram, TikTok, and Twitter was performed to see if there were variations in the engagement rate depending on an influencer’s number of followers.
A clear conclusion was made that influencers with a higher number of followers gennerally have lower engagement than those with less followers.
This is especially evident on Instagram, where nano-influencers with less than 1,000 followers have 7X the engagement rate than the larger mega-influencers who have more than 100,000 followers (7.2% compared to 1.1%).
This pattern is obvious at every follower-number level in-between these extremes.
The follower-rate numbers on the other surveyed platforms may differ, but the pattern still remains the same.
It is clear that Twitter has overall lower levels of engagement – people make so many tweets that go unnoticed and/or unanswered.
Twitter influencers with less than 1,000 followers have and engegement of 1.4%, while those with over 100,000 followers have a very low 0.3% of engagement with their tweets.
TikTok has an alot-higher engagement at all follower levels, but here also,we find the same pattern evident.
Smaller TikTok users have a 9.38% engagement, yet the bigger ones in the game can only manage a 5.3% engagement. And again, the pattern is visible at all follower levels.
The average engagement rates across four main channel sizes on Instagram, Facebook, YouTube and Twitter:
Small influencers have much better levels of engagement than the larger Influencers.
These statistics really highlight how ridiculously low the engagement rates can be for the large-mega-influencers, especially on Twitter (with a pitiful 0.008% engagement and Facebook (0.01% engagement).
Even the smallest nano-influencers struggle to make any headway on these platforms, with twitter showing 0.17% and 0.42% for Facebook, it becomes very clear why so many brands prefer using Instagram for their influencer marketing.
Increasing Average Earned Media Value per dollar Spent on Influencer Marketing
2020 earned media value influencer marketing
Earned media can be defined as publicity gained from your promotional efforts except for paid advertising.
This generated content value is a monetary representation of this publicity. Businesses who understand influencer marketing with a bit of depth gain fantastic returns: upto $18 in earned media value for every $1 spent on IM (influencer marketing).
Even the average firms achieve impressive results, with the average earned media value being $5.78 per dollar they spent on influencer marketing in 2019.
This is a rise from $5.20 in 2018, indicating that there is now a better understanding of influencer marketing in general, with less establishments failing to meet their marketing goals.
Influencer marketing voume on google
Searches grew from 3,900 per month in 2015, to 6,460 in 2016, a whopping 21,000 in 2017, and then it only kept growing with 61,000 in 2018.
While the latest couple of year’s rate of increase may have fallen, still, the number of searches continues to grow. Last year In 2019, searches for the term “influencer marketing” grew to 70,000.
With the growth in these rates considered, it certainly won’t be long before this number is exceeding 100,000 searches for the year.
Also worthy to highlight were a few other influencer marketing statistics that have come to attention:
Now, Instagram is Used by Nearly ALL Influencer Campaigns
Instagram has continued to lead the pack during the years surveyed (from 2015 onwards), its usage has also continued to grow every year.
Over 90% of all influencer campaigns now include Instagram as part of their marketing strategy
Consequently, Facebook has visibly lost popularity over that period. In 2015, Facebook was still included in 75% of all influencer campaigns.
In 2018, Facebook was then used in less than half of the campaigns, and it decreased even further in 2019, to approx 40%. Twitter and YouTube were other traditional platforms to lose popularity between 2015 – 2018.
However, both these platforms managed their falls last year in 2019, with support leveling out at around 45% for Twitter and 20% for YouTube.
Twitter was found to be higher in favour than their Facebook counterpart. It is evident that we tend to focus more on Facebook in our Influencer Marketing reach (and a lot more on YouTube than its support would suggest).
Pinterest use has yo-yo’d over the years, though it is currently used in approx 10% of influencer marketing campaigns (one of its highest figures over the period).
Bigger Companies are Increasing the Number of Creators They Operate
Studies show a noteable increase in the average number of operating creators per establishment. Numbers almost doubled from 320 in 2017 to 600 in 2018, and have had a continual rise to 660 in 2019.
There is a Clear Move To Micro-Influencers From Mega-Influencers
Influencer Marketing Trend data highlights the focus shift from brands utilizing mega-influencers to micro-influencers. The increased effectiveness of micro-influencers is evident.
Micro-influencers tend to be thought of as experts on a particular subject and they’re known to have a super-focused audience who take high interest in their content.
Yes, lots of people follow mega-influencers and celebrities, but generally it’s simply because they recognize their name, rather than for taking great interest in the topic of their posts.
The ratio of mega-influencers (one million+ followers) to micro-influencers (less than 100,000) grew from 1:3 in 2016 to 1:10 in 2019. There are now 10 micro-influencers for every mega-influencer, compared with 3 micro-influencers per mega in 2016.
Results from the Influencer Marketing Trends survey 2020
Huge Increase in Content in Recent Years
Surveyees were asked whether they had increased output of their content over the last two years. A massive 84% of them said they havd upped the amount of content produced.
This, partially, comes on top of the 75% increase in content claimed by last year’s surveyees. Clearly, many enterprises now realize the undying demand for online content and are increasing their content marketing.
Given the recent uptake in influencer marketing, much of this increase in content must be created and funneled by influencers on behalf of brands.
Most Respondents Believe Influencer Marketing is Effective
influencer marketing effectiveness
Considering the overall positivity expressed about influencer marketing, 91% of the respondents believe influencer marketing to be a highly effective form of marketing.
This statistic has hovered around the same level in each survey. It is very clear that most firms that try out influencer marketing are very happy with their experience and are willing to continue.
Nearly 4/5 of surveyees intend to Dedicate a Budget solely to Influencer Marketing in 2020
The overall satisfaction felt by brands who have engaged in influencer marketing seems to flow synonymously through to future planning.
79% of respondents indicated that they would dedicate a budget to influencer marketing in 2020.
This is a decrease from last year’s 86%, though still up from the 37% who indicated they would dedicate a budget in 2017.
This reduction could merely be as a result of a change in respondents to the survey as there were more marketers instead of brands responding this year (it is the brands who provide the budgets for influencer marketing, and the marketers who then implement them).
2/3 surveyees have indicated they Intend to Increase Their 2020 Influencer Marketing spend
66% of those who budget for influencer marketing indicate that they intend to increase their influencer marketing spend over the next 12 months.
Additionally 16% indicate they expect to keep their current budgets the same as last year, in 2019. 13% indicated they were unsure about how their budgets would change. This leaves 4% intending to decrease their influencer marketing spends.
While these figures are similar to the 2019 survey results, they are slightly more in favor with 63% who intended to increase their budgets last year,2019.
This is more proof that influencer marketing remains successful and certainly shows no signs of slowing. After a few years of growth in influencer marketing, you may have anticipated the movement of budgets to “the next big thing.”
However, that is yet to happen, brands and marketers can still see the effectiveness of influencer marketing and are clearly not yet searching for “the next big thing”.
80% Intend to Spend at Least 10% of Their Marketing Budget on Influencer Marketing.
Influencer marketing is admittedly, only part of the marketing matrix. Most firms will balance their budget across a range of media to ensure that they reach the furtherest and best possible audience.
Although, the vast majority intend to include at least some influencer marketing.
The most common percentage of marketing to include influencer marketing comes in the 10-20% range, with 39% of surveyees intending to spend within this range. Additionally 23% plan to designate 20-30% of their complete marketing spend to influencer marketing.
9% are advocates for influencer marketing who look to spend over 40% of their marketing budget on influencer-based campaigns.
Even though Most Brands Spend Less Than $50K on Influencer Marketing, 5% Spend Over $500K
43% of brands surveyed said they spend less than $10K annually on influencer marketing, and 29% spending between $10K – $50K. A further 11% spend $50K – $100K, 10% $100K – $500K, and 5% spend over $500K.
Brands of all sizes take on influencer marketing, so it’s of no surprise that there’s variation on what businesses spend on this practice.
The amount that an establishment spends really depends on the size of its whole marketing budget and the amount it decides to allocates to influencer marketing.
Brands that choose to work with mega-influencers like celebrities more often than not spend more than brands that choose to work with micro- or nano-influencers.
Most Still Recognize the Effectiveness of Customers from Influencer Marketing Campaigns, Although Support is Down in 2019
There are a range of reaons brand carry out influencer marketing. A lot of campaigns are designed to increase brand awareness rather than generate sales.
Some customers are more cost-effective for a business than that of others – they buy high-margin products and even add-ons.
Sometimes, influencer marketing can bring new customers to the brand, but the spending may be less than the actual cost of the campaign that is running.
These respondents are for the most part positive about the value of influencer marketing in general. Most have agreed that influencer marketing attracts good-quality customers.
72% affirm that the quality of customers from influencer marketing campaigns hold better results compared to other forms of marketing out there.
Though this is positive, it should also be noted that the figure is down 10% from last year,in 2019, when 82% were prospective about the quality of customers generated by influencer marketing.
Nearly 2 Out Of 3 Measure the ROI on Their Influencer Marketing
We found that 65% measure the ROI from their influencer campaigns. This is positive, and improved on the results we found in the first survey, though it is surprisingly down on last year’s 70% favorable response.
It’s hard to believe that firms would have gone in the other direction of their influencer marketing practices.
In 2018, 76% of marketers in a Linqia study stated that the most significant influencer marketing challenge that year would be figuring out their ROI on their campaign.
The slight reduction this year is most likely to reflect the enlarged sample size of the survey, with a much broader range of people responding to the study, some of who will not have been responsible for influencer marketing and therefore not having an ROI to measure.
Sales & Conversions Are Now The Most Common Metric of Influencer Marketing Success
In this years 2020 Influencer Marketing Trends Report, this is the first significance of change that has been noticed.
One year ago, the focus on influencer marketing measurement was evenly balanced between differing campaign goals, but Sales/Conversions was actually the least-supported reason.
However, this year, it is undisputedly in the lead.
Influencer marketing is widespread now that most firms understand the best way to measure your influencer marketing ROI is by using a system that measures the objectives of your campaign/s.
More brands are now focused on utilizing influencer marketing to generate great results. 39% think that you should gauge a campaign by the sales/conversions it drives.
The left over surveyees have differing goals for their campaign/s, 34% are more interested in engagement or clicks generated (this topped last year’s poll), and 27% are interested in reach/views/impressions (down 7% from 34% last year).
Earned Media Value Considered by Most as a Good Measure of ROI
Earned Media Value has become very recognized over the last couple of years as a metric of the influencer campaigns ROI.
Respondents were asked whether they considered it a good representation.
This year 77% are in favor the measure, and 22% who don’t. This is basically identical to the results of last year.
Earned Media Value (EMV) provides a proxy for returns on posts that an influencer has given the businesses he/she has worked with.
It’s an indicator of what an equivalent ad campaign would cost for the same effect. EMV calculates the worth you gain from posts shared by an influencer.
The only negativity in using this measure is the calculation of EMV, this can be complicated and can sometimes arise for marketers in explaining the concepts to their managers.
We assume the majority of the 22% who are against using the statistic either don’t completely understand it and/or struggle to communicate its worth to their managers.
80% of businesses Take Their Influencer Marketing Spend from Their Marketing Budget
This is another statistic which shows us little change over the last year. 80% of the respondents take their influencer marketing spend from their marketing budget.
The remaining 19% (there is some rounding error) take their influencer marketing spend from their PR Departments.
It seems, rather than as a way to sell their products or servicees, the businesses in the minority group use influencer marketing mainly for brand awareness
About 4 out of 5 Influencer Marketing Campaigns are Controlled In-House
Though the change isn’t of large magnitude, more establishments appear to be running their influencer campaigns in-house than in the past.
78% said they ran their campaigns in-house with 22% choosing to use out-sourced agencies for their influencer marketing.
Businesses found influencer marketing to be challenging in the past because they didn’t have the tools to aid the process.
Organic influencer marketing can be difficult, it can be very hit-and-miss, which can be very frustrating for brands trying to meet their objectives.
These days, however, many businesses use tools – in-house or not – to perform the process.
Some brands, when working with micro- and nano-influencers, prefer to use social media marketing agencies with influencer marketing experience or solely-focused influencer agencies because they have greater experience working with influencers at scale.
Many Businesses Choose to Use Tools or Platforms to Perform their Campaigns
As we have already stated, organic influencer marketing can be challenging to perform successfully.
It can sometimes be very time-consuming with little ROI. It can be challenging to find suitable campaign influencers if you aren’t regular in the social marketing scene.
For this reason, many brands are now choosing tools to help accomplish the process. According to the survey respondents, 44% currently use tools developed in-house to perform influencer marketing campaigns and 40% use 3rd-party influencer marketing platforms.
Surfacely, this looks like fewer establishments use tools than a year ago, but it is important to realize that the survey questions have changed regarding this.
Last year in 2019, 58% admitted using tools developed in-house to perform their influencer marketing campaigns.
A separate question about using third-party-developed tools was not asked, so these results are not strictly comparable.
87% of Survey Respondents Use Instagram for Influencer Marketing
Instagram still remains the most popular network for influencer marketing campaigns. 87% of respondents see Instagram as important for their influencer marketing campaigns. Up from 79% last year.
The percentages using the other social networks are relatively similar to last year in 2019. 46% of respondents use Facebook for their campaigns, 36% utilize YouTube, 22% on Twitter, 16% LinkedIn (assuming those involved in B2B companies), and 15% spread across other specialist social channels.
The most clear differences are a 2% decline in Twitter (24% to 22%), a 4% increase in LinkedIn (12% to 16%) and an increase in other social networks (12% to 15%).
We estimate the rise due to the recent popularity of Tiktok and Twitch influencers.
Brand Awareness is Still the Primary Goal for Running an Influencer Campaign, But Popularity in Purpose of Sales is also Increasing
Stated above, the most common metric of influencer marketing success is now Sales/Conversions.
However, that is not yet the primary goal for running influencer campaigns, but it is indeed growing in importance.
40% claim their influencer campaign aims to increase Brand Awareness. 36% were more in favor of making Sales.
Less popular, at 24%, is those who engage in influencer marketing to build up a library of user-generated content.
This percentage has fallen as an objective, from last year’s 31%
Influencer Fraud is of Increasing Concern
In recent times, a big topic has been concern about influencer fraud. Luckily there have been developments of tools to help detect fake followers and these fraudsters and this should reduce the harm of influencer fraud. Hopefully, it will soon merely be a thing of the past.
Understandably, influencer fraud has not been completely void from brands and marketers’ minds yet.
They seem to be more concerned this year than last, with 68% respondents expressing their concern, up 4% from the previous 64%.
More Than 2 out of 3 Respondents Have Experienced Influencer Fraud
One possible reason for increase in concern about influencer fraud is that more businesses have now experienced this type of fraud.
68% respondants claim to have experienced influencer fraud, which is up 5% from 63% last year.
In many ways, this statistic does surprise us. However, there has been a lot more publicity regarding influencer fraud as of late, thankfully as a result there are more robust fraud solutions available now.
This could be one of the reasons for the rise in use of third party influencer tools/platforms.
The percentages are the same for both influencer fraud questions, which is interesting.
Is it only those who have experienced influencer fraud that express concern about the practice?
Brands Find it Hard to Find Suitable Influencers In Their Niche
Respondants were asked how they rated the difficulty of finding suitable influencers to work within their industry. 23% claimed that it was very difficult, 62% indicated they found medium difficulty. With only a mere 14% reporting to finding suitable influencers an easy task.
In some ways, this is a step back from last year’s survey results. Despite having more influencer discovery platforms and product marketplaces available than before, as well as influencer agencies for those who want to outsource the whole process, most brands still struggle to find the appropriate influencers.
This suggests that the influencer platforms need to do better jobs at marketing their services. It is very clear that there are still many potential customers out there requiring assistance with discovering and reaching out to potential suitable influencers.
Mixed Views on Whether Brand Safety is a Worry in Influencer Campaigns
An issue making headlines over the last couple of years has been influencers acting in a way deemed inappropriate by the brands they’re promoting. For example, Isreal Folau caused an internet storm over a hateful Instagram post that he shared on his Instagram, he was sacked from his rugby position and dropped by brands with whom he had partnership.
YouTube has also had to do some serious damage control over the types of videos they allow on their platform, they now have stronger rules for channels that target children.
The important key to a successful influencer marketing campaign is matching your brand with suitable influencers, with fans that are similar to your target market, and importantly is with those whose values match your own.
49% thought brand safety could sometimes be a worry when running an influencer marketing campaign. 34% ( 4% up from last year’s 30%) gave a more firm belief that brand safety is always a worry. The 16% remaining think that it is nothing to worry about. We assume this last group has refined the art of finding suitable influencers for their brands and they have little-to-no-concern about a values mismatch.
Majority Believe In Automated Influencer Marketing, Although Significant Numbers Don’t
A controversial issue in influencer marketing is the amount of automation you can use successfully. Some think you can automate basically the whole process from the influencer selection right through to influencer payment. Others tend to value a personal touch and believe influencer marketing needs to be a hands-on process.
54% , the majority of respondents, still think that automation has a role to play in influencer marketing, although this number has declined from last year’s 57% in support. Those who don’t agree with this have a corresponding increase in numbers, 45% now, up 2% from 43% a year ago.
Audience Relationship Still Viewed as the Most Valuable When Collaborating with Influencers
53% believed audience relationship to be the most important factor when considering partnership with an influencer.
They see low value in working with somebody who doesn’t have a genuine influence on his/her audience, or perhaps has an great relationship but they are the wrong audience for that particular brand.
Support for audience relationship has risen 5% from last year’s percentage of 48.
The second most important factor is content production with 27% which is down 4% from last year’s 31%. In an earlier question on campaign objectives, this will be particularly relevant for those who claimed user-generated content as being their goal when running influencer campaigns.
The third favored reason by 19% of respondents (4% down from 23%) found for working with influencers is the distribution. Though this looks low, it clearly aligns with audience relationship. Influencers use their audience to distribute content relating to a particular brand.
68% of Surveyees Prefer Campaign-based Influencer Marketing
Last year it was reported that a trend toward brands cultivating more long-term relationships with influencers was found. Brands generally thought in terms of campaigns for influencer marketing. Once one campaign was completed, they would plan and schedule another.
Noticed at that point, brands were becoming aware if the advantages of cultivating relationships on a more long-term basis. Brands were discovering that influencers they have worked for on previous campaigns seem more genuine.
While 65% of influencer marketing relationships were campaign-based, 35% were “always on,” indicating that those particular influencers were in longer-term relationships.
However, a year on,we have seen a reversal of this trend. 68% of this year’s respondents prefer campaign-based compared to 31% “always-on” (the remaining 1% is rounding error).
This could be an indicator of more brands stepping into the industry, testing the waters, before they make any long-term commitments. Only time will tell whether the nature of influencer-brand relationships change in any momentous way.
Majority Consider Influencer Marketing to be an Ascendable Tactic in their Marketing Sphere
Notably, the amount of ease with which you can scale the activity is one of the best advantages of influencer marketing over social activity using official company accounts. If you want to create a larger campaign, all you need to do is to work with more influencers with bigger followings (as long as they’re always relevant to your niche).
While scaleing organic influencer marketing may be a challenge, because of the amount of time needed for influencer identification and winning-over, there are now around 740 platforms and influencer-focused agencies that firms can use to help aid their efforts.
50% of surveyees think that influencer marketing is definitely a scalable tactic in their marketing sphere , with 41% claim that it is somewhat of a scalable tactic. Only a mere 7% disagree.
There has been movement from those who think it is definitely scalable to those who think it is somewhat scalable. Though, the majority recognize to some extent that influencer marketing is a scalable tactic in their marketing sphere.
Engagement or Clicks is The Most Important Criteria When Evaluating Influencers
We have regularly observed that firms have a variety of goals when they create influencer marketing campaigns. While the criteria by which the survey respondents evaluate influencers, does not match their differing objectives exactly, there is certainly some obvious correlation.
41% of surveyees claimed clicks or engagement as the most important criteria. This compared with 26% who chose content type/category or the 25% who thought views, reach and impressions to be the most valuable.
All of these percentages have dropped since the last survey as 7% have differing ideas on the topic, selecting ‘Other’ as the most important criteria when evaluating influencers.
Only 26% think that content type/category is the most favorable criteria, this percentage might be understated. This is the only category to increase in importance and has effectively reached second spot in 2020.
Most brands start their search for influencers by narrowing down to just influencers in a particular niche. I.e a home improvement influencer is unlikely to work with a beauty brand, no matter how engaged and active he is with his audience.
Over 50% of Brands Work with Fewer Than 10 Influencers
Who engaged in influencer marketing and how many influencers they had worked with over the last year was asked. Half of them claimed they had worked with 0-10 influencers, 27% had worked with 10-50 influencers and 12% worked with 50-100 influencers.
However, some brands have taken on influencer marketing on a large-scale, with 5% of those admitting to working with 100-1000 influencers. Astonishingly, a further 3% had worked with over 1,000 influencers.
These brands quite clearly see the value of working with nano- or micro-influencers, using a large number of influencers with small but dedicated and loyal audiences to spread the word.
Monthly Campaigns Are Still the Most Common, Although There Has Been a Trend Towards Quarterly Campaigns.
Even though there is no defined way to run influencer campaigns, monthly still looks to be the most common frequency for respondants. However, there is a movement towards quarterly campaigns.
Discovered in an earlier question was that 68% of the surveyees found preferrence to successfully perform campaign-based influencer marketing, with the remaining 31% now running “always-on” campaigns.
Out of those who perform low-key influencer campaigns, 33% (down 6% from 39%) opt to run them monthly. A further 30% (up 2% from 28%) run quarterly campaigns and 15% (up 1% from 14%) opt to perform them annually, with the remaining 20% (up 1% from 19%) take a different approach and only choose to run campaigns when they launch a new product of theirs.
Finding Influencers is the Biggest Challenge for Those Who Run In-house Campaigns
Those survey respondents who ran in-house campaigns were asked what the greatest difficulties they faced were. 39% thought it was most difficult to find influencers to participate in their campaigns. This aligns with the similar worry they had to the previous question about the difficulty in finding appropriate influencers.
Managing the deadlines and contracts of the campaign were other areas of concern (21%), 16% were time/bandwidth restraints and 11% were processing payment to the influencers.
Respondants Spend 47% of Influencer Budget on Micro-Influencers
47% of respondants influencer budget is spent on micro-influencers (compared to a mere 23% for the bigger celebrity influencers).
One of the problems the industry has had has been to convince people that celebrity doesn’t equate with influence. The reality is clear, people trust micro-influencers with loyal, influential followers much more than they do with the big celebs, and are a lot more likely to take notice of a micro-influencer’s recommendation than one made by a star. Therefore it’s as of no surprise that brands are moving their influencer marketing towards the smaller micro-influencers as education around the industry broadens and improves.
There you go! Thats the Influencer Marketing Trends And Stats For 2020!
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