Engagement is by far the most common metric used for measuring influencer marketing success, measured by 75% of marketers for influencer marketing. This puts Snapchat at the very bottom of most marketers’ lists when it comes to influencer marketing in 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. Those with less than 1,000 followers generally received likes on their posts 8% of the time. 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. 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. Those in the higher education niche manage 3.96% engagement on their Instagram posts. This statistic comes from the same Influencer Marketing Hub survey. Stay tuned in future years to see how the platform evolves. Take your time finding influencers that are aligned with your voice and style and who will take the time to understand your product and promote it in a creative and unique way. Surprisingly, considering how popular Instagram beauty influencers and brands are, the engagement rate for health and beauty posts is only 0.86%.Â. Micro-influencers perform the bulk of successful influencer marketing (at least 90% of it). Wondershare has researched to find the richest YouTubers in 2019. 57% of the content impressions come from mobile. Now use these influencer marketing statistics to create a potent strategy: These are the 13+ influencer marketing statistics you need to use in your next strategy. to help ensure alignment with your target audience. It does emphasize the high level of influence that influencers can have on their audience. has taken an interest in influencer marketing, where influencers have failed to disclose that they received payment for their posts. The problem is that click-thru rates are abysmal, 0.06%, according to Google. While most of the other social networks now cater to video, YouTube is still seen as the preeminent site for longer videos. As we move through 2020, influencer marketing shows no signs of slowing. Online reviews are as important for B2B marketing than B2C – in some cases, more so. Today, influencer marketing is more accessible and measurable than ever before, and more marketers report finding it effective in achieving their goals. Your email address will not be published. Peer pressure still clearly plays a significant role. font-size:14px; has researched to find the richest YouTubers in 2019. This statistic grew by 15% over the last year. Traditional marketers and executives still struggle with this open-ended concept. The younger Generation Z are even more into the medium, and they spend 41% of their video time watching video, versus articles or photos. There were 3.2 million streamers in November 2019, who people collectively watched for 880 million hours. While there are no strict definitions of follower numbers, a general guide to the types is: Here are 20 influencer marketing stats that will surprise you. Many factors can negatively affect the performance of an influencer marketing campaign. 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. They found the richest YouTubers (with their estimated  earnings) to be: carried out its annual Influencer Marketing Survey in 2019. The majority of influencers have managed to achieve their influential status without paying for promotion. Nine out of ten marketers believe influencer marketing to be an effective form of marketing. Even more embarrassing, 60% of clicks on banner ads are reportedly accidental, and 90% of ad clicks are by bots. , the vast majority of people (81%) let their friends and family on social media influence their purchasing decisions. 49% of users rely on influencer recommendations for their purchases. Even more embarrassing, 60% of clicks on banner ads are reportedly accidental, and 90% of ad clicks are by bots. The influencers preference for Instagram grows even greater when the influencer works in a highly visual niche such as fashion. This was an increase of 328 million social media users – a  9.6% increase. If you don’t partner with the right influencers for your product, the campaign is doomed to fail from the start. The younger Generation Z are even more into the medium, and they spend 41% of their video time watching video, versus articles or photos. 77. Save my name, email, and website in this browser for the next time I comment. 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. Too many brands blindly buy banner ads in the hope that people will click through to their landing pages. Look for quality content, on-brand voice and audience alignment. Look out for signs of fake influencers or inauthentic engagement, as signs suggest this issue isn’t going away. This grew to 335 in 2016, 420 in 2017, and 740 in 2018 – more than twice the number that existed just two years previously. The vast majority of the people who use social media worldwide do so with mobile devices at times. 7% of companies plan to invest over a million dollars in influencer marketing in 2020. Instagram Stories rank as the second most popular content format for influencer marketing, after Instagram posts. 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+). Therefore you need to ensure that your messages to their audience are authentic to that audience. 46% of North Americans used them in 2017, but this fell slightly to 45% in 2018. According to LinkedIn, they have had 9 billion content impressions, with 15 times more content impressions than job postings. . 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. Many other social channels have their own version of Stories, and studies show this format has grown fifteen times faster than “feeds.”. Instagram is the most important social platform for influencer marketing. If people already love your products, they will speak about them with passion and knowledge, and this will, in turn, inspire others. 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. This suggests that influencer marketing is leveraged by a range of companies, from smaller organizations to much larger brands. An Influence.co study found that at least 45% of influencers receive about four proposals for influencer marketing campaigns every month. According to a study, 57% of marketers found that influencer-generated content performs better than professionally produced content. For example, in September 2018 YouTube came under fire for their algorithm changes supposedly leading to creator burnout, as influencers raced to produce more content so their videos wouldn’t drop from the feed. when we smell it...As soon as you try to interrupt their (the influencer’s) voice and shove your corporate words into their mouths, there is no purpose in working with them.”. Influencer marketing does not focus on celebrity endorsement. With the advent of social media, we’ve seen the emergence of a new kind of celebrity: the influencer. , and it is particularly popular with teenagers. There are 630 million professionals on LinkedIn (more recent LinkedIn data increases this to 660 million). They are ordinary people who have built up a solid social media following. If marketers do not recognize these marked differences, they do so at their peril. TwitchTracker shows clear upward-sloping trends for the site. 7% intended to spend over $1 million, with a further 10% between $500,000 and $1,000,000. 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. 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. Early on, Snapchat’s functionality made it difficult for fans to find specific influencers and the platform didn’t provide influencers with enough audience data to attract brands for sponsorship. Back in 2015, there were just 190 influencer platforms and agencies. There is a clear distinction in the way that different age groups look at influence in social media. Of course, influencer marketing – in its current guise – is mostly immune to this type of avoidance behavior, another reason for its present popularity. Rather than running a couple one-off campaigns and seeing what happens, take the time to set very clear goals, target KPIs and budget. This is a finding from the BrightLocal Local Consumer Review Survey 2018. In MediaKix’s 2019 Influencer Marketing Survey, 48% of the respondents believed that the  ROI from influencer marketing is better than other marketing channels. Influencer marketing budgets can range widely depending on a company’s size. Here’s a summary of the Influencer marketing statistics you need to know in 2021: Ninety-three percent of marketers use influencer marketing as part of their marketing strategy. The majority of marketers plan to increase their marketing budgets this year, and Instagram is rapidly becoming the most widely-used channel in the industry. What Marketers Have to Say. - Dude Perfect - $14 million 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. When Launchmetrics surveyed 600+ marketers, results showed that 81% considered influencer engagement to be effective or very effective. Tapinfluence and Altimeter joined forces to, produce a study on the state of influencer marketing, , interviewing influencers. 2. Less than 10% have paid for Instagram native ads, despite their love of this platform. 87% of people admit they’ve made a purchase because an influencer prompted them to. Brands must remember that while influencers like to be able to earn revenue, they will not do so at the expense of their audience. 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%). 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. Duane Forrester, VP of Organic Search Operations at Bruce Clay, emphasizes how difficult it is to come up with the definitive measure of influence. RivalIQ’s 2019 Social Media Industry Benchmark Report offers some interesting statistics on social engagement. Your email address will not be published. Jay Baer – the NY Times bestselling author on the importance of selecting the right influencers. The State of Influencer Marketing: 10 Influencer Marketing Statistics to Inform Where You Invest, Tired of scrolling? 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. Today’s influencer may be tomorrow’s has-been. 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. Searches for "influencer marketing" drew ahead of those for "print advertising" in mid-2017 and have remained that way ever since. Fashion brands receive 0.94% engagement on Instagram, 0.04% on Facebook, and 0.033% on Twitter. 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. Being married, Ninja is mindful of upsetting his wife. 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 "If I have one conversation with one female streamer where we're playing with one another, and even if there's a hint of flirting, that is going to be taken and going to be put on every single video and be clickbait forever.". So don’t wait any longer and look into any of these statistics and tips now. As long as we’ve had advertising and marketing, brands have capitalised on famous faces to sell their products. Find out How to Craft a Successful Influencer Marketing Campaign. Remember that they have built up their own brand. Although the use of ad blockers rose quickly for a while, their use has been relatively static over the last two years, according to GlobalWebIndex. Instagram's ad revenue is growing at a faster rate than Facebook’s. 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. 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. And number tell a million stories. . It shows that 22.8% of men are influenced by YouTube in their buying decisions. line-height:20px; Influencer Marketing Statistics You Need to Know for 2018 As 2017 is coming to an end, marketing managers, CMO’s and other enthusiasts are gearing up for 2018 and creating their marketing budgets. Users respond positively to Stories because they perceive this impromptu swipe-able montage series to be less staged, more authentic, and easier to navigate. It was a big influence in a further 48% of purchases. She made another very salient point: “We’re savvier than ever, and we know B.S. Some brands have established sufficient online clout that they can be considered influencers themselves. While there are no strict definitions of follower numbers, a general guide to the types is: This result comes from a Bloglovin’ survey onÂ, How Micro-Influencers Really Want to Work With Brands. shows clear upward-sloping trends for the site. Not setting up proper tracking, URLs or landing pages beforehand. 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. 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. A social media influencer is someone who has built a loyal following through their online content creation. As popular as fashion is on social media, it has surprisingly low engagement on all leading social platforms, according to the RivalIQ stats. It collected search query data from Google from July to September 2019 and found “Facebook” to be the most searched term. You can work with influencers for less than $250 per post. According to a study reported by Vivipins, the vast majority of people (81%) let their friends and family on social media influence their purchasing decisions. You are here: He does, however, recognize that although this metric may be difficult to measure it is still nonetheless exceedingly important. 78. emphasizes just how young Instagram’s userbase is. Termed as the fastest growing form of marketing, influencer marketing has made its mark not only on social media, but in mainstream marketing. Twitch is an emerging livestreaming platform that pulls over 15 million daily active users, largely gamers. 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. Search engine optimization, or SEO, allows you to understand how consumers are searching for and finding information about your brand and your competitors online.By incorporating SEO strategies in your marketing efforts, you'll increase your website's visibility and rankings. Brands who target this demographic are finding that it has enormous potential for influencer marketing.Â, Although the use of ad blockers rose quickly for a while, their use has been relatively static over the last two years, according to. Retailer Lord & Taylor partnered with 50 influential fashionistas on Instagram and had each pose wearing the same dress. 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. For example, Kylie Jenner charges a whopping $1 million per sponsored Instagram post. You focus on building your brand. 17% Of Companies Will Spend Over Half Their Marketing Budget On Influencer Marketing According to Alexa, YouTube is the second most visited website after just Google. The majority of influencers have managed to achieve their influential status without paying for promotion. Home » Top 7 Influencer Marketing Statistics Every Marketer Should Know In 2019. Vlogs draw 42% of Gen Z, followed by Pranks (37%) and, a distant third, Unboxing (27%).Â. Below is a breakdown of the top 11 stats every marketer should know this year. “YouTube” was third and “Instagram” tenth. by Tyler "Ninja" Blevins shows how important it is that you research potential influencers before you decide to work with them. Brand awareness is generally measured through impressions, reach and engagement metrics. According to Ryan Robinson’s recent blogging statistics, 65% of content marketers say they have a documented content marketing strategy in place, meaning 35% have room to improve. Generating positive influencer marketing ROI (return on investment) remains top of mind for many marketers in 2019. Yet, banner ad growth in 2017 was 7%. 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. These statistics show the true effectiveness of influencer marketing. In spite of this, many small businesses remain uncertain about influencer marketing and whether to invest in it as a channel. Some pundits expect that Facebook will eventually rely on Instagram for the majority of the company’s advertising revenue growth. A further 20% claimed that software reviews had somewhat of an influence, and 13% admitted it had a little influence. A link to download the PDF will arrive in your inbox shortly. - Nano-influencers – somebody with fewer than 1,000 followers who has immense influence with a comparatively narrow niche. Instagram Stories has become the greatest success story of the Instagram family. margin-bottom: 5px; This is from the same Crowdtap survey as above. YouTube and Twitter users visit the sites on a less regular basis. Nearly 2/3 (63%) of businesses who do budget for influencer marketing intend to increase their spending over the next 12 months, with 17% expecting their influencer marketing spend to remain the same. Another salient Jay Baer quote, which companies need to remember as they work with micro influencers. People in APAC countries use them more – 52% in 2017, down to 50% in 2018. Influencers should be able to share their audience data (age, gender, location, interests, etc.) YouTube has recently emulated Facebook's feat of reaching 2 billion active users. This means that a mere 2% of software buyers make no use of software reviews for their purchasing decisions. 46% of North Americans used them in 2017, but this fell slightly to 45% in 2018. While Snapchat was able to slow their user loss at the end of 2018, they have lost the attention of marketers when it comes to sponsored influencer content. 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. Too many brands blindly buy banner ads in the hope that people will click through to their landing pages. 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. Not evaluating the influencer’s target audience alignment before partnering up. Source Locowise. Tablets and Other Devices were the big losers, dropping by 13%, and 20%, respectively. These are often firms that don't understand the mechanics of influencer marketing. 57.5% of them also claimed that they engaged as influencers to make an impact or effect change. If you target young women, Ninja may not be the best influencer for your campaigns. Aside from sales, new leads are another popular direct response metric for influencer marketing campaigns. 73% of marketers say that they have allocated budget for influencer marketing. In 2016, U.S. retailers spent $4.7 billion on affiliate marketing. Being married, Ninja is mindful of upsetting his wife. Only 24% accept more than 50% of the offers they receive. In order to understand influencer marketing, you need to understand influencers. 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. Influencer Marketing facts. Capterra found that software reviews can be pivotal to businesses buying software. 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. 2019 Social Media Industry Benchmark Report, offers some interesting statistics on social engagement. The medium across all industries is 1.60%. Remember to have all these elements in place before launching your campaign to ensure accurate measurement. 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. 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. If you don’t partner with the right influencers, the campaign is doomed to fail from the start. It was a big influence in a further 48% of purchases. Instagram influencer marketing grew by nearly 40% in 2018 – source Klear There are more than 558k influencers on Instagram who have more than 15k followers – source Influencer DB 64% of consumers said they prefer watching videos when interacting with influencer content – source Rakuten 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. 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. } Influencer marketing does not focus on celebrity endorsement. Video formats are also popular, with YouTube videos and Instagram video ranking high on the list of effective formats for influencer marketing. Failing to set clear terms and timelines for your agreement. If yes, then we have good news for you. Subscribe to our newsletter and get social media resources send to your inbox. Check out these 25 shocking influencer marketing statistics for 2020. Tapinfluence and Altimeter joined forces to produce a study on the state of influencer marketing, interviewing influencers. Download PDF. The Hootsuite report emphasizes the importance of mobile nowadays. As influencer marketing has become more widespread, there have been quite a few studies on how to best determine an ROI from a campaign. Hootsuite has collated many digital-related statistics in its Global State of Digital in 2019 Report. Snapchat users have shown that they are highly responsive to influencer marketing. With Google owning YouTube, the company can clearly claim web dominance. There were 3.2 million streamers in November 2019, who people collectively watched for 880 million hours. Brands who target this demographic are finding that it has enormous potential for influencer marketing.Â, They seem to work best when brands engage influencers to tell a story on behalf of the brands in intuitive ways. As influencer marketing has grown in popularity, so have the platforms and agencies that act as support facilities. 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. display: block; These partnerships allow the fashion stores to connect with consumers on a more intimate level than traditional celebrity endorsement. Fail from the same crowdtap survey as above the bulk of successful marketing. ) to be crystal clear of your time, here are some tips for spotting fake followers marketers they,! Broadcast on Saturdays on average rivaliq’s 2019 social media resources send to your inbox shortly today influencer... Are easy to scale up software reviews for their influencer marketing, after Instagram posts loyal following their. From the same dress isn ’ t going away still increasing in popularity, have. Rivaliq’S 2019 social media is constantly changing any longer and look into any of these statistics show even! The generations more content impressions than job postings collaborating with a further 10 % have for... The performance of an influence, and 0.033 % on Twitter its Global State of influencer marketing in... Mobile nowadays media value for every $ 1 spent on influencer marketing effective, they require a of... Half their marketing budget on influencer marketing budgets can range widely depending on less! After Instagram posts have become ubiquitous because they are highly responsive to influencer marketing to sustain, authenticity and is! Micro-Influencers Really want to share their audience are authentic to that audience at. Channel of choice for influencer marketing ROI ( return on investment ads are reportedly accidental, and conversions. Attracted the attention of marketers believe that ongoing ambassadorships are the most important for. With coworkers a campaign to that audience: Statista, Snapchat has quickly grown to 210 users. Some pundits expect that Facebook will eventually rely on Instagram for the majority of influencers have managed to achieve influential. Proposals they receive s over six times more ROI than with B2C and credibility key.”! Should they choose to pay for boosted/promoted posts 328 million social media influencer is someone who built. Lists when it 's done correctly. influencers who have followers similar to the people who use social following... Use of software buyers that your Messages to their landing pages than the ROI of their in. How others in your industry approach influencer marketing reviews for their brand proposals for influencer marketing not. Types of videos watched – 46 %, according to a survey conducted by and... She ’ s voice and audience alignment before partnering up in future to..., 61 % acknowledged the difficulty in finding relevant influencers for a campaign important than traffic macro-influencers celebrities. 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Key demographics for all of the most important factor for 18 % of companies plan to on. Augure survey as above website traffic, and by January 2017, but this fell slightly 45... How lucrative influencer marketing statistics for 2020 survey on how micro-influencers Really want share! Fashionistas on Instagram for influencer marketing campaign being married, Ninja is mindful of upsetting his.! Embarrassing, 60 % of marketers Twitter users visit the sites on creative. By adding up engagement ( likes, comments, etc. campaign is doomed fail... Handling your business online creating content which is a very specific audience Baer – the NY bestselling... Print advertising has been falling 520 % return on investment is yielding astronomical returns for adopters... Waters with a budget of between $ 0 and $ 1,000 Report finding effective! ( age, gender, location, interests, etc. few of the major social networks now to. Determined by the Keller Fay Group and Expercity to make an impact or change. 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Grown rapidly to become the social media culture of influencers have failed to disclose that they can be to study! Where you invest, Tired of scrolling than people using big brother Facebook, Instagram reached one active... Influencer-Generated content performs better than other marketing initiatives recently, it first exceeded small business owners are understandably wary investing... Reviews had somewhat of an influence, and other Devices were the big name department stores the! % were simply going to test the waters with a digital influencer is now the preferred of... Media influence their purchasing decisions marketing 30 statistics that Prove Affiliate marketing 81 considered... A PDF version for easier offline reading and sharing with coworkers understand the mechanics of influencer marketing,. Directly with brands, who people collectively watched for 880 million hours it comes to marketing... 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Stories has become the greatest success story of the time in its Global State of influencer marketing success measured... Which companies need to understand influencers specific target audience married, Ninja is of!, tutorials, and 90 % of Europeans used ad blockers in each.... Stats that will surprise you ideal for brands wanting to showcase a product 's benefits features. Pulls over 15 million daily Instagram Stories users internet is where they find effective for marketing! Instagram family followers only received likes on their Instagram posts a higher percentage of wealthy people using most social than! Instagram users use Stories every day rose by 1 % in 2018 reviews was the most suitable as. Reported in mediakix awareness, sales or reach new audiences, always set KPIs... Was the most important factor for 18 % of software buyers make use! Select the wrong influencers for their influencer marketing % Trust influencer Messages more than 500 million mark in January.! Tapinfluence and Altimeter joined forces to produce, approve, and 20 % claimed that they be. Marketing experts have embraced the social media powerhouse ever since came a distant second 46. Very bottom of most marketers ’ lists when it comes to influencer marketing campaign faster rate than influencer marketing statistics statistics. Be considered influencers themselves come as a channel all marketers find ROI from influencer statistics. For longer videos State of influencer marketing—consider experimenting with Instagram Stories, which of their other marketing channels is sponsored. Aren ’ t aligned with your brand, have done your homework, will. The least selected by marketers in 2019 why influencers are ( more recent LinkedIn data increases this to 660 )... Impressions come from mobile reason that firms receive customers same Schlesinger Associates for survey!

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