Influencer marketing, which involves a collaboration between brands and influencers, is a powerful approach that can help companies grow. It’s a marketing strategy that has been successfully used by thousands of businesses and brands and has experienced continued growth over the past decade.
Influencers are individuals with specific niches and have a significant online following. As they are viewed by their followers as trustworthy experts in their field, they can effectively impact their audience’s purchasing decisions. Their recommendations or endorsements can help brands expand their reach and generate leads.
This year, despite the impact of Covid 19 upon the world, the influencer marketing industry is still as popular as ever with brands and marketers, and it’s expected to grow even more. It has become an integral part of marketing plans, and there have been numerous studies on its effectiveness.
Here are 100 interesting facts, quotes, and statistics related to influencer marketing.
Influencer Marketing Statistics for 2022
1. Influencer Marketing Industry to Reach $16.4B in 2022
There’s no denying that influencer marketing is lucrative. The market grew from $1.7 billion in 2016 to $9.7 billion in 2020. In 2021, it soared to $13.8 billion, indicating a steady growth. This year, the market is projected to expand to a whopping $16.4 billion industry.
This growth is attributed to the increasing popularity of short video formats on platforms like TikTok, Facebook, and YouTube, the effect of the global pandemic on consumers, which catalyzed social media consumption, and the optimization of data collection, which marketers used for social media ads.
2. The Number of Influencer Marketing Related Services/Companies Grew by 26% in 2021
As the influencer marketing industry has grown, so has the number of companies and service providers that support the industry. Influencer marketing related companies grew by 26% in 2021 to 18,900 worldwide.
3. Instagram is the Preferred Social Media Channel for Brands Who Engage in Influencer Marketing
Although Instagram saw a slight decrease in use in 2020, its popularity increased in 2021, with the majority of brands choosing Instagram as their preferred channel for their influencer marketing campaigns, despite it having less monthly active users (1.3 billion) than Facebook, which is one of the most popular channels with (2.89 billion) monthly active users.
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4. Video Ads are One of the Top performing Ad Formats on Facebook.
Compared to images, video ads drive more engagement on Facebook. They trigger more ad clicks and conversions because they encourage users to stop and pay attention to the content, compared to images, which can be passively viewed or quickly digested. Click-through rates are higher for video ads, particularly vertical video and mobile video formats.
5. Instagram is Still a Viable Avenue for Users to Find New Products and Services.
With 79% of marketers considering Instagram as an integral part of their campaigns, it’s no wonder that even in 2022, it’s still a worthwhile source of leads. This versatile platform already has a wide global reach, and 83% of its users turn to it to find something new. After seeing posts with product information on the platform, 87% took a specific action, like following a brand, visiting its retail store, or making a purchase.
6. Zara was the Most Mentioned Brand on Instagram in 2021.
With a whopping reach of over 2 billion people and over 300,00 mentions, Zara was the most mentioned brand on Instagram in 2021, beating even Instagram itself.
7. Netflix was the Most Mentioned Brand on TikTok in 2021
Netflix was the most followed brand on TikTok with over 10,000 mentions. So if TikTokers were not making their own videos about what they’d streamed, they were watching Netflix - who said watching TV was dead?
8. Steam was the Most Mentioned Brand on YouTube in 2021
As you would likely expect from YouTube, the channels with the most mentions or views relate to gaming or shopping. Unsurprisingly, Steam ranked highest with over 76,000 mentions and over 1.1 billion views.
9. In 2022, Brands are Expected to Increase Their Budgets for Influencer Marketing.
Given that more marketers are seeing the value that working with influencers brings, you can expect more brands to engage in influencer marketing or increase the budget allotted for it.
10. More Brands are Opting to Run Influencer Campaigns In-House
To better protect their reputation and ensure campaign effectiveness, more brands are starting to create and implement their campaigns in-house instead of relying on agencies. They’re wary of fake influencers and the likelihood of middlemen falling for such influencers.
11. A Majority of Marketers Have Opted to Use Influencer Marketing
Once considered as something that’s just nice to have, influencer marketing is fast becoming an essential component in a brand’s marketing arsenal. 93% of marketers have used influencer marketing in their campaigns, and it’s now considered as a key advertising strategy.
12. Micro-Influencers are Poised to Make a Big Impact in 2022
In 2022, micro-influencers are expected to play a bigger role. While they may have fewer followers compared to mega and macro-influencers, their audiences tend to be more engaged and are more likely to take action.
Experts predict that smaller industries will opt to work with micro-influencers. They exude authenticity, relatability, and credibility, which today’s audiences value.
The market share of micro-influencers continues to grow. From an 89% share in 2020, it grew to 91% in 2021.
13. More Brands Will Leverage Micro-Influencers in Their Campaigns
Micro-influencers can help minimize a campaign’s advertising cost per action while still widening a brand’s reach. While their follower base may not be as big as that of celebrity influencers, they can generate more impact per impression made. It’s expected that micro-influencer marketing will grow faster compared to traditional influencer marketing.
Furthermore, working with nano- and micro-influencers is relatively more affordable. These influencers tend to charge less compared to their more famous counterparts. Someone with 1,000 to 10,000 followers can charge up to $100 per post, while mega-influencers with over a million followers are likely to charge between $1,000 and $2,000 for every post.
14. Expect to See the Fall of Influencer Marketing Silos.
Doing away with traditional marketing silos can help you gain a more in-depth understanding of influencer marketing and map a more comprehensive buyer’s journey.
15. Cross-Channel Campaigns are on the Rise in 2022.
In 2014, each person had approximately 4.8 social media accounts. In 2020, there were 8.4 accounts per person. As social platforms and usage continue to increase, it’s imperative for brands to embrace a cross-channel approach when it comes to implementing their marketing campaigns.
While some platforms share similarities, they’re not necessarily the same. For example, TikTok content speaks to a different audience—users who most likely want to start or ride on trends, while Instagram Stories is more appealing to those who prefer interactive content.
For brands to stay relevant, they should be able to generate content that’s tailored for each type of social media platform. They should work with influencers who specialize in each channel and who are capable of engaging their target audience within these digital spaces.
16. Tech Developments will Play a Big Role in Influencer Marketing.
With the surge of technological innovations, traditional methods of influencer marketing will likely be affected by the advent of artificial intelligence.
Brands are adopting AI and machine learning, and they need to integrate this into how they approach influencer marketing. They can leverage tech to identify new trends and strengthen collaborations with influencers. They can also use it to derive meaning and context from conversations with consumers.
17. The Lifestyle Industry has the Greatest Distribution of Instagram Influencers.
This is followed by beauty, music, photography and family. Meanwhile, the categories with the least number of influencers are modeling, cinema & actors, fitness and gym.
18. A New Breed of Influencers is on the Rise
While standard influencer categories like beauty and lifestyle influencers are still very much prevalent, new influencer categories like financial influencers (finfluencers), skincare influencers (skinfluencers), and pet influencers (petfluencers) are emerging.
Moreover, boundaries are being blurred, as influencers begin to venture into other categories outside their original niche. For instance, beauty influencers have also covered other areas of interest, like travel, food, and fitness.
19. Social Commerce Will Reach $958B in Sales for 2022 and is one of the Key Trends That Will Shape Influencer Marketing in 2022.
Nowadays, social commerce isn’t just restricted to ads. Different social media platforms are now providing new sales avenues to brands. Users can now make a purchase without leaving an app, for example, making the buyer journey more convenient. Global sales through social commerce platforms are estimated to reach $958 billion in 2022.
Social commerce has really taken off in China where in just one day in October 2021, two Chinese live streamers Li Jiaqi and Viya, sold $3 billion worth of goods - almost three times Amazon’s daily sales. As 2022 progresses, expect to see platforms to offer new ways to generate more first-party sales.
20. Influencer-Generated Content Performs Better Compared to Branded Posts.
Consumers prefer influencer-generated over brand-produced content. 60% of marketers shared that influencer-generated content performs better and drives more engagement compared to branded posts.
21. Marketers Will Increase Their Spending on Influencers by 2023.
By next year, influencer marketing expenditure is projected to reach $4.6 billion in the US alone. In 2022, spending is expected to grow to $4.14 billion, compared to 2021’s $3.69 billion.
22. Transparency is One of the Factors that Affect Consumers’ Perception of Influencers they Follow.
Consumers want influencers to be more transparent about what they’re marketing, and the number of followers they have doesn’t necessarily equate to their trustworthiness.
20% of consumers are actually ready to stop following an influencer should they fail to be up-front about advertising or sponsorships.
23. Consumers are More Likely to Follow Influencers Who Look Like “Everyday People”.
Contrary to popular belief, a majority of consumers prefer following influencers who look and act like us, instead of celebrities.
24. Brand Ambassadorships Will Dominate the Influencer Marketing Sphere.
Brand ambassadorships begin to take center stage in 2022. More companies are embracing an always-on approach when it comes to influencer marketing, which helps establish a brand’s consistent presence on different social media platforms.
By establishing a strong, long-term relationship with influencers, marketers can turn these opinion leaders into true brand advocates. They can work with individuals who know their brand and their audience well.
25. Personalization Will Change the Face of Influencer Marketing Campaigns in 2022.
Personalization is crucial in implementing successful influencer campaigns. Influencers should be able to engage their audiences on a more human level or through a down-to-earth approach. Consumers are more likely to respond to people they find relatable.
To ensure success, it’s also important for marketers to work with influencers who are aligned with their brand’s values and personality.
26. Diversity, Equality, and Inclusion will Become the New standard of Influencer Campaigns.
Diversity, equality, and inclusion aren’t just buzzwords in 2022. They’re becoming industry standards. Both consumers and influencers are working toward creating more inclusive spaces and narratives.
Many influencers are now open about gender or racial inequalities on popular social media platforms like Instagram. In a recent study, it was found that Black influencers make 35% less compared to White content creators. Moreover, according to the study, the racial pay gap between BIPOC (Black, Indigenous, and People of Color) influencers and their white counterparts is 29%.
27. Live Shopping Experiences will Influence the Social Commerce Industry.
More than just being a passing trend, it looks like live shopping will play a major role in social commerce. Many social media platforms are adopting live shopping as a part of their features. Expect to see influencers engaging in live streaming events.
Furthermore, live experiences aren’t just for shopping. They can also be used to create more interactive content that can engage audiences in real time.
28. User Experience is a Key Factor that will Change How Influencer Marketing Campaigns are Run.
Social media platforms are constantly improving user experience (UX). For example, Instagram introduced an audio feature that lets creators find and save songs they want to use in their future content. It has also recently added a map search feature, which doubles as a directory, allowing users to look up businesses and find more information about them.
29. More Brands will Incorporate AR Technology into Their Influencer Marketing Campaigns.
Augmented reality (AR) is a game-changer. It’s being used in various industries for applications like games, navigation, and learning and development. Many businesses in the B2B and B2C sphere are also already seeing the value that AR brings.
For example, in the retail industry, augmented reality is applied as filters that allow users to virtually try on clothes or makeup.
Expect brands and their collaborators to find ways to leverage these innovations in their campaigns. The growing popularity of AR is seen as an opportunity for brands and influencers to step up their game.
30. More Influencer Collaborations will Crop Up.
Collaborations aren’t just restricted to brands and influencers. Apps are finding ways to enable influencers to reach out to their followers across multiple accounts. With recent app developments, users can now collaborate with their favorite influencers.
For example, Instagram now allows users to co-author posts and even add their photos to another user’s Stories.
31. A Significant Number of People will Identify Themselves as Content Creators.
It’s estimated that one billion individuals will self-identify as content creators. As the creator economy grows and as the influencer marketing industry continues to change, experts anticipate the democratization of content creation.
Social media platforms like TikTok and Instagram are already making it easier for users to become content creators. These platforms are easy to use, widely accessible, and have features that essentially simplify the process of content production.
32. Brands are Expected to Leverage Online and Offline Campaigns.
Brands and influencers can extend their campaigns offline. For example, brands can collaborate with micro-influencers and ask them to visit their retail locations and ramp up visitor engagement. The offline attention can not only bring foot traffic but also generate online attention for brands.
33. Influencers in the US Receive the Most Deals, Followed by Those in Canada, the UK, and Australia.
The US boasts a large number of influencers, which is attributed to the size of its consumer market. In North America, cities that have the most influencers include Los Angeles, New York, Atlanta, Miami, and Chicago.
34. Brands Spend More Than $100 per Influencer-Generated content.
On average, brands spend around $174 for each piece of content that an influencer generates. With influencer marketing expenditure projected to rise in the coming years, you can also expect this average spending price to grow.
35. A Majority of Brands (59%) have a Standalone Budget for Content Marketing, and 75% of them Intend to Dedicate a Significant Budget to Influencer Marketing in 2022.
Since our 2020 survey, the percentage of brands that have a separate budget for content marketing has increased by 4% to 59%. Given how HubSpot reports that 70% of brands use content marketing, this number seems a bit low, though it's possible that the difference just means that some brands don't separate their marketing budget into different types of marketing.
36. 90% of our Survey Respondents Believe Influencer Marketing to be an Effective Form of Marketing.
Most brands that try influencer marketing seem to be happy with the outcomes. A staggering 90% of respondents to our influencer marketing survey indicated that they believe influencer marketing to be effective. This statistic has stayed pretty consistent over the years.
37. 56% of Brands Use the Same Influencers Across Different Campaigns.
A majority of brands prefer to develop long-term relationships with influencers rather than finding another influencer every time they run a campaign. Larger brands will probably have a roster of influencers that they work with depending on the target market or products they're trying to promote, but this still doesn't change the fact that relationships are important in influencer marketing.
38. As Many Brands Now Pay Influencers as Give them Free Product Samples .
There has been an increase in the number of brands paying money to influencers. 34.5% now pay influencers in money, with an equal amount (34.5%) paying influencers with product samples. In addition, 25% of brands gave influencers discounts on products and a much smaller percentage (5.9%) prefer giveaways as a payment method.
39. 70% of Marketers Measure the ROI from their Influencer Campaigns.
Unexpectedly, 30% of firms don't measure their influencer marketing ROI. Of course, this means that two-thirds of them (70%) do. Measuring the ROI from your influencer marketing campaigns is just as important as it is for any other type of marketing campaign. If you're an influencer, make sure brands are measuring the ROI from your efforts so you can be sure to get the compensation you deserve.
40. 42.3%% of Brands View Influencer Marketing Success Based on Conversions and Sales.
Brands are focusing more and more on using influencer marketing to generate real results that positively impact their bottom line. That's why 42.3%% of brands believe that conversions and sales are the most important metrics of influencer marketing campaign success. Other brands measure success based on engagement or clicks (32.5%) and views, reach, impressions (29%).
41. 82% of Firms Take their Influencer Marketing Spending from their Marketing Budget.
A majority of brands pay for influencer marketing from their marketing budgets, up just slightly from 2020. The remaining brands use public relations budgets to pay for influencer marketing, an indication that they're using influencers for brand awareness rather than to increase sales.
42. 4 out of 5 Brands Use Instagram for Influencer Marketing.
Instagram is the network of choice for influencer marketing campaigns, with 79% of brands considering it the most important platform for them. This is an increase from 68% in 2020.
43. Brands Still Use Other Social Media Platforms for Influencer Marketing.
While Instagram is still the favorite, brands are still consistently using other social media platforms for influencer marketing.
Facebook use has increased 7% to 50%. TikTok remained relatively steady increasing to 46% from 45% and YouTube also saw an increase to 44%, up from 36% in 2020.
44. 67% of Brands are Concerned About Influencer Fraud.
We've all heard the horror stories of influencer fraud. Fortunately, there are tons of tools that can help detect fraudulent influencer activity and reduce the effects of influencer fraud.
45. 70% of Respondents Prefer their Influencer Marketing to be Campaign-Based Rather than Always-On.
While brands prefer to build long-term relationships with influencers, they still think of influencer marketing in terms of campaigns instead of an ongoing thing. This means that once a campaign is completed, a new one will be planned, organized, and scheduled.
46. 28.1%% of Brands that run Campaigns In-House ay that Measuring ROI and Campaign Results is the Most Significant Challenge for them.
This percentage is up from 23.5% last year. Brands also indicated problems with finding influencers for their campaigns (27.4%), managing contracts and deadlines for campaigns (14%, down from 2020's 21%), processing payments to influencers (8.3%), and bandwidth or time restraints (13.3%), up from last years 9.5%.
47. Micro-Influencers have Better Engagement Rates than Mega-Influencers.
Micro-influencers on Instagram boast an average engagement rate of 3.86%. This declines for every level of influencer before hitting 1.21% for mega-influencers. Plus, while YouTube engagement rates tend to be low all around, micro-influencers get an average engagement rate of 1.64% compared to the 0.37% rate of mega-influencers. For TikTok, this difference is most notable across micro-influencers on the platform who achieve engagement rates of nearly 18%, while mega-influencers get just under 5%.
48. 54.1% of Brands Working with Influencers Run eCommerce Stores.
The respondents to our influencer marketing survey come from different business backgrounds and include brands, marketing agencies, PR agencies, and others, so it was surprising to find that more than half of the respondents were involved in eCommerce. This could indicate an increase in eCommerce popularity for all types of business.
49. 68% of Marketers Intend to Increase their Influencer Marketing Budget in the Next Year.
This statistic comes from the same Influencer Marketing Hub survey. Marketers clearly see how lucrative influencer marketing can be to a brand - when it's done correctly.
Nearly two-thirds (68%) 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.
50. Successful YouTubers Can Earn Millions from their Videos.
We’ve curated a list of the top earners on YouTube in 2021, along with their estimated earnings:
- Ryan Kaji (Ryan’s World) - $29.5 million
- Jimmy Donaldson (Mr. Beast) - $24 million
- Dude Perfect - $14 million
- Mark Edward Fischbach (Markiplier) - $12.5 million
- Logan Paul - $12.5 million
- Felix Arvid Ulf Kjellberg (PewDiePie) - $12.5 million
- Jake Paul - $11.5 million
- Daniel Middleton (DanTDM) - $11 million
- Smosh - $11 million
- Lilly Singh - $10.5 million
51. Brands Should Give More Creative Liberty to Influencers.
Influencers are asking for more creative control and 83% regard it as their first priority, according to a whitepaper by The Drum. Allowing influencers more creative control over their content boosts the validity of their post by making it more authentic.
52. Department Store Chains Now Partner with Fashion Bloggers to Promote New Initiatives and Publicize their Stores.
Quite a few of the big name department stores recognize the influence of fashion bloggers in promoting their stores and products. These include Bergdorf Goodman, Harrods and Bloomingdale’s. These partnerships allow the fashion stores to connect with consumers on a more intimate level compared to traditional celebrity endorsement.
53. 69.4% of Influencers Chose to be Influencers so they Could Earn Revenue.
Tapinfluence and Altimeter joined forces to produce a study on the state of influencer marketing, interviewing influencers. 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. 57.5% also claimed that they engaged as influencers to make an impact or effect change.
54. Conversion and Sales is the Most Important Measurement of Influencer Marketing Success.
Influencer Marketing is sufficiently widespread now that most businesses marketers understand the best way to measure success is to use a metric that aligns with your campaign goals. 42.3% of respondents stated that they more focused on tangible results and favor measuring conversions and sales over engagement or reach.
55. The Aim of Influencer Marketing is to Identify the Influencers in your Niche and Make them Work for you by Promoting your Brand.
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.
56. 54% of Influencers Say They Will Work with Brands who Respect Them as they Would any Other Publisher.
Crowdtap interviewed more than 50 content creators, and it is clear that these influencers expect respect from brands who work with them. They may not have the pedigree of the Wall Street Journal, but they have earned their influence, and they refuse to be walked over by disrespectful brand executives and marketers.
57. Content Creators say their Most Important Method for Vetting Brand Partnerships is by Determining Which Opportunities are Most Relevant for their Audiences.
Brands must remember that while influencers like to be able to earn revenue, they will not do so at the expense of their audience.
58. 67% of Marketing and Communications Professionals Engage with Influencers for Content Promotion.
A May 2015 study by Schlesinger Associates for Augure showed that content promotion was the main reason that marketing and communications professionals engaged with influencers—ahead of product launch, content creation, event management, corporate communications, SEO, and crisis management.
59. 75% of Marketing and Communications Professionals say Verified Web Traffic of an Influencer is the Most Important Criteria when Selecting an Influencer.
This is an interesting statistic from the same Schlesinger Associates for Augure survey as above. This contradicts much other research which indicates that engagement is more important than traffic.
60. The Increase in Influencer Marketing in 2021 Mirrors the Decrease in Print Advertising.
We’re seeing a drop in print advertising, which aligns with the pandemic-catalyzed shift to digital marketing, which involves more and more brands engaging with influencers.
Furthermore, we’re seeing the growing popularity of digital newspaper subscriptions. For example, in the first quarter of 2021, the New York Times had close to 8 million subscribers, while The Wall Street Journal had 2.63 million subscribers.
61. There are Five types of Influencers: Celebrity (Mega) Influencers, Macro Influencers, Mid-Tier Influencers, Micro-Influencers, and Nano-Influencers.
Influencer marketing does not focus on celebrity endorsement. Micro-influencers perform the bulk of successful influencer marketing (at least 90% of it). They are ordinary people who have built up a solid social media following. While there are no strict definitions of follower numbers, a general guide to the types is:
- Mega-influencers – social superstars with more than a million followers. These are often celebrities
- Macro-influencers – influencers with between 100,000 and 1 million followers
- Micro-influencers - someone who has between 1,000 and 100,000 followers. While their following may be small(ish), their authenticity is high
- Nano-influencers – somebody with fewer than 1,000 followers who has immense influence with a comparatively narrow niche.
62. Instagram is Still the Most popular Platform for Influencer Marketing. However, other Platforms are Catching Up to it Fast.
Our 2021 State of Influencer Marketing Benchmark Report shows that Instagram is still the network of choice for influencer marketing campaigns. However, its popularity has dropped down a few notches, thanks to the growth of TikTok.
In 2020, TikTok was just a blip in the influencer marketing radar but it managed to climb to the top last year. 45% of our survey respondents have been using TikTok for their influencer marketing campaigns.
63. 77% of Fashion Micro-Influencers Prefer Instagram.
The influencers preference for Instagram grows even greater when the influencer works in a highly visual niche such as fashion. In comparison, only 31% of entertainment/pop culture micro-influencers prefer Instagram—a less visual niche.
64. 53% of Micro-Influencers Have Never Paid to Promote a Post.
The majority of influencers have managed to achieve their influential status without paying for promotion. Less than 10% have paid for Instagram native ads, despite their love of this platform. Of course, brands can gain extra reach when they choose to pay for boosted/promoted posts.
65. Audience is Still Considered the Most Valuable when Partnering with Influencers.
Brands consider audience relationships to be the most valuable when choosing and collaborating with influencers. They see little benefit in working with influencers who have no influence over their audience, or have an excellent relationship, but have the wrong audience for the brand.
66. Marketers Should Ensure that their Influencer’s Brand Matches theirs.
Quote: “As long as I get to do my thing and someone wants to write me a check for it, I’m all about it.” – Mike Perry, Broad City Designer
If you, as a brand, have done your homework, you should have selected the most suitable person as your influencer. Remember that they have built up their own brand. Therefore, you need to ensure that your messages to their audience are authentic to that audience. Encourage your influencers to share your brand story in their voice.
67. Nearly 40% of Twitter Users Say They’ve Made a Purchase as a Direct Result of a Tweet from an Influencer.
According to USP Solutions, research by the Twitter team found that nearly 40% of Twitter users have made a purchase as a direct result of a Tweet by an influencer, and purchase intent increased 5.2x when users were exposed to brand and influencer Tweets, It is clear that Twitter influencers have built a sufficiently high level of trust for people to be confident enough to spend money on their recommendations.
68. Participants Aged 13-24 Were Twice as Likely to Evaluate an Influencer by their Social Presence and Follower Count as Older Audiences.
There is a clear distinction in the way that different age groups look at influence in social media. Older generations tend to follow traditional celebrities. Millennials and Generation Z are more likely to take an interest in social media sensations, such as PewDiePie.
69. Teenage YouTube Subscribers say they Relate to YouTube Creators More than Traditional Celebrities.
Television has a far smaller impact on Generation Z that is had on previous generations. Hence they have far less of interest in traditional celebrities. The current generation has grown up with the internet, and the internet is where they find their own celebrities.
70. 6 in 10 YouTube Subscribers Would Follow Advice on What to Buy from their Favorite Creator Over their Favorite TV or Movie Personality.
This statistic emphasizes the differences between the generations. If marketers do not recognize these marked differences, they do so at their peril.
71. Firms Still Find it Difficult to Determine the Return on Investment of an Influencer Marketing Campaign.
As influencer marketing has become more widespread, there have been quite a few studies on how to best determine an ROI from a campaign. The reality is that the ROI is very much determined by the brand’s intention. Traditional marketers and executives still struggle with this open-ended concept.
72. Engagement or Clicks is the Most Important Metric for Evaluating Influencers.
Whilst businesses have a variety of objectives when creating influencer marketing campaigns, the criteria by which the vast majority evaluate influencers is engagement or clicks (39%), followed by content type or category (23%), views, reach and impressions (21%) and sales surprising low at (11%).
73. There’s Still No Clear Metric for Influence.
“It’s really hard to measure true influence.” Duane Forrester, VP of Organic Search Operations at Bruce Clay, emphasizes how difficult it is to come up with the definitive measure of influence. He does, however, recognize that although this metric may be difficult to measure it is still nonetheless exceedingly important.
74. When Looking for Influencers, it is Important to Engage People Who Already Have an Affinity for Your Brand.
If people already love your products, they will speak about them with passion and knowledge, and this will, in turn, inspire others.
75. 93% of Millennials Trust and Rely on Online Reviews.
93% of millennials believe and rely on online reviews to make informed decisions. As many as 93% of millennials perceive online reviews as trustworthy and deem them as credible as recommendations from friends or family.
This isn’t a new phenomenon, and it’s not exclusive to millenials. Consumers, in general, look at online reviews before deciding to purchase a product or transact with a particular business.
76. 50% of Consumers Will Take Some Action After Reading a Positive Review.
This is further a result of the BrightLocal survey indicating why firms need to work on ensuring that they receive positive online reviews for their products. 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+).
Other common reactions to reading a good review include searching for more reviews to validate choices (19%), visiting the business location (15%), contacting the business (13%), and continuing to search for other businesses (10%).
77. 306 Million People Use Snapchat Daily, Making it a Highly Viable Influencer Marketing Channel.
Snapchat has quickly grown to 306 million users, and it is particularly popular with teenagers. Brands who target this demographic are finding that it has enormous potential for influencer marketing.
78. The Best Influencer Marketing Campaigns are Very Organic and Do Not Look Like Advertising.
They seem to work best when brands engage influencers to tell a story on behalf of the brands in intuitive ways.
79. There’s An Increase in the Usage of Ad Blockers in the US in 2021.
Ad blocking is a common practice among younger internet users between 16 and 24 years old. Apart from restricting disruptive ads, ad blockers can help provide protection from malware.
In 2020, 26.4% of internet users used an ad blocker. In 2021, the number of users grew to 27% and it’s predicted that the use of ad blockers will only continue to grow. Additionally, it’s estimated that 40% of adults in the US use an ad blocker.
80. More Than Half of 18–24s Have Their First Contact with Social Media Each Day on Smartphones.
57% of 18-24-year-old Americans make their first daily contact with news on their smartphones via social media. This statistic changes as people age, with only 29% of people aged 35 first encountering news via social media (their main means is going direct to news sites).
81. “Social Media Allows Big Companies to Act Small Again”.
Jay Baer has regular social media speaking engagements. 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.
82. “Social Media Changes the Relationship Between Companies and Customers from Master and Servant to Peer to Peer”.
Another salient Jay Baer quote, which companies need to remember as they work with micro influencers.
83. Influence Can Be Fickle. It Can Change Almost Overnight.
The list of influential people on social media is constantly changing. Today’s influencer may be tomorrow’s has-been. It is important that brands keep up-to-date with who the current influencers are. Even Pewdiepie will seem old one day.
84. Some Brands are Influencers Already.
Some brands have established sufficient online clout that they can be considered influencers themselves. Red Bull, for instance, has established a very active YouTube presence and currently has 10.3million subscribers to their main channel, and they have numerous smaller specialist channels too.
85. 68% of Bloggers Prefer to Work Directly With a Brand Instead of an Agency or Network.
4,000 were surveyed by Grouphigh. One thing that came through is that although more agencies pitched bloggers than brands did, bloggers preferred to work directly with brands.
86. Customers are Looking for Brands That Can Address their Needs or Solve their Problems .
“People want to do business with you because you help them get what they want. They don’t do business with you to help you get what you want.” Don Crowther reminds businesses of the real reason that firms receive customers. Even influencers won’t help your sales if you can’t provide what consumers truly want.
87. Influencers are Identified as Such Because of Their Influence.
“Influencers are people with significant networks (followers, readers, etc.) who can speak to a broad range of products and services with the ability to sway opinions in their favor.” Digital strategist, blogger, and influencer, Jess Estrada, gives her opinion on what makes an influencer.
88. Friends Influence 79% of Consumers' Purchasing Decisions on Social Media.
According to IScoop the vast majority of people (79%) let their friends and family on social media influence their purchasing decisions. Peer pressure still clearly plays a significant role.
89. Influencers Should be Wary of Abusing Their Capabilities.
“Influencers think that because they have some audience, they have the power. And of course they have some power, but they should be careful in how they use it.” Tim Bax of iCrossing, issuing a warning to those influencers who risk alienating the brands who pay them.
90. Lord & Taylor Got 50 Instagrammers to Wear the Same Dress, Which Promptly Sold Out.
Retailer Lord & Taylor partnered with 50 influential fashionistas on Instagram and had each pose wearing the same dress. The dress sold out by the end of the weekend, and it gave the brand a chance to introduce their Design Lab Collection to potential customers, who followed these influencers.
91. 84% of Companies Plan on Working with a Social Media Star in the Next Year.
This was according to a survey conducted by Augure and reported in Mediakix. Collaborating with a digital influencer is now one of the most trusted and effective ways for brands to reach consumers.
92. As an Instagram Influencer’s Follower Total Rises, the Rate of Engagement (likes and comments) with Followers Decreases.
This is the key finding from Planoly. Those with less than 1,000 followers generally have an engagement rate of 3.6%.. Users with 1 million+ followers only received likes 0.76%% of the time.
93. Influencer Engagement Fell in 2021 But is Higher Than in 2019.
There is a general pattern when observing Instagram accounts. Generally, influencers with higher follower numbers have lower engagement rates than accounts with few followers. Engagement rates can vary across the channels, with TikTok achieving the highest engagement rates across all follower numbers.
Instagram has a higher engagement rate (4.84%) than YouTube (4.064%) for accounts with followers of 1k - 5k.
94. Influencers in the 10k-100k Follower Range Offer the Best Combination of Engagement and Broad Reach.
As a result of their research, Mediakix believes that influencers in the 10k-100k follower range are the mid-tier influencers that brands should focus their influencer marketing on - not celebrities with huge followings but low engagement.
95. Influencers Who are True Brand Advocates Have More Sway Over Their Followers.
Research shows that real life influencers who are passionate about what they are recommending have significantly more buying conversations, and consumers are more likely to act on their recommendations.” Brad Fay, co-founder, COO and lead researcher of the Keller Fay Group.
96. Micro-Influencers Will Become a Bigger Part of Brand Conversations.
According to Forbes, Micro-influencers will become an overall part of the bigger B2B conversation and play a key role in advertising services and solutions for business
97. 4 in 10 Snapchatters Claim that they Discover Brands Thanks to Snapchat Celebrity Endorsements and Online Posts.
Snapchat users have shown that they are highly responsive to influencer marketing. 39% say they discover brands via celebrity endorsements, online posts from expert bloggers, or through vlogs.
98. 89% of People Surveyed say ROI from Influencer Marketing is Comparable to or Better than Other Marketing Channels.
In the BigCommerce Influencer Marketing Survey, 89%% of the respondents believed that the ROI from influencer marketing is better than other marketing channels.
99. 5% of Marketers Expect to Spend Over Half Their Budget on Influencer Marketing.
In our Influencer Marketing Benchmark Report 2022, we asked marketers how much of their budget they intend to spend on influencer marketing. While 77% intend to include it in their marketing mix,5% expect to devote half or more of their marketing budget to influencer marketing. Indeed, an additional 28% intend to allocate 30-40% of their total marketing spend to influencer marketing.
100. A Large Percentage of Younger Audiences' Time is Spent Watching Video.
The Washington Post recently reported that on average, American 8-to-12-year-olds spent 4 hours and 44 minutes on screen media each day. And teens average 7 hours and 22 minutes — not including time spent using screens for school or homework.
101. Creating Remarkable Content is the First Step to an Effective Strategy
Producing beautiful content is one thing, but getting people to respond to it is another. If nobody actually interacts with your content, it's a lost effort. Finding the key influencers that can help amplify content is the next step. This is where content marketing and influencer marketing become best friends in modern marketing
Arthur Hilhorst, digital marketing lead at Onalytica, a London tech startup, explains this in Why Influencers are Essential to Content Marketing Success.
102. The FTC Sent Hundreds of Businesses Warnings About Fake Reviews and Misleading Endorsements
The FTC sent out an estimated 700 Notice of Penalty Offenses in October 2021 alone to companies, advertisers and retailers. By sending this notice, the FTC placed these companies on notice that they could receive penalties of up to $43,792 per violation.
103. LinkedIn has 740 Million Users and 25% of Those Users are Senior-Level Influencers
According to Oberlo, there are 740 million professionals on LinkedIn.). 25% of these users are senior-level influencers, 57% are male and 43% are female. Furthermore, there are more than 55 million companies listed on the platform. It is the second most popular B2B Marketing platform, behind Facebook.
104. LinkedIn is Highly Important for Sharing Professional Content
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. Many firms in the B2B sector market on LinkedIn. According to LinkedIn, they have had 9 billion content impressions, with 15 times more content impressions than job postings. 57% of the content impressions come from mobile.
The Future of Influencer Marketing
Influencer marketing is a formidable marketing tactic. Companies that leverage influencer marketing are more likely to succeed, especially if they’re able to establish a healthy and long-term partnership with creators. 2022 will no doubt bring a lot of changes to the influencer marketing industry. We hope that our article will be able to help you stay on top of things as the year unfolds.
If you’re eager to dive deeper, then check out the Influencer Benchmark Report 2022, written by yours truly. You can download it here for free, and it’s jam packed with everything that you'll need to know to fuel your influencer marketing strategy in 2022.
Frequently Asked Questions
Is influencer marketing still effective in 2022?
Yes, influencer marketing is still an effective—and profitable—venture for brands. On average, brands can earn $5.78 for every dollar spent on influencer marketing. Many marketers also agree that influencers are effective at generating higher ROI and greater value for their brand.
What trends are shaping the influencer marketing industry?
Technological innovations, changing consumer behaviors, and the need for transparency are impacting the way brands and influencers approach marketing campaigns.
Also, social media platforms are now becoming easier to use and more accessible, making it relatively easy for anyone to become influencers themselves.
How many followers do I need to have to become an influencer?
Ideally, you need between 1,000 and 10,000 followers to become an influencer, specifically a nano-influencer.
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In recent years, influencer marketing has really been on the rise. What was a $1.7 billion industry in 2016 has since grown to become a $9.7 billion industry in 2020. In just 2021, it grew to $13.8 billion and is projected to expand to $15 billion in 2022.What are KPIs in influencer marketing? ›
Choosing influencer marketing KPIs (key performance indicators) that align with your goals will help you to measure the positive impact of your campaign and calculate your overall ROI. To fully understand the performance of your campaign, you should look beyond vanity metrics and analyze conversions and sales.What are the 3 main challenges when rolling out an influencer engagement strategy? ›
- Identifying the right influencer. ...
- Measuring ROI. ...
- Getting their attention and engaging them.
- #1: Authenticity.
- #2: Expert Content Creation.
- #3: Community Management.
- #4: Trust.
- #5: Passion.
- Cristiano Ronaldo - 443M Followers. Yes, the most followed Instagram profile is none other than Cristiano Ronaldo. ...
- Kylie Jenner - 339M Followers. ...
- Lionel Messi - 328M Followers. ...
- Selena Gomez - 320M Followers. ...
- The Rock - Dwayne Johnson - 315M Followers. ...
- Brands that work with mega influencers.
CPM. This is a very useful metric to determine the campaign results. This is the cost per thousand of impressions, so you will need to apply: Cost * 1000 / impressions. If the campaign was done via Instagram stories and posts, add both impressions to calculate the total CPM of the campaign.How do you set KPIs for influencers? ›
- Brand Awareness. “Extend brand awareness to [number] of our target audience with a reach of [number] by [deadline].” ...
- Conversions & Sales. ...
- Content Production & Quality. ...
- Web Traffic. ...
- Social Media Followers. ...
- Organic Reach. ...
- Conversion Opportunities. ...
- Sales Opportunities.
- Set your goal. ...
- Determine the key performance indicators (KPIs) most relevant to your goal. ...
- Determine what marketing strategy—and platform—works best for you goal. ...
- Evaluate your expenses. ...
- Revenue and conversions. ...
- Pageviews and impressions. ...
- Engagement on social media posts.
- Online vs Reality. Social media itself is not the problem. ...
- Increased usage. The more time spent on social media can lead to cyberbullying, social anxiety, depression, and exposure to content that is not age appropriate.
- Social Media is addicting. ...
- Fear of Missing Out. ...
- Self-image issues.
Fraudulent accounts today are overpopulating many of the widely used social media platforms, and they are eating into brands' allocated marketing budgets. Because of this, spotting inauthentic influencers takes the spot as the number one problem almost half of influencer marketers are currently facing.What is one of the biggest challenges for influencer marketing? ›
According to a recent survey studying businesses that handle influencer marketing campaigns in-house, knowing how to measure the ROI and results of their campaign is the biggest challenge brands face. As many as 28.1% of them list it as a concern they have.How much is the influencer marketing industry worth? ›
Influencer marketing market size worldwide from 2016 to 2022 (in billion U.S. dollars)
|Characteristic||Market size in billion U.S. dollars|
|Market size value in 2022||USD 14.27 billion|
|Revenue forecast in 2030||USD 143.10 billion|
|Growth rate||CAGR of 33.4% from 2022 to 2030|
Scope of the Report.
|Forecast units||USD Billion|
The surge in influencer marketing budgets means brands will spend an estimated $4.62 billion per year on influencer-related marketing campaigns. That's a 25% increase between 2021 and 2023.