CreatorIQ analyzed the social platforms that brands make use of most when running influencer campaigns. Get exclusive insights about your brand with our. This means that the growth in influencer marketing over the current year, 2019 to 2020, has seen the estimated market size increase from $6.6 billion in 2019 to $9.7 billion in 2020. It is clear that most firms that try influencer marketing are happy with the experience, and are willing to continue with the practice. If not, you can do it instantly with Mentionlytics. This year, it has a clear, undisputed lead. 68% of this year’s respondents prefer campaign-based influencer marketing compared to 31% always-on (the remaining 1% is just rounding error). Advertisers increasingly recognize the persuasiveness of micro-influencers, who generate huge engagement and trust levels among audiences. Nowadays, however, many firms use tools (whether in-house or from third parties) to facilitate the process. The follower rate numbers on the other surveyed platforms may differ, but the pattern remains the same. In our Influencer Marketing Benchmark Report 2020, we surveyed 4000 marketing agencies, brands, and other industry professionals to gather their perspectives on the state of influencer marketing in 2020. Most brands start their influencer search by narrowing down the possibilities to just influencers in a particular niche – a beauty brand is unlikely to work with a home improvement influencer, no matter how engaged he is with his followers. To help businesses and influencers navigate more quickly through the changes in this dynamic market, we compiled the top influencer marketing trends to watch out in 2020. 79% of our respondents indicated that they would be dedicating a budget to influencer marketing in 2020. 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). Although we had to remove some responses due to a lack of clarity, the 2020 survey is our largest yet, with more than double the number of respondents compared to last year's study. TikTok has much higher  engagement at all follower levels, but even here, the same pattern is evident. Top 8 Influencer Marketing Trends in 2020, more likely to choose video content over text, https://www.mentionlytics.com/free-brand-monitoring/, Big Data & PR – Intro to Digital Communications, How can PR Agencies Benefit from Social Listening and Big Data Analytics, Instagram Influencers Research – Kamron Clarke, How to contact Instagram influencers to endorse your brand, Helpful Websites and Tools Info – Craig's Digital Marketing Adventure. As one of the fastest-growing industries in the world, … Influencer marketing in 2020 will likely continue to trend toward social media influencers who capitalize on the growth of platforms such as Instagram, TikTok and LinkedIn. All these percentages are down on last year, because 7% of the respondents have different ideas on this topic, opting for Other as the most important criterion when evaluating influencers. 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. One of the leading influencer marketing trends in 2020 is the shift in the type of content that influencers create and share with their followers. 39% believe that you should gauge a campaign by the conversions/sales it drives. According to recent research, almost two-thirds of marketers are planning to benefit from the wave of influencer marketing by spending more in 2020. This pattern shows at every follower-number level in between these extremes. Social media influencers are … Brands were finding that influencers they have worked for on previous campaigns come across as more genuine. Unsurprisingly, considering the overall positive sentiment expressed about influencer marketing, 91% of our survey respondents believe influencer marketing to be an effective form of marketing. Video and Audio Provide Priority Content. We carried out our first influencer marketing survey in 2017, giving us excellent insight into the state of the industry. The general satisfaction felt by firms that have engaged in influencer marketing seems to flow through to their future planning. Although there is no set way to run an influencer campaign, monthly is still the most common frequency for our respondents. However, the vast majority of firms intend to include at least some influencer marketing in their mix. CreatorIQ findings show a clear increase in the average number of creators activated per organization. Some customers are more lucrative for a business than others – they buy high-margin products and add-ons. They achieve … As e-commerce becomes one of the only … The most common influencer budget is $1,000 – $10,000/year, followed by $100,000 – $500,000/year. Even nano-influencers struggle to make much headway on these two platforms, (0.17% Twitter, 0.42% Facebook), so it is clear why so many brands prefer to use Instagram for their influencer marketing. Incredibly, a further 3% had worked with more than 1,000 influencers. Conversely, Facebook has noticeably lost favor over that period. Interestingly, the percentages are the same for both influencer fraud questions. The influencer marketing industry continues to be robust and, given the uptick in social media use, there are many opportunities for brands and influencers to forge mutually beneficial … Consequently, the gaming influencers are becoming more and more popular. 2. 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. 380 new influencer marketing-focused platforms and agencies entered the market over the last 12 months. Now more than 90% of all influencer campaigns include Instagram as part of the marketing mix. However, that hasn't happened yet – brands and marketers can still see the effectiveness of influencer marketing and are not yet searching for something new. The most common percentage of marketing devoted to influencer marketing comes in the 10-20% range, with 39% of respondents intending to spend in this range. It hasn’t kept that position every month since launch; however, it has always performed well. Last year, 58% admitted using tools developed in-house to execute their influencer marketing campaigns. This will be particularly so for the group who named user-generated content as being their primary objective when running an influencer campaign, in our earlier question on influencer campaign objectives. In 2019, searches for the phrase “influencer marketing” rose to 70,000. This grew to 335 in 2016, 420 in 2017, 740 in 2018, and 1120 in 2019 – more nearly three times the number that existed just two years previously. Most agree that influencer marketing attracts high-quality customers. 50% of our respondents believe that influencer marketing is definitely a scalable tactic in their marketing ecosystem, and a further 41% think that it is somewhat of a scalable tactic. Just head to This means that the growth in influencer marketing over the current year, 2019 to 2020, has … One of the possible reasons for the increase in concern about influencer fraud is that more firms have now experienced such fraud. It can sometimes be exceptionally time-consuming for little reward. The influencer marketing industry is on the rise, with no signs of stopping soon. Influencer marketing is of course, only part of the marketing mix. In some cases, influencer marketing may bring new customers to the brand, but the additional spending may be less than the cost of running the campaign. In many ways, this statistic is surprising. View all posts by George Mastorakis →, Social Media Trends for 2021 - How to Go Big in The Social SpaceJanuary 7, 2021, The 4 Most Valuable Social Media Metrics to trackDecember 30, 2020, Ultimate Guide to Plan The Best Social Media Automation StrategyDecember 17, 2020, A Quick Guide To Social Media Insights And Their Impact On Your Marketing EffortsDecember 10, 2020, 10 Best Tools To Auto Share Posts On Social MediaOctober 14, 2019, Top 8 Influencer Marketing Trends in 2020January 29, 2020, 5 Real-World Examples of How Brands are Using Big Data AnalyticsJune 14, 2018, 3 Ways To Eavesdrop Your Customers' Needs And WantsSeptember 16, 2016, Intelligent Social Media & Web Brand Monitoring. We analyzed 100,000+ influencer profiles across leading influencer marketing platforms, Instagram, TikTok, and Twitter to see if there were variations in the engagement rate depending on an influencer's number of followers. Small TikTok users have 9.38% engagement, yet the superstars can only manage 5.3%. … You are here: This is particularly evident on Instagram, where nano-influencers with fewer than 1,000 followers have seven times the engagement rate than mega-influencers with greater than 100,000 followers (7.2% vs. 1.1%). 80% of the respondents in our survey take their influencer marketing spending from the budget of their Marketing Department. However, both these platforms arrested their falls in 2019, with support leveling at about 45% for Twitter and 20% for YouTube. These brands clearly see the value of working with nano- or micro-influencers, using a large number of influencers with small but dedicated audiences to spread the word. Influencers Are Launching Product Collaborations With Brand Partners. Clearly, the amount that a firm spends depends on the size of its total marketing budget and the proportion it chooses to devote to influencer marketing. More personal, long-form captions, as effective personal mini-blogs, are a proven way to build a stronger connection with social media followers. While Instagram has continually led the pack during the years surveyed (2015 onwards), its usage has continued to rise each year. The world’s leading live streaming platform for gamers has already drawn the attention of several non-gaming brands. That is not yet the main objective for running influencer campaigns, but it is growing in importance. It’s clear that influencer marketing will only become an even more critical component of any digital marketing mix in 2020, as 92% of consumers trust influencer marketing over traditional advertising, … Influencer marketing is still a highly popular and effective form of marketing. Earned media is publicity gained  from promotional efforts other than paid advertising. Clearly, many firms now realize the insatiable demand for online content nowadays,and are increasing their content marketing accordingly. Trust and authenticity between the influencers and their followers represent the base of influencer marketing. According to our respondents, 44% currently use tools developed in-house to execute influencer marketing campaigns and 40% use 3rd-party influencer marketing platforms. The nano influencers are the right choice for every small business with a limited marketing budget or a start-up. The video content is becoming more and more important in the influencer marketing campaigns because the consumers want to be engaged with the content. The only negative of using this measure is that the calculation of EMV can be complicated. Last year we reported a  trend towards brands cultivating more long-term relationships with influencers. DUBLIN, Dec. 29, 2020 /PRNewswire/ -- The "Influencer Marketing Platform Market Forecast to 2027 - COVID-19 Impact and Global Analysis by Offerings, Application, Organization Size, … Influencers and marketers alike are finding new ways … Judging by the recent uptake in influencer marketing, much of this increase in content must be made and delivered by, For this reason, many brands now use tools to help expedite the process. Respondents spent 47% of their influencer budget on micro-influencers (compared to just 23% for celebrity influencers). https://www.mentionlytics.com/free-brand-monitoring/ and enter your brand's name to get started for free. Organic influencer marketing can be challenging to execute successfully. Influencer Marketing 2020. They see little value in working with somebody who doesn’t have a real influence on his/her audience, or perhaps has an excellent relationship – but they are the wrong audience for that brand. This is further proof that influencer marketing remains successful and shows no sign of slowing down. We are fast approaching a market size of $10 billion. 39% found it most difficult to find influencers to participate in their campaigns. CreatorIQ’s data comes from tens of thousands of influencer marketing campaigns and posts piloted through their platform by their clients. We undertook research on a sample of 1000 fashion micro-influencer posts for a month (over 4200 posts analyzed). Maybe this is one of the reasons for the increase in the use of third party influencer tools and platforms. There are still many potential customers out there who require assistance at discovering and then reaching out to potential influencers. One of the most significant influencer marketing trends in 2020 will involve influencers that aren't even human. Indeed these statistics highlight how pitiful the engagement rates can be for mega-influencers, particularly on Twitter (with just 0.008% engagement and Facebook (0.01% engagement). , who provide an influencer marketing software cloud for enterprise brands, agencies, and publishers. The second most important factor is content production on 27% (down from last year’s 31%). But despite the new trends on the market, the essential value in running a successful influencer marketing campaign will remain the same. 78% of our survey respondents claimed that they ran their influencer campaigns in-house, with the remaining 22% opting to use agencies or managed services for their influencer marketing. Influencer marketing is sufficiently widespread now that most businesses understand that the best way to measure your influencer marketing ROI is by using a metric that measures the goals of your campaigns. My guess is that 2020 will be the year of the nano — … Indeed 68% claim to have experienced influencer fraud, up from 63% last year. In fact, n early 60% of marketers say they are going to increase their influencer marketing budgets in 2020. Our survey respondents are generally positive about the value of influencer marketing overall. At the same time, a biannual convention devoted to Twitch and the culture of streaming and gaming on-demand TwitchCon is supported by valuable sponsorships, including brands like Honda, Intel, or Lenovo. 41% of our respondents rated engagement or clicks as being their most important criterion compared with 26% who opted for content type/category or 25% who consider views/reach/impressions to be the most important. 66% of those respondents who budget for influencer marketing intend to increase their influencer marketing budget over the next 12 months. On the other hand, with more than 65% of users under the age of 30, TikTok has become a top marketing platform for brands aiming at the Gen Z audience. The influencer marketing industry is on the rise, with no signs of stopping soon. Micro-influencers tend to be regarded as experts on a subject, and have laser-focused supporters who take an avid interest in their views. 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. All Rights Reserved. As one of the world’s most popular video-sharing platforms, today, TikTok counts more than half a billion active users. If influencers don't improve their performance soon, there is a real danger that the FTC and CMA will start prosecuting rather than just warning and educating. YouTube also had to do significant damage control over the types of videos they allow, and have brought in stronger rules for channels that target children. At the same time, it can quickly analyze years and years of social media content to determine the aesthetic style, validity, audience sentiment, or the success in driving engagement, traffic, and product sales. With streaming the mainstream games like Fornite, which player base hit 250 million people in 2019, Twitch will undoubtedly become an attractive option for marketers. Presumably, the firms in the minority group use influencer marketing predominantly for awareness purposes, rather than as a direct means to sell their products or services. While the latest year’s rate of increase may have fallen, the number of searches continues to grow. 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. A mere 14% of respondents reported finding appropriate influencers to be easy. This (partially) comes on top of the 75% increase in content claimed by last year’s respondents. Although this seems low, it clearly connects with audience relationship – influencers use their audience to distribute content relating to a brand. Businesses who understand influencer marketing gain impressive returns: up to $18 in earned media value for every dollar spent  on influencer marketing. 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. The size of their audience is up to 10,000 followers, but due to a very high engagement level, the nano influencers are very powerful. Top 10 Social Media Trends for 2020 and beyond, Infusion of Big Data and Branding – Umut Karabacak, 5 Real-World Examples of How Brands are Using Big Data Analytics, Intelligent Social Media Monitoring e-Book. The third popular reason favored by 19% of our respondents (down from 23%) found for working with influencers is distribution. As influencer marketing has matured as an industry, it has attracted support companies and apps to simplify the process for both brands and influencers. A year ago, the focus on influencer marketing measurement was relatively evenly balanced between differing campaign goals, but Conversion/Sales was the least-supported reason. This increasingly popular type of campaign includes inviting influencers to exclusive gatherings, or mainstream events to promote products and services. CreatorIQ also compared average engagement rate benchmarks across four key channel sizes on Instagram, YouTube, Facebook, and Twitter. Once they completed one campaign, they would plan, organize, and schedule another one. Clearly, many firms now realize the insatiable demand for online content nowadays,and are increasing their content marketing accordingly. Influencer Marketing Hub » Influencer Marketing » The State of Influencer Marketing 2020: Benchmark Report. Reflective and motivational long-form captions, as a part of a narrative, play an important role in developing the influencer’s image. According to the estimates. The remaining 20% (up from 19%) take a different approach, and only run campaigns whenever they launch a new product. 9% of respondents are clear advocates for influencer marketing, intending to spend more than 40% of their marketing budget on influencer campaigns. The remaining 31% grouped as Other, covers every other vertical imaginable. According to our respondents, 44% currently use tools developed in-house to execute influencer marketing campaigns and 40% use 3rd-party, In some ways, this is something of a backstep from last year's results. This could be a sign of more brands entering the industry, dipping their toes in the water, before they make any long-term commitments to influencers. Presumably, this last group has mastered the art of finding appropriate influencers for their brands, and they have little concern about a values mismatch. 43% of the brands surveyed said they spend less than $10K annually on influencer marketing, with 29% spending between $10K and $50K. Earned media value is a monetary representation of this publicity. It is something nano-influencers can easily achieve because they have a close relationship with their audience. Lil Miquela is the best example of a CGI influencer with names like Prada, UGG, and Diesel in her portfolio. This means that the growth in influencer marketing over the current year, 2019 to 2020, … While their study is not identical to ours (they use slightly different engagement bands), the results still come to the same conclusion. According to the estimates, it will reach a $15 billion worth by the end of 2022. He is an Associate Professor on Emerging Technologies and Marketing Innovation. We made a definite conclusion: influencers with a high number of followers have lower engagement than those with fewer followers. It particularly refers to the female gamers, who are expected to gain even more significant influence in the following years. 70% of those surveyed focus on the B2C sector, with the remaining 30% running campaigns for firms in the B2B area. Back in 2016 (the distant days of influencer marketing), we figured the industry to be worth $1.7 billion. Therefore, creating video demonstrations, product reviews, or interviews as a part of the influencer campaign will be a great way to attract a highly focused audience. Organic influencer marketing can be a slow and tedious process, particularly when it comes to finding and wooing influencers to promote your company’s products or services. For example, Logan Paul. Of those who operate discrete influencer campaigns, 33% (down from 39%) prefer to run them on a monthly basis. What started as a big push in 2019 looks to continue in 2020. The remaining 29% represent a wide range of occupations and sectors. It is perhaps a concern that this group is noticeably higher than last year’s  21% who lacked concern. It can be especially challenging to find suitable influencers with whom to cooperate if you aren't regular participants in the social sphere. Presumably, the rise reflects the recent popularity of Twitch and TikTok. They have made clear guidelines and expectations. Other notable areas of concern included managing the contracts/deadlines of the campaign (21%), bandwidth/time restraints (16%), and processing payment to influencers (11%). The majority of respondents (54%) still believe that automation has a role to play in influencer marketing, but this number has declined from last year’s 57% support. It is extremely popular and has real staying power with the young. 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Here: influencer marketing campaigns because the consumers want to be fully compliant and meeting all regulatory guidelines set! The growth in influencer marketing campaign following years support to be easy it ranked as the greatest challenges faced., n early 60 % of their followers which guarantees engagement hands-on process in Apple iOS Store! The shift in focus from brands and companies budgets in 2020 this publicity 20-30 % of their marketing over! Differing goals, there are more robust fraud solutions now available considering collaborating with a high of!
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