Marketing by means of influencers is marketing in which you can focus on specific key people and not on the general target market
In the past five years the market has grown and has reached a level in which even the largest brands in the world cannot allow themselves to disregard it. Many studies have already been conducted on the subject and many experts have shared their opinions. We are here to present the most essential information and the most interesting numbers.
1 – The influencer’s marketing market is anticipated to reach 13,8 billion dollars by the end of 2021
In the past there was a perception that word of mouth marketing was a better kind of marketing however in a world in which it is possible to motivate hundreds of thousands (if not millions) of people by means of the internet, this is no longer the case. Notwithstanding the concern of the Coronavirus as regards a decrease in the market – the absolute opposite occurred. As compared to other industries that collapsed during the pandemic, the marketing industries on the internet succeeded in adapting themselves and grew on a crazy order of magnitude. And just so that we can understand better the huge progress in the last few years has been– from a market value of 1,7 billion dollars in 2016 to a market value of 13.8 billion dollars this year.
2 – The majority of the brands have a special budget for marketing on the internet (65%). Some 75% of them intend to dedicate it to marketing by means of influencers
Here too we will be able to see more and more brands adopt the strategy (it’s interesting why…. you’ll discover why shortly) and if we compare the numbers to the numbers from last year we will see an increase of some 10% as compared to 2020.
3 – Pursuant to a study conducted by Glucksman – 90% of people believe that marketing by influencers is the most effective marketing method
The truth is that this piece of data has remained identical for the past five years. This belief comes both from the brands using the strategy and from the customers who participated in the study.
4 – It is not only exclusive to Instagram – "only" 67% of the activity in the industry takes place on Instagram
Of course, this is still a very big market sector however it is sufficient that we compare it to 80% in 2020 for us to understand in which direction the trend is moving. There are many platforms for marketing by influencers and they are no less effective than Instagram.
5 – Businesses earn 5 dollars on average for each dollar that is channeled into marketing by influencers
Of course, this is on average thus while there are businesses that earn twenty times more, there are also businesses that don’t succeed in making any profits at all. These data are influenced by making the right choice of influencers and from correct design of the campaign (choice of platform, timing, content and so forth).
6 – 63% of the brands that use marketing by means of influencers intend to increase their activity next year
Data that helps to understand how much marketing with influencers can be effective – if it is carried out correctly. Some two thirds (!!) of the businesses that use this marketing strategy intend to increase the marketing budget, while an additional 17% intend to keep to the same budget, which leaves us with only 20% who intend to reduce the budget for the activity in the field.
7 – The increase in the marketing by influencers market reflects the decrease in the field of the printed marketing
A simple check on Google trends will reveal to you that between 2014-2019 there were remarkably similar trends (in the opposite direction) between the marketing by influencers market and the printed marketing market. It is time to move on.
8 – 40% of Twitter users reported that they made a purchase as a direct result of a tweet or a post by an influencer
This data transpires from a study carried out by Twitter itself. You can understand from it that the biggest users on Twitter can be perceived as very trustworthy by the average user.
9 – Marketing with the help of influencers will increase the probability of young people between the ages of 13-24 in some 50% to make a purchase
Another item of data that was revealed in the aforementioned Twitter study, there are clear and significant differences between the surfing customs of people in different age groups. While the previous generations tend to follow “traditional” celebs the young people of today follow mainly internet celebs.
10 – Six of every ten subscribers to YouTube will "like" recommendations for purchasing by an artist that they like
Another item of data (this time from a Google study) that absolutely illustrates the essential differences between the generations; if you are marketing and do not recognize these differences, you will be stuck in the past.
11 – One of the greatest advantages of marketing by influencers is that the campaigns appear authentic and not as if you are marketing them
If the strategy is right and the people who are participating in the campaign feel a genuine connection with the brand, the campaign will not feel as if you are marketing it, which could specifically make a lot of people to distance themselves from it.
12 – The first interaction of the day of more than 60% of the 18-25 age group will be with one of the social networks on the cell phone
And the more that we decrease in the age range – the more the percentage will increase. Snapchat, Instagram, Tik-Tok, Facebook, Twitter, YouTube, blogs and more…. the social networks manage the lives of the young people more than ever.
13 – The average percentage of clicks on funded banners is 0.06% of surfers
Too many advertisers still direct funds to this old-fashioned method with the hope that a click on the banner will lead to their landing page. Google itself published this piece of data and still, for some reason, in 2017 an increase of 7% was recorded in banner expenses on the internet. An additional piece of data that was published by Google is that some 90% of the clicks on the banners are carried out by bots and if that is not sufficient for you some 60% of the clicks (of the 10% remaining) are done by mistake.
14 – The best influencers for your campaign on Instagram will be with 10-200 thousand followers
A study carried out by Markerley found that such users are the users that have the most influence. Or in other words – these are the users with the highest rate of involvement on the part of their followers.
15 – There are 3,925 billion active users on the social networks worldwide (2019)
We will repeat this again so that you understand. Active (!) users. This means almost half the world population, and in truth, it is reasonable to assume that the numbers have already increased. One can assume with certainty that more than half the people of the world enter at least one social network on a daily basis. We are talking about absolutely incredible numbers, and as marketers you are simply prohibited from ignoring these forums. The people that dictate the narrative and the tempo in this world are the influencers on the internet and you simply cannot allow yourselves to remain on the sidelines while the rest of the world is progressing.
