Influencer Marketing is one of the new online marketing trends that relies on people who are well known on social media to help promote a brand's products or services. Compared with traditional social media marketing, Influencer Marketing is a relatively new approach that has only become a talking point over the past 5 years, because today almost every brand that wants to build a presence online does so through Influencer Marketing.
If you are looking for ways to do online marketing through Influencer Marketing, there are many things you will need to study and understand in order to apply them in line with your marketing strategy. Beyond the basic concepts such as what an influencer is and what influencer marketing is, you also need to arm your brand with the marketing statistics and facts about Influencer Marketing. Everything that follows has been compiled for you in this article from Oberlo. If you're ready, let's take a look.
1. Most marketers favor Influencer Marketing
Let's start with the question of how popular Influencer Marketing really is among marketers. According to a survey by SocialPubli, 93% of marketers today use Influencer Marketing as part of their marketing strategy. In addition, more than half of marketers choose to use Influencer Marketing "regularly," and one in four marketers use it "frequently," while nearly one in three marketers use this approach as an ongoing marketing strategy.
It has to be said that the popularity of influencer marketing is still in its early stages, as evidenced by the impressive growth over the past three years. It was found that 27.9% of marketers have used Influencer Marketing for at least three years, while 20.9% of marketers have used it for less than a year, and only 7% of marketers have never used this approach at all.
2. The effectiveness of Influencer Marketing
According to a survey by Influencer Marketing Hub, more than 90% of marketers believe that an Influencer Marketing strategy is one of the most effective forms of online marketing. So much so that three in four marketers say they are ready to allocate additional budget for Influencer Marketing alone. Not only that, it is also predicted that the budget for Influencer Marketing in 2022 will account for 20% of the total marketing budget of agency companies in the United States.
3. Influencer Marketing delivers strong ROI
If the two statistics above aren't convincing enough, take a look at this one. For brands that choose the Influencer Marketing approach, they will of course earn a return of 630 baht ($18) for every 35 baht ($1) invested.
Most experts believe that influencer marketing can deliver the highest ROI (Return on Investment) compared with traditional online marketing approaches, including SEO, Email Marketing, and SEM. However, in the end everything depends on the objectives of each brand and the goals it has set.
4. The influencer industry keeps growing
With ROI trending steadily higher every year, it's no surprise that the influencer marketing industry is set for explosive growth in the next few years. We have to admit that today, social media has permeated every aspect of internet users' daily lives.
Figures from a survey by Business Insider certainly support this, with data showing that by 2022, brands will spend as much as $15 billion on Influencer Marketing. Consider that in 2019 this figure was only $8 billion. That means that in just 3 years, the Influencer Marketing industry has the potential to grow by as much as 87.5%.
5. The most popular channels
Today there are many social media platforms you can choose to use as channels for Influencer Marketing. However, the key question is: which platform should you start with? For anyone who is wondering and feeling uncertain, take a look at this statistic. In 2021, the number 1 platform, which captured as much as 93% of the Influencer Marketing market share, was Instagram, the most popular platform among brands, followed by Instagram Stories and TikTok.
However, to get good results from Influencer Marketing, you need to know your brand's target audience. If most of your target audience mainly uses YouTube but you promote on the Instagram platform, it could end up being a waste of both money and time.
6. The ultimate goals of Influencer Marketing
86% of marketers agree that building Brand Awareness is one of the top three objectives of Influencer Marketing campaigns, followed by reaching the target audience or new audiences at 74%, Brand Advocacy at 69%, and increasing Conversion at 46%. In addition, boosting Engagement, improving brand reputation, and driving sales are secondary objectives.
7. The impact of influencer marketing on everyday consumers
The previous statistics tell us that the goal of driving sales may not be the main point of an Influencer Marketing strategy, but it has to be admitted that this can also be a great side benefit for a brand. According to data compiled by Rakuten Marketing, a well-known E-Commerce website, eight in ten consumers made a purchase after seeing an advertisement from an influencer.
Of course, anyone who is thinking about using an Influencer Marketing strategy should look at these statistics to help inform their decisions when planning and managing campaigns in order to achieve the highest possible effectiveness.
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