Influencer Marketing Stats You Should Know
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Influencer Marketing Stats Shaping How Brands Work With Social Media Influencers
Influencer marketing is utilized by the latest blue chip startups to well-established traditional brands to generate awareness, engagement, build audiences across multiple social platforms, and ultimately drive up profitable customer action. As a rapidly growing sector of digital marketing, social media, and native advertising, influencer marketing helps brands capitalize on overarching industry trends including the shift from TV to digital, display advertising to sponsored content, and online video traffic.
The continued growth of Facebook, YouTube, and newer social media platforms (Instagram, Snapchat, Vine, Periscope) have concurrently helped fuel the growth of influencer marketing -- brands are seeking to target these platform users and leveraging the vast audience reach of top social media influencers (YouTubers, Instagrammers, Snapchatters, Viners). For perspective, top YouTuber Bethany Mota's average video view rivals the median viewership for many TV shows. As TV viewership declines (see Nielsen data cited below), advertisers will need to find new ways to connect and engage with audiences online on these social channels:
- As of June 30, 2015, Facebook has close to 1.5 billion monthly users.
- Celebrating it's 10th anniversary, YouTube also has over a billion users who upload 300 hours of video each minute.
- With 300 million monthly active users, Facebook-owned Instagram is becoming increasingly more valuable to brands as it frequently ranks among the top few apps for mobile users.
- As of May 2015, Snapchat has 100 million daily users (VentureBeat).
- Periscope's live streaming video reaches close to 2 million viewers each day (Engadget).
Here are the influencer marketing stats and trends marketers need to know:
Trends Driving Influencer Marketing Growth
- According to Nielsen, Q1 2015 TV viewership is down 17% (a substantial 3 hours and 45 minutes per week) for Americans age 18-24. As such, many broadcast networks and associated businesses are pioneering YouTube influencer strategies (WSJ).
- Ad blocking goes from 21 million users in 2010 to 144 million in 2014 (Business Insider). To be launched September 16th, iOS9 features ad block technology (Techcrunch). To combat ad blocking, brands and publishers look to sponsored content and influencer marketing for native advertising options.
- In an August 2015 Duke University Business School study surveying 288 U.S. senior marketing executives (for both B2C and B2B companies), digital marketing spend will grow by 12.2% with largest growth in social, mobile, and data analysis. Currently at an average of 10.7%, social media spend will grow to nearly a quarter of total marketing budgets in next 5 years (AdAge).
- According to a Cisco Systems study, consumer video (this includes YouTube, then Netflix, broadcast companies) will generate 80% of all Internet traffic by 2019. Facebook, Twitter, and Snapchat are all positioning now to target this trend (WSJ).
- Teens identify much more so with top YouTubers (social media influencers who video blog on YouTube) than traditional celebrities in a second-year survey by Variety. Eight YouTubers ranked ahead of both Taylor Swift and Bruno Mars.
- The average American spends 5.6 hours each day on the Internet (Techcrunch via Mary Meeker's 2015 Internet Trends Report). Of those 5.6 hours, 151 minutes (roughly 2.5 hours) are spent on smartphones more than TV and laptops (Think With Google's "Top 3 Tech Trends Marketers Should Watch In 2015").
On Developing Influencer Marketing Campaigns
- In a May 2015 study conducted by marketing research corporation Schlesinger Associates, 84% of marketing and communications professionals will launch at least one influencer marketing campaign in the next 12 months. Furthermore, 81% of marketers who had previously executed influencer marketing campaigns agreed that influencer engagement is effective (eMarketer).
- As defined in an article by Forbes, influencer marketing functions as word of mouth (WOM) marketing with adjoining social media amplification. In a McKinsey study, WOM-inspired marketing produces 37% greater customer retention rate and twice the amount of sales when compared to paid advertising (Forbes).
- As reported March 2015 in Adweek's Social Times, 60% of marketers plan to boost ad spend for influencer marketing in following 12 months (Adweek).
Influencer Marketing Case Studies & Examples
- From Capital One to Mercedes-Benz, brands are partnering with Instagram influencers to noticeably boost brand lift, ad recall, and drive awareness. See other Instagram marketing case studies here.
- For a detailed look at influencer marketing stats involving top advertisers and content creators, check out Google's "Brand Marketing Case Studies."
- Influencer Marketing Case Study: Chloé
- Influencer Marketing Case Study: Airlines
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September 14, 2015 By Evan