By using Computer Generated Imagery (CGI), the brands have the opportunity to create their influencers. Time will tell whether the nature of brand-influencer relationships changes in any significant way. All Rights Reserved. George is a co-founder of Mentionlytics supervising Financial Planning and Analysis and our Cloud Architecture. It has grown rapidly every year since then. How to Optimally Use Social Mention & other FREE Social Media Monitoring Tools? We are fast approaching a market size of $10 billion. Searches rose from 3,900 searches per month in 2015, to 6,460 in 2016, 21,000 in 2017, and then 61,000 in 2018. Influencer marketing is a complex system that is often instantaneously affected by changes in political or social trends. In 2019, searches for the phrase “, We also want to highlight a few other influencer marketing statistics that have come to light, assembled in coordination with, This (partially) comes on top of the 75% increase in content claimed by last year’s respondents. Just head to 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. 39% believe that you should gauge a campaign by the conversions/sales it drives. Somewhat less popular, at 24%, is the group of respondents who engage in influencer marketing to build up a library of user-generated content. Brands traditionally thought in terms of influencer marketing campaigns. Although the change isn't substantial, more firms appear to be running their influencer campaigns in-house than in the past. 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. According to recent research, almost two-thirds of marketers are planning to benefit from the wave of influencer marketing by spending more in 2020. 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. In other words, there are now 10 micro-influencers for every mega-influencer, compared with 3 micro-influencers per celebrity in 2016. The Rising Popularity of Gaming Influencers. Nowadays, however, many firms use tools (whether in-house or from third parties) to facilitate the process. To maximize the ROI of their influencer marketing campaigns, they will have to leverage the newest social media platforms, technologies, and preferred content types. There are still many potential customers out there who require assistance at discovering and then reaching out to potential influencers. Although only 26% claim that content type/category is the most important criterion, this percentage may be understated. Although app download numbers vary significantly from month to month, there has been a definite surge in downloads of TikTok over the last couple of years. We undertook research on a sample of 1000 fashion micro-influencer posts for a month (over 4200 posts analyzed). Influencer marketing is leveraging the reach of an existing influencer who has built a large following and strong brand reputation in a particular niche to support your brand, endorse your … The new influencer marketing trends in 2020 will shape the activities and marketing plans of many brands and companies. Influencers … One thing is very clear from these results. This is another statistic showing little change over the last year. 23% stated that it was very difficult, and 62% suggested that they had medium difficulty. Brands carry out influencer marketing for a range of purposes. At this rate, it won’t be long before this number exceeds 100,000 searches for the year. At the same time, they help in building brand awareness for new product introductions and establishing a genuine connection with the community. We estimate that there has been an increase of at least 50% each year. CreatorIQ’s data comes from tens of thousands of influencer marketing campaigns and posts piloted through their platform by their clients. Others value the personal touch and think influencer marketing is a hands-on process. This (partially) comes on top of the 75% increase in content claimed by last year’s respondents. As such, it can sometimes be difficult for marketers to explain the concepts to their managers. My guess is that 2020 will be the year of the nano — … The remaining respondents have differing goals for their campaign, with 34% most interested in engagement or clicks generated as the result of a campaign (this topped last year’s poll), and 27% interested in views/reach/impression (down from 34% last year). It can sometimes be exceptionally time-consuming for little reward. 87% of our survey respondents consider Instagram important for their influencer marketing campaigns (up from last year’s 79%). Earned media value is a monetary representation of this publicity. We asked those survey respondents who ran campaigns in-house what they saw as the greatest challenges they faced. The reality is that people trust micro-influencers far more than they do stars, and are far more likely to take notice of a micro-influencer's recommendation than one made by a celebrity. By asking to share their own experiences or adding a Call to Action, influencers can easily interact with their followers which guarantees engagement. By thinking of overall marketing budgets, pulling a truly diverse set … An additional 16% indicate that they expect to keep their budgets the same as in 2019. CreatorIQ’s data comes from tens of thousands of influencer marketing campaigns and posts piloted through their platform by their clients. Best Times to Publish YouTube Videos in 2021 – Ultimate... 22 Creator Economy Statistics That Will Blow You Away, 11 Instagram Marketing Trends for 2021 You Need to Watch, Only 14% of influencer posts sampled were fully compliant with FTC guidelines, Nearly 90% of all influencer campaigns include Instagram as part of the marketing mix, Large companies have nearly doubled the amount of creators they activate per campaign in the past 2 years. Brands with an excess of unspent marketing dollars from cancelled activities in 2020 have turned to influencers as a quick and effective means of marketing. The small reduction this year is most likely to reflect the increased sample size of our survey, with a broader range of people answering the study, some of who will not have been responsible for influencer marketing (and therefore not having an ROI to measure). 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. The remaining 19% (there is some rounding error) take their influencer marketing spending from their PR Department’s funds. Some brands, however, have undertaken influencer marketing on a large-scale, with 5% of those surveyed admitting to working with 100-1000 influencers. Influencer Marketing Platform Reviews, Tools, Templates & Case Studies Although there is no set way to run an influencer campaign, monthly is still the most common frequency for our respondents. 22% of the surveyees were from companies which has 10-50 employees, 14% 50-100, 13% 100-1,000, and 10% coming from large enterprises with more than 1,000 employees. Many campaigns are designed to increase brand awareness rather than encourage sales. We found only 14% of posts to be fully compliant and meeting all regulatory guidelines as set out by the FTC and CMA. The influencer marketing industry is on the rise, with no signs of stopping soon. Influencer marketing is still a highly popular and effective form of marketing. Now more than 90% of all influencer campaigns include Instagram as part of the marketing mix. While these figures are again similar to the 2019 results, they are slightly more favorable ("only" 63% of respondents intended to increase their budgets last year). This reduction could simply be a result of a change in the mix of respondents to our survey. Only 7% disagree with the sentiment. As one of the world’s most popular video-sharing platforms, today, TikTok counts more than half a billion active users. This pattern shows at every follower-number level in between these extremes. However, the vast majority of firms intend to include at least some influencer marketing in their mix. They have made clear guidelines and expectations. Influencer marketing is of course, only part of the marketing mix. 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. Presumably, most of the 22% who are against using the statistic either don’t understand it or struggle to communicate its worth to their management team. 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. In an earlier question, we discovered that 68% of the survey respondents preferred to execute campaign-based influencer marketing, while the remaining 31% now run “always-on” campaigns. Get exclusive insights about your brand with our. Back in 2015, there were just 190 influencer platforms and agencies. For this reason, many brands now use tools to help expedite the process. Up to $ 18 in earned media value has become more recognized over the last of! Creatoriq also compared average engagement rate benchmarks across four key channel sizes on,. The most common measure of the marketing mix $ 100,000 – $ 500,000/year key! Other free social media Monitoring tools come into play to believe that it is not yet the results... Clearly, more firms appear to be running their influencer marketing ) and 4 % PR! 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