Influencer marketing is a powerful way to help companies grow. It involves collaboration between influencers and brands. Thousands of brands have used this marketing strategy successfully over the past decade and have seen continued growth.
Individuals who are experts in a specific niche and have a large online following are called Influencers. Influencers are trusted experts in their fields and can influence their followers’ purchasing decisions. Brands can increase their reach by leveraging their endorsements or recommendations.
Despite the global impact of Covid-19, influencer marketing is still very popular with marketers and brands. It’s expected that it will grow in popularity even further this year. There have been many studies that prove its effectiveness.
These are 100 facts, statistics, and quotes about the influencer market.
Influencer Marketing Statistics for 2022
1. The Influencer Marketing Industry will Reach $16.4B by 2022
Influencer marketing is lucrative; that much is clear. This market grew from $1.7 billion in 2016 to $9.7 billion by 2020. It will grow to $13.8 billion in 2021. This is a sign of steady growth. The market is expected to grow to $13.8 billion this year.
This is due to the growing popularity of short video formats on platforms such as TikTok, Facebook, and YouTube. It also reflects the effects of the global pandemic, which catalyzed social networking consumption and optimized data collection, which marketers used to create social media ads.
2. The Number of Influencer Marketing Related Services/Companies Grew by 26% in 2021
As has the market, the number of service providers and companies that support the influencer marketing sector has increased. The number of influencer marketing companies increased by 26% to 18,900 in 2021.
3. Instagram Is the Preferred Social Media Channel for Brands Who Engage in Influencer Marketing
Instagram saw a slight decline in usage in 2020. However, it gained popularity in 2021. Most brands chose Instagram as their channel for influencer marketing campaigns. Despite having 1.3 billion fewer monthly active users than Facebook (2.89 billion), it is still one of the most used channels. TikTok is also more engaged than Instagram, but it remains the most popular social media platform for influencer marketing.
4. Video Ads — One of the Top Performing Ad Formats on Facebook
Video ads are more engaging than images on Facebook. Video ads are more effective at triggering clicks and conversions than images because they make users stop and pay attention to what is being said. Video ads have higher click-through rates, especially vertical and mobile video formats.
5. Instagram Is Still a Viable Avenue for Users to Find New Products and Services
Unsurprisingly, Instagram is still an important part of the marketing strategy of 79% of marketers. It is a versatile platform with a global reach. 83% of its users use it to find new information. 87% of those who saw posts on the platform had taken a specific action. They followed a brand, visited its retail store, or made a purchase.
6. Zara Was the Most Mentioned Brand on Instagram in 2021
Zara had a staggering reach of more than 2 billion people and was mentioned over 300,00 times on Instagram in 2021. This beat even Instagram.
7. Netflix Was the Most Mentioned Brand on TikTok in 2021
With over 10,000 mentions, Netflix was the most popular brand on TikTok. TikTokers weren’t making videos about the streams they streamed. They were watching Netflix. Who said that watching TV was dead?
8. Steam Was the Most Mentioned Brand on YouTube in 2021
YouTube’s most popular channels have a lot of mentions and views. These are usually related to shopping or gaming. Steam was the most popular channel, with more than 76,000 mentions and more than 1.1 billion views.
9. In 2022, Brands Are Expected to Increase Their Budgets for Influencer Marketing
As influencer marketing becomes more popular, brands will likely engage with them more or increase their budgets.
10. More Brands Are Opting to Run Influencer Campaigns In-House
More brands are deciding to develop and implement their campaigns themselves rather than relying on agencies. This is to protect their brand’s reputation and increase campaign effectiveness. They are wary of fake influencers and the possibility of middlemen falling for such influencers.
11. A Majority of Marketers Have Opted to Use Influencer Marketing
Influencer marketing was once considered a luxury, but it is now a vital component of a brand’s marketing strategy. 93% marketers have used influencer advertising in their campaigns. It’s now an essential strategy for advertising.
12. Micro-Influencers Are Poised to Make a Big Impact in 2022
Micro-influencers will play a more significant role in 2022. Although they might have fewer followers than mega or macro-influencers however, they tend to have more engaged audiences and are more likely to take action.
Experts predict smaller industries will choose to work with micro-influencers. Today’s audience values authenticity, credibility, and relatability.
Micro-influencers continue to increase in market share. It grew from an 89% market share in 2020 to 91% in 2021.
13. More Brands Will Leverage Micro-Influencers in Their Campaigns
A campaign’s advertising costs per action can be reduced by using micro-influencers, which can still increase a brand’s reach. Although their following base is not as large as celebrity influencers, they can still generate more impact per impression. Micro-influencer marketing is expected to grow faster than traditional influencer marketing.
Working with micro- and nano-influencers can be more cost-effective. These influencers are generally less expensive than their more well-known counterparts. People with 1000 to 10,000 followers may charge $100 for a post. Mega-influencers with more than a million followers will likely charge $10,000 per post.
14. Expect to See the Fall of Influencer Marketing Silos
You can get a better understanding of influencer marketing by removing the silos from your marketing mix and creating a buyer’s journey that is more complete.
15. Cross-Channel Campaigns Are on the Rise in 2022
Each person had an average of 4.8 social media accounts in 2014. In 2020, there would be 8.4 accounts for each person. It’s vital that brands adopt a cross-channel approach to marketing campaigns as social media usage and platforms continue to grow.
Although some platforms have similarities, they are not always the same. TikTok content, for example, speaks to a different audience: users who want to ride or start on trends. Instagram Stories, however, appeals to people who like interactive content.
Brands must be able to generate relevant content for every social media platform to remain relevant. They need to work with experts in each channel who can engage their target audience on these digital platforms.
16. Tech Developments Will Play a Big Role in Influencer Marketing
Artificial intelligence will most likely change traditional influencer marketing methods due to the rapid advancement of technological innovations.
Machine learning and AI are becoming more mainstream in influencer marketing. Brands need to incorporate this technology into their approach. They can use tech to identify trends and improve collaborations with influencers. They can also use tech to extract meaning and context from consumer conversations.
17. The Lifestyle Industry Has the Greatest Distribution of Instagram Influencers
Beauty, music, photography, and family are next. Modeling, actors and cinema, and fitness and gym, are the most influential categories.
18. A New Breed of Influencers Is on the Rise
Although the traditional influencer categories of beauty and lifestyle influencers still exist, there are new categories such as financial influencers or skinfluencers, and pet influencers.
As influencers expand beyond their niche, the boundaries of their respective fields are blurred. Beauty influencers, for example, have covered other interests, such as travel, food and fitness.
19. Social Commerce Will Reach $992B in Sales for 2022 and Is One of the Key Trends That Will Shape Influencer Marketing in 2022
Social commerce is not just about ads. Brands have new sales opportunities through different social media platforms. The buyer journey is more accessible because users can purchase from their mobile apps. In 2022, global sales via social commerce platforms will reach $992 million.
China has seen social commerce explode. In just one day, in October 2021, Li Jiaqi (and Viya) sold $3 billion in goods. This is almost three times the daily sales of Amazon. Expect to see new platforms offering more first-party sales as 2022 progresses.
20. Influencer-Generated Content Performs Better Compared to Branded Posts
61% trust influencer recommendations, while 38% trust brand-produced content. 60% believe influencer-generated content is more effective and generates more engagement than branded posts.
21. Marketers Will Increase Their Spending on Influencers by 2023
In the US, influencer marketing spending is expected to exceed $4.6 million by next year. Spending is projected to increase to $4.14 Billion in 2022, as opposed to $3.69 Billion in 2021.
22. Transparency is One of the Factors that Affects Consumers’ Perception of the Influencers They Follow
Consumers expect influencers to be more transparent with what they market and that their followers don’t necessarily indicate trustworthiness.
20% of consumers are ready to quit following influencers if they fail to disclose advertising or sponsorships.
23. Consumers Are More Likely to Follow Influencers Who Look Like “Everyday People.”
Contrary to popular belief most consumers prefer to follow influencers who look and behave like them rather than celebrities. This contributes to the preference of companies to partner with micro- and nano-influencers.
24. Brand Ambassadorships Will Dominate the Influencer Marketing Sphere
In 2022, brand ambassadorships will take center stage. Companies are adopting a more proactive approach to influencer marketing. This helps brands establish a consistent presence across different social media platforms.
Marketers can make influencers into brand advocates by building a long-lasting relationships with them. They will work best with people familiar with their brand and target audience.
25. Personalization Will Change the Face of Influencer Marketing Campaigns in 2022
Personalization plays a crucial role in the implementation of successful influencer campaigns. Influencers must be able to engage with their audience on a human level or use a more down-to-earth approach. People who are relatable to consumers are more likely to be responsive.
Marketers should work with influencers that align with their brand’s values, personality, and core beliefs to ensure success.
26. Diversity, Equality, and Inclusion Will Become the New Standard of Influencer Campaigns
In 2022, diversity, equality, and inclusion were not just buzzwords. They are becoming industry standards. Both influencers and consumers are working together to create more inclusive spaces.
Many social media influencers now speak out about gender and racial inequalities, especially on platforms like Instagram. A 2021 study found that Black content creators earn 35% less than white content creators. The study also revealed that the BIPOC (Black Indigenous, People of Color) influencers earn 29% less than their white counterparts.
27. Live Shopping Experiences Will Influence the Social Commerce Industry
Live shopping is more than a passing trend. It will be a crucial part of social commerce. Many social media platforms have made live shopping a feature of their sites. You can expect to see influential people participating in live-streaming events.
Live experiences don’t only have applications for shopping. You can use them to create interactive content that engages 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). Instagram has an audio feature that allows creators to find and save the songs they wish to use in future content. Instagram recently added a map search function that doubles as a directory. This allows users to search for businesses and get more information.
29. More Brands Will Incorporate AR Technology into Their Influencer Marketing Campaigns
Augmented reality (AR), is a game-changer. Augmented reality (AR) is used in various industries for applications such as games, navigation, learning and development, and navigation. Many businesses already use AR, both B2B and B2C.
For example, augmented reality can allow customers to virtually try on clothes and makeup in the retail sector.
Brands and their collaborators will find innovative ways to use these innovations in campaigns. Brands and influencers have the opportunity to make AR a more popular tool. Many brands use virtual influencers, and humans are beginning to explore the possibilities of AR in content creation.
30. More Influencer Collaborations Will Crop Up
Collaborations don’t have to be limited to influencers and brands. Apps are creating new ways for influencers to reach their followers on multiple platforms through apps. Recent app developments allow users to collaborate with their favorite influencers.
Instagram allows users to now co-author posts, add photos to Stories, and so forth.
31. A Significant Number of People Will Identify Themselves as Content Creators
According to estimates, 1 billion will identify themselves as content creators. Experts predict that content creation will become more democratic as the influencer marketing market changes and the creator economy expands.
TikTok, Instagram, and other social media platforms make it easy for users to create content. These platforms are simple to use, easily accessible and offer features that simplify the process of content creation.
32. Brands Are Expected to Leverage Online and Offline Campaigns
Brands and influencers have the option to extend their campaigns offline. Brands can ask micro-influencers to visit their stores and increase visitor engagement. Brands will also benefit from offline attention.
33. Influencers in the US Receive the Most Deals, Followed by Those in Canada, the UK, and Australia
Due to its large consumer market, the US has a lot of influencers. Los Angeles, New York City, Atlanta, Miami and Chicago are the cities with the highest influencers in North America.
34. Brands Spend More Than $100 per Influencer-Generated Content
Brands spend an average $174 per piece of influencer-generated content. This average spending price is expected to increase as influencer marketing spending is projected to rise over the next few years.
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
The percentage of brands with a separate budget to support content marketing has increased from 49% to 59% since our 2020 survey. This seems low considering that HubSpot reports 70% of brands using the content market. However, it is possible that this difference means that some brands don’t have separate marketing budgets for different types.
36. 90% of our Survey Respondents Believe Influencer Marketing to be an Effective Form of Marketing
Brands that use influencer marketing are generally happy with their results. Our influencer marketing survey revealed that 90% of respondents believed influencer marketing works. This stat has remained relatively consistent over the years.
37. 56% of Brands Use the Same Influencers Across Different Campaigns
Most brands prefer to build long-lasting relationships with influencers over finding another one every time they run a campaign. A larger brand will likely have a list of influencers they can work with, depending on their target market and products. However, this doesn’t alter the fact that relationships are crucial in influencer marketing.
38. Brands Paying Influencers With Money Is as Common as Brands Paying Them With Free Product Samples
The number of influencers paid by brands has increased. 34.5% paying influencers in cash, 34.5% paying them with product samples. 25 percent of brands offered discounts to influencers, while a smaller percentage (5.9%), preferred giveaways.
39. 70% of Marketers Measure the ROI from Their Influencer Campaigns
Surprisingly, 30% of companies don’t measure their influencer market ROI. 70% of firms (or 30%) do not measure their influencer marketing ROI. Measuring the ROI of influencer marketing campaigns is as important as any other type. You can get the right compensation if you are an influencer.
40. 42.3% of Brands View Influencer Marketing Success Based on Conversions and Sales
Influencer marketing is vital for brands to achieve accurate results and positively impact their bottom line. Brands believe conversions and sales are the most critical metrics for success in influencer marketing campaigns. This is why 42.3% believe this. Others measure success by engagement or clicks (32.5%), views, reach, impressions, and engagements (29.9%).
41. 82% of Firms Take their Influencer Marketing Spending From Their Marketing Budget
The majority of brands now pay for influencer marketing through their marketing budgets. This is a slight increase from 2020. The majority of brands still use public relations budgets to fund influencer marketing. This indicates that they use influencers to raise brand awareness and not increase sales.
42. 4 out of 5 Brands Use Instagram for Influencer Marketing
With 79% of brands naming Instagram as their most important platform, Instagram is the preferred network for influencer marketing campaigns. This is an increase of 68% compared to 2020.
43. Brands Still Use Other Social Media Platforms for Influencer Marketing
Although Instagram remains the most popular platform, influencer marketing is still being used by brands on other platforms.
The use of Facebook has increased by 7% to 50%. TikTok’s growth to 46% from 45 percent was relatively stable. YouTube saw a 44% increase from 36% in 2020.
44. 67% of Brands Are Concerned About Influencer Fraud
There have been many horror stories of influencer fraud. Fake followers, bots, and phishing all contribute to brands’ losses of 300 per post. Many tools available can detect fraud and minimize the impact of influencer fraud. These tools have made fraud less likely to be committed against influencer accounts.
45. 70% of Respondents Prefer their Influencer Marketing to be Campaign-Based Rather Than Always-On
Although brands would prefer to establish long-term relationships and trust with influencers over the long term, they still view influencer marketing as a series of campaigns. Once a campaign has been completed, a new one can be planned, organized, and scheduled.
46. 28.1% of Brands That Run Campaigns In-House Say That Measuring ROI and Campaign Results Is the Most Significant Challenge for Them.
This is an increase of 23.5% from last year. Brands reported problems finding influencers (27.4%), managing campaigns’ deadlines and contracts (14% down from 2020’s 21%), processing payments to influencers (8.3%), bandwidth or time restraints (13.3%), up from the 9.5% last year.
47. Micro-Influencers Have Better Engagement Rates Than Mega-Influencers
Instagram micro-influencers have an average engagement rate 3.86%. This decreases at every level of an influencer before reaching 1.21% for mega-influencers. YouTube engagement rates are generally low, but micro-influencers have an average engagement rate 1.64%, compared to the 0.37% of mega-influencers. This is the most noticeable difference in TikTok’s micro-influencers, who get engagement rates close to 18%, while mega influencers only get a little under 5%.
48. 54.1% of Brands Work with Influencers to Run eCommerce Stores
Our influencer marketing survey respondents come from various business backgrounds, including brands, PR agencies, and other agencies. It was, therefore, surprising that more than half of them were involved with eCommerce. This could be a sign of increased eCommerce popularity for all business types.
49. 68% of Marketers Intend to Increase Their Influencer Marketing Budget in the Following Year
This data comes from the Influencer Marketing Hub survey. Marketers can see the value of influencer marketing to a brand when done correctly.
Nearly two-thirds of companies budget for influencer advertising (68%) plan to increase spending in the next twelve months. 17% expect their influencer marketing spend will remain the same.
50. Successful YouTubers Can Earn Millions From Their Videos
We have compiled a list of the highest-earning YouTubers in 2021 and 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
According to a whitepaper from The Drum, 83% of influencers want more creative control. This allows them to make their posts more authentic and increases their credibility.
52. Department Store Chains Now Partner With Fashion Bloggers to Promote New Initiatives and Publicize Their Stores
Many department stores know the importance of fashion bloggers in promoting their products and stores. These include Harrods, Bloomingdales, and Bergdorf Goodman. These partnerships enable fashion stores to communicate with customers on a deeper level than traditional celebrity endorsements.
53. 69.4% of Influencers Chose to be Influencers so They Could Earn Revenue
TapInfluence joined hands with Altimeter to create a study about the state of influencer market by interviewing influential people. Nearly 70% of respondents to a survey about their motivations for participating in this type of marketing stated that they were motivated by the opportunity to make some money. 57% also stated that they were involved as influencers to impact the world or make a difference.
54. Conversion and Sales Are the Most Important Measurements of Influencer Marketing Success
Because Influencer Marketing is so widespread, most marketers now know that the best way for businesses to measure success is by using a consistent metric with their campaign goals. 42.3% of respondents said they are more concerned with tangible results and prefer to measure conversions or sales than engagement and 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
Instead of focusing on the entire market, a firm should be able to reach the people that can convert the most.
56. 54% of Influencers Say They Will Work With Brands Who Respect Them as They Would Any Other Publisher
Crowdtap interviewed over 50 content creators. These influencers demand respect from brands who work alongside them. Although they may not be as well-known as Wall Street Journal’s editors, they have established their authority and refuse to be ignored by marketers and executives.
57. Content Creators Say Their Most Important Method for Vetting Brand Partnerships Is by Determining Which Opportunities Are Most Relevant for Their Audiences
Brands need to remember that influencers want to make money, but not at the expense or their audience.
58. 67% of Marketing and Communications Professionals Engage With Influencers for Content Promotion
Schlesinger Associates for Augure’s May 2015 study found that content promotion was the most important reason marketing and communications professionals engage with influencers before product launches, content creation, corporate communications, event management, 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 exciting statistic comes from the same Schlesinger Associates for Augure study as above. This is contrary to other research that shows engagement is more important than traffic.
60. The Increase in Influencer Marketing in 2021 Mirrors the Decrease in Print Advertising
We are seeing a decline in print advertising. This is consistent with the pandemic-caused shift to digital marketing, which sees more brands engaging with influencers.
We are also seeing a growing demand for digital newspaper subscriptions. The New York Times, for digital-only news, had over 6 million subscribers in the second quarter of 2022, while The Wall Street Journal had only 2.9 million.
61. There Are Five Types of Influencers: Celebrity (Mega) Influencers, Macro Influencers, Mid-Tier Influencers, Micro-Influencers, and Nano-Influencers
Influencer marketing doesn’t focus on celebrity endorsement. The majority of influencer marketing success is achieved by micro-influencers (at least 90%). These are people with a strong social media following. Although there are no strict guidelines on the number of followers, these are some general guidelines:
- Mega-influencers are social stars with over a million followers. These celebrities are often known as mega-influencers.
- Macro-influencers are influencers who have between 100,000 and 1,000,000 followers.
- Micro-influencers are people who have between 1,000 and 100,000 followers. Their following might be small, but their authenticity is impressive.
- A nano-influencer has less than 1000 followers and enormous influence in a 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 Report on Influencer Marketing Benchmarks shows that Instagram remains the preferred network for influencer marketing campaigns. Its popularity has fallen a bit due to TikTok’s growth.
TikTok was a minor player in the influencer marketing market radar in 2020. However, it rose to the top of the list last year. Our survey respondents indicated that 45% had used TikTok in their influencer marketing campaigns.
63. 77% of Fashion Micro-Influencers Prefer Instagram
Influencers are more likely to use Instagram if they work in fashion, a visually rich niche. Only 31% of entertainment/pop-culture micro-influencers choose Instagram for a less visual niche.
64. 53% of Micro-Influencers Have Never Paid to Promote a Post
Most influencers can reach their respected status without having to pay for promotion. Despite their love for Instagram, less than 10% have paid for native ads on the platform. Brands can get more reach if they pay for promoted/boosted posts.
65. Audience Is Still Considered the Most Valuable When Partnering With Influencers
Brands view audience relationships as the most important when choosing influencers to collaborate with. Brands don’t want to work with influencers that have little influence on their audience, have poor relationships with them, or are not the right audience for their brand.
66. Marketers Should Ensure That Their Influencer’s Brand Matches Theirs
Quote: “As long I get to do what I want and someone writes me a check for that, I’m all in.” – Mike Perry. Broad City Designer.
You should have chosen the best person to be your influencer if you have done your research. They have created their own brand. You must ensure that the messages you send to your audience are relevant to them. Encourage your influencers and friends to share your brand story with their voices.
67. Nearly 40% of Twitter Users Say They’ve Made a Purchase as a Direct Result of a Tweet From an Influencer
However, he recognizes that this metric is not easy to measure but it is nonetheless essential.
74. When Looking for Influencers, It Is Important to Engage People Who Already Have an Affinity for Your Brand
People who love your products will talk about them with passion and enthusiasm, inspiring others.
75. 93% of Millennials Trust and Rely on Online Reviews
93% of millennials trust online reviews and use them to help make informed decisions. 93% of millennials consider online reviews trustworthy and view them as more credible than recommendations from family or friends.
This trend isn’t new and doesn’t just apply to millennials. Online reviews are a common way for consumers to evaluate a business before purchasing or transacting.
76. 50% of Consumers Will Take Some Action After Reading a Positive Review
BrightLocal’s survey also shows that firms should ensure they get positive product reviews online. It is interesting to note that older people are more likely to visit a company’s site after reading a positive review than their younger counterparts (35% of 18-34-year olds, 47% 35-54-year olds, 69% 55+).
Another common reaction to reading a positive review is to visit the business location (15%) and contact the business (13%).
77. 363 Million People Use Snapchat Daily, Making it a Highly Viable Influencer Marketing Channel
Snapchat is a popular social media platform that has seen rapid growth to 363,000,000 users by 2022. It is especially popular among teenagers. This demographic is an excellent target for brands that are interested in influencer marketing.
78. The Best Influencer Marketing Campaigns Are Very Organic and Do Not Look Like Advertising
They work best when brands intuitively use influencers to tell a story for them.
79. There’s an Increase in the Usage of Ad Blockers in the US in 2021
Ad blocking is a popular practice among younger internet users aged 16-24. Ad blockers help block disruptive ads and provide protection against malware.
26.4% of internet users used an advertisement blocker in 2020. The number of users increased to 27% in 2021. It is expected that the use of ad blockers will continue to rise. It is estimated that 40% use an ad-blocker in the US.
80. More Than Half of 18–24-Year-Olds Have Their First Contact With Social Media Each Day on Smartphones
57% of Americans aged 18-24 make daily contact via social media with the news. This stat changes with age. Only 29% of Americans aged 35 and older first see news via social media. Their primary source of news is directly from news sites.
81. “Social Media Allows Big Companies to Act Small Again.”
Jay Baer, the customer experience expert, has regular speaking engagements on social media. He uses this one-liner as a regular joke, and it’s very relevant to influencer marketing. Thanks to the rise of social media and influencers, big companies can now reach their customers individually.
82. “Social Media Changes the Relationship Between Companies and Customers From Master and Servant to Peer to Peer.”
Jay Baer’s quote is another important one that companies should remember when working with micro-influencers. Social media’s two-way communication means that brands no longer have control over the narrative around their brands. Instead, the power has shifted toward customers. Customers and businesses can interact at the same level as peers.
83. Influence Can Be Fickle and Can Change Almost Overnight
Social media’s influential people are constantly evolving. The influencer of today may not be the one of tomorrow. Brands need to keep abreast of who the influencers are. PewDiePie may seem old one day.
84. Some Brands Are Already Influencers
Some brands can be considered influencers because they have enough online credibility. Red Bull has a strong YouTube presence. They have 10.3 million subscribers to their main channel and many smaller specialty channels.
85. 68% of Bloggers Prefer to Work Directly With a Brand Instead of an Agency or Network
GroupHigh surveyed 4,000 people. GroupHigh found that bloggers prefer to work with brands, even though more agencies approached them than brands.
86. Customers Are Looking for Brands That Can Address Their Needs or Solve Their Problems
People want to do business because they can get what they want. Don Crowther reminds companies that customers don’t come to do business with them because they want you to get what you want. Even influencers won’t increase your sales if you don’t offer what customers want.
87. Influencers Are Identified as Such Because of Their Influence
Influencers have significant networks (followers, readers, etc.). “Influencers are people with significant networks (followers, readers, etc.) who can speak to a wide range of products or services and have the ability to influence opinions.” Jess Estrada is a digital strategist, blogger, and influencer.
88. Friends Influence 79% of Consumers’ Purchasing Decisions on Social Media
IScoop shows that 79 percent of people let their social media friends and family influence their buying decisions. Peer pressure is still a significant factor.
89. Influencers Should Be Wary of Abusing Their Capabilities
“Influencers believe that they have power because they have an audience. They have power, but they need to be careful how they use it.” Tim Bax, iCrossing, warns influencers that they could alienate the brands they are paid for.
90. 84% of Companies Plan on Working With a Social Media Star in the Following Year
Lord & Taylor partnered up with 50 fashionistas to create the same look. The dress was sold out by the weekend’s end and gave Lord & Taylor a chance to showcase their Design Lab Collection to potential clients who had followed these influencers.
91. As an Instagram Influencer’s Follower Total Rises, the Rate of Engagement (Likes and Comments) With Followers Decreases
This is the main finding of PLANOLY. Engagement rates for those with less than 1000 followers are generally 3.6%. Users with more than 1 million followers received only 0.76% of likes.
92. Influencer Engagement Fell in 2021 but Is Higher Than in 2019
This is the main finding of Planoly. Users with less than 1000 followers have a 3.6% engagement rate. Users with more followers receive likes only 0.7%%.
93. Influencer Engagement Fell in 2021 But is Higher Than in 2019
Mediakix’s research has shown that mid-tier influencers with a following of between 10k and 100k are those brands that should target for influencer marketing. Not celebrities with large followings but low engagement.
94. Influencers Who Are True Brand Advocates Have More Sway Over Their Followers
Mediakix’s research has shown that mid-tier influencers with a following of between 10k and 100k are those brands that should target for influencer marketing. Not celebrities with large followings but low engagement.
95. Influencers Who are True Brand Advocates Have More Sway Over Their Followers
Forbes says that micro-influencers will be a part of the larger B2B conversation and play a crucial role in business solutions and advertising services. This is a natural conclusion from the statistics we have seen. Micro-influencers are more engaged than mega-influencers and, therefore, would be better able to deliver results for businesses.
96. 4 in 10 Snapchatters Claim That They Discover Brands Thanks to Snapchat Celebrity Endorsements and Online Posts
Forbes says that micro-influencers will be a part of the larger B2B conversation and play a significant role in business solutions and advertising services.
97. 89% of People Surveyed Say ROI From Influencer Marketing Is Comparable to or Better Than Other Marketing Channels
According to the BigCommerce Influencer Market Survey, 89% believed that influencer marketing has a better ROI than other channels.
98. 5% of Marketers Expect to Spend Over Half Their Budget on Influencer Marketing
We asked marketers in our Influencer Marketing Benchmark Report how much they plan to spend on the influencer market. 77% of marketers intend to include influencer marketing in their marketing mix. However, 5% plan to dedicate half or more of their marketing budget. A further 28% plan to dedicate 30-40% of the marketing budget to influencer marketing.
99. A Large Percentage of Younger Audiences’ Time Is Spent Watching Videos
The Washington Post reported recently that 8-12-year-old Americans spend, on average, 4 hours and 44 minutes each day in front of a computer screen. Teens spend an average of 7 hours and 22 minutes daily on screens, not including homework or school.
The average American teenager spends most of their time watching videos. Next comes gaming and, finally, social media.
100. Creating Remarkable Content Is the First Step to an Effective Strategy
It’s one thing to create beautiful content but another to get people to interact with it. It’s futile if no one interacts with your content. Next is to find the key influencers who can amplify content. In modern marketing, content marketing and influencer marketing are best friends.
Arthur Hilhorst is the digital marketing lead at Onalytica (a London-based tech startup) and explains Why Influencers Are Essential for Content Marketing Success.
101. FTC Sent Hundreds of Businesses Warnings About Fake Reviews and Misleading Endorsements
In October 2021, the Federal Trade Commission (FTC) sent 700 Notices of Penalty Offenses to businesses, retailers, and advertisers. This notice was sent by FTC to these companies, advising them that they could face penalties of up to $43,792 for each violation.
102. LinkedIn Has 830 Million Users, and 25% of Those Users Are Senior-Level Influencers
According to Oberlo, there are 830,000,000 professionals on LinkedIn. 180 million, or 25%, are senior-level influencers. 57% of them are male, and 43% are women. The platform is home to more than 55 million companies. It is second to Facebook in popularity for B2B marketing.
103. LinkedIn Is Highly Important for Sharing Professional Content
LinkedIn is often considered a considerable collection of resumes or a job market. However, professionals can also use LinkedIn to publish and share content. LinkedIn is used by many companies in the B2B market. LinkedIn claims that they have received 9 billion content impressions. This is 15 times more than the number of job postings. Mobile accounts for 57% of all content impressions.
The Future of Influencer Marketing
Influencer marketing can be a powerful marketing strategy. Companies that use influencer marketing have a better chance of success, particularly if they can establish a long-term and healthy partnership with creators. The influencer marketing market will see a lot more changes in 2022. We hope you find our article helpful and informative.