Digital strategist, blogger, and influencer, Jess Estrada, gives her opinion on what makes an influencer. If you, as a brand, have done your homework, you should have selected the most suitable person as your influencer. Today’s influencer may be tomorrow’s has-been. The vast majority of the people who use social media worldwide do so with mobile devices at times. Instagram has grown rapidly to become the social channel of choice for influencer marketing. The engagement rate of a post is calculated by adding up engagement (likes, comments, etc.) The world's population rose by 1% in the same period. Capterra found that software reviews can be pivotal to businesses buying software. There was an average of 1.2 million concurrent viewers at any time. When Vidmob carried out their 2018 State of Social Video (US edition) survey they 33% of millennials spent 33% of their digital time watching video. 39% of Snapchat users say they discover brands via celebrity endorsements, online posts from expert bloggers, or through vlogs. The platform has mended many of these feature limitations, but Instagram Stories has already overtaken Snapchat Stories with over double the number of daily active users. text-align: center; If you don’t partner with the right influencers, the campaign is doomed to fail from the start. Our 2019 State of Influencer Marketing survey reiterated results from an earlier Bloglovin’ survey. 1. Rochelle Bailis is the VP of Marketing at Mediakix, and influencer marketing agency that conducts leading research about the rapidly-evolving influencer marketing industry. With Google owning YouTube, the company can clearly claim web dominance. These include Bergdorf Goodman, Harrods and Bloomingdale’s. (TapInfluence & Altimeter, June 2016,) 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. Hence they have far less of interest in traditional celebrities. Tablets, 3.65%, and Other Devices (such as gaming systems), 0.08%, make the difference. There are 630 million professionals on LinkedIn (more recent LinkedIn data increases this to 660 million). 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. has researched to find the richest YouTubers in 2019. 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. 93% of marketers are already using influencer marketing. If you have any questions or want to share your own tips and strategies on influencer marketing, then comment below. Yet, banner ad growth in 2017 was 7%. - Dude Perfect - $14 million Influencer marketing is gaining more traction and investment than ever before. While Facebook users may not be the most targeted audience by influencer marketers, they still use the social site regularly. If you don’t partner with the right influencers for your product, the campaign is doomed to fail from the start. Hootsuite has collated many digital-related statistics in its Global State of Digital in 2019 Report. 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. Names and emails can be collected through newsletter subscriptions, account setups, or giveaway entries. padding: 25px; 57.5% of them also claimed that they engaged as influencers to make an impact or effect change, Kristy Sammis made this comment in a March 2016 episode of the podcast, Half Hour Intern. Nine out of ten marketers believe influencer marketing to be an effective form of marketing. and dividing it by the influencer’s total number of followers. Marketers received $7.65 in earned media value for every $1 spent on influencer marketing – Influencer Marketing Hub. Here are 11 powerful influencer marketing stats curated to inform your marketing strategy this year, based on a 2019 survey of marketers by Mediakix, an influencer marketing agency. 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. More influencer campaigns today are aimed at driving tangible sales, which can be clearly tracked using custom links, landing pages and redemption codes. Brands in the home decor niche will be particularly interested to note that although only 18% of those with incomes less than $30,000 use Pinterest, this number grows dramatically to 42% for people who earn more than $75,000. That being said, influencer content tends to surface well amongst fans on most platforms, which is why more brands are investing more in sponsoring influencer content. 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 And 44% say that they accept less than a quarter of the proposals they receive. Marketers clearly see how lucrative influencer marketing can be to a brand - when it's done correctly.Â. Not setting up proper tracking, URLs or landing pages beforehand. This statistic grew by 15% over the last year. Twitch is an emerging livestreaming platform that pulls over 15 million daily active users, largely gamers. While their following may be small(ish), their authenticity is high Look at how others in your industry approach influencer marketing, which of their sponsored content performed well and why. 6% of their worldwide users are aged between 13 and 17, 30% are 18-24, and 35% come in the 25-34% age range. Generating positive influencer marketing ROI (return on investment) remains top of mind for many marketers in 2019. display: block; If people already love your products, they will speak about them with passion and knowledge, and this will, in turn, inspire others. } Influencer marketing does not focus on celebrity endorsement. Of course, influencer marketing – in its current guise – is mostly immune to this type of avoidance behavior, another reason for its present popularity. There was an average of 1.2 million concurrent viewers at any time. Influencer Marketing Statistics 2020 1. This means that a mere 2% of software buyers make no use of software reviews for their purchasing decisions. Even if an influencer has great content, it’s crucial to confirm that the influencer’s audience profile aligns with the demographics you’re targeting for your campaign. Despite the defections of Ninja and Shroud to rival Mixer, Twitch is still increasing in popularity as a live-streaming platform. Download a PDF version for easier offline reading and sharing with coworkers. 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. 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. Take your time finding the right influencers. Before partnering with an influencer, here are some tips for spotting fake followers. You can work with influencers for less than $250 per post. Aside from sales, new leads are another popular direct response metric for influencer marketing campaigns. Influencer Marketing facts. Influencer marketing is when companies partner with influencers in order to increase brand awareness or conversions among a specific target audience. It does emphasize the high level of influence that influencers can have on their audience. Of course, brands can gain extra reach should they choose to pay for boosted/promoted posts. If you’re looking for help building your influencer marketing strategy, consider partnering with an influencer agency or leveraging managed services offered through an influencer platform. While more marketers find “always on” strategies effective, they require a lot of internal resources to maintain. The reason many companies struggle with influencer marketing is not that the channel doesn’t work, it’s often because their sponsored content is not thoughtfully planned, executed or authentically aligned with the audience. This is one of his regular one-liners he likes to use regularly - and it is of course very true when it comes to influencer marketing. Online reviews are as important for B2B marketing than B2C – in some cases, more so. There’s no question that the most popular macro-influencers and celebrities have increased their pricing in recent years. } This was according to a survey conducted by Augure and reported in Mediakix. 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. Sponsored Instagram posts have become ubiquitous, The Results Are In: The 22 Best Ecommerce Website Designs of 2020, Google’s Doubling Down on Ads: How to Create a Profitable Google Shopping Campaign (Updated for 2020), The Definitive Guide to Selling on Amazon [2020 Edition], How to Master Product Photography on a Tight Budget (We Did it With Less Than $50), Ecommerce Shipping: Your Step-by-Step Guide to Shipping Profitability. Yet, banner ad growth in 2017 was 7%. While the percentage of people using Pinterest is lower than for more mainstream sites, such as YouTube, Facebook, and Instagram, there is much more variation in income levels. Check out these 25 shocking influencer marketing statistics for 2020. 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. These are often firms that don't understand the mechanics of influencer marketing. Other common reactions to reading a good review include searching for more reviews to validate choices (19%), visiting the business location (15%), contacting the business (13%), and continuing to search for other businesses (10%). A further 20% claimed that software reviews had somewhat of an influence, and 13% admitted it had a little influence. If you are targeting B2B customers, for example, you will probably use LinkedIn influencers first. Back in 2015, there were just 190 influencer platforms and agencies. In June 2018, Instagram reached one billion active users. According to LinkedIn, they have had 9 billion content impressions, with 15 times more content impressions than job postings. Only 24% accept more than 50% of the offers they receive. 6% of their worldwide users are aged between 13 and 17, 30% are 18-24, and 35% come in the 25-34% age range. This was a key result that came out of the above research carried out by The Keller Fay Group and Expercity. 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. #11. The reality is that the ROI is very much determined by the brand’s intention. Those in the higher education niche manage 3.96% engagement on their Instagram posts. “YouTube” was third and “Instagram” tenth. 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. There have been numerous studies analyzing influencer marketing’s effects, and experts sharing their wisdom on the topic. 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+). She made another very salient point: “We’re savvier than ever, and we know B.S. 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. 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 is, of course, another reason why influencers try to be authentic with their followers - they don't want to lose face. , the vast majority of people (81%) let their friends and family on social media influence their purchasing decisions. Numbers drop down to 16.3% of 35-44 year-olds, with even fewer Instagrammers in the older age brackets. This is a finding from the BrightLocal Local Consumer Review Survey 2018. Moving into 2020, Instagram has become a social media powerhouse. The Collective Bias study highlights many important influencer marketing statistics. Their research found that reading reviews was the most important factor for 18% of software buyers. Stories originally gained popularity with Snapchat, and today over 500 million Instagram users use Stories every day. It is also rapidly becoming the most popular influencer marketing platform. .imh_related_posts { She emphasizes the fact that today’s consumer can tell the difference between an advert, a personal recommendation, and an advert masked under a personal recommendation. 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. 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. Sponsored Instagram posts have become ubiquitous because they are easy to produce, approve, and publish, therefore easy to scale up. With Google owning YouTube, the company can clearly claim web dominance. Take a look at those whopping influencer marketing stats: 49% of customers admit they listen to influencers. 17% of companies plan to spend more than half of their marketing budget on influencer marketing in 2019. This quote by Tyler "Ninja" Blevins shows how important it is that you research potential influencers before you decide to work with them. 57% of the content impressions come from mobile. 70% of Teens Trust Influencers More than Traditional Celebrities. Over the last two decades, social media has become an integral part of people’s lives—and a crucial way for brands to reach new audiences. Some pundits expect that Facebook will eventually rely on Instagram for the majority of the company’s advertising revenue growth. Snapchat users have shown that they are highly responsive to influencer marketing. One of the best ways to get this content is from influencers – they know how to tell a story that fits the social media channel’s objective.” — William Harris, Founder & CEO at Elumynt. 2. This compares with Instagram (42% multiple times daily, 21% daily) and Snapchat (46% numerous times daily, and 15% daily). They fail to choose influencers who have followers similar to the people who make up the target market for the brand’s product. The sole exception was Snapchat, where the highest percentage (27%) were those earning less than $30,000. Red Bull, for instance, has established a very active YouTube presence and currently has 5.6 million subscribers to their main channel and they have numerous smaller specialist channels, too. The top 13% of businesses make $20 or more. Influencer Marketing Hub » Influencer Marketing » 80 Influencer Marketing Statistics For 2020. The list of influential people on social media is constantly changing. It was a big influence in a further 48% of purchases. In comparison, only 31% of entertainment/pop culture micro-influencers prefer Instagram - a less visual niche. Termed as the fastest growing form of marketing, influencer marketing has made its mark not only on social media, but in mainstream marketing. While there are fewer Instagrammers than people using big brother Facebook, Instagram is now the preferred platform of the young. Social media platforms have changed the algorithms of their users’ feeds since the social feed was created—but in recent years algorithm changes have stirred up influencer communities. 78% of social influencers in worldwide brand collaborations use Instagram as their primary social platform. Therefore you need to ensure that your messages to their audience are authentic to that audience. Look for quality content, on-brand voice and audience alignment. Peer pressure still clearly plays a significant role. 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. 91% of companies using influencer marketing report it to be effective ( Influencer Marketing Hub ) 71% of marketers say that customers gained from influencer marketing are higher-quality than those gained from other kinds of marketing ( Mediakix ) “For influencer marketing to sustain, authenticity and credibility is key.”. This is how social media influencers were born, and quickly attracted the attention of marketers. Being married, Ninja is mindful of upsetting his wife. Instagram is the most important social platform for influencer marketing. (Forrester, 2015) 71% of marketers believe that ongoing ambassadorships are the most effective form of influencer marketing. Less than 10% have paid for Instagram native ads, despite their love of this platform. Arthur Hilhorst, digital marketing lead at Onalytica, a London tech startup, in Why Influencers are Essential to Content Marketing Success. Don’t miss a post. Find out How to Craft a Successful Influencer Marketing Campaign. 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. 87% of people admit they’ve made a purchase because an influencer prompted them to. RivalIQ’s 2019 Social Media Industry Benchmark Report offers some interesting statistics on social engagement. 49% of users rely on influencer recommendations for their purchases. If you don’t partner with the right influencers for your product, the campaign is doomed to fail from the start. Numbers have continued to rise, surpassing the 500 million mark in January 2019. Engagement is by far the most common metric used for measuring influencer marketing success, measured by 75% of marketers for influencer marketing. Here are 20 influencer marketing stats that will surprise you. Traditional marketers and executives still struggle with this open-ended concept. Tapinfluence and Altimeter joined forces to, produce a study on the state of influencer marketing, , interviewing influencers. TwitchTracker shows clear upward-sloping trends for the site. While most of the other social networks now cater to video, YouTube is still seen as the preeminent site for longer videos. According to the Reuters 2018 Digital News Report, 57% of 18-24-year-old Americans make their first daily contact with news on their smartphones via social media. 73% of marketers say that they have allocated budget for influencer marketing. Instagram Stories has become the greatest success story of the Instagram family. Save my name, email, and website in this browser for the next time I comment. 77. As popular as fashion is on social media, it has surprisingly low engagement on all leading social platforms, according to the RivalIQ stats. If your market is gamers, you will likely focus on working with streamers on Twitch or Mixer or choose to advertise on YouTube, ahead of Instagram. Even influencers won’t help your sales if you can’t provide what consumers truly want. As we move through 2020, influencer marketing shows no signs of slowing. Tim Bax of iCrossing issuing a warning to those influencers who risk alienating the brands who pay them. A small but not insignificant percentage of marketers—17% of them—plan to spend over half of their entire marketing budget on influencer marketing this year. - Mark Edward Fischbach (Markplier) - $12.5 million Snapchat users have shown that they are highly responsive to influencer marketing. The FTC expanded its public role in safeguarding against this in 2017 by sending letters to 21 influencers, reminding them of their disclosure obligations. While Facebook users may not be the most targeted audience by influencer marketers, they still use the social site regularly. We’re on a mission to provide businesses like yours marketing and sales tips, tricks and industry leading knowledge to build the next house-hold name brand. 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. It is important that brands keep up-to-date with who the current influencers are. It’s super important to remember that influencer marketing is one of the most effective areas of marketing. 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