Other traditional platforms to lose favor between 2015 and 2018 were Twitter and YouTube. 87% of our survey respondents consider Instagram important for their influencer marketing campaigns (up from last year’s 79%).The percentages using the other social channels are all relatively similar to last year. Luckily there are now plenty of tools to help detect fraudsters, and this should reduce the effects of influencer fraud. With much of the research and media attention focused on B2C influencer marketing, we believe the 2020 State of B2B Influencer Marketing Report to be the first ever research report dedicated to B2B. If you want to create a bigger campaign, all you need to do is to work with more influencers 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 over 740 platforms and influencer-focused agencies that businesses can use to help scale their efforts.50% of our respondents believe that influencer marketing is definitely a scalable tactic in their marketing ecosystem, and a further 41% think that it is somewhat of a scalable tactic. While the latest year’s rate of increase may have fallen, the number of searches continues to grow. Indeed it ranked as the topmost downloaded non-gaming app in Apple iOS App Store for Q1 2019, with more than 33 million downloads.It hasn’t kept that position every month since launch; however, it has always performed well. Our YouTube Benchmarks Report aims to help marketers evaluate their own YouTube channel as well as the performance of their YouTube creators. Indeed 68% claim to have experienced influencer fraud, up from 63% last year.In many ways, this statistic is surprising. This reduction could simply be a result of a change in the mix of respondents to our survey. This means that the growth in influencer marketing over the current year, 2019 to 2020, has seen the estimated market size increase from $6.6 billion in 2019 to $9.7 billion in 2020. We found only 14% of posts to be fully compliant and meeting all regulatory guidelines as set out by the FTC and CMA. Most brands start their influencer search by narrowing down the possibilities to just influencers in a particular niche – a beauty brand is unlikely to work with a home improvement influencer, no matter how engaged he is with his followers.We asked those of our respondents who engaged in influencer marketing how many influencers they had worked with over the last year. The report covers the fourth quarter of 2019 and the first quarter of 2020, and includes a special section on the impact of the global pandemic and lockdown on influencer marketing. In this benchmark report, we surveyed 800+ Marketing Professionals to determine their views and build insight into their thoughts on the industry in 2019. The remaining 19% (there is some rounding error) take their influencer marketing spending from their PR Department’s funds. There has been much more publicity regarding influencer fraud of late, and there are more robust fraud solutions now available.
However, influencers still have a long way to go to meet the requirements.
Incredibly, a further 3% had worked with more than 1,000 influencers. Average Facebook posts per day, all industries. It is mandatory to procure user consent prior to running these cookies on your website.This website uses cookies to improve your experience while you navigate through the website. We analyzed more than 100 Thousand YouTube accounts and reviewed their performance to find benchmarks for the most essential YouTube performance metrics such as like to vote rate and like to view rate, all based on account size, countries and categories. Businesses who understand influencer marketing gain impressive returns: up to $18 in earned media value for every dollar spent on influencer marketing.Even average firms achieve dramatic results, with an average earned media value of $5.78 per dollar they spent on influencer marketing in 2019. This year 77% favor the measure, as against 22% who don’t. However, the vast majority of firms intend to include at least some influencer marketing in their mix.The most common percentage of marketing devoted to influencer marketing comes in the 10-20% range, with 39% of respondents intending to spend in this range.
43% of the brands surveyed said they spend less than $10K annually on influencer marketing, with 29% spending between $10K and $50K. The influencer marketing benchmarks outlined in this report will give influencer marketers an independent perspective on standard influencer campaign performance to benchmark their campaigns against competitors.
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