The new influencer marketing trends in 2020 will shape the activities and marketing plans of many brands and companies. 45%  of our respondents came from the USA, 16% Europe, 12% Asia (APAC), 5% Africa, with 15% representing the ROW (Rest of World). Twitter has overall lower levels of engagement – people make so many tweets that go unanswered. 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. Pinterest usage has fluctuated  over the years, but it is currently used in approximately 10% of influencer marketing campaigns, one of its highest figures over the period. At that stage, while 65% of influencer marketing relationships were campaign-based, 35% were “always on,” suggesting that those influencers were in long-term relationships. It particularly refers to the female gamers, who are expected to gain even more significant influence in the following years. More personal, long-form captions, as effective personal mini-blogs, are a proven way to build a stronger connection with social media followers. Once they completed one campaign, they would plan, organize, and schedule another one. This shows a slight increase in the proportion of those engaged in B2C marketing (and a corresponding decrease in B2B) compared to last year, although the difference is insignificant. A further 11% spend $50K to $100K, 10% $100K to $500K, and 5% spend more than $500K. 68% of this year’s respondents prefer campaign-based influencer marketing compared to 31% always-on (the remaining 1% is just rounding error). Others value the personal touch and think influencer marketing is a hands-on process. CreatorIQ’s data comes from tens of thousands of influencer marketing campaigns and posts piloted through their platform by their clients. This statistic has hovered around the same level in each of our surveys. This means that the growth in influencer marketing over the current year, 2019 to 2020, … The gaming fans represent one-third of the overall YouTube audience, which explains how some of the top female gaming YouTubers managed to build bases with more than 20 million subscribers. This year 77% favor the measure, as against 22% who don’t. Although there is no set way to run an influencer campaign, monthly is still the most common frequency for our respondents. 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). 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. The most common influencer budget is $1,000 – $10,000/year, followed by $100,000 – $500,000/year. The remaining 29% represent a wide range of occupations and sectors. They have made clear guidelines and expectations. The world’s leading live streaming platform for gamers has already drawn the attention of several non-gaming brands. 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. 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. One thing is very clear from these results. If not, you can do it instantly with Mentionlytics. The ‘ Influencer Marketing 2020’ report, published by Influencer Intelligence in association with Econsultancy, found that for approximately 6 in 10 of the digital … 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. A further 30% (up from 28%) run quarterly campaigns, and 15% (up from 14%) prefer to organize campaigns on an annual basis. We asked those survey respondents who ran campaigns in-house what they saw as the greatest challenges they faced. Authenticity Is Attractive. They know most of their followers, which makes them more authentic, and results with a high level of trust. Despite having more platforms and other influencer discovery tools available than before (as well as, A headline-making issue over the last couple of years has been influencers acting in a way deemed inappropriate by the brands they represent. Although the change isn't substantial, more firms appear to be running their influencer campaigns in-house than in the past. CreatorIQ data emphasizes the shift in focus from brands using mega-influencers to micro-influencers. 39% found it most difficult to find influencers to participate in their campaigns. While the latest year’s rate of increase may have fallen, the number of searches continues to grow. 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. My guess is that 2020 will be the year of the nano — … But despite the new trends on the market, the essential value in running a successful influencer marketing campaign will remain the same. This percentage has fallen quite noticeably as an objective, from last year’s 31%. Numbers nearly doubled from 320 in 2017 to 600 in 2018, and have continued to rise (albeit at a slower rate) to 660 in 2019. 31% work at marketing agencies (including those specializing in influencer marketing) and 4% are PR agencies. However, both these platforms arrested their falls in 2019, with support leveling at about 45% for Twitter and 20% for YouTube. Influencer Marketing Platform Reviews, Tools, Templates & Case Studies 19% of marketers will spend $1,000 – $10,000 per year on influencer marketing in … The influencer marketing industry is on the rise, with no signs of stopping soon. Businesses who understand influencer marketing gain impressive returns: up to $18 in earned media value for every dollar spent  on influencer marketing. 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. 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. Brands carry out influencer marketing for a range of purposes. For example, Logan Paul caused an internet storm over a tasteless video he shared, and brands wondered whether they wanted any connection with him. The Rising Popularity of Gaming Influencers. Any brand with a youth-focus should build some form of TikTok presence, possibly working with the fashionable youngsters who broadcast on the app. While the latest year’s rate of increase may have fallen, the number of searches continues to grow. 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 … Back in 2015, Facebook was included in 75% of all influencer campaigns. There has been much more publicity regarding influencer fraud of late, and there are more robust fraud solutions  now available. Although authenticity is the essential social media marketing value, one of the leading new influencer marketing trends in 2020 involves influencers that aren’t even human. Therefore it should come as no surprise that brands are moving their influencer marketing towards micro-influencers as education about the industry improves. In some ways, this is something of a backstep from last year's results. As one of the important influencer marketing trends in 2020, this inventive method will become more interesting, mostly to big brands. Somewhat less popular, at 24%, is the group of respondents who engage in influencer marketing to build up a library of user-generated content. The remaining 20% (up from 19%) take a different approach, and only run campaigns whenever they launch a new product. Just head to It hasn’t kept that position every month since launch; however, it has always performed well. However, influencer fraud has not been wholly vanquished from brands and marketers’ minds yet. 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. As such, it can sometimes be difficult for marketers to explain the concepts to their managers. over a tasteless video he shared, and brands wondered whether they wanted any connection with him. The remaining 16% believe that it is not really a concern. In many ways, this statistic is surprising. Copyright © 2016-2020 Mentionlytics. That is not yet the main objective for running influencer campaigns, but it is growing in importance. It can sometimes be exceptionally time-consuming for little reward. The general satisfaction felt by firms that have engaged in influencer marketing seems to flow through to their future planning. 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. It is extremely popular and has real staying power with the young. A further 27% had worked with 10-50 influencers and 12% with 50-100 influencers. Consequently, the gaming influencers are becoming more and more popular. Interestingly, the percentages are the same for both influencer fraud questions. 22% of the surveyees were from companies which has 10-50 employees, 14% 50-100, 13% 100-1,000, and 10% coming from large enterprises with more than 1,000 employees. Indeed it ranked as the topmost downloaded non-gaming app in Apple iOS App Store for Q1 2019, with more than 33 million downloads. Most agree that influencer marketing attracts high-quality customers. 380 new influencer marketing-focused platforms and agencies entered the market over the last 12 months. We have regularly seen that businesses have a variety of objectives when they create influencer marketing campaigns. It is perhaps a concern that this group is noticeably higher than last year’s  21% who lacked concern. Get exclusive insights about your brand with our. Our respondents were asked whether they had increased content output over the last two years. While the criteria by which our survey respondents evaluate influencers, does not precisely match their differing goals, there is some clear correlation. Although they require a lot of planning and bring sizeable cost, these exclusive, invite-only events can add a lot of value to a brand. 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. 79% of our respondents indicated that they would be dedicating a budget to influencer marketing in 2020. Small TikTok users have 9.38% engagement, yet the superstars can only manage 5.3%. The reason for that is because this new, futuristic type of influencers is desirable to a young, tech-focused audience familiar with technologies like virtual and augmented reality. As a great way to boost the existing campaigns, influencer events are expected to gain increased popularity in 2020. Video is the holy grail of content marketing. It is hard to believe that businesses would have gone backward in their influencer marketing practices. 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). 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. In the past, firms found influencer marketing to be challenging because they lacked the tools to facilitate the process – organic influencer marketing can be very hit-and-miss, making it frustrating for brands trying to meet their goals. 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. 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. CreatorIQ also compared average engagement rate benchmarks across four key channel sizes on Instagram, YouTube, Facebook, and Twitter. 23% stated that it was very difficult, and 62% suggested that they had medium difficulty. We use cookies to ensure that we give you the best experience on our website. Some customers are more lucrative for a business than others – they buy high-margin products and add-ons. However, influencers still have a long way to go to meet the requirements. 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. According to the estimates. Of those who operate discrete influencer campaigns, 33% (down from 39%) prefer to run them on a monthly basis. 43% of the brands surveyed said they spend less than $10K annually on influencer marketing, with 29% spending between $10K and $50K. In 2019, searches for the phrase “influencer marketing” rose to 70,000. This kind of collaboration is great for testing influencer marketing ideas before making significant investments. 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. 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. 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. 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. Reflective and motivational long-form captions, as a part of a narrative, play an important role in developing the influencer’s image. 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 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. Most businesses will balance their marketing budget across a range of media to ensure that they reach the greatest possible audience. How Influencer Marketing Will Change in 2020 Innovative industries are continuously changing; influencer marketing is no different. There is an apparent movement towards quarterly campaigns, however. 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. Luckily there are now plenty of tools to help detect fraudsters, and this should reduce the effects of influencer fraud. We also want to highlight a few other influencer marketing statistics that have come to light, assembled in coordination with CreatorIQ. 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. Although only 26% claim that content type/category is the most important criterion, this percentage may be understated. Lil Miquela is the best example of a CGI influencer with names like Prada, UGG, and Diesel in her portfolio. One of the reasons is because they have an incredible impact on the lucrative Millennial and Gen Z audience. https://www.mentionlytics.com/free-brand-monitoring/ and enter your brand's name to get started for free. Even average firms achieve dramatic results, with an average earned media value of $5.78 per dollar they spent on influencer marketing in 2019. At the same time, this form of caption increases the influencer`s credibility, which is essential in delivering authentic content to the audience. Earned media value is a monetary representation of this publicity. 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. While Instagram has continually led the pack during the years surveyed (2015 onwards), its usage has continued to rise each year. Social media influencers are … 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. Clearly, many firms now realize the insatiable demand for online content nowadays,and are increasing their content marketing accordingly. This increasingly popular type of campaign includes inviting influencers to exclusive gatherings, or mainstream events to promote products and services. 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. The third popular reason favored by 19% of our respondents (down from 23%) found for working with influencers is distribution. Maybe this is one of the reasons for the increase in the use of third party influencer tools and platforms. 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. Influencers and marketers alike are finding new ways … The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. 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. Many of these come courtesy of our partner. Influencer Marketing 2020. As recently as 2018, 76% of marketers in a Linqia study claimed that the most significant influencer marketing challenge that year would be determining their campaign ROI. The nano influencers are the right choice for every small business with a limited marketing budget or a start-up. 66% of those respondents who budget for influencer marketing intend to increase their influencer marketing budget over the next 12 months. 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. This type of influencers presents everyday consumers with the influence in the local community. At this rate, it won’t be long before this number exceeds 100,000 searches for the year. In other words, there are now 10 micro-influencers for every mega-influencer, compared with 3 micro-influencers per celebrity in 2016. To maximize the ROI of their influencer marketing campaigns, they will have to leverage the newest social media platforms, technologies, and preferred content types. 39% believe that you should gauge a campaign by the conversions/sales it drives. Influencer Size: Going Smaller For Big Results. As influencer marketing has matured as an industry, it has attracted support companies and apps to simplify the process for both brands and influencers. Our survey respondents are generally positive about the value of influencer marketing overall. There are still many potential customers out there who require assistance at discovering and then reaching out to potential influencers. 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. By thinking of overall marketing budgets, pulling a truly diverse set … 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. 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. Many of these come courtesy of our partner CreatorIQ, who provide an influencer marketing software cloud for enterprise brands, agencies, and publishers. By asking to share their own experiences or adding a Call to Action, influencers can easily interact with their followers which guarantees engagement. 80% of the respondents in our survey take their influencer marketing spending from the budget of their Marketing Department. Hopefully, it will soon merely be a chapter in the history of the industry. Artificial Intelligence (AI) will have a significant impact on the influencer marketing industry in 2020. Other notable areas of concern included managing the contracts/deadlines of the campaign (21%), bandwidth/time restraints (16%), and processing payment to influencers (11%). 70% of those surveyed focus on the B2C sector, with the remaining 30% running campaigns for firms in the B2B area. It has grown rapidly every year since then. This is further proof that influencer marketing remains successful and shows no sign of slowing down. Now more than 90% of all influencer campaigns include Instagram as part of the marketing mix. According to the estimates, it will reach a $15 billion worth by the end of 2022. This is the first significant change that we have noticed in this year’s survey. According to recent research, almost two-thirds of marketers are planning to benefit from the wave of influencer marketing by spending more in 2020. 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