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. Jay Baer – the NY Times bestselling author on the importance of selecting the right influencers. 61% of marketers agree it’s challenging to find the best influencers for a campaign, suggesting this problem is far from solved. 46% of North Americans used them in 2017, but this fell slightly to 45% in 2018. 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. They are ordinary people who have built up a solid social media following. Many factors can negatively affect the performance of an influencer marketing campaign. Selecting influencers who aren’t aligned with your brand, or wouldn’t normally use your product. In comparison, only 31% of entertainment/pop culture micro-influencers prefer Instagram - a less visual niche. (TapInfluence & Altimeter, June 2016,) With Google owning YouTube, the company can clearly claim web dominance. (Forrester, 2015) 71% of marketers believe that ongoing ambassadorships are the most effective form of influencer marketing. The problem is that click-thru rates are abysmal, 0.06%, according to. According to Wikipedia, “Influencer marketing (also influence marketing) is a form of marketing in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole.” Over the last five years, it has grown from obscurity to a form of marketing where even the biggest brands understand its value. - Mega-influencers – social superstars with more than a million followers. An Influence.co study found that at least 45% of influencers receive about four proposals for influencer marketing campaigns every month. Brad Fay, co-founder, COO and lead researcher of the Keller Fay Group, commenting on research that his group carried out on the scope of micro-influencers. Avoid using too many calls-to-action (CTAs) in a single sponsorship — this often causes audience confusion and can negatively affect performance across all target KPIs. 90% of marketers say their influencer marketing ROI is equal to or better than the ROI of their other marketing initiatives. Hence they have far less of interest in traditional celebrities. The problem is that click-thru rates are abysmal, 0.06%, according to Google. Its popularity is increasing across nearly all age groups. 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. It’s super important to remember that influencer marketing is one of the most effective areas of marketing. A firm’s emphasis needs to be on reaching to the people from whom they can get maximum conversions rather than targeting the market as a whole. 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. Look for quality content, on-brand voice and audience alignment. Of the marketers they surveyed, 61% acknowledged the difficulty in finding relevant influencers for a campaign. While there are fewer Instagrammers than people using big brother Facebook, Instagram is now the preferred platform of the young. 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. If we see those to whom we aspire using certain products and services, then we want to use them too – so we can feel a degree of identification with them. Numbers have continued to rise, surpassing the. 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. A link to download the PDF will arrive in your inbox shortly. 57.5% of them also claimed that they engaged as influencers to make an impact or effect change. 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. Before partnering with an influencer, here are some tips for spotting fake followers. 11 Essential Influencer Marketing Facts and Statistics November 29, 2017 / 22 Comments / in Content Marketing , Social Media , Video Marketing / by Bob Kehoe Influencer marketing is a phenomenon of modern marketing that places expert consumers in the role of consultants for buyers looking to make informed purchase decisions – and the power of influencers is … The State of Influencer Marketing: 10 Influencer Marketing Statistics to Inform Where You Invest, Tired of scrolling? Users respond positively to Stories because they perceive this impromptu swipe-able montage series to be less staged, more authentic, and easier to navigate. Look at how others in your industry approach influencer marketing, which of their sponsored content performed well and why. 40% of Europeans used ad blockers in each year. In recent years, the FTC has taken an interest in influencer marketing, where influencers have failed to disclose that they received payment for their posts. 93% of marketers are already using influencer marketing. Make a note of them or download the free guide on creating an Instagram influencer marketing strategy I have … Marketers clearly see how lucrative influencer marketing can be to a brand - when it's done correctly.Â. Retailer Lord & Taylor partnered with 50 influential fashionistas on Instagram and had each pose wearing the same dress. Rochelle Bailis is the VP of Marketing at Mediakix, and influencer marketing agency that conducts leading research about the rapidly-evolving influencer marketing industry. Facebook moves around in the rankings, but it is currently in 5th place. 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. Many firms in the B2B sector market on LinkedIn. These are often celebrities An Influencer Marketing Hub study shows that: On average, businesses earn $5.20 for every dollar spent on influencer marketing. , and it is particularly popular with teenagers. Engagement is by far the most common metric used for measuring influencer marketing success, measured by 75% of marketers for influencer marketing. Look out for signs of fake influencers or inauthentic engagement, as signs suggest this issue isn’t going away. There is a clear distinction in the way that different age groups look at influence in social media. YouTube and Twitter users visit the sites on a less regular basis. 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. 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. While influencer marketing may not be right for every single brand or company, the best way to know is to test. 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. by Tyler "Ninja" Blevins shows how important it is that you research potential influencers before you decide to work with them. 87% of people admit they’ve made a purchase because an influencer prompted them to. The world's population rose by 1% in the same period. Add your info below to have the PDF sent to your inbox. (TapInfluence) This one did come as a surprise though. Facebook came a distant second at 46%, followed by YouTube at 36%. Burst Media discovered that influencer marketing campaigns returned an average ROI of almost 700%. Aside from sales, new leads are another popular direct response metric for influencer marketing campaigns. This statistic grew by 15% over the last year. YouTube and Twitter users visit the sites on a less regular basis. Instagram Stories rank as the second most popular content format for influencer marketing, after Instagram posts. Clearly, an influencer needs to be within your price range. Find out How to Craft a Successful Influencer Marketing Campaign. You can work with influencers for less than $250 per post. Instagram is the king of influencer marketing—consider experimenting with Instagram Stories, which are exploding in popularity. say they discover brands via celebrity endorsements, online posts from expert bloggers, or through vlogs. 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. 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. Their research found that reading reviews was the most important factor for 18% of software buyers. This was a key result that came out of the above research carried out by The Keller Fay Group and Expercity. Duane Forrester, VP of Organic Search Operations at Bruce Clay, emphasizes how difficult it is to come up with the definitive measure of influence. 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. He does, however, recognize that although this metric may be difficult to measure it is still nonetheless exceedingly important. 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. 78% of social influencers in worldwide brand collaborations use Instagram as their primary social platform. You are here: 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. It does emphasize the high level of influence that influencers can have on their audience. The younger Generation Z are even more into the medium, and they spend 41% of their video time watching video, versus articles or photos. With over 1 billion users and a fast-growing network of influencers churning out millions of sponsored posts each year, Instagram has become the most important influencer marketing channel. Required fields are marked *. While most of the other social networks now cater to video, YouTube is still seen as the preeminent site for longer videos. Failing to set clear terms and timelines for your agreement. line-height:20px; This is probably because many Snapchat users still attend school. 6% of their worldwide users are aged between 13 and 17, 30% are 18-24, and 35% come in the 25-34% age range. In spite of this, many small businesses remain uncertain about influencer marketing and whether to invest in it as a channel. A social media influencer is someone who has built a loyal following through their online content creation. Influencer marketing is gaining more traction and investment than ever before. And number tell a million stories. Online reviews are as important for B2B marketing than B2C – in some cases, more so. Quite a few of the big name department stores recognize the influence of fashion bloggers in promoting their stores and products. Instagram introduced them in 2016, and by January 2017, there were 150 million daily Instagram Stories users. This is an interesting statistic from the same Schlesinger Associates for Augure survey as above. Source: Statista, Snapchat has quickly grown to 210 million users, and it is particularly popular with teenagers. Generally, target key performance indicators (KPIs) for brands fall into two camps: Some influencer marketing campaigns fall into both camps, driving engagement as well as some form of conversion. The Vidmob analysis shows that Millenials and Generation Z clearly use YouTube to learn, rather than just for entertainment. If you are targeting B2B customers, for example, you will probably use LinkedIn influencers first. Today’s influencer may be tomorrow’s has-been. 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. What are the most important criteria to look out for? Compared to videos or longer-form content, a single photo and caption requires relatively less production cost and effort, making it a more affordable option for small companies looking to test Instagram influencer marketing. Vidmob found that 42% of Generation Z and Millenials spent more time on social media this year (2018) than the previous year. Most companies get positive results from influencer marketing, with just the bottom 25% failing to generate any revenue. found that software reviews can be pivotal to businesses buying software. 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. It is clear that Twitter influencers have built up a sufficiently high level of trust for people to be confident enough to spend money on their recommendations. 46% of North Americans used them in 2017, but this fell slightly to 45% in 2018. .imh_related_posts { Vlogs draw 42% of Gen Z, followed by Pranks (37%) and, a distant third, Unboxing (27%).Â. Another salient Jay Baer quote, which companies need to remember as they work with micro influencers. They fail to choose influencers who have followers similar to the people who make up the target market for the brand’s product. Google Trends shows a comparable rise in influencer marketing at the same time as print advertising has been falling. Brand awareness is generally measured through impressions, reach and engagement metrics. An “always on” influencer marketing strategy refers to operating a continuous stream of branded content, rather than one-off campaigns. A survey by Influencer Marketing Hub showed that 28% of companies consider influencer marketing to be the fastest-growing online customer-acquisition channel, leaving organic search, paid search, and email marketing behind. And 44% say that they accept less than a quarter of the proposals they receive. According to a study, 57% of marketers found that influencer-generated content performs better than professionally produced content. This compares with Instagram (42% multiple times daily, 21% daily) and Snapchat (46% numerous times daily, and 15% daily). 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+). 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. This grew to 335 in 2016, 420 in 2017, and 740 in 2018 – more than twice the number that existed just two years previously. Even more embarrassing, 60% of clicks on banner ads are reportedly accidental, and 90% of ad clicks are by bots. margin-bottom: 5px; Snapchat users have shown that they are highly responsive to influencer marketing. . . When asked to pick the content formats they find effective for influencer marketing, 78% of marketers chose Instagram posts—the #1 choice. Some pundits expect that Facebook will eventually rely on Instagram for the majority of the company’s advertising revenue growth. There were 3.2 million streamers in November 2019, who people collectively watched for 880 million hours. 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. Yet, banner ad growth in 2017 was 7%. 69% of marketers plan to spend the most money on Instagram for influencer marketing this year. 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. Instagram Stories has become the greatest success story of the Instagram family. Not setting up proper tracking, URLs or landing pages beforehand. . , the vast majority of people (81%) let their friends and family on social media influence their purchasing decisions. It is, of course, another reason why influencers try to be authentic with their followers - they don't want to lose face. Numbers drop down to 16.3% of 35-44 year-olds, with even fewer Instagrammers in the older age brackets. } "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.". 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. Data suggests that Instagram will also attract a lot more marketing spend in 2020. Source Locowise. What Marketers Have to Say. Sponsored Instagram posts have become ubiquitous because they are easy to produce, approve, and publish, therefore easy to scale up. Capterra found that software reviews can be pivotal to businesses buying software. So don’t wait any longer and look into any of these statistics and tips now. 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. - Nano-influencers – somebody with fewer than 1,000 followers who has immense influence with a comparatively narrow niche. 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. Less than 10% have paid for Instagram native ads, despite their love of this platform. Moving into 2020, Instagram has become a social media powerhouse. The majority of influencers have managed to achieve their influential status without paying for promotion. This is another sobering statistic from Google that emphasizes the differences between the generations. Numbers drop down to 16.3% of 35-44 year-olds, with even fewer Instagrammers in the older age brackets. Influencers can provide strong validation and spark word-of-mouth conversations about your product or brand amongst their fans. As influencer marketing has become more widespread, there have been quite a few studies on how to best determine an ROI from a campaign. 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. 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. Hootsuite has collated many digital-related statistics in its. Subscribe to our newsletter and get social media resources send to your inbox. If yes, then we have good news for you. Although many people think of LinkedIn as a large-scale collection of resumes and a job market, it is also a place where professionals publish and share content. This is a finding from the BrightLocal Local Consumer Review Survey 2018. It showed a higher percentage of wealthy people using most social networks than people on low (or medium-level) incomes. If people already love your products, they will speak about them with passion and knowledge, and this will, in turn, inspire others. B2B influencer marketing statistics show an even greater ROI than with B2C. So does influencer marketing really work? 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. has taken an interest in influencer marketing, where influencers have failed to disclose that they received payment for their posts. Despite the defections of Ninja and Shroud to rival Mixer, Twitch is still increasing in popularity as a live-streaming platform. This result comes from a Bloglovin’ survey on How Micro-Influencers Really Want to Work With Brands. Influencer Marketing facts. The growth in usage of social apps is 40% higher than mobile browsers. Instagram introduced them in 2016, and by January 2017, there were 150 million daily Instagram Stories users. Recent data from Statista emphasizes just how young Instagram’s userbase is. - Felix Kjellberg (PewDiePie) – 12.5 million, Priyanka Dayal, content marketing manager at Centaur Media PLC, observes how influencer marketing is different from traditional marketing, where brands have traditionally had full control over their marketing. Your email address will not be published. 77. Influencer Marketing Stats (Editor’s Choice) In 2018, companies who used influencer marketing got a 520% return on investment. If marketers do not recognize these marked differences, they do so at their peril. Being married, Ninja is mindful of upsetting his wife. than Facebook’s. “For influencer marketing to sustain, authenticity and credibility is key.”. Tim Bax of iCrossing issuing a warning to those influencers who risk alienating the brands who pay them. This is from the same Crowdtap survey as above. 6% of their worldwide users are aged between 13 and 17, 30% are 18-24, and 35% come in the 25-34% age range. Mediakix asked marketers how much of their budget they intended to spend on influencer marketing. has researched to find the richest YouTubers in 2019. background: #eee; This contradicts much other research which indicates that engagement is more important than traffic. While most firms only intended to include it as a small component in their marketing mix, 17% expected to devote half or more of their marketing budget to influencer marketing. 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. This statistic comes from the same Influencer Marketing Hub survey. "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.". People in APAC countries use them more – 52% in 2017, down to 50% in 2018. These include Bergdorf Goodman, Harrods and Bloomingdale’s. Hopefully, this article on the various influencer marketing statistics encouraged you to do better when handling your business online. Remember that they have built up their own brand. Influencer marketing budgets can range widely depending on a company’s size. 4,000 were surveyed by Grouphigh. It's extremely difficult for brands to build the same level of trust that influencers possess, but thanks to influencer marketing that trust can be … As we move through 2020, influencer marketing shows no signs of slowing. Instagram Stories has become the greatest success story of the Instagram family. carried out their 2018 State of Social Video (US edition) survey they 33% of millennials spent 33% of their digital time watching video. This suggests that influencer marketing is leveraged by a range of companies, from smaller organizations to much larger brands. This compares with Instagram (42% multiple times daily, 21% daily) and Snapchat (46% numerous times daily, and 15% daily). With Google owning YouTube, the company can clearly claim web dominance. This ease of content creation also ushered in the rise of micro-influencers (influencers with small followings between 10,000-50,000), whose lower price tag made them more accessible to the average brand. This statistic, provided by Google, again emphasizes the differences between the generations. How-tos, tutorials, and hacks are the most popular types of videos watched – 46% of Gen Z and Millenials. Indeed, 6% planned to spend more than 90% of their marketing budget on influencer marketing. Our 2019 State of Influencer Marketing survey reiterated results from an earlier Bloglovin’ survey. 30 Statistics That Prove Affiliate Marketing Is Winning With Marketers. The FTC expanded its public role in safeguarding against this in 2017 by sending letters to 21 influencers, reminding them of their disclosure obligations. 49% of users rely on influencer recommendations for their purchases. In the list of most effective content formats, Twitch livestream was the least selected by marketers in 2020. This puts Snapchat at the very bottom of most marketers’ lists when it comes to influencer marketing in 2020. Stay tuned in future years to see how the platform evolves. Not only do the young use it as a television replacement, but the older generations cherry-pick videos on topics that interest them, too. This was according to a survey conducted by Augure and reported in Mediakix. Termed as the fastest growing form of marketing, influencer marketing has made its mark not only on social media, but in mainstream marketing. 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 ) If you target young women, Ninja may not be the best influencer for your campaigns. 17% Of Companies Will Spend Over Half Their Marketing Budget On Influencer Marketing Take your time finding the right influencers. text-align: center; A further 20% claimed that software reviews had somewhat of an influence, and 13% admitted it had a little influence. 20. Business to business (B2B) influencer marketing delivers 11 times more ROI than other forms of digital advertising. 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. It shows that 22.8% of men are influenced by YouTube in their buying decisions. “YouTube” was third and “Instagram” tenth. margin-bottom: 30px; 1. This makes it ideal for brands wanting to showcase a product's benefits and features, or a place for in-depth video reviews. Although Instagram has been slow to release user numbers recently, it first exceeded. in June 2018, with more than 500 million of them using the platform daily. Influencer marketing is the fastest-growing online customer-acquisition channel. In order to understand influencer marketing, you need to understand influencers. Mediakix found some interesting results when they asked people in their survey how much they intended to spend on influencer marketing in 2019. Rather than running a couple one-off campaigns and seeing what happens, take the time to set very clear goals, target KPIs and budget. 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. While there are fewer Instagrammers than people using big brother Facebook, Instagram is now the preferred platform of the young. In 2016, U.S. retailers spent $4.7 billion on affiliate marketing. The Collective Bias study highlights many important influencer marketing statistics. Below is a breakdown of the top 11 stats every marketer should know this year. Save my name, email, and website in this browser for the next time I comment. It collected search query data from Google from July to September 2019 and found “Facebook” to be the most searched term. 65% of influencer marketing budgets will increase in 2020. In MediaKix’s 2019 Influencer Marketing Survey, 48% of the respondents believed that the  ROI from influencer marketing is better than other marketing channels. 79% of our survey respondents consider Instagram important for their influencer marketing campaigns. The current generation has grown up with the internet, and the internet is where they find their own celebrities. With such a high number of mobile social media users, you might be forgiven for thinking that the days of laptops and computers may be over. 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. That 81 % considered influencer engagement to be the most popular types of videos –! Software reviews for their influencer marketing platform 71 % of businesses make $ 20 or.. Faces to sell their products how the industry is growing at a faster rate than Facebook’s 71 % of used. 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