Influencer marketing, which involves a collaboration between brands and influencers, is a powerful approach that can help companies grow.
Influencers are individuals with specific niches and have a significant online following. As they are viewed by their followers as trustworthy experts in their field, they can effectively impact their audience’s purchasing decisions. Their recommendations or endorsements can help brands expand their reach and generate leads.
This year, the influencer marketing industry is expected to grow even more. It has become an integral part of marketing plans, and there have been numerous studies on its effectiveness.
Here are 100 interesting facts, quotes, and statistics related to influencer marketing.
Influencer Marketing Statistics for 2022
1. Influencer marketing industry will continue to grow in 2022.
There’s no denying that influencer marketing is lucrative. The market grew from $1.7 billion in 2016 to $9.7 billion in 2020. In 2021, it soared to $13.8 billion, indicating a steady growth. This year, the market is projected to expand to a whopping $15 billion industry.
This growth is attributed to the increasing popularity of short video formats on platforms like TikTok, Facebook, and YouTube, the effect of the global pandemic on consumers, which catalyzed social media consumption, and the optimization of data collection, which marketers used for social media ads.
2. Facebook is the most popular social network, followed by YouTube, WhatsApp, and Instagram.
Based on the number of monthly active users (MAU), Facebook tops the list of the most popular social networks in 2022, with 2.89 billion MAU. It’s followed by YouTube, with 229 billion, WhatsApp, with 2 billion, Instagram, with 1.39 billion, and Facebook Messenger with 1.3 billion.
3. Video ads are one of the top performing ad formats on Facebook.
Compared to images, video ads drive more engagement on Facebook. They trigger more ad clicks and conversions because they encourage users to stop and pay attention to the content, compared to images, which can be passively viewed or quickly digested. Click-through rates are higher for video ads, particularly vertical video and mobile video formats.
4. Instagram is still a viable avenue for users to find new products and services.
With 79% of marketers considering Instagram as an integral part of their campaigns, it’s no wonder that even in 2022, it’s still a worthwhile source of leads. This versatile platform already has a wide global reach, and 83% of its users turn to it to find something new. After seeing posts with product information on the platform, 87% took a specific action, like following a brand, visiting its retail store, or making a purchase.
5. In 2022, brands are expected to increase their budgets for influencer marketing.
Given that more marketers are seeing the value that working with influencers brings, you can expect more brands to engage in influencer marketing or increase the budget allotted for it.
6. More brands are opting to run influencer campaigns in-house.
To better protect their reputation and ensure campaign effectiveness, more brands are starting to create and implement their campaigns in-house instead of relying on agencies. They’re wary of fake influencers and the likelihood of middlemen falling for such influencers.
7. A majority of marketers have opted to use influencer marketing.
Once considered as something that’s just nice to have, influencer marketing is fast becoming an essential component in a brand’s marketing arsenal. 93% of marketers have used influencer marketing in their campaigns, and it’s now considered as a key advertising strategy.
8. Micro-influencers are poised to make a big impact in 2022.
In 2022, micro-influencers are expected to play a bigger role. While they may have fewer followers compared to mega and macro-influencers, their audiences tend to be more engaged and are more likely to take action.
Experts predict that smaller industries will opt to work with micro-influencers. They exude authenticity, relatability, and credibility, which today’s audiences value.
The market share of micro-influencers continues to grow. From an 89% share in 2020, it grew to 91% in 2021.
9. More brands will leverage micro-influencers in their campaigns.
Micro-influencers can help minimize a campaign’s advertising cost per action while still widening a brand’s reach. While their follower base may not be as big as that of celebrity influencers, they can generate more impact per impression made. It’s expected that micro-influencer marketing will grow faster compared to traditional influencer marketing.
Furthermore, working with nano- and micro-influencers is relatively more affordable. These influencers tend to charge less compared to their more famous counterparts. Someone with 1,000 to 10,000 followers can charge up to $100 per post, while mega-influencers with over a million followers are likely to charge between $1,000 and $2,000 for every post.
10. Expect to see the fall of influencer marketing silos.
Doing away with traditional marketing silos can help you gain a more in-depth understanding of influencer marketing and map a more comprehensive buyer’s journey.
11. Cross-channel campaigns are on the rise in 2022.
In 2014, each person had approximately 4.8 social media accounts. In 2020, there were 8.4 accounts per person. As social platforms and usage continue to increase, it’s imperative for brands to embrace a cross-channel approach when it comes to implementing their marketing campaigns.
While some platforms share similarities, they’re not necessarily the same. For example, TikTok content speaks to a different audience—users who most likely want to start or ride on trends, while Instagram Stories is more appealing to those who prefer interactive content.
For brands to stay relevant, they should be able to generate content that’s tailored for each type of social media platform. They should work with influencers who specialize in each channel and who are capable of engaging their target audience within these digital spaces.
12. Tech developments will play a big role in influencer marketing.
With the surge of technological innovations, traditional methods of influencer marketing will likely be affected by the advent of artificial intelligence.
Brands are adopting AI and machine learning, and they need to integrate this into how they approach influencer marketing. They can leverage tech to identify new trends and strengthen collaborations with influencers. They can also use it to derive meaning and context from conversations with consumers.
13. The fashion industry has the greatest share in the influencer marketing space.
This is followed by beauty, lifestyle, travel, and food. Meanwhile, the least developed sectors are economy, finance, culture, and education.
14. A new breed of influencers is on the rise.
While standard influencer categories like beauty and lifestyle influencers are still very much prevalent, new influencer categories like financial influencers (finfluencers), skincare influencers (skinfluencers), and pet influencers (petfluencers) are emerging.
Moreover, boundaries are being blurred, as influencers begin to venture into other categories outside their original niche. For instance, beauty influencers have also covered other areas of interest, like travel, food, and fitness.
15. Social selling is one of the key trends that will shape influencer marketing in 2022.
Nowadays, social commerce isn’t just restricted to ads. Different social media platforms are now providing new sales avenues to brands. Users can now make a purchase without leaving an app, for example, making the buyer journey more convenient.
As 2022 progresses, expect to see platforms to offer new ways to generate more first-party sales.
16. Influencer-generated content performs better compared to branded posts.
Consumers prefer influencer-generated over brand-produced content. 60% of marketers shared that influencer-generated content performs better and drives more engagement compared to branded posts.
17. Marketers will increase their spending on influencers by 2023.
By next year, influencer marketing expenditure is projected to reach $4.6 billion in the US alone. In 2022, spending is expected to grow to $4.14 billion, compared to 2021’s $3.69 billion.
18. Transparency is one of the factors that affect consumers’ perception of influencers they follow.
Consumers want influencers to be more transparent about what they’re marketing, and the number of followers they have doesn’t necessarily equate to their trustworthiness.
20% of consumers are actually ready to stop following an influencer should they fail to be up-front about advertising or sponsorships.
19. Consumers are more likely to follow influencers who look like “everyday people.”
Contrary to popular belief, a majority of consumers prefer following influencers who look and act like us, instead of celebrities.
20. Brand ambassadorships will dominate the influencer marketing sphere.
Brand ambassadorships begin to take center stage in 2022. More companies are embracing an always-on approach when it comes to influencer marketing, which helps establish a brand’s consistent presence on different social media platforms.
By establishing a strong, long-term relationship with influencers, marketers can turn these opinion leaders into true brand advocates. They can work with individuals who know their brand and their audience well.
21. Personalization will change the face of influencer marketing campaigns in 2022.
Personalization is crucial in implementing successful influencer campaigns. Influencers should be able to engage their audiences on a more human level or through a down-to-earth approach. Consumers are more likely to respond to people they find relatable.
To ensure success, it’s also important for marketers to work with influencers who are aligned with their brand’s values and personality.
22. Diversity, equality, and inclusion will become the new standard of influencer campaigns.
Diversity, equality, and inclusion aren’t just buzzwords in 2022. They’re becoming industry standards. Both consumers and influencers are working toward creating more inclusive spaces and narratives.
Many influencers are now open about gender or racial inequalities on popular social media platforms like Instagram. In a recent study, it was found that Black influencers make 35% less compared to White content creators. Moreover, according to the study, the racial pay gap between BIPOC (Black, Indigenous, and People of Color) influencers and their white counterparts is 29%.
23. Live shopping experiences will influence the social commerce industry.
More than just being a passing trend, it looks like live shopping will play a major role in social commerce. Many social media platforms are adopting live shopping as a part of their features. Expect to see influencers engaging in live streaming events.
Furthermore, live experiences aren’t just for shopping. They can also be used to create more interactive content that can engage audiences in real time.
24. User experience is a key factor that will change how influencer marketing campaigns are run.
Social media platforms are constantly improving user experience (UX). For example, Instagram introduced an audio feature that lets creators find and save songs they want to use in their future content. It has also recently added a map search feature, which doubles as a directory, allowing users to look up businesses and find more information about them.
25. More brands will incorporate AR technology into their influencer marketing campaigns.
Augmented reality (AR) is a game-changer. It’s being used in various industries for applications like games, navigation, and learning and development. Many businesses in the B2B and B2C sphere are also already seeing the value that AR brings.
For example, in the retail industry, augmented reality is applied as filters that allow users to virtually try on clothes or makeup.
Expect brands and their collaborators to find ways to leverage these innovations in their campaigns. The growing popularity of AR is seen as an opportunity for brands and influencers to step up their game.
26. More influencer collaborations will crop up.
Collaborations aren’t just restricted to brands and influencers. Apps are finding ways to enable influencers to reach out to their followers across multiple accounts. With recent app developments, users can now collaborate with their favorite influencers.
For example, Instagram now allows users to co-author posts and even add their photos to another user’s Stories.
27. A significant number of people will identify themselves as content creators.
It’s estimated that one billion individuals will self-identify as content creators. As the creator economy grows and as the influencer marketing industry continues to change, experts anticipate the democratization of content creation.
Social media platforms like TikTok and Instagram are already making it easier for users to become content creators. These platforms are easy to use, widely accessible, and have features that essentially simplify the process of content production.
28. Brands are expected to leverage online and offline campaigns.
Brands and influencers can extend their campaigns offline. For example, brands can collaborate with micro-influencers and ask them to visit their retail locations and ramp up visitor engagement. The offline attention can not only bring foot traffic but also generate online attention for brands.
29. Influencers in the US receive the most deals, followed by those in Canada, the UK, and Australia.
The US boasts a large number of influencers, which is attributed to the size of its consumer market. In North America, cities that have the most influencers include Los Angeles, New York, Atlanta, Miami, and Chicago.
30. Brands spend more than $100 per influencer-generated content.
On average, brands spend around $174 for each piece of content that an influencer generates. With influencer marketing expenditure projected to rise in the coming years, you can also expect this average spending price to grow.
31. 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.
Since our 2020 survey, the percentage of brands that have a separate budget for content marketing has increased by 4% to 59%. Given how HubSpot reports that 70% of brands use content marketing, this number seems a bit low, though it's possible that the difference just means that some brands don't separate their marketing budget into different types of marketing.
32. 90% of our survey respondents believe influencer marketing to be an effective form of marketing.
Most brands that try influencer marketing seem to be happy with the outcomes. A staggering 90% of respondents to our influencer marketing survey indicated that they believe influencer marketing to be effective. This statistic has stayed pretty consistent over the years.
33. 56% of brands use the same influencers across different campaigns.
A majority of brands prefer to develop long-term relationships with influencers rather than finding another influencer every time they run a campaign. Larger brands will probably have a roster of influencers that they work with depending on the target market or products they're trying to promote, but this still doesn't change the fact that relationships are important in influencer marketing.
34. 36% of brands still tend to pay their influencers with free product samples (or even just discounts on more expensive products) rather than paying cash to their influencers.
A surprising 36% of respondents to our survey said that they pay influencers with product samples. And, 21% admitted to just giving discounts on products or services. Entries for giveaways were the preferred method of "payment" for 10.5% of respondents. This means that only 32.4% of brands pay influencers actual cash money for their work.
It could be that these are smaller businesses working with micro- and nano-influencers who are new to the game and just happy to be working. We're hoping that larger firms are paying influencers real money.
35. 67% of our respondents measure the ROI from their influencer campaigns.
Unexpectedly, 33% of firms don't measure their influencer marketing ROI. Of course, this means that two-thirds of them (67%) do. Measuring the ROI from your influencer marketing campaigns is just as important as it is for any other type of marketing campaign. If you're an influencer, make sure brands are measuring the ROI from your efforts so you can be sure to get the compensation you deserve.
36. 38.5% of brands view influencer marketing success based on conversions and sales.
Brands are focusing more and more on using influencer marketing to generate real results that positively impact their bottom line. That's why 38.5% of brands believe that conversions and sales are the most important metrics of influencer marketing campaign success. Other brands measure success based on engagement or clicks (32.5%) and views, reach, impressions (29%).
37. 83% of firms take their influencer marketing spending from their marketing budget.
A majority of brands pay for influencer marketing from their marketing budgets, up just slightly from 2020. The remaining brands use public relations budgets to pay for influencer marketing, an indication that they're using influencers for brand awareness rather than to increase sales.
38. 67% of brands use Instagram for influencer marketing.
Instagram is the network of choice for influencer marketing campaigns, with 68% of brands considering it the most important platform for them. While this is still a solid majority, it's down from 80% in 2020.
39. Brands still use other social media platforms for influencer marketing.
While Instagram and TikTok are the big ones, brands are still consistently using other social media platforms for influencer marketing. Facebook use has decreased by 3% to 43%, YouTube stayed steady at 36%, Twitter use dropped by 7% to 15% this year, and LinkedIn stayed the same at 16%. Like TikTok, Twitch also broke out of the Other category this year with 8% of brands reporting a penchant for influencer marketing on the platform.
40. 67% of brands are concerned about influencer fraud.
We've all heard the horror stories of influencer fraud. Fortunately, there are tons of tools that can help detect fraudulent influencer activity and reduce the effects of influencer fraud.
41. 67% of respondents prefer their influencer marketing to be campaign-based rather than always-on.
While brands prefer to build long-term relationships with influencers, they still think of influencer marketing in terms of campaigns instead of an ongoing thing. This means that once a campaign is completed, a new one will be planned, organized, and scheduled.
42. 34% of brands that run campaigns in-house say that finding influencers is the most significant challenge for them.
This percentage is down from 39% last year which is probably due to the proliferation of influencer marketing platforms. Brands also indicated problems with measuring ROI and campaign results (23.5%), managing contracts and deadlines for campaigns (13%, down from 2020's 21%), processing payments to influencers (10%), and bandwidth or time restraints (9.5%, down from 16% last year).
43. Micro-influencers have better engagement rates than mega-influencers.
Micro-influencers on Instagram boast an average engagement rate of 3.86%. This declines for every level of influencer before hitting 1.21% for mega-influencers. Plus, while YouTube engagement rates tend to be low all around, micro-influencers get an average engagement rate of 1.64% compared to the 0.37% rate of mega-influencers. For TikTok, this difference is most notable across micro-influencers on the platform who achieve engagement rates of nearly 18%, while mega-influencers get just under 5%.
44. 50.7% of brands working with influencers run eCommerce stores.
The respondents to our influencer marketing survey come from different business backgrounds and include brands, marketing agencies, PR agencies, and others, so it was surprising to find that slightly more than half of the respondents were involved in eCommerce. This could indicate an increase in eCommerce popularity for all types of business.
45. Businesses are making $5.20 for every $1 spent on influencer marketing.
A 2019 survey by The Influencer Marketing Hub (partnered with Viral Nation and NeoReach) emphasizes how influencer marketing can be highly lucrative for those brands who engage in it. The top 13% of businesses make $20 or more. Most companies get positive results from influencer marketing, with just the bottom 25% failing to generate any revenue. These are often firms that don't understand the mechanics of influencer marketing.
Some businesses simply select the wrong influencers for their brand. They fail to choose influencers who have followers similar to their target market.
46. 63% of marketers intend to increase their influencer marketing budget in the next year.
This statistic comes from the same Influencer Marketing Hub survey. Marketers clearly see how lucrative influencer marketing can be to a brand - when it's done correctly.
Nearly two-thirds (63%) of businesses who do budget for influencer marketing intend to increase their spending over the next 12 months, with 17% expecting their influencer marketing spend to remain the same.
47. Successful YouTubers can earn millions from their videos.
We’ve curated a list of the top earners on YouTube in 2021, along with 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
48. Brands should give more creative liberty to influencers.
“When working with influencers, brands have to let go and allow influencers control of the narrative to preserve the authenticity of what is being communicated.”
Priyanka Dayal, content marketing manager at Centaur Media PLC, observes how influencer marketing is different from traditional marketing, where brands have traditionally had full control over their campaigns. She emphasizes the fact that today’s consumer can tell the difference between an advertisement, a personal recommendation, and an ad masked under a personal recommendation. “For influencer marketing to sustain, authenticity and credibility is key.”
49. Department store chains now partner with fashion bloggers to promote new initiatives and publicize their stores.
Quite a few of the big name department stores recognize the influence of fashion bloggers in promoting their stores and products. These include Bergdorf Goodman, Harrods and Bloomingdale’s. These partnerships allow the fashion stores to connect with consumers on a more intimate level compared to traditional celebrity endorsement.
50. 61% of marketers consider finding relevant influencers for a campaign difficult.
Mediakix carried out its annual Influencer Marketing Survey in 2019. Of the marketers they surveyed, 61% acknowledged the difficulty in finding relevant influencers for a campaign. If you don’t partner with the right influencers for your product, the campaign is doomed to fail from the start.
51. 69.4% of influencers chose to be influencers so they could earn revenue.
Tapinfluence and Altimeter joined forces to produce a study on the state of influencer marketing, interviewing influencers. When asked to provide reasons for their participation in this form of marketing, nearly 70% admitted that their main inspiration was to earn some money. 57.5% also claimed that they engaged as influencers to make an impact or effect change.
52. Engagement is more valuable than visibility.
“Engagement is the new impressions. It matters as much, if not more, than someone’s reach.” Kristy Sammis made this comment in a March 2016 episode of the podcast, Half Hour Intern. She made another very salient point: “We’re savvier than ever, and we know B.S. when we smell it...As soon as you try to interrupt their (the influencer’s) voice and shove your corporate words into their mouths, there is no purpose in working with them.”
53. The aim of Influencer Marketing is to identify the influencers in your niche and make them work for you by promoting your brand.
A firm’s emphasis needs to be on reaching to the people from whom they can get maximum conversions rather than targeting the market as a whole.
54. 54 percent of influencers say they will work with brands who respect them as they would any other publisher.
Crowdtap interviewed more than 50 content creators, and it is clear that these influencers expect respect from brands who work with them. They may not have the pedigree of the Wall Street Journal, but they have earned their influence, and they refuse to be walked over by disrespectful brand executives and marketers.
55. Content creators say their most important method for vetting brand partnerships is by determining which opportunities are most relevant for their audiences.
This is from the same Crowdtap survey as above. Brands must remember that while influencers like to be able to earn revenue, they will not do so at the expense of their audience.
56. 67% of marketing and communications professionals engage with influencers for content promotion.
A May 2015 study by Schlesinger Associates for Augure showed that content promotion was the main reason that marketing and communications professional engaged with influencers—ahead of product launch, content creation, event management, corporate communications, SEO, and crisis management.
57. 75% of marketing and communications professionals say verified web traffic of an influencer is the most important criteria when selecting an influencer.
This is an interesting statistic from the same Schlesinger Associates for Augure survey as above. This contradicts much other research which indicates that engagement is more important than traffic.
58. The increase in influencer marketing in 2021 mirrors the decrease in print advertising.
We’re seeing a drop in print advertising, which aligns with the pandemic-catalyzed shift to digital marketing, which involves more and more brands engaging with influencers.
Furthermore, we’re seeing the growing popularity of digital newspaper subscriptions. For example, in the first quarter of 2021, the New York Times has close to 8 million subscribers, while The Wall Street Journal had 2.63 million subscribers.
59. There are five types of influencers: Celebrity (Mega) Influencers, Macro Influencers, Mid-Tier Influencers, Micro-Influencers, and Nano-Influencers.
Influencer marketing does not focus on celebrity endorsement. Micro-influencers perform the bulk of successful influencer marketing (at least 90% of it). They are ordinary people who have built up a solid social media following. While there are no strict definitions of follower numbers, a general guide to the types is:
- Mega-influencers – social superstars with more than a million followers. These are often celebrities
- Macro-influencers – influencers with between 100,000 and 1 million followers
- Micro-influencers - someone who has between 1,000 and 100,000 followers. While their following may be small(ish), their authenticity is high
- Nano-influencers – somebody with fewer than 1,000 followers who has immense influence with a comparatively narrow niche.
60. Instagram is still the most popular platform for influencer marketing. However, other platforms are catching up to it fast.
Our 2021 State of Influencer Marketing Benchmark Report shows that Instagram is still the network of choice for influencer marketing campaigns. However, its popularity has dropped down a few notches, thanks to the growth of TikTok.
In 2020, TikTok was just a blip in the influencer marketing radar but it managed to climb to the top last year. 45% of our survey respondents have been using TikTok for their influencer marketing campaigns.
61. 77% of fashion micro-influencers prefer Instagram.
The influencers preference for Instagram grows even greater when the influencer works in a highly visual niche such as fashion. In comparison, only 31% of entertainment/pop culture micro-influencers prefer Instagram—a less visual niche.
62. 53% of micro-influencers have never paid to promote a post.
This result comes from a Bloglovin’ survey on How Micro-Influencers Really Want to Work With Brands. The majority of influencers have managed to achieve their influential status without paying for promotion. Less than 10% have paid for Instagram native ads, despite their love of this platform. Of course, brands can gain extra reach when they choose to pay for boosted/promoted posts.
63. Marketers should ensure that their influencer’s brand matches theirs.
Quote: “As long as I get to do my thing and someone wants to write me a check for it, I’m all about it.” – Mike Perry, Broad City Designer
If you, as a brand, have done your homework, you should have selected the most suitable person as your influencer. Remember that they have built up their own brand. Therefore, you need to ensure that your messages to their audience are authentic to that audience. Encourage your influencers to share your brand story in their voice.
64. Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer.
Twitter partnered with @Annalect to study people’s receptivity to influencers on Twitter. It is clear that Twitter influencers have built a sufficiently high level of trust for people to be confident enough to spend money on their recommendations.
65. Participants aged 13-24 were twice as likely to evaluate an influencer by their social presence and follower count as older audiences.
This was another result from the Twitter survey. There is a clear distinction in the way that different age groups look at influence in social media. Older generations tend to follow traditional celebrities. Millennials and Generation Z are more likely to take an interest in social media sensations, such as PewDiePie.
66. 70% of teenage YouTube subscribers say they relate to YouTube creators more than traditional celebrities.
This statistic, provided by Google, again emphasizes the differences between the generations. Television has a far smaller impact on Generation Z that is had on previous generations. Hence they have far less of interest in traditional celebrities. The current generation has grown up with the internet, and the internet is where they find their own celebrities.
67. 6 in 10 YouTube subscribers would follow advice on what to buy from their favorite creator over their favorite TV or movie personality.
This is another sobering statistic from Google that emphasizes the differences between the generations. If marketers do not recognize these marked differences, they do so at their peril.
68. Firms still find it difficult to determine the return on investment of an influencer marketing campaign.
As influencer marketing has become more widespread, there have been quite a few studies on how to best determine an ROI from a campaign. The reality is that the ROI is very much determined by the brand’s intention. Traditional marketers and executives still struggle with this open-ended concept.
69. There’s still no clear metric for influence.
“It’s really hard to measure true influence.” Duane Forrester, VP of Organic Search Operations at Bruce Clay, emphasizes how difficult it is to come up with the definitive measure of influence. He does, however, recognize that although this metric may be difficult to measure it is still nonetheless exceedingly important.
70. When looking for influencers, it is important to engage people who already have an affinity for your brands.
If people already love your products, they will speak about them with passion and knowledge, and this will, in turn, inspire others.
71. 93% of millennials trust and rely on online reviews.
93% of millennials believe and rely on online reviews to make informed decisions. As many as 93% of millennials perceive online reviews as trustworthy and deem them as credible as recommendations from friends or family.
This isn’t a new phenomenon, and it’s not exclusive to millenials. Consumers, in general, look at online reviews before deciding to purchase a product or transact with a particular business.
72. 50% of consumers will take some action after reading a positive review.
This is further a result of the BrightLocal survey indicating why firms need to work on ensuring that they receive positive online reviews for their products. Interestingly, older people are more likely than younger to go to a company’s website after a good review (35 of 18-34 year-olds, 47% of 35-54 year-olds, 69% of 55+).
Other common reactions to reading a good review include searching for more reviews to validate choices (19%), visiting the business location (15%), contacting the business (13%), and continuing to search for other businesses (10%).
73. 210 million people use Snapchat daily, making it a highly viable influencer marketing channel.
Snapchat has quickly grown to 210 million users, and it is particularly popular with teenagers. Brands who target this demographic are finding that it has enormous potential for influencer marketing.
74. The best influencer marketing campaigns are very organic and do not look like advertising.
They seem to work best when brands engage influencers to tell a story on behalf of the brands in intuitive ways.
75. There’s an increase in the usage of ad blockers in the US in 2021.
Ad blocking is a common practice among younger internet users between 16 and 24 years old. Apart from restricting disruptive ads, ad blockers can help provide protection from malware.
In 2020, 26.4% of internet users used an ad blocker. In 2021, the number of users grew to 27% and it’s predicted that the use of ad blockers will only continue to grow. Additionally, it’s estimated that 40% of adults in the US use an ad blocker.
76. More than half of 18–24s have their first contact with social media each day on smartphones.
According to the Reuters 2018 Digital News Report, 57% of 18-24-year-old Americans make their first daily contact with news on their smartphones via social media. This statistic changes as people age, with only 29% of people aged 35 first encountering news via social (their main means is going direct to news sites).
77. “Social media allows big companies to act small again.”
Jay Baer has regular social media speaking engagements. This is one of his regular one-liners he likes to use regularly, and it is, of course, very true when it comes to influencer marketing.
78. “Social media changes the relationship between companies and customers from master and servant to peer to peer.”
Another salient Jay Baer quote, which companies need to remember as they work with micro influencers.
79. Influence can be fickle. It can change almost overnight.
The list of influential people on social media is constantly changing. Today’s influencer may be tomorrow’s has-been. It is important that brands keep up-to-date with who the current influencers are. Even Pewdiepie will seem old one day.
80. Some brands are influencers already
Some brands have established sufficient online clout that they can be considered influencers themselves. Red Bull, for instance, has established a very active YouTube presence and currently has 5.6 million subscribers to their main channel, and they have numerous smaller specialist channels too.
81. 68% of bloggers prefer to work directly with a brand instead of an agency or network
4,000 were surveyed by Grouphigh. One thing that came through is that although more agencies pitched bloggers than brands did, bloggers preferred to work directly with brands.
82. The Average Click Thru Rate for Banners is 0.06%
Too many brands blindly buy banner ads in the hope that people will click through to their landing pages. The problem is that click-thru rates are abysmal, 0.06%, according to Google. Yet, banner ad growth in 2017 was 7%. Even more embarrassing, 60% of clicks on banner ads are reportedly accidental, and 90% of ad clicks are by bots.
83. Customers are looking for brands that can address their needs or solve their problems.
“People want to do business with you because you help them get what they want. They don’t do business with you to help you get what you want.” Don Crowther reminds businesses of the real reason that firms receive customers. Even influencers won’t help your sales if you can’t provide what consumers truly want.
84. Influencers are identified as such because of their influence.
“Influencers are people with significant networks (followers, readers, etc.) who can speak to a broad range of products and services with the ability to sway opinions in their favor.” Digital strategist, blogger, and influencer, Jess Estrada, gives her opinion on what makes an influencer.
85. Friends influence 81% of consumers' purchasing decisions on social media.
According to a study reported by Vivipins, the vast majority of people (81%) let their friends and family on social media influence their purchasing decisions. Peer pressure still clearly plays a significant role.
86. Influencers should be wary of abusing their capabilities.
“Influencers think that because they have some audience, they have the power. And of course they have some power, but they should be careful in how they use it.” Tim Bax of iCrossing issuing a warning to those influencers who risk alienating the brands who pay them.
87. Lord & Taylor got 50 Instagrammers to wear the same dress, which promptly sold out.
Retailer Lord & Taylor partnered with 50 influential fashionistas on Instagram and had each pose wearing the same dress. The dress sold out by the end of the weekend, and it gave the brand a chance to introduce their Design Lab Collection to potential customers, who followed these influencers.
88. 84% of companies plan on working with a social media star in the next year.
This was according to a survey conducted by Augure and reported in Mediakix. Collaborating with a digital influencer is now one of the most trusted and effective ways for brands to reach consumers.
89. As an Instagram influencer’s follower total rises, the rate of engagement (likes and comments) with followers decreases.
This is the key finding from a survey carried out by Markerley. Those with less than 1,000 followers generally received likes on their posts 8% of the time. Users with 10 million+ followers only received likes 1.6% of the time.
90. Influencers in the 10k-100k follower range offer the best combination of engagement and broad reach.
As a result of their research, Markerly believes that influencers in the 10k-100k follower range are the micro influencers that brands should focus their influencer marketing on - not celebrities with huge followings but low engagement.
91. Influencers who are true brand advocates have more sway over their followers.
“Our research shows that real life influencers who are passionate about what they are recommending have significantly more buying conversations, and consumers are more likely to act on their recommendations.” Brad Fay, co-founder, COO and lead researcher of the Keller Fay Group, commenting on research that his group carried out on the scope of micro-influencers.
92. Micro-influencers have 22.2 times more conversations weekly about recommendations on what to buy when compared to an average consumer.
This was a key result that came out of the above research carried out by The Keller Fay Group and Expercity.
93. 4 in 10 Snapchatters claim that they discover brands thanks to Snapchat celebrity endorsements and online posts.
Snapchat users have shown that they are highly responsive to influencer marketing. 39% of Snapchat users say they discover brands via celebrity endorsements, online posts from expert bloggers, or through vlogs.
94. 89% of people surveyed say ROI from influencer marketing is comparable to or better than other marketing channels.
In MediaKix’s 2019 Influencer Marketing Survey, 48% of the respondents believed that the ROI from influencer marketing is better than other marketing channels. A further 41% say returns are equal to other sources.
95. 17% of marketers expect to spend over half their budget on influencer marketing.
Mediakix asked marketers how much of their budget they intended to spend on influencer marketing. While most firms only intended to include it as a small component in their marketing mix, 17% expected to devote half or more of their marketing budget to influencer marketing. Indeed, 6% planned to spend more than 90% of their marketing budget on influencer marketing.
96. A large percentage of younger audience's time is spent watching video.
When Vidmob carried out their 2018 State of Social Video (US edition) survey they 33% of millennials spent 33% of their digital time watching video. The younger Generation Z are even more into the medium, and they spend 41% of their video time watching video, versus articles or photos.
97. Creating remarkable content is the first step to an effective strategy.
Producing beautiful content is one thing, but getting people to respond to it is another. If nobody actually interacts with your content, it's a lost effort. Finding the key influencers that can help amplify content is the next step. This is where content marketing and influencer marketing become best friends in modern marketing
Arthur Hilhorst, digital marketing lead at Onalytica, a London tech startup, explains this in Why Influencers are Essential to Content Marketing Success.
98. The FTC sent letters to 21 influencers.
In recent years, the FTC has taken an interest in influencer marketing. A number of influencers have failed to disclose that they received payment for their posts. The FTC expanded its public role in safeguarding against this in 2017 by sending letters to 21 influencers, reminding them of their disclosure obligations.
99. LinkedIn features 90 million senior-level influencers.
LinkedIn has released a diagram highlighting some of the key demographics of its members. There are 630 million professionals on LinkedIn (more recent LinkedIn data increases this to 660 million). These include 90 million senior-level influencers, 40 million mass affluent, 63 million decision-makers, 17 million opinion leaders, 10 million C-level execs, 6 million IT decision-makers, and 3 million MBA graduates.
100. LinkedIn is highly important for sharing professional content.
Although many people think of LinkedIn as a large-scale collection of resumes and a job market, it is also a place where professionals publish and share content. Many firms in the B2B sector market on LinkedIn. According to LinkedIn, they have had 9 billion content impressions, with 15 times more content impressions than job postings. 57% of the content impressions come from mobile.
The Future of Influencer Marketing
Influencer marketing is a formidable marketing tactic. Companies that leverage influencer marketing are more likely to succeed, especially if they’re able to establish a healthy and long-term partnership with creators. 2022 will no doubt bring a lot of changes to the influencer marketing industry. We hope that our article will be able to help you stay on top of things as the year unfolds.
Frequently Asked Questions
Is influencer marketing still effective in 2022?
Yes, influencer marketing is still an effective—and profitable—venture for brands. On average, brands can earn $5.78 for every dollar spent on influencer marketing. Many marketers also agree that influencers are effective at generating higher ROI and greater value for their brand.
What trends are shaping the influencer marketing industry?
Technological innovations, changing consumer behaviors, and the need for transparency are impacting the way brands and influencers approach marketing campaigns.
Also, social media platforms are now becoming easier to use and more accessible, making it relatively easy for anyone to become influencers themselves.
How many followers do I need to have to become an influencer?
Ideally, you need between 1,000 and 10,000 followers to become an influencer, specifically a nano-influencer.