Many of these come courtesy of our partner. 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. Conversely, Facebook has noticeably lost favor over that period. Our respondents were asked whether they had increased content output over the last two years. Time will tell whether the nature of brand-influencer relationships changes in any significant way. Instagram remains the network of choice for influencer marketing campaigns. As one of the fastest-growing industries in the world, the global eSports market is expected to reach $1.79 billion value by 2022. As a great way to boost the existing campaigns, influencer events are expected to gain increased popularity in 2020. Any brand with a youth-focus should build some form of TikTok presence, possibly working with the fashionable youngsters who broadcast on the app. 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. However, influencer fraud has not been wholly vanquished from brands and marketers’ minds yet. 40% of our respondents claim their influencer campaign aims to increase awareness. 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. Some people believe you can automate virtually the whole process from influencer selection through to influencer payment. Incredibly, a further 3% had worked with more than 1,000 influencers. The remaining 31% grouped as Other, covers every other vertical imaginable. Most businesses will balance their marketing budget across a range of media to ensure that they reach the greatest possible audience. By asking to share their own experiences or adding a Call to Action, influencers can easily interact with their followers which guarantees engagement. In 2018, Facebook was used in less than half of the influencer campaigns, and its support dropped even further in 2019, to approximately 40%. 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. Global Influencer Marketing Software Market Research Report 2020-2027 carries in-depth case studies on the various countries which are involved in the Influencer Marketing Software market. The video content is becoming more and more important in the influencer marketing campaigns because the consumers want to be engaged with the content. It has grown rapidly every year since then. Video is the holy grail of content marketing. 36% place more emphasis on Sales. Copyright © 2016-2020 Mentionlytics. Hopefully, it will soon merely be a chapter in the history of the industry. 45% of our respondents came from the USA, 16% Europe, 12% Asia (APAC), 5% Africa, with 15% representing the ROW (Rest of World). To maximize the ROI of their influencer marketing campaigns, they will have to leverage the newest social media platforms, technologies, and preferred content types. The remaining 16% believe that it is not really a concern. In many ways, this statistic is surprising. This is further proof that influencer marketing remains successful and shows no sign of slowing down. 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. It has grown rapidly every year since then. Indeed they are more concerned this year than last, with 68% of our survey respondents expressing their concern, up from 64%. Here are the main results from our Influencer Marketing 2020 Study, along with a selection of other relevant recent statistics we have found. We made a definite conclusion: influencers with a high number of followers have lower engagement than those with fewer followers. When used correctly, this powerful technology helps to identify influencers with better engagement, less fake followers, and who can bring a higher chance of positive ROI. This reduction could simply be a result of a change in the mix of respondents to our survey. 31% work at marketing agencies (including those specializing in influencer marketing) and 4% are PR agencies. It is extremely popular and has real staying power with the young. According to the estimates, it will reach a $15 billion worth by the end of 2022. Presumably, the rise reflects the recent popularity of Twitch and TikTok. It has grown rapidly every year since then. 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. 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). Organic influencer marketing can be challenging to execute successfully. 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). All Rights Reserved. We did not ask a separate question about using third-party-developed tools, so these results are not strictly comparable. We asked those of our respondents who engaged in influencer marketing how many influencers they had worked with over the last year. His interests include Cloud Computing, Web Applications and Internet of Things. It particularly refers to the female gamers, who are expected to gain even more significant influence in the following years. 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. Last year, 58% admitted using tools developed in-house to execute their influencer marketing campaigns. Brands were finding that influencers they have worked for on previous campaigns come across as more genuine. 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. This increasingly popular type of campaign includes inviting influencers to exclusive gatherings, or mainstream events to promote products and services. 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. We tend to focus more on Facebook in our Influencer Marketing coverage (and considerably more on YouTube than its support would suggest). Half of them stated that they had worked with 0-10 influencers. We surveyed 4000 people from a range of backgrounds. Smaller influencers have better levels of engagement than their larger counterparts. Trust and authenticity between the influencers and their followers represent the base of influencer marketing. 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. If you continue to use this site we will assume that you are happy with it. 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. 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. Seeing this data is possible by performing simple search on Google or Social Media, but it's really hard to make sense of it, by looking it sparingly in this way. One of the best ways that we can see the growth of influencer marketing over the last few years is to compare the estimated market size of the industry each year. 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. It is something nano-influencers can easily achieve because they have a close relationship with their audience. A headline-making issue over the last couple of years has been influencers acting in a way deemed inappropriate by the brands they represent. A contentious issue in influencer marketing is the amount of automation you can successfully use. A further 27% had worked with 10-50 influencers and 12% with 50-100 influencers. 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. A big topic in the news in recent times has been a concern about influencer fraud. Once they completed one campaign, they would plan, organize, and schedule another one. Last year we reported a trend towards brands cultivating more long-term relationships with influencers. Influencer Marketing Hub » Influencer Marketing » The State of Influencer Marketing 2020: Benchmark Report. 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 … 53% of the survey respondents believed audience relationship to be the most valuable factor when considering collaborating with a particular influencer. This is the first significant change that we have noticed in this year’s survey. 68% of this year’s respondents prefer campaign-based influencer marketing compared to 31% always-on (the remaining 1% is just rounding error). While the latest year’s rate of increase may have fallen, the number of searches continues to grow. As one of the most important influencer marketing trends in 2020, Artificial Intelligence will help to create more relevant and valuable content for the target audience. 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. 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. This leaves a mere 4% intending to decrease their influencer marketing budgets. In fact, n early 60% of marketers say they are going to increase their influencer marketing budgets in 2020. The most common influencer budget is $1,000 – $10,000/year, followed by $100,000 – $500,000/year. This is almost identical to last year’s result. 9% of respondents are clear advocates for influencer marketing, intending to spend more than 40% of their marketing budget on influencer campaigns. 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. The influencer marketing industry is on the rise, with no signs of stopping soon. The second most important factor is content production on 27% (down from last year’s 31%). 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%). As influencer marketing has matured as an industry, it has attracted support companies and apps to simplify the process for both brands and influencers. We estimate that there has been an increase of at least 50% each year. Brands traditionally thought in terms of influencer marketing campaigns. If not, you can do it instantly with Mentionlytics. We noted above that the most common measure of influencer marketing success is now Conversions / Sales. 70% of those surveyed focus on the B2C sector, with the remaining 30% running campaigns for firms in the B2B area. Clearly, many firms now realize the insatiable demand for online content nowadays,and are increasing their content marketing accordingly. 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. 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. Lil Miquela is the best example of a CGI influencer with names like Prada, UGG, and Diesel in her portfolio. 66% of those respondents who budget for influencer marketing intend to increase their influencer marketing budget over the next 12 months. Nowadays, however, many firms use tools (whether in-house or from third parties) to facilitate the process. 79% of our respondents indicated that they would be dedicating a budget to influencer marketing in 2020. 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