Influencer marketing: statistics and insights
The word “influencer” became an official marketing term during the last few years. As the term hints, this is someone who has influence over a specific group of people.
The person develops their online persona in social media and forms a small (or sometimes pretty large – depending on the topic of their niche) community of followers with which they engage. Therefore they can recommend products or services and influence the purchase decision of their followers. Often influencers are famous only in the online world which differs them from traditional celebrities.
In today’s digital world, influencers are a valuable digital marketing tool for your marketing strategy. In fact, this niche is developing so fast that is expected to be worth $13.8 billion by the end of 2021. Every business should consider this powerful tool and try to implement it in its strategy.
Of course, not every company is ready for a collaboration of this kind. If you prefer more traditional ways of enlarging your audience you can consider adding popups to your website. If you subscribe for Catchfull today you can test our product for free for the first 3 months.
If you have decided to implement influencers in your marketing mix, here are a few insights and statistics about influencer marketing.
How to integrate influencers into your marketing strategy?
The decision to include social media influencers in your campaign is fairly easy. The challenging part is to do it right. Below you will find some useful tips for your next influencer marketing campaign.
- Consider working only with influencers suitable for your brand. Thus, they will be more comfortable accepting your offer and the partnership will be perceived naturally by their followers and your target audience.
- As in every marketing campaign, define your KPI’s and the objective you want to achieve – reach, engagement, impressions, brand awareness etc.
- Plan your budget for influencer marketing in advance.
- Prioritize long-term partnerships with fewer but quality influencers.
- Set the right URLs, UTMs, hashtags and redemption codes (if needed) before starting your campaign. This will help you track the results that one specific influencer drove and later the ROI.
- Pushing a detailed script to an influencer may harm your brand. If an influencer talks like they normally do and they implement naturally your product into their post, they will keep their consumers’ trust.
- Working with very famous influencers who are not aligned with your business can be bad for your budget. In this scenario, there will be a big group of people who know about your product with zero purchase intent.
- Avoid setting unclear terms and conditions for your agreement. Remember that those are legal relations and should be treated in this manner.
- The posts with hard-selling copy and a lot of CTAs might drive people away. Keep the content on the non-advertising side as much as possible and give the creator the needed freedom.
- Keep in mind that even if the person seems to be the perfect fit for your brand, they might decline your partnership proposal. Take the rejection with dignity and choose the next in line.
Working with influencers can be a real challenge, but if it is done correctly, the campaign will probably be a great success.
Be mindful that all influencers are different. They have different ways of doing their job, different demands and prices. Some of them will be glad to promote your product with the condition that they get it for free. Others can set a price between $1,000 and $1,000,000 depending on how famous they are.
Below you will find some up-to-date influencer marketing statistics to help you with your next campaign.
Statistics & facts about influencer marketing in 2021
- 89% of marketers consider influencer marketing to have a positive influence on their brand.
- 42% of marketers consider working with influencers as the most ROI-generating campaign.
- Depending on the number of followers, there are 4 kinds of influencers:
- nano-influencers who have fewer than 1,000 followers
- micro-influencers who have between 1,000 and 100,000 followers
- macro-influencers with between 100,000 and 1,000,000 followers
- mega-influencers with over 1,000,000 followers
- 88% of marketers will choose to work with micro-influencers
- 45% of businesses will work with influencers with less than 10,000 followers
- According to Influencer Marketing Hub the most used social media platform for executing a social campaign is Instagram (79%), followed by Facebook with 46% and Youtube with 36%. Twitter users will see fewer sponsored influencer posts due to the fact that the platform attracts only 24% of influencer marketing campaigns.
- Statistics show that Instagram stories are the favourite type of post for brands.
- The COVID-19 pandemic not only did not stop the influencer campaigns but on the contrary – they actually increased.
- 54% of marketers trust influencer marketing agencies or automated platforms for executing an influencer marketing campaign.
- The biggest challenge when working with influencers is determining if their followers are real. In fact, 54% of marketers are concerned about influencer fraud.
Influencer marketing mixes two very different marketing tools – the oldest known “word-of-mouth” and social media marketing. This combination is proven to be very successful for a lot of businesses.
Studies show that brands have higher engagement rates and CTR, better brand awareness and more purchases after a successful influencer campaign.
This is why it is important to consider adding this powerful tool to your content marketing strategy. Some brands report earning up to $10 on every dollar they are spending on influencers.
Keep in mind that those online celebrities can influence the purchasing decisions of your prospective clients in a good and in a bad way. It is important to maintain a good relationship with influencers even if you are not running a campaign at the moment. Like, comment and share their posts so the partnership comes more naturally when you do have a running campaign.
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