Best Influencer Marketing Studies Of 2020
With the final quarter of 2020 now around the corner (what a year its been!), it’s a perfect time to examine influencer-marketing studies or research to discover what indications are for the end of the year and the coming year. In this article, we take a careful look at six influencer marketing studies that could affect your marketing decisions in the coming months.
“The State of Influencer Marketing 2020” Report From Linqia
In this influencer marketing report published by Linqia, they shared some key insights regarding how companies intend to partner with influencers this year. Some of the conclusions they arrived at may come as surprises, however.
Grab your copy of “The State of Influencer Marketing 2020” from Linqia.
From the report, it was discovered that the highest percentage (77%) of companies intends to work with micro-influencers (influencers who have 5,000-100,000 followers). In contrast to this, 22% (less than a quarter) were interested in working with celebrity influencers with a minimum of 5 million followers.
The Types of Influencers Companies Want to Work With
The Types of Influencers Companies Want to Work With (Image Source)
Also, as regards the preferred platforms, Instagram and Instagram Stories were on top of the list, recording 97% and 83%, respectively. The percentage of marketers planning to use Facebook was 79%, and 44% mentioned that they’d used YouTube for marketing influencers this year.
Social Platforms Companies Plan to Use for Influencer Marketing in 2020
Social Platforms Companies Plan to Use for Influencer Marketing in 2020 (Image Source)
There are various ways in which Marketing professionals planned to measure the success and efficacy of their influencer marketing efforts. Almost three-quarters of respondents (71%) considered engagement metrics, such as likes and comments. Although, brand awareness and content impressions were also notable, making up 62% and 60% of responses about measurement techniques marketers would make use of in 2020.
“The State of Influencer Equality” Report From IZEA Insights
This particular influencer marketing studies closely examines the growing equality in the influencer marketing world or industry. A graph in it referring to payments in dollar per post indicates that male influencers typically earn more than females their female counterparts across all content types.
Average Cost Per Paid Post Across All Social Platforms
Average Cost Per Paid Post Across All Social Platforms (Image Source)
Grab your copy of “The State of Influencer Equality” from IZEA Insights.
The data in this report also illustrates however that there has been a significant increase in earnings over time for both genders. Back in 2014, males earned $69 per post, whereas females got $75. In the preceding years, males continued to earn more than their female counterparts, however, both genders earn significantly more now than they used to in the earlier eras of influencer marketing. An example is the per-post income in 2019, which were $2,152 for males and $1,138 for females.
Another surprising metric showed that influencers 24 or under had the highest earnings potential. To add to this, the lucrative manner of influencer marketing was uniquely prominent for influencers below the age of 17.
That discovery gives reason as to why many colleges make use of influencer marketing. By doing so, they are able to target specific groups and address identified needs.
Take for example; research conducted outside of IZEA’s report discovered that 56% of people searching for university information do so to learn about campus life. Making use of an influencer to syndicate the message about the college experience could be especially impactful if the person is in the appropriate age bracket.
The “2020 Trends” Report From Whalar
This report takes a close examination of the “visual and cultural trends” that relate to influencer marketing. It gives some insight as to some of the leading priorities and areas of focus in the segment now.
Grab your copy of “2020 Trends” from Whalar.
A major area studied was activism. Whalar described how it created a campaign for Burt’s Bees for the World Earth Month. This campaign used the hashtag #ForceForNature. The initiative recorded an engagement rate of 6.08% and earning 13 million impressions.
Athleticism (majorly targeted at women) is another trend covered in the influencer marketing report. Whalar collaborated with Nike, Strava, and other sports brands to change people’s perceptions of fitness. As an example, the Strava campaign focused on how people’s physical activity-related goals vary. Whether an individual aim to compete in the Olympics or run in their first 5K, their aspirations are equally important and as valid.
Also, Whalar’s report touches on how marketing with influencers also means creating fascinating images. A way to do that, that’s currently in vogue, involves the “face as canvas” approach. The influencers who demonstrate it often apply bright and vivid makeup meticulously. Through this, the audience is shown how they can make strong impressions by using their faces as an entry point to inspire and encourage others to unleash and display their creativity.
The “Influencer Marketing Trends 2020” Report From The Corner
The Corner claimed that they had worked with moreover 190 brands and businesses in the influencer space in 2019. It utilized the expertise gained in the year to develop this 2020 Influencer Marketing report. Despite the length of time an individual spends in marketing, influencers are very likely to factor into their efforts today and for the foreseeable future
Grab your copy of “Influencer Marketing Trends 2020” from The Corner now.
One of the trends, which were featured in this influencer marketing report, related to long-term partnerships between businesses and influencers. In an example, the document touched on how one contract requiring influencer Warren Nash to create content for the LEGO Family channel involved creating four videos weekly and maintaining that output for six months.
Original storytelling is also gaining prominence, the report showed. When individuals feel influencers are like them to some extent, they’ll relate more with the content and be more likely to take positive actions after seeing it.
An influencer marketing campaign, which featured Harriet Shearsmith, who normally gives parenting guidance, partnered with Heinz Beans to publish posts despite the fact that she was going through a kitchen renovation. The content received over 90% positive sentiment, likely because people appreciated the honesty of the images and originality.
“The Impact of Coronavirus on Influencer Marketing” From Obvious.ly
Influencer Marketing agency Obvious.ly, published its findings concerning the COVID-19 pandemic on the influencer community and the businesses and brands who hire its members. What the data showed was that 92% of influencers would create content that’s new to them, such as a Livestream. That’s very important when you consider that more people are staying at home and searching for activities to engage in during lockdowns. In addition, 23% of influencers recently began hosting such real-time streams to engage with their followers.
Grab your copy of “The Impact of Coronavirus on Influencer Marketing” from Obvious.ly now.
Also, the study indicates that if charitable brands or businesses want new opportunities in marketing, influencers could be of assistance. The conclusions were that 97% of influencers would post about brands and causes they care about, while 80% were willing to participate in charitable campaigns without pay.
When Obvious.ly ran its #ObviouslyForGood campaign which was associated with the coronavirus, 237 influencers signed up for the effort. It was an unofficial partnership in conjunction with the World Health Organization (WHO) to fight against misinformation.
The CEO of Obvious.ly Mae Karwowski told CNBC, “We’ve heard from so many influencers and brands that they wanted to use their influence to help; and we’ve seen so much misinformation and misunderstanding about the virus over the last few months; that we decided a good first step was to cut through all the mixed messages and provide a definitive source of information [by publishing content based on guidance from] the World Health Organization.”
CNBC’s coverage also mentioned that the campaign had a reach of 2 million people so far. That statistic emphasizes the power of influencers in collaborating for worthy causes. Obvious.ly’s also mentioned that influencers most often choose health care and hospitals as their most charitable causes these days. Volunteering and giving back during the coronavirus were two other priorities cited.
“How Marketers Are Using Digital Content Creators in 2020” From Vamp
This is the most recent influencer marketing report covered in this article, it was published in February 2020 and it illuminates how and why companies choose to invest in influencer marketing today.
It was a relatively small-scale study comprising of 124 respondents; the results are still worth considering, however. Although the report’s title uses the broader “digital content creators” term, the findings only concern influencers.
Grab your copy of “How Marketers Are Using Digital Content Creators in 2020” from Vamp now.
One finding showed unsurprisingly, how marketing professionals experienced numerous benefits after allocating parts of their budget to influencer marketing.
Benefits of Influencer Marketing (Image Source)
Increased brand engagement was the most notable advantage marketers brought up. Reduced cost of content creation followed. The study’s results showed 41% of those polled mentioned that latter perk. Marketers who are curious about that statistic need only consider that three-quarters of respondents said they asked influencers to handle content creation duties, which were previously given to creative agencies.
Another conclusion arrived at in the Vamp report that’s a positive takeaway for any company weighing whether to launch an influencer marketing campaign was that 80% of respondents felt influencer-generated assets performed up to or better than brand-created materials. In addition, the majority (60%) of companies that are currently working with influencers repurpose the associated content in social ads.
Influencer Marketing Is Well Worth Consideration: A lot of marketers are initially coy to move forward with a new type of marketing, regardless of their peers getting excellent results. As a marketing professional, if you are yet to work with influencers, or you are considering upscaling your current relationships with them. Both of those moves could pay off hugely for your brand or business, especially given the insights explored in these six reports.