THE RISE OF
Influencer Marketing
Influencer Marketing
17 000 14 000 10 000 2015
2016
2017
Number of new platforms and agencies in the market
420
+230 New platforms and
influencer marketing focused agencies in the last 24 months
335
190
2015
2016
2017
Marketing spend
37% Marketers surveyed are now dedicating budget for influencer marketing
57% Marketers surveyed have stand-alone budgets for content marketing.
FTC & ASC policies Nearly
25%
of Creators indicated that they had received a direct request from a client to not disclose that they were compensated - a direct violation of FTC & ASC policies
Influencer marketing budget over next 12 months
Increase budget
Unsure
67%
16% Maintain budget
13% Decrease budget
4%
84%
81%
67%
55%
of Marketers judge Influencer Marketing to be effective
of Brands increased content output in past 2 years
of Marketers will increase Influence Marketing Budget over the next year
of Marketers believe they get better customers from Influencer Marketing
In 2016 Facebook Influenced 62% of consumers’ online and offline purchases, up from 52% in 2015
Results from a survey of 272 marketing managers surveyed online Q1 2017 Fastest-growing online customer-acquisition method Influencer marketing
28% 15%
Organic search
13%
11%
Paid search Display advertising Affiliate marketing Others
5% 3% 15%
$7.65
The Average Earned Media Value per $1 spent on Influencer Marketing
36
24
12
0
$0
1 2 3 4 5 6 7 8
9 10 11 12 13 14 15 16 17 18 19 20+
Average Instagram #followers per influencer across 4 leading platforms Modeling
113.250
Fitness
105.300
Pets
93.807
Beauty
67.029
Fashion/Design
49.135
Food
47.809
Photography
43.051
Travel
30.619
Lifestyle
22.159
Music
21.122
A look at Instagram 95 million photos and videos per day
Instagram users “like� 4.2 billion posts per day
Instagram Estimated Influencer Marketing Growth (YOY) $2B
$1.7B Market Size
$1.5B
$1.2B
$1B
$700M $0.5B $0 2016
2017
2018
Number Of Brands Sponsored Influencer Posts
Brand Sponsored Influencer Post Growth (Estimated) #ad #sponsored #spon
30M 24.2M 20M 12.9M 10M
6.8M 3.6M
0 2015
2016
2017
2018
Instagram User Growth 700M
700M
600M
Monthly Active Users
600M
500M 450M
400M 300M
300M 150M
100M
150M
200M
Feb’13 Sep’13 Mar’14 Dec’14 Sep’15 Jun’16 Des’16 Apr’17
Average Engagement Rate on Instagram and Twitter in 2017 We analysed 100.000+ influencer profiles across leading Influencer Marketing Platforms
<1.000
<5.000
<10.000
<100.000
100.000+
8%
5.7%
4%
2.4%
1.5%
1.5%
1.45%
0.55%
0.45%
0.3%
followers
Instagram Twitter
followers
followers
Brought to you by
Sources:
Instagram.com Influencermarketinghub.com study mediakix.com trends.google.com/trends/
followers
followers