2019意见领袖营销报告.pdf

Influencer Marketing Benchmark Report: 2019 InuencerMarketingHubBrought to you by: in association with:InuencerMarketingHubInstagrams Popularity has Grown Phenomenally over the Last Few Years2Two years ago, we conducted our first influencer marketing survey. We thought it was time to update our statistics and discover how perceptions about the industry have changed between 2017 and 2019. We surveyed 830 marketing agencies, brands and other relevant professionals to determine their views and build insight into their thoughts on the industry in 2019.A key finding of our Influencer Marketing Report 2019 is that the outlook for influencer marketing is still extremely positive. Despite naysayers claiming that influencer marketing is dying, our respondents made their positives views for the practice strong. Here are the key results from our Influencer Marketing 2019 Study, along with a few other relevant recent statistics we found on Neoreach, Instagram, and Google Trends.Instagram is the fastest growing social network in 2019, continuing its phenomenal expansion in 2017 and 2018. Its older sibling, Facebook, may still have the largest user base, but Instagram is rapidly catching up. One notable difference is that Instagram is beloved by the young, whereas that demographic are now leaving Facebook because they perceive it as now being for their parents. In mid-2018 Instagram announced that it had reached 1 billion monthly active users, and is now well on its way to the second billion. These users post 95 million photos and videos per day, along with uploading 400 million Instagram Stories a day. Instagram users “like” an incredible 4.2 billion posts every day.Instagram has genuinely become the powerhouse platform of late, particularly amongst younger social networkers and influencers.InuencerMarketingHub3320 More Platforms and Influencer Marketing Focused Agencies Created Last YearAs influencer marketing has matured as an industry, it has attracted support companies and apps to simplify the process for both brands and influencers. Organic influencer marketing can be a slow and tedious process, particularly when it comes to finding and wooing influencers to promote your companys products or services. 320 new influencer marketing focused platforms and agencies entered the market over the last 12 months. Back in 2015, there were just 190 influencer marketing platforms and agencies. This grew to 335 in 2016, 420 in 2017, and 740 in 2018 more than twice the number that existed just two years previously.2015 20164207403351902017 2018+320 New platforms and influencer marketing focusedagencies in the last 12 months InuencerMarketingHub4High Average Earned Media Value per $1 Spent on Influencer MarketingInfluencer Marketing in 2019 Predicted to Grow to More than Double 2017 FiguresEarned media is publicity a firm gains from promotional efforts other than paid advertising. Earned media value is a monetary representation of this publicity. Businesses who understand influencer marketing gain impressive returns, up to $18 in earned media value for every dollar they spend on influencer marketing. Even average firms achieve impressive results, with an average earned media value of $5.20 per dollar they spend on influencer marketing.Of course, some firms lose. Indeed, 25% of businesses either lose money or just break even. These are predominantly firms who dont understand the mechanics of influencer marketing, often businesses who select the wrong influencers for their brand. They often fail to choose influencers who have followers similar to the people who make up the target market for the brands product.Influencer marketing has continued to grow as an industry over the last few years. It was a $1.7 billion industry in 2016, increasing to $3 billion in 2017. Growth continued to $4.6 billion in 2018 and is expected to continue its upward trajectory this year to potentially become a $6.5 billion industry.$ 1.7B$ 3.0B$ 4.6B$ 6.5B2016 2017 2018 2019InuencerMarketingHub5Instagram Users Grew 5X Over 5 Year PeriodA year ago, we reported a massive 325% increase in Google searches for the term “influencer marketing.” Searches rose from 3,900 searches per month in 2015, to 6,460 in 2016 and then 21,000 in 2017. Astoundingly this rate of increase continued. In 2018 searches for the phrase “influencer marketing” rose to 61,000.Thats an incredible 1,500% increase in searches for “influencer marketing” over just three years.Instagram Usage Grew 10x Over 5 YearsBack on February 2013, Instagram was a comparatively small player in the social network sector, with a mere 100 million users. It reached 200 million in March 2014, the user base that Pinterest enjoys today. By December that year, Instagram reached the 300 million milestone (SnapChat has that today, and Twitter has only slightly more at 335 million).searches/month20153 9006 46021 00061 0002016 2017 2018Influencer MarketingsearchInuencerMarketingHub6By June 2016, Instagram could claim 500 million monthly active users as TikTok, formerly Musical.ly can today.Instagram reached the 600 million milestone in December 2016. LinkedIn hasnt reached that figure yet but is approaching it with 590 million users.Instagram proudly announced that it had reached 1 billion daily users in June 2018, with only YouTube (1.9 billion) and Facebook (2.27 billion) being the only virtual communities with more active members.Instagram Engagement Rates Much Higher than Those on TwitterAlthough it is more difficult to find recent engagement rate data on comparable social networks, it is clear that the average engagement rate on Instagram was much higher than on Twitter in 2017. There are two clear trends evident from a survey of more than 100,000 influencer profiles in that year. Firstly, engagement rates fall the more followers you have. Secondly, engagement is much higher on Instagram than on Twitter, at all follower levels.For example, nano-influencers with fewer than 1,000 followers enjoy an engagement rate of 8% on Instagram, compared with 1.5% on Twitter. At the other extreme, influencers with over 100,000 followers have 1.5% engagement on Instagram, compared to a mere 0.3% on Twitter.InuencerMarketingHub769% of Those Surveyed Target B2COf our surveyed 830 marketing professionals and brand representatives who run influencer marketing campaigns, 69% focus on the B2C sector, with the remaining 31% running campaigns for firms in the B2B sector.This could be one of the reasons why so many of our respondents use Instagram, which is less prevalent in B2B marketing. According to statistics reported by Blue Corona, Facebook (89%), LinkedIn (81%), and Twitter (75%) are the three most used social media channels by B2B marketers, and only 33% of B2B businesses use Instagram. Have Increased Content Output in Past 2 YearsIn many ways, influencer marketing can be thought of as the best delivery mechanism for content marketing. The two go hand in hand, so it should be no surprise that the phenomenal rise in influencer marketing is matched by an increase in content output. 77% of our survey respondents stated that they had increased their content output over the past 2 yrs.31%B2B69%B2CInuencerMarketingHub8Majority Have a Standalone Budget for Content Marketing60% of those surveyed admit to having a standalone budget for content marketing, compared to 57% in our 2017 survey. This is perhaps lower than expected, considering 91% of B2B marketers use content marketing, and 86% of B2C marketers believe content marketing is a key strategy. Presumably, most of those without a dedicated standalone budget for content marketing fund their content activities from a general Marketing fund.Most Think Influencer Marketing is EffectiveIt should come as no surprise, considering all of the other positive statistics relating to influencer marketing, that our survey respondents were highly positive about the effectiveness of the activity. Indeed, 92% believe influencer marketing is an effective form of marketing. It would be interesting to know whether the 62 respondents (8%) who disbelieved in the effectiveness of influencer marketing, had had bad experiences, or whether they had never tried it.Large Majority Intend to Dedicate a Budget to Influencer Marketing This YearWith such support for the effectiveness of influencer marketing, there should be no surprise that 86% intend to dedicate a portion of their budget to influencer marketing this year. It will be interesting to see whether this increases the percentage of firms with a dedicated budget, or whether businesses continue to pay for influencer marketing from their general marketing budgets.This compares to 37% of the marketers surveyed in our 2017 report who admitted to having a dedicated budget for influencer marketing.InuencerMarketingHub963% Intend to Increase Their Influencer Marketing Budget Over the Next YearNearly Half of Respondents Intend to Spend at Least 20% of Their Marketing Budget on Influencer MarketingThis is consistent with the expected increase in influencer marketing over 2019 and the percentage of people who believe in the effectiveness of the marketing delivery medium.Of course, not all respondents will have control over their budgets, and this is probably reflected in the relatively high percentage of those unsure about how their organizations spending will change.Influencer marketing is, of course, just one part of marketing predominantly the delivery mechanism for content marketing. Businesses have a wide variety of marketing activities for which they need to budget. Therefore, it is interesting that 11% of respondents intend to allocate more than 40% of their marketing budget to influencer marketing in 2019. A further 12% will allocate 30-40% of their marketing budget to influencer marketing, and 24% will devote 20-30% of their budget to the practice.Nearly 2/3 (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. Allowing that 15% of respondents were unsure about what would happen with their influencer marketing budget, this means that only 5% intended to decrease their budget. InuencerMarketingHub10Most Recognize the High Quality of Customers from Influencer Marketing CampaignsIt is one thing to attract “customers” through marketing campaigns, but not all “customers” are of as much value to a business. Different customers spend varying sums of money, and the amount they spend may be low compared to the cost of attracting new clientele. This is particularly the case when you run campaigns for awareness, hoping to attract paying customers in the future.Our survey respondents, who were generally positive about the value of influencer marketing overall, agree that influencer marketing attracts high-quality customers. 82% believe that the quality of customers from influencer marketing campaigns is better than from other forms of marketing.The most common percentage of marketing devoted to influencer marketing comes in the 10-20% range.Finally, the remaining 19% of firms have allocated less than 10% of their marketing budget to influencer marketing this year. Every firm has a different marketing mix, and even influencer marketings staunchest supporters acknowledge that they need to allocate some budget for other marketing activities.