Trying to make your mind up on whether you want to get into influencer marketing? Marketing of any kind can be a definite risk. That is why we’ve compiled the most helpful marketing statistics for 2019. This is fresh data, collected over a variety of weeks, months, and years even. All in one place so you can know, once and for all, whether influencer marketing is going to make or break your business! We have a helpful little tool to recommend that you can check out in order to simplify your future marketing pursuits!
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First, as promised, we’re going to go over statistics for influencer marketing. The fact will be highlighted, and I’ll discuss how and why said statistics can help you grow your business or advertise your product. Of course, you probably know the general stuff already. However, there’s nothing that can beat cold hard numbers, and that’s what we’ve got. So, continue reading if you want to learn more!
According to a survey that was conducted by the Influencer Marketing Hub, influencer marketing is currently the fastest-growing online customer-acquisition channel. In other words, as of right now, there’s nothing out there that beats the potential of influencer marketing. Not even organic search traffic, paid search traffic, affiliate marketing, or email marketing.
Another statistic from the Influencer Marketing Hub, taken from their 2019 report, shows a projected increase in the total market value of influencer marketing at around 2 billion dollars! With the final projection at $6.5 billion (although the actual figures have it projected between $4.1 billion to $8.2 billion -- with 2020 seeing another potential rise of 2-4 billion dollars.) There is no denying that it is one of the fastest growing markets these days, especially when one considers that it was only worth around $500 million when it saw its rise in popularity in 2015.
As of right now, every dollar spent in influencer marketing is worth $5.20 in media value. That value increases based on your choice in influencers. If you happen to find an influencer that has an audience that is perfect for your product or service. Then you can expect to earn up to $18 in media value (or more.) These kinds of returns just aren't going to be available anywhere else. And, again, it’s just a matter of finding an influencer that suits your brand and is able to connect you with an audience that is actually interested in purchasing your product.
Stepping away from general statistics for a bit, let’s talk about what Smart Solution 247 discovered from an Influence.co study. They found that in recent months - because of the rise in popularity of influencer marketing, almost half of influencers receive four sponsorship proposals. Of course, they won’t have time to take care of (or even bother reading) all four proposals, which makes it vital for all interested influencer marketers to pick out their influencers and create their proposals very carefully. Meaning, don’t reach out to influencers who aren’t in your niche and definitely do not try to shortchange them -- cause more likely than not? They’ve received similar offers half a dozen or so times over the year already.
In a given day, you’re looking at around 3.2 billion active social media users. Of course, they’re spread out over social media -- some on YouTube, some on Twitter, Instagram, Facebook, etc. Some spend a couple of minutes checking out the posts of their friends and others spend hours engaging with their favorite influencers. Either way, we’re talking about almost half of the world’s population, and any of these people can be your customer -- so long as you find the right influencer!
If you’re interested in reaching out to a blogger to post a review on your product -- or even just mention it, then it might be best if you communicate with them directly. It’s been discovered that most of them - around 68% in fact, would be more willing to work with you if you contact them directly (rather than contacting them through another marketing agency or network.)
According to an analysis of over 700,000 Instagram Influencers from the UK, 1 in 8 Instagram influencers bought fake followers in 2018. So, make sure you perform the usual engagement check. As this can lead to an over-inflated market value, forcing you to cough up more cash on the influencer only to end up paying for a ghost audience that will never check out your product or service.
Now, if you’re looking to connect to the millennials, then the social platform to be might just be Twitter. According to the Pew Research Center, millennials are the most frequent users of Twitter (with the so-called Generation Z next up in line.)
If you want to launch a new product, and don’t know where to do it, then Instagram is probably your best choice. Because, according to Falcon.io, around 60% of social media users learn about new products on Instagram first (over any other social media platforms.) Instagram, in general, is great for product marketing because it’s all about photographs -- letting the product speak for itself.
According to the Digital Marketing Institute, around 49% of all available consumers depend on the recommendation of their favorite influencers for products and the like. And, of that 49%, around 40% purchase the recommended product. So, if you can connect to an influencer who has authority in your brand -- and whose recommendation their audience will trust, then you can use that trust to market your product.
I’m sure we’ve assumed this fact for a while, but as of 2019, there’s no denying it any longer. Print Marketing is now a thing of the past and influencer marketing is the future. Nowadays, investing in a newspaper or magazine ad is less and less likely to result in a good return in investment.
One thing to keep in mind when hiring influencers is to make sure that they’re compliant with the FTC and CMA guidelines. This is important in making sure that your post doesn’t get flagged. The most common issue is when influencers don’t mention that their campaign is sponsored -- full disclosure is required if they are to be rewarded after recommending a product, or else the post would be negligent and could potentially be taken down.
If you’re new to influencer campaigns, then the thing that you probably want to learn about first is the act of recruiting. Recruiting, in general, is tough and you’re probably going to have to compete with other brands and companies when it comes to getting an influencer on your side. So, study up on your competition, set up a game plan, and make sure that you pitch an offer that an influencer couldn’t possibly ignore or refuse.
Some brands prefer to have their sponsored content be in the form of a video. It’s a good idea, but unless you have large-text captions on the content. It will be ignored. This is true for Facebook, Instagram, and Twitter -- wherein most people have their sound muted until they’ve selected the post. It is also especially true in the case of Facebook, where 85% of users have videos automatically muted through their settings.
Facebook was considered the social media platform for influencer marketing. However, that’s since changed. Nowadays, everyone is on YouTube. Back in 2018, YouTube was 18% behind on marketing influencer (according to the Medium), but we might see a total rise in YouTube’s favor depending on the 2019 market.
Some people think that Twitter isn’t the platform to be in. However, based on a survey conducted by Twitter Marketing, 49% of Twitter users have made a purchased based on a Tweet from a Twitter influencer. Of course, for this, you will need to find a Twitter influencer with enough of an audience and authority - but if you can find that golden egg, then you can be sure to make good results.
This might seem obvious, but it still needs saying. Because, around 49% of social media users said that they would be more likely to buy a product online if quick and secure payments systems (that they are familiar with, e.g. Amazon Pay) are made available. So, make sure to take this into consideration if you want to independently sell your product on your own personal website and the like.
Engagement rate has always been an important aspect when it comes to finding an influencer, and Instagram has the highest engagement rates of them all. When compared to Facebook, you’re looking at ten times increase in engagement, for Pinterest it’s 54 and for Twitter, it’s up to 84 times! As a rule, micro-influencers on Instagram also tend to get higher engagement rates than bigger influencers (with more than 100,000 followers.)
In general, Facebook has been steadily losing its reputation as the biggest social media platforming site. 2018, was the last straw, and it showed in the statistics -- wherein only 2% of collaborations (specifically between influencers and business) were hosted on Facebook. As of 2019, the top hosting platforms for such collaborations are YouTube and Instagram.
For our last statistic, we have a little something from Tech Crunch. Supposedly, at least in comparison to other types of post-formats, one that has been rising in popularity (in the eyes of Instagram users) are Instagram Stories. They claim that it feels a lot more authentic, and it reaches a lot more people. Keeping this in mind, even a quick 10-second Instagram story view recommending your product or service might just get you the leads that you want!
We’ve covered quite a few tips in our breakdown of the most relevant influencer statistics for 2019. But! We have one last tip in store to help you with future influencer marketing campaigns. Now, as was mentioned in the list of important statistics, right now YouTube is leading when it comes to preferred marketing platforms. However, it can be pretty difficult to go through the millions and millions of social media influencers on the platform in order to find the one for your brand or product.
Luckily for you, InflueNex is available! It’s an Influencer search engine for YouTube that will allow you to discover, analyze, and connect with YouTube Creators. The following tutorial will show you how to use InflueNex in detail.
In order to start using InflueNex for your influencer campaign, you must first search for an influencer. To do this, you start by typing a name, hashtag, or niche-relevant keywords on the search bar provided. InflueNex will search for relevant YouTubers according to these keywords.
If you want to narrow your search further, InflueNex offers advanced filters as well. With these filters, you can search for influencers based on their niche, base country, language spoken, number of subscribers, average video views, etc.
Once you have your keywords entered and your filters set, click the Search button to move forward. In the next page, InflueNex should have pulled up hundreds, if not thousands of influencers that might be of interest.
If you want to make it easier to find the YouTuber for you, you can use InflueNex’s Sort By feature in order sort the list of creators in terms of their InflueNex Score, number of Subscribers, video views, and active rate.
To see detailed analytics of the YouTuber that you want, select one of the influencers from the list of results and you should be taken to their InflueNex Dashboard. On here, you can see statistics and general analytics (be it on their subscribers, views, engagement rate, etc.)
You can also use the Send Invite button provided at the top right-hand corner of the dashboard to connect to a YouTuber and send them an offer.
That concludes our overview of statistics that you might find helpful to know in 2019! Hopefully, we were able to teach you a thing or two about the future of influencer marketing! Of course, if you’re ready to take a stab at the thing yourself, we recommend that you try out the search tool that we recommended - InflueNex. It’s all set up for you to start building yourself a consumer base out of the audience of today’s most popular YouTube creators! All you need to do is search, learn. and contact. Check it out today!