We carried out our first influencer marketing survey in 2017, giving us an excellent insight into the state of the industry. We have repeated this exercise every year since, providing an annual insight into how marketing agencies, PR agencies, and brands see the state of influencer marketing.
In our Influencer Marketing Benchmark Report 2021, we surveyed more than 5000 marketing agencies, brands, and other relevant professionals to determine their views and build insight into their thoughts on the industry. Following on from that year of horror, 2020, we knew that the results this year could be quite informative. Just a reminder that throughout 2020 we continually updated and expanded ourCovid-19 Marketing & Ad Spend Impact Report。但是，令人惊讶的是，大多数统计数据相对相似，唯一的重大变化是将Tiktok用于影响者营销的大幅增加。金博宝188备用网址由于大多数代理机构和平台合作伙伴报道，随着大流行的发展，来自2金博宝188备用网址020年3月至2020年7月的影响者营销支出的速度很大。
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. Many of these come courtesy of our partnerUpfluence, who offer a smart influencer marketing platform with over 4 million creator profiles.
One thing is very clear from these results. Despite all the uncertainties caused by COVID in 2020, influencer marketing is still a highly popular and effective form of marketing. Indeed, we can look at it as being part of the mainstream marketing mix now. Although the media occasionally run reports from naysayers criticizing the industry, those who actively participate can clearly see influencer marketing's effectiveness. At least now, more people understand what influencer marketing is all about.
- Notable Highlights
- Survey Methodology
- Better Engagement Rates for Micro-Influencers Than for the Superstars of Social Media
- Most Influencers Selected on Instagram and YouTube are Micro-Influencers. However, Larger Influencers Are Popular on TikTok
- Substantial Growth in Influencer Campaigns in Q4 2020
- Sizeable Increase in Content in Recent Years
- An Increasing Majority Have a Standalone Budget for Content Marketing
- The Vast Majority of Respondents Believe Influencer Marketing to be Effective
- 62% of Respondents Intend to Increase Their Influencer Marketing Spend in 2020
- 11% of Respondents Intend to Spend at Least 40% of Their Marketing Budget on Influencer Marketing
- Firms Value Working With Influencers They Know
- About Half of the Firms Working With Influencers Operate eCommerce Stores
- The Most Common Type of Influencer Payment is Free Product Samples
- PayPal is the Most Popular Way to Pay influencers
- Most Recognize the High Quality of Customers from Influencer Marketing Campaigns,
- 2/3 Measure the ROI on Their Influencer Marketing
- The Most Common Measure of Influencer Marketing Success is Conversions / Sales
- Most Consider Earned Media Value a Good Measure of ROI
- 83% of Firms Take Their Influencer Marketing Spending from Their Marketing Budget
- Most Popular Use of Influencer Platforms is for Influencer Discovery and Communication
- Huge Growth of TikTok and Twitch Influencer Marketing in 2020
- Tiktok and Twitch as a percentage of Overall Influencer Campaigns
- Awareness and Sales are the Main Objectives for Running an Influencer Campaign
- Influencer Fraud is Still of Concern to Respondents
- Substantial Drop in Respondents Who Have Experienced Influencer Fraud
- Brands are Finding it Easier to Find Appropriate Influencers
- Mixed Views on Whether Brand Safety is a Concern in Influencer Campaigns
- Majority Believe Influencer Marketing Can be Automated, Although Significant Numbers Disagree
- Two-Thirds of Respondents Prefer Their Influencer Marketing to be Campaign-Based
- Vast Majority Consider Influencer Marketing to be a Scalable Tactic in their Marketing Ecosystem
- Engagement or Clicks is Still the Most Important Criteria When Evaluating Influencers
- About Half of Brands Work with Fewer Than 10 Influencers
- Finding Influencers Remains the Greatest Challenge for Those Who Run Campaigns In-house
- Influencer Marketing Industry is set to grow to approximately $13.8 Billion in 2021
- More than 240 newinfluencer marketing-focused agencies和influencer platformsestablished in 2019
- The majority (59%) admit to having a standalone budget for content marketing, and 75% of them now intend to dedicate a budget to influencer marketing in 2021
- The majority of brands use the same influencers across different campaigns
- Brands still tend to give away free product samples (or give discounts on more expensive products) rather than paying cash to their influencers
- 67% of our respondents measure the ROI from their influencer campaigns
- The most common measure of influencer marketing success is conversions/sales
- 83% of firms take their influencer marketing spending from their marketing budget
- 67% of respondents use Instagram for influencer marketing, but there has been a colossal increase in TikTok influencer marketing
- Influencer fraud is still of concern to respondents, but less so than in the past
- Far fewer respondents have experienced influencer fraud that previously
- 67% of respondents prefer their influencer marketing to be campaign-based rather than always-on
- Finding influencers remains the most significant challenge for those who run campaigns in-house but is becoming less of a problem
We surveyed just over 5000 people from a range of backgrounds. Although we had to remove some responses due to a lack of clarity, the 2021 survey is our largest yet, with a 25% increase in respondents compared to last year's study.
Despite the increase in survey respondents from last year, the ratio of B2B and B2C businesses remained unchanged. 70% of those surveyed focus on the B2C sector, with the remaining 30% running campaigns for firms in the B2B area.
47% of our respondents came from the USA, 11% Europe, 13% Asia (APAC), 5% Africa, with 19% describing their location as Other.
The bulk of our respondents came from relatively small organizations, with 45% representing companies with fewer than ten employees. 22% had 10-50 employees, 12% 50-100, 10% 100-1,000, and 12% coming from large enterprises with more than 1,000 employees. Overall, however, there are slightly more respondents from larger organizations than last year, which might have had a small impact on the comparative results.
Despite initial concerns that influencer marketing (indeed, all marketing) might decrease due to COVID19, it has increased in reality. Sure some industries, such as tourism and airlines, have had to retrench dramatically, but many others have adjusted their models to survive in the COVID (and post-COVID) world.
People now spend considerably more time online than previously. Businesses have had to upgrade their websites to cope with increased demand. If you look back through past versions of this Benchmark Report, you will have noticed that actual and estimated influencer marketing has grown dramatically over the last few years. Coronavirus has accelerated that growth in 2020, and this is estimated to continue in 2021.
From a mere $1.7 billion in 2016, influencer marketing is estimated to have grown to have a market size of $9.7 billion in 2020. This is expected to jump to $13.8 billion in 2021.
As influencer marketing has matured as an industry, it has attracted support companies and apps to simplify the process for both brands and influencers. Organic influencer marketing can be a slow and tedious process, particularly when finding and wooing influencers to promote your company's products or services.
240 new influencer marketing-focused platforms and agencies entered the market over the last 12 months. This is down on last year's 380, but that may simply indicate the market becoming saturated, with influencer marketing now commonplace. It is still one of the largest increases over the years and takes the total influencer agencies and platforms to 1360.
Back in 2015, there were just 190 influencer platforms and agencies. This grew to 335 in 2016, 420 in 2017, 740 in 2018, and 1120 in 2019 –nearly three times the number that existed just two years previously.
Better Engagement Rates for Micro-Influencers Than for the Superstars of Social Media
Recent Upfluence data shows better engagement rates for smaller influencers than for larger ones. Upfluence uses slightly different definitions for influencer types than what we usually do on the Influencer Marketing Hub, so in the following data, consider the different kinds of influencer as being:
- Micro-influencer: less than 15,000 followers
- Rising-influencer : between 50,000 and 100,000 followers
- Mid-influencer : between 100,000 and 500,000 followers
- Macro-influencer : between 500,000 and 1,000,000 followers
- Mega-influencer : more than 1,000,000 followers
The pattern is the same across Instagram, YouTube, and TikTok (and probably most other social platforms too).
For example, micro-influencers on Instagram have an average engagement rate of 3.86%, and that rate falls at every level of influencer, bottoming out at 1.21% for mega-influencers. Similarly, although all engagement rates are low on YouTube, there is a noticeable difference between the 1.64% average engagement of micro-influencers and the mega-influencers' 0.37% rate. It is on TikTok that you notice the most significant difference, however. Micro-influencers receive a whopping 17.96% engagement on TikTok, compared to 4.96% for Mega-influencers.
TikTok engagement is far higher for influencers of any size compared to their Instagram or YouTube counterparts.
Most Influencers Selected on Instagram and YouTube are Micro-Influencers. However, Larger Influencers Are Popular on TikTok
Using the same definitions for influencer sizes used in the above statistic, we see some variations in influencer selection across the social networks (as shown by Upfluence customers).
On Instagram, there is a clear preference (57.78%) for micro-influencers, followed by 23.57% for regular influencers. All other influencer types cater for less than 10% of all influencers selected by Upfluence customers. Macro-influencers make a tiny 1.40% (even smaller than the 1.55% who prefer mega-influencers). The trend of having more mega-influencers than macro-influencers occurs across all three social networks, probably reflecting the fact that there are more mega-influencers because there is no maximum number of followers to qualify for that category.
YouTube also shows how essential micro-influencers are to brands, with 51.37% of Upfluence's YouTube clients working with micro-influencers. Surprisingly mid-influencers (16.43%) are the second most popular influencer type on YouTube. Again, mega-influencers (4.98%) make the smallest percentage.
TikTok follows a different pattern, however. Despite other statistics indicating that engagement on TikTok is highest for micro-influencers, Upfluence's clients have tended to go for larger influencers. Indeed, the most popular type of TikTok influencer on Upfluence are mid-influencers (32.55%), and micro-influencers make a mere 10.81%.
Substantial Growth in Influencer Campaigns in Q4 2020
Despite there being concern that COVID would cut back influencer campaigns, Upfluence data suggest that this only happened short-term. 2018 had seen substantial growth from 590 campaigns in Q1 to 1652 in Q4. This continued in 2019, reaching 2110 campaigns in Q4
Sure, COVID and lockdowns had an initial effect during Q1 and 2 2020, with 1945 campaigns in Q1 2020 falling further to 1575 in Q2. Things changed substantially in the second half of 2020, however. Influencer campaigns rose dramatically to 2163 in Q3, with an even larger jump in Q4 to 2901.
Sizeable Increase in Content in Recent Years
We asked our respondents whether they had increased content output over the last two years. A massive 80% of them admitted to having upped the amount of content they produced. While this is down on last year's 84%, remember that these figures are cumulative. 75% of the respondents of the 2019 survey had also said they had increased content.
Clearly, many firms now realize the insatiable demand for online content and have increased their content marketing accordingly. Judging by the recent uptake in influencer marketing over the last few years, much of this increase in content must be created and delivered by influencers on behalf of brands.
An Increasing Majority Have a Standalone Budget for Content Marketing
The majority (59%) admit to having a standalone budget for content marketing. This is up from the 55% figure in our 2020 survey.
Although these figures are over 50%, they are surprisingly low, considering that most businesses claim to use content marketing. HubSpot reports that 70% of their respondents use content marketing.
Perhaps the discrepancy simply recognizes that some firms have a single marketing budget, rather than separating it into different types of marketing.
The Vast Majority of Respondents Believe Influencer Marketing to be Effective
This statistic has hovered around the same level in each of our surveys. It is clear that most firms that try influencer marketing are happy with the results and are willing to continue with the practice. You may read the odd horror story in the media, but that is obviously the exception to the rule. Most influencer marketing partnerships work and are a win-win situation for all parties.
The general satisfaction felt by firms that have engaged in influencer marketing seems to flow through to their future planning. 75% of our respondents indicated that they would be dedicating a budget to influencer marketing in 2021.
This is actually a drop compared to last year's 79% result, although still well up on the 37% who claimed they would dedicate a budget in 2017. This reduction could simply be a result of firms having to cut back their marketing because of COVID.
62% of Respondents Intend to Increase Their Influencer Marketing Spend in 2020
While these figures are similar to the 2020 results, there are slightly fewer firms planning to increase their influencer marketing budgets. This is balanced by an increase in those planning on keeping their budgets the same. Although the number of firms planning to decrease influencer marketing is up, this is predominantly balanced by a reduction in the Unsure category. Once again, COVID is likely to play a role in these changes.
Overall, this is further proof that influencer marketing remains successful and shows no sign of disappearing or being just a fad. After a few years of robust growth in influencer marketing, you might have anticipated marketing budgets to have shifted to "the next big thing." However, that hasn't happened. Brands and marketers recognize the effectiveness of influencer marketing and are not searching for something new.
11% of Respondents Intend to Spend at Least 40% of Their Marketing Budget on Influencer Marketing
11%的受访者是清晰的粉丝影响力rketing, intending to spend more than 40% of their marketing budget on influencer campaigns. This is a noticeable increase on 2020's 9%.
10% of respondents intend to devote 30-40% of their marketing budget to influencer marketing, with an additional 19% planning to allocate 20-30% of their total marketing spending to influencer marketing.
各种规模的品牌影响力营销金博宝188备用网址。Therefore, it should be no surprise to see quite some variation on what firms spend on the activity. 49% of the brands surveyed said they spend less than $10K annually on influencer marketing (notably higher than last year's 43%, perhaps a symptom of COVID). 23% spend between $10K and $50K. A further 12% spend $50K to $100K, 7.5% $100K to $500K, and 8.6% spend more than $500K. This latter statistic is notably higher than last year's 5%.
显然，公司支出的数量取决于其总营销预算以及其选择专用于有影响力的营销的比例。金博宝188备用网址那些选择与大型影响者和名人合作的品牌比与微型或纳米影响者一起工作的品牌花费的更多。Covid具有增加极端的影响 - 公司要么已经明显降低了影响者的营销，要么更加重视这种做法，并在其上花费更多。金博宝188备用网址
Firms Value Working With Influencers They Know
We asked our respondents whether they had worked with the same influencers across different campaigns. The majority, 56% said they had, versus 44% who claimed to use different influencers for their campaigns (or perhaps had only had one campaign so far).
Clearly, brands prefer to build up relationships with existing influencers rather than going through the full influencer selection process every time they run a campaign. Of course, some firms will have a range of influencers they call upon depending on the nature of a particular campaign, depending on the products they are trying to promote, and the target market.
About Half of the Firms Working With Influencers Operate eCommerce Stores
Slightly more of our respondents operate eCommerce stores than those who don't. 50.7% of the respondents run eCommerce stores versus 49.3% not doing so. Allowing for a margin of error, this means that about half of our respondents operate an eCommerce store.
This is surprisingly high. Remember that our survey respondents come from various backgrounds – brands, marketing agencies, PR agencies, and "Other." Clearly, eCommerce is increasing in popularity for all types of businesses.
The Most Common Type of Influencer Payment is Free Product Samples
This statistic is probably the most surprising in this year's survey. 36% of respondents paid their influencers by giving them product samples. Indeed 21% merely gave them a discount on their product or services (presumably more expensive items). 10.5% entered their influencers in a giveaway. This means that only 32.4% of firms gave monetary payment to influencers.
While this is surprising on the surface, it probably indicates how many firms work with micro and nano-influencers. These relative newcomers are happy to receive payment in kind rather than cash. Presumably, it is mainly large firms with more sizable marketing budgets that pay influencers with money.
PayPal is the Most Popular Way to Pay influencers
另一个稍微令人惊讶的数据是多么many firms use influencers in their affiliate campaigns. Indeed 59% of all respondents claimed to do so. The advantages of using influencers for affiliate campaigns are obvious – you have a vastly larger audience to promote the affiliate products you sell. The most surprising aspect is just how many firms operate affiliate campaigns. We have previously written onHow to Use Influencers to Power Up Your Affiliate Marketing。
Most Recognize the High Quality of Customers from Influencer Marketing Campaigns,
Brands carry out influencer marketing for a range of purposes. Many campaigns are designed to increase brand awareness rather than encourage sales. Some customers are more lucrative for a business than others – they buy high-margin products and add-ons. In some cases, influencer marketing may bring new customers to the brand, but the additional spending may be less than the cost of running the campaign.
Our survey respondents are generally optimistic about the value of influencer marketing overall. Most agree that influencer marketing attracts high-quality customers. 72% believe that the quality of customers from influencer marketing campaigns is better than other marketing types. This is an identical result to last year's survey.
2/3 Measure the ROI on Their Influencer Marketing
We found that 67% of our respondents measure the ROI from their influencer campaigns. This is an improvement on last year's 65% result.
The 2020 results were something of an outlier result compared to previous years, all of which ranged from 67-70%. It is somewhat surprising that 33% of firms don't measure their ROI. You would think that every firm would want to know how effective their marketing spending is. It would be interesting to know if the bulk of the firms not measuring ROI are those who merely give influencers a product discount rather than paying them directly.
The Most Common Measure of Influencer Marketing Success is Conversions / Sales
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 your campaigns' goals. Clearly, more brands now focus on using their influencer marketing to generate tangible results. 38.5% believe that you should gauge a campaign by the conversions/sales that result.
The remaining respondents have differing goals for their campaign, with 32.5% most interested in engagement or clicks generated due to a campaign (this topped earlier polls), and 29% interested in views/reach/impression (up from 27% last year).
Most Consider Earned Media Value a Good Measure of ROI
Earned Media Value has become more recognized in recent years as a good measure of influencer campaigns' ROI. We asked our respondents whether they considered it a fair representation. This year 80% favor the measure, as against 20% who don't. This is a 3% increase in favor of EMV compared to last year's result.
Earned Media Value provides a proxy for the returns on the posts that an influencer has historically given the firms they have worked with. It indicates what an equivalent advertising campaign would cost for the same effect. EMV calculates the worth you receive from content shared by an influencer.
The only negative of using this measure is that the calculation of EMV can be complicated. As such, it can sometimes be difficult for marketers to explain the concepts to their managers.
Another name used for earned media value when related to influencer marketing is influencer media value, which we have written about inWhat Exactly is an Influencer's Media Value。
Presumably, most of the 20% against using the statistic either don't understand it or struggle to communicate its worth to their management team.
83% of Firms Take Their Influencer Marketing Spending from Their Marketing Budget
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.
There is little change in this statistic compared to last year. COVID clearly hasn't made much impact here. 77% of our survey respondents claimed that they ran their influencer campaigns in-house, with the remaining 23% opting to use agencies or managed services for their influencer marketing.
在过去,公司影响力营销发现查尔金博宝188备用网址lenging 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. However, many firms now use tools (whether in-house or from third parties) to facilitate the process. For example, they use platforms like Upfluence to discover suitable influencers.
Some brands prefer to use agencies when working with micro and nano-influencers because the agencies are more experienced at working with influencers at scale. Also, larger firms use agencies for all of their marketing, including influencer marketing.
Most Popular Use of Influencer Platforms is for Influencer Discovery and Communication
The figures in this section show a percentage of those who answered that they use a third-party platform, not the percentage of all survey respondents as a whole.
Influencer platforms initially focused on offering tools to help with influencer discovery. Therefore, it should be no surprise that that is still the most popular use of influencer platforms - although this year's 57% is noticeably down on last year's 64% claiming to use a platform for influencer discovery and communications.
影响者平台的其他流行用途包括竞选自动化和报告（34％），欺诈和假追随者分析188滚球地址（30％），影响者付款（27％），转换归因（24％ - 明显比去年的33％）和付费放大（16％）。另外17％的受访者将这些平台用于其他类型的服务。188滚球地址最后一个数字比去年的13％高一些，这表明这些平台一直在添加新服务。188滚球地址
Instagram influe仍然是网络的选择ncer marketing campaigns. However, its dominance has fallen this year. 68% of our survey respondents consider Instagram important for their influencer marketing campaigns (down from last year's 80%).
The most significant change comes in second place, with 45% of respondents now using TikTok for their influencer marketing campaigns. Last year, TikTok didn't even warrant its own category and appeared as part of Other.
Apart from TikTok's new-found prominence, the most notable differences are a decline in Twitter from 22% to 15%, an increase in LinkedIn from 12% to 16%, and a decrease in Other from 15% to 6%. Presumably, the fall in Other reflects the removal of Twitch and TikTok from this category.
Huge Growth of TikTok and Twitch Influencer Marketing in 2020
Upfluence has also seen an enormous rise in influencer marketing on TikTok and Twitch in 2020. All the figures in this section relate to influencers on the Upfluence platform. Both social networks saw some growth in influencer usage in 2019, Twitch rising from 9,990 influencers to 15,754 and TikTok rising from 16,394 to 35,528. However, 2020 with its lockdowns and other COVID-related issues, has seen Twitch influencers more than double from 15,754 to 36,663, and TikTok trebling from 35,528 to 106,104.
Tiktok and Twitch as a percentage of Overall Influencer Campaigns
Upfluence analyzed which social platforms brands are using for their influencer campaigns. Instagram continues to be the most used platform for influencer marketing, and has even seen a continuous increase over the last two years. At the end of 2020 96% of campaigns included instagram influencers.
这是紧随其后的是Youtube,在30%of campaigns in 2020. We see that the use of Youtube has fluctuated over the years. It was included in around 25% of campaigns in early 2019 but then dropped to 22% at the end of 2019, however this was followed by a sharp increase as of Q2 2020, at the time of the COVID-19 pandemic.
Tiktok, the most recent of platforms used for influencer marketing, has started to see an increase in usage. While in 2019 Tiktok influencers were only present in roughly 3.4% of campaigns, this doubled to 6.8% in 2020. Even though Tiktok only represents a small percentage of campaigns, the platform has proven to be an effective way of reaching younger audiences and we expect these numbers to continue to increase.
Twitch continues to be a small part of the influencer marketing mix with barely 2% of usage in influencer campaigns, yet this is a slight increase from 2019 when Twitch was used in 1.5% of campaigns. Like Tiktok, Twitch saw a peak in Q2 of 2020 which correlates with the beginning of the COVID-19 pandemic.
Awareness and Sales are the Main Objectives for Running an Influencer Campaign
This year, increased sales have just become the main objective for running an influencer campaign, but awareness is almost equal.
33.6% of our respondents claim their influencer campaign aims to increase sales. 33.5% place more emphasis on awareness. Slightly less popular, at 32.8%, is the group of respondents who engage in influencer marketing to build up a library of user-generated content. This percentage has risen quite noticeably as an objective, from last year's 24%.
Influencer Fraud is Still of Concern to Respondents
Every so often, mainstream media highlights influencer fraud. Luckily there are many tools to help detect fraudsters, reducing the effects of influencer fraud. Hopefully, it will soon merely be a chapter in the history of the industry.
However, influencer fraud has not been wholly vanquished from brands and marketers' minds yet. Possibly because of COVID concerns, there has been less publicity about influencer fraud this year. However, the fall from 68% to 67% is minor, so many firms still have worries about the practice.
Substantial Drop in Respondents Who Have Experienced Influencer Fraud
While the number of firms worrying about fraud only fell by a small amount, there was actually a significant drop in influencer fraud experienced over the last year. A year ago, 68% of respondents claimed to have experienced fraud. This year, only 38% claimed to have suffered.
Brands are Finding it Easier to Find Appropriate Influencers
We asked our respondents how they rated the difficulty of finding appropriate influencers to work their industry. 22% stated that it was very difficult (compared with 23% last year), and 56% suggested that they had medium difficulty (62% last year). An increasing 22% of respondents found finding appropriate influencers to be easy (14% last year).
The improvement in this statistic suggests that brands benefit from having more platforms and other influencer discovery tools available than ever (as well as influencer agencies for those wishing to outsource the entire process). As we have seen above, many firms reuse influencers with whom they have worked in the past. Many brands still struggle to find suitable influencers, however, perhaps because they are unwilling to pay for the relevant tools or platforms.
This statistic suggests that the influencer platforms still need to do a better job at marketing their services. Many potential customers still require assistance at discovering and then reaching out to potential influencers.
Mixed Views on Whether Brand Safety is a Concern in Influencer Campaigns
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.
43% of our respondents believed brand safety could occasionally be a concern when running an influencer marketing campaign. 33% (down from last year's 34%) gave a more definitive belief that brand safety is always a concern.
The remaining 24% (up considerably from last year's 16%) believe it is not really a concern. Presumably, this last group has mastered the art of finding appropriate influencers for their brands, and they have little concern about a values mismatch.
Majority Believe Influencer Marketing Can be Automated, Although Significant Numbers Disagree
A contentious issue in influencer marketing is the amount of automation you can successfully use. Some people believe you can automate virtually the whole process from influencer selection through to influencer payment. Others value the personal touch and think influencer marketing is a hands-on process.
45% of the survey respondents believed audience relationship to be the most valuable factor when considering collaborating with a particular influencer. This is well down on last year's 53%. They see little value in working with somebody who doesn't have a real influence on his/her audience, or perhaps has an excellent relationship – but they are the wrong audience for that brand.
The second most important factor is content production at 34% (noticeably up from last year's 27%). This will be particularly so for the group who considered user-generated content as their primary objective when running an influencer campaign in our earlier question on influencer campaign objectives.
第三受欢迎的原因的22%的respondents (up from 19%) found for working with influencers is distribution. Although this seems lower than the other options, it clearly connects with audience relationships – influencers use their audience to distribute content relating to a brand.
Two-Thirds of Respondents Prefer Their Influencer Marketing to be Campaign-Based
We have already seen that brands prefer cultivating long-term relationships with influencers. However, brands still think in terms of influencer marketing campaigns. Once they complete one campaign, they plan, organize, and schedule another one. Brands find that influencers they have worked for on previous campaigns come across as more genuine. Despite this, 67% of influencer marketing relationships are campaign-based, with only 33% "always on."
Vast Majority Consider Influencer Marketing to be a Scalable Tactic in their Marketing Ecosystem
One of the most significant advantages of influencer marketing over social activity using official company accounts is the ease with which you can scale the activity. If you want to create a bigger campaign, all you need to do is work with more influencers, particularly those with larger followings – as long as they remain relevant to your niche.
While organic influencer marketing may be challenging to scale, because of the time needed for influencer identification and wooing, there are now nearly 1000 platforms and influencer-focused agencies that businesses can use to help scale their efforts. Many of these operate globally and accept clients from anywhere in the world.
55% of our respondents believe that influencer marketing is definitely a scalable tactic in their marketing ecosystem, and a further 38% think that it is somewhat of a scalable tactic. Only 8% disagree with the sentiment. The vast majority recognize that influencer marketing is, to some extent, a scalable tactic in their marketing ecosystem.
Engagement or Clicks is Still the Most Important Criteria When Evaluating Influencers
39% of our respondents rated engagement or clicks as their most important criterion (down 2% compared to last year). The next two categories have switched positions this year. 28% consider views/reach/impressions to be the most important (25% last year). 24.5% have opted for content type/category (26% last year). The remaining 9% of the respondents have different ideas on this topic, opting for Other as the most important criterion when evaluating influencers.
尽管只有24.5％的人声称内容类型/类别是最重要的标准，但该百分比可能会被低估。大多数品牌通过缩小某个特定利基市场的影响者的可能性来开始他们的影响者搜索 - 无论他与追随者有多互动，美容品牌都不太可能与家庭装修的影响者合作。同样，对于汽车经销商来说，选择一个著名的美容影响者，即使她有数百万追随者（除非他们宣传针对妇女的汽车），那将是不明智的。
About Half of Brands Work with Fewer Than 10 Influencers
We asked those of our respondents who engaged in influencer marketing how many influencers they had worked with over the last year. 52% of them stated that they had worked with 0-10 influencers. A further 22% had worked with 10-50 influencers and 13% with 50-100 influencers.
Some brands, however, prefer influencer marketing on a large-scale, with 8% of those surveyed admitting to working with 100-1000 influencers. Incredibly, a further 6% had worked with more than 1,000 influencers. This is double last year's percentage. 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 there is no set way to run an influencer campaign, monthly is still the most common frequency for our respondents.
Last year saw a movement towards quarterly campaigns, but that trend has reversed this year. Perhaps the uncertainties of COVID have led to firms preferring short campaigns they can change quickly if necessary.
Finding Influencers Remains the Greatest Challenge for Those Who Run Campaigns In-house
我们问受访者那些跑活动s in-house what they saw as the greatest challenges they faced. 34% found it most difficult to find influencers to participate in their campaigns. This is down somewhat from last year's 39%. This ties in with the similar concern they expressed to the previous question about the difficulty in finding appropriate influencers. Still, the reduction may indicate increased usage of platforms like Upfluence.
其他值得关注的领域包括衡量投资回报率和竞选结果（23.5％ - 去年没有出现），管理竞选的合同/截止日期（13％ - 去年的21％降低了），处理给有影响力的人的付款（10个％），带宽/时间限制（比16％下降9.5％）。另外9.5％的挑战可以将其分组为其他。