This 45+ page report is rich with insights from the survey of hundreds of B2B marketers, featured case studies from B2B brands of all sizes and insights from 15 of the top B2B marketing experts and influencers about Influencer Marketing. >>. Investment ‘’65% of influencer marketing budgets will increase in 2020.’’ This is up from 39% in 2018, notes Bigcommerce.com.With big brands investing more into the influencer marketing space, it shows a growing trust in the strategy. Most businesses will balance their marketing budget across a range of media to ensure that they reach the greatest possible audience. The study also found that 57% of marketers say they plan to increase their budgets for this type of marketing in 2020. This year, it has a clear, undisputed lead. A further 11% spend $50K to $100K, 10% $100K to $500K, and 5% spend more than $500K. 46% of the respondents tap into Facebook for their campaigns, 36% YouTube, 22% Twitter, 16% LinkedIn (presumably those involved with B2B companies), and a further 15% spread across more specialist social networks. How to Start a Subscription-Based Business That Makes Money... 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. Our respondents were asked whether they had increased content output over the last two years. One of the problems the influencer marketing industry has had has been convincing people that celebrity does not equate with influence. 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. Topics explored include the increased role of sponsorship in brand-influencer relationships, key strategies both brands and influencers … 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. They have made clear guidelines and expectations. It provides a comparative study of historical data and current landscape to uncover the future performance of the market… Influencer marketing is no longer the hot young thing making a splash on the party scene. You'll gain a rich understanding of the influencer scene, with insights including: Which platforms are most influential for demographics. For this reason, many brands now use tools to help expedite the process. With much of the research and media attention focused on B2C influencer marketing, we believe the 2020 State of B2B Influencer Marketing Report to be the first ever research report dedicated to B2B. 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. All … We asked those of our respondents who engaged in influencer marketing how many influencers they had worked with over the last year. 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. Half of them stated that they had worked with 0-10 influencers. THE 2018 INFLUENCER MARKETING REPORT The Rise of Micro-Influencers & How Consumer Trust Drives Sales. In other words, there are now 10 micro-influencers for every mega-influencer, compared with 3 micro-influencers per celebrity in 2016. 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. Influencer marketing is still a highly popular and effective form of marketing. This leaves a mere 4% intending to decrease their influencer marketing budgets. One of the most significant advantages of influencer marketing over social activity using official company accounts is the ease with which you can scale the activity. Presumably, the rise reflects the recent popularity of Twitch and TikTok. The ratio of mega-influencers (with one million-plus followers) to micro-influencers (with fewer than 100,000 followers) rose from 1:3 in 2016 to 1:10 in 2019. In fact, n early 60% of marketers say they are going to increase their influencer marketing budgets in 2020. This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2016 to 2027. This (partially) comes on top of the 75% increase in content claimed by last year’s respondents. [124 Pages Report] The global influencer marketing platform market size is expected to grow from USD 5.5 billion in 2019 to USD 22.3 billion by 2024, at a Compound Annual Growth Rate (CAGR) of 32.4% during the forecast period. It’s a more mature, savvier grown-up now, with the know-how and skills to help brand’s connect in meaningful ways with any demographic they want. 31% work at marketing agencies (including those specializing in influencer marketing) and 4% are, 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. Most agree that influencer marketing attracts high-quality customers. An additional 16% indicate that they expect to keep their budgets the same as in 2019. It can be especially challenging to find suitable influencers with whom to cooperate if you aren't regular participants in the social sphere. 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%). 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. Influencer marketing in the food and drink industry [Report 2020] 29.06.2020 BRANDS ZINE analysed over 40 food and drink brands to understand how they utilise influencer marketing to grow their brand and generate sales. Astoundingly this rate of increase continued. Indeed this is the only category to increase in importance and has risen to the second spot this year. The research report on Influencer market is intended to provide a complete analysis of pivotal factors that will positively or negatively impact this business space in the forthcoming years. 380 new influencer marketing-focused platforms and agencies entered the market over the last 12 months. Here are some of the key takeaways from the report: Interested in getting the full report? Small TikTok users have 9.38% engagement, yet the superstars can only manage 5.3%. The first research study into uncovering B2B influencer marketing strategies, best practices and predictions for the future. A further 27% had worked with 10-50 influencers and 12% with 50-100 influencers. Organic influencer marketing can be challenging to execute successfully. Once they completed one campaign, they would plan, organize, and schedule another one. The report aims to offer a clear picture of the current scenario and future growth of the global Influencer market. The percentages using the other social channels are all relatively similar to last year. After a few years of robust growth in influencer marketing, you might have anticipated the movement of marketing budgets to "the next big thing." Combining the world’s leading influencer marketing resources, to give you a competitive edge Give your Brand an Edge today Invest in competitor Analysis report before spending a fortune, working with the wrong influencers. 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). Instagram remains the network of choice for influencer marketing campaigns. Clearly, many firms now realize the insatiable demand for online content nowadays,and are increasing their content marketing accordingly. 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. Forecasts the growth of brand spend on influencer marketing as influencers have become more plentiful and effective. Nowadays, however, many firms use tools (whether in-house or from third parties) to facilitate the process. But Twitter influencers with fewer than 1,000 followers have 1.4% engagement, while those with more than 100,000 followers have a mere 0.3% of their followers engaging with their tweets. On the surface, this looks like fewer firms use tools than a year ago, but it is essential to realize that the survey questions have changed concerning this. 53% of the survey respondents believed audience relationship to be the most valuable factor when considering collaborating with a particular influencer. 72% believe that the quality of customers from influencer marketing campaigns is better than other forms of marketing. While the latest year’s rate of increase may have fallen, the number of searches continues to grow. This is a drop from last year’s 86% result, although still well up from the 37% who claimed they would dedicate a budget in 2017. over a tasteless video he shared, and brands wondered whether they wanted any connection with him. 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. Brands carry out influencer marketing for a range of purposes. Back in 2015, there were just 190 influencer platforms and agencies. The general satisfaction felt by firms that have engaged in influencer marketing seems to flow through to their future planning. Tribe Dynamic's 2020 Influencer Marketing Trends report features a survey of over 60 brands and 250 influencers in order to take the pulse of the current influencer economy. We made a definite conclusion: influencers with a high number of followers have lower engagement than those with fewer followers. The report provides scrupulous analysis of global market by thoroughly reviewing several factors of the Influencer market such as vital segments, regional market condition, market dynamics, investment suitability, and key players operating in the market. Only 7% disagree with the sentiment. Those who disagree with this sentiment have a corresponding increase in numbers, 45% now, compared to 43% a year ago. As influencer marketing has matured as an industry, it has attracted support companies and apps to simplify the process for both brands and influencers. Things like Netflix, Spotify, and... Share a few contact details and we'll send a download link to your inbox, In addition to the results from our survey, we include some other relevant statistics related to influencer marketing that have come about thanks to recent research. We surveyed 4000 people from a range of backgrounds. There has been a noticeable movement from those who believe it is definitely scalable to those who think it is somewhat scalable; nevertheless, the vast majority recognize that influencer marketing is, to some extent, a scalable tactic in their marketing ecosystem. The data presented in this report was collected from over 20,000,000 YouTube videos. The social networks (in particular Instagram) have made it easier for brands and influencers to comply with the requirements. Business Insider Intelligence offers even more advertising and marketing coverage with our Digital Media Briefing. United … CreatorIQ’s data comes from tens of thousands of influencer marketing campaigns and posts piloted through their platform by their clients. CreatorIQ analyzed the social platforms that brands make use of most when running influencer campaigns. Luckily there are now plenty of tools to help detect fraudsters, and this should reduce the effects of influencer fraud. The remaining 20% (up from 19%) take a different approach, and only run campaigns whenever they launch a new product. Interestingly, the percentages are the same for both influencer fraud questions. From TopRank Marketing. 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. 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. In this report, we take a deep dive into how small, medium and large food and drink brands make influencer marketing work. Some brands prefer to use social media marketing agencies with influencer marketing experience or solely focused influencer agencies when working with micro- and nano-influencers because the agencies are more experienced at working with influencers at scale. An additional 23% plan to allocate 20-30% of their total marketing spending to influencer marketing. In full, the report: Forecasts the growth of brand spend on influencer marketing as influencers have become more plentiful and effective. However, it is an improvement on last year’s results. We estimate that there has been an increase of at least 50% each year. Although there is no set way to run an influencer campaign, monthly is still the most common frequency for our respondents. It can sometimes be exceptionally time-consuming for little reward. Although this seems low, it clearly connects with audience relationship – influencers use their audience to distribute content relating to a brand. Brands should develop a streamlined but robust network of high-quality influencers to diversify their bets. 34% (up from last year’s 30%) gave a more definitive belief that brand safety is always a concern. TikTok is no longer merely a niche social network and video sharing app. However, influencer fraud has not been wholly vanquished from brands and marketers’ minds yet. In Influencer Marketing 2019, Business Insider Intelligence gives actionable recommendations for how brands can effectively navigate this changing and expanding market to meet campaign goals, and how they can evolve their relationships with influencers. 45%  of our respondents came from the USA, 16% Europe, 12% Asia (APAC), 5% Africa, with 15% representing the ROW (Rest of World). Here are the main results from our Influencer Marketing 2020 Study, along with a selection of other relevant recent statistics we have found. Now more than 90% of all influencer campaigns include Instagram as part of the marketing mix. Businesses who understand influencer marketing gain impressive returns: up to $18 in earned media value for every dollar spent  on influencer marketing. Somewhat less popular, at 24%, is the group of respondents who engage in influencer marketing to build up a library of user-generated content. This is another statistic showing little change over the last year. We are fast approaching a … The key to a successful influencer marketing campaign is matching your brand with influencers, whose fans are similar to your preferred customers, and whose values match your own. Influencer Marketing is becoming a media channel. Brands were finding that influencers they have worked for on previous campaigns come across as more genuine. Therefore it should come as no surprise that brands are moving their influencer marketing towards micro-influencers as education about the industry improves. Download GRIN's full report on the state of influencer marketing today as we explore the real value of starting an influencer program, expected ROI, the Halo Effect and more. It has grown rapidly every year since then. This stat suggests that the influencer platforms need to do a better job at marketing their services. In many ways, this statistic is surprising. 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. Nearly four in five (79%) brands predominantly tap Instagram for influencer campaigns, compared with Facebook (46%), YouTube (36%), Twitter (24%), and LinkedIn (12%), per Influencer Marketing Hub. However, the vast majority of firms intend to include at least some influencer marketing in their mix. As social media becomes more entrenched in people's lives and takes on more functional uses beyond communication, like shopping, the role of influencers is set to only grow. Key Takeaways. Despite having more platforms and other influencer discovery tools available than before (as well as influencer agencies for those wishing to outsource the entire process), most brands still struggle to find suitable influencers. Influencer marketing is when companies partner with influencers in order to increase brand awareness or conversions among a specific target audience. The influencer marketing industry is on track to be worth up to $15 billion by 2022, up from as much as $8 billion in 2019, according to Business Insider Intelligence estimates, based on Mediakix data. Discusses how social platform shifts impact the influencer market, and how platforms are embracing (or estranging) influencers and creators. Influencer Marketing Industry is set to grow to approximately $9.7B in 2020, More than 380 new influencer marketing-focused agencies and platforms established in 2019, Average earned media value per $1 spent has increased to $5.78, 300% more micro-influencers utilized by large firms than in 2016, The majority (55%) admit to having a standalone budget for content marketing, Nearly 4/5 of our respondents intend to dedicate a budget to influencer marketing in 2020, 91% of our survey respondents believe influencer marketing to be an effective form of marketing, 65% of our respondents measure the ROI from their influencer campaigns, The most common measure of influencer marketing success is now conversions/sales, 80% of firms take their influencer marketing spending from their marketing budget, 87% of respondents use Instagram for influencer marketing, Influencer fraud is of increasing concern to respondents, More than 2/3 of respondents have experienced influencer fraud, 68% of respondents prefer their influencer marketing to be campaign-based, rather than always-on, Finding influencers is the greatest challenge for those who run campaigns in-house, 34% of our respondents consider themselves brands (or brand representatives). This is up from $5.20 in 2018, indicating that there is now a better understanding of influencer marketing, with fewer firms failing to meet their marketing objectives. Earned media is publicity gained  from promotional efforts other than paid advertising. 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. Hopefully, it will soon merely be a chapter in the history of the industry. Although only 26% claim that content type/category is the most important criterion, this percentage may be understated. 39% believe that you should gauge a campaign by the conversions/sales it drives. Back in 2015, Facebook was included in 75% of all influencer campaigns. As such, it can sometimes be difficult for marketers to explain the concepts to their managers. 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. 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. Brands of virtually every size tackle influencer marketing, therefore it should be no surprise that there is quite some variation on what firms spend on the practice. 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. At this rate, it won’t be long before this number exceeds 100,000 searches for the year. And as e-commerce and social media converge, influencers will become increasingly vital intermediaries, helping to connect brands with consumers on social media in highly resonant, authentic ways that can deliver immediate returns. You are here: The report confirmed that influencer marketing is a continuing marketing trend, with 40% of marketers saying they are running six or more influencer marketing campaigns. It provides a comparative study of historical data and current landscape to uncover the future performance of the market. It is perhaps a concern that this group is noticeably higher than last year’s  21% who lacked concern. We noted above that the most common measure of influencer marketing success is now Conversions / Sales. 68% of this year’s respondents prefer campaign-based influencer marketing compared to 31% always-on (the remaining 1% is just rounding error). CreatorIQ’s data comes from tens of thousands of influencer marketing campaigns and posts piloted through their platform by their clients. Due to the size of our survey sample, the proportions of each industry vertical represented here will likely be representative of the users of influencer marketing in general. B2B Marketers are hungry for effective marketing strategies but don’t always have the resources or confidence to implement. Brands looking to partner with influencers need to to constantly renew their perspective to ensure that they mutually maximize the value of these partnerships. Other notable areas of concern included managing the contracts/deadlines of the campaign (21%), bandwidth/time restraints (16%), and processing payment to influencers (11%). It is clear that most firms that try influencer marketing are happy with the experience, and are willing to continue with the practice. 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. 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. Tribe Dynamic's 2020 Influencer Marketing Trends report features a survey of over 60 brands and 250 influencers in order to take the pulse of the current influencer economy. We estimate that there has been an increase of at least 50% each year. 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. Know what can bring you the best results … Youtube Influencer Marketing Global Spend Report: Q3, 2020 Important Takeaways. The State of Influencer Marketing 2020 A Focus on the Fashion, Luxury and Beauty Industries. A further 13% stated that they were unsure about how their influencer marketing budgets would change. With nearly 9,000 sponsored videos, Q3 saw an uptick of over 40% more sponsored videos than Q2,... Research Methodology. 40% of our respondents claim their influencer campaign aims to increase awareness. One of the possible reasons for the increase in concern about influencer fraud is that more firms have now experienced such fraud. The remaining 31% grouped as Other, covers every other vertical imaginable. 70% of those surveyed focus on the B2C sector, with the remaining 30% running campaigns for firms in the B2B area. Influencer Marketing has gained huge momentum in 2020 and shows no signs of slowing down. Indeed 68% claim to have experienced influencer fraud, up from 63% last year. This is the first significant change that we have noticed in this year’s survey. However, both these platforms arrested their falls in 2019, with support leveling at about 45% for Twitter and 20% for YouTube. Twitter has overall lower levels of engagement – people make so many tweets that go unanswered. A further 30% (up from 28%) run quarterly campaigns, and 15% (up from 14%) prefer to organize campaigns on an annual basis. Smaller influencers have better levels of engagement than their larger counterparts. The most popular vertical represented is Fashion & Beauty (24% of respondents), followed by Travel & Lifestyle (13%), Health & Fitness (12%), Gaming (7%), Sports (5%), and Family, Parenting & Home (5%). 36% place more emphasis on Sales. Sign up for Chart of the Day. Although the media may at times run reports from naysayers criticizing the industry, those who actively participate can clearly see the effectiveness of influencer marketing. Other traditional platforms to lose favor between 2015 and 2018 were Twitter and YouTube. Brands that opt to work with mega-influencers and celebrities typically spend more than brands that work alongside micro- or nano-influencers. Here's how to get access: Get a daily newsletter packed with stats about trends affecting your industry. While many people follow mega-influencers and celebrities, they often do so,  simply because they recognize the name, rather than for any great interest in the topic of the posts. CreatorIQ data emphasizes the shift in focus from brands using mega-influencers to micro-influencers. Back in 2016 (the distant days of influencer marketing), we figured the industry to be worth $1.7 billion. Of those who operate discrete influencer campaigns, 33% (down from 39%) prefer to run them on a monthly basis. 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). If you want to create a bigger campaign, all you need to do is to work with more influencers with larger followings – as long as they remain relevant to your niche. Click here to download the complete report. However, influencers still have a long way to go to meet the requirements. For example, Logan Paul. 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. 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. 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. 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. Our 6th annual report which explores the current state of influencer marketing from the perspectives of brands, agencies and influencers. A headline-making issue over the last couple of years has been influencers acting in a way deemed inappropriate by the brands they represent. Google Searches for Influencer Marketing grew 1500% over 3 Years. Some people believe you can automate virtually the whole process from influencer selection through to influencer payment. 9% of respondents are clear advocates for influencer marketing, intending to spend more than 40% of their marketing budget on influencer campaigns. 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. Influencer marketing is set to become an $8 billion dollar industry in 2020 — so it’s the perfect time to release The State of Instagram Influencer Marketing Report!. , who provide an influencer marketing software cloud for enterprise brands, agencies, and publishers. DOWNLOAD THE REPORT Be exceptionally time-consuming for little reward therefore it should come as no surprise that brands were discovering advantages. >, Purchase & download the full report Benchmark report that 65 % of our respondents were whether. They saw as the greatest possible audience Management software than 1,000 influencers were unsure about how their influencer marketing software. Of $ 22,151 per influencer annually on an average of $ 22,151 influencer... 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