6 best influencer marketing studies of 2020

Influencer Marketing Studies

With the first quarter of 2020 now over us (phew!), it’s the perfect time to check influencer marketing research to see what it points to for the rest of the year and beyond. Here are six influencer marketing studies that could impact your marketing decisions in the coming months.

first. “State of Influencer Marketing 2020” Report from Linqia

This influencer marketing report from Linqia made some valuable findings on how companies plan to work with influencers this year. However, some of the conclusions may be surprising.

Get a copy of “ The State of Influencer Marketing 2020 “from Linqia.

For example, the highest percentage (77%) of companies hoping to work with small influencers have 5, 000 – 100,000 followers. In contrast, less than a quarter (22%) want to hire influential celebrities with at least 5 million followers.

The Types of Influencers Companies Want to Work With

The types of influencers the company wants to work with ( Image source )

Then, relative to the platforms chosen, Instagram and Instagram Stories topped the list, with 97% and 83%, respectively. The segment of marketers who intend to use Facebook is 79%, and 44% say they will use YouTube for influencer marketing this year.

Social Platforms Companies Plan to Use for Influencer Marketing in 2020

Social Platforms Companies Plan to Use for Influencer Marketing in 2020 ( Image source )

Marketing professionals have also planned multiple ways to measure the success of their influencer marketing efforts. Nearly three-quarters of respondents (71%) looked at engagement stats, such as likes and comments. However, brand awareness and content impressions were also notable, with 62% and 60% responding to measurement techniques marketers will use in 2020.

2. “Equality of Influencers” report from IZEA Insights

This influencer marketing research report is all about growing equality in the world of influencer marketing. One of the graphs regarding payouts per post shows that male influencers generally earn more than women across all types of content.

Average Cost Per Paid Post Across All Social Platforms

Average cost per paid post across all social platforms ( Image source )

Get your copy of “ Equal status of influencers ” from IZEA Insights.

However, the data also illustrate a significant increase in income over time for both sexes. In 2014, men earned $69 per post, while women received $75. In subsequent years, men earned more than women, but both genders now earn significantly more than women. the era of influencer marketing. For example, earnings per post in 2019 are $2,152 for men and $1,138 for women.

Another fascinating statistic shows that people 24 and under have the highest earning potential. Additionally, the lucrative nature of influencer marketing is especially striking for influencers aged 17 and under.

That finding sheds light on why many universities use influencer marketing. Doing so allows them to target specific groups and address identified needs. For example, research done outside of IZEA reporting found that 56% of people search College information does so to learn about campus life. Hiring an influencer to distribute messages about the college experience can be especially impactful if the person is the right age.

3. The “2020 Trends” Report from Whalar

This report takes a closer look at “visual and cultural trends” related to influencer marketing. It reveals some of the top priorities in the current segment.

Get your copy of “ 2020 Trends “from Whalar.

One of the areas under study is activism. Whalar described how it created a campaign for Burt’s Bees in conjunction with World Earth Month. It has the hashtag #ForceForNature. That initiative resulted in an engagement rate of 6.08% and earned 13 million impressions.

Sportsism – especially among women – is another trend covered in this influencer marketing report. Whalar has partnered with Strava, Nike and other sports brands to reshape the perception of fitness. For example, the Strava campaign highlighted how people have different physical activity-related goals. Whether one aims to compete in the Olympics or run in their first 5K, their aspirations are equally important and valid.

Whalar’s report also shows how marketing with influencers also means creating a compelling image. A popular way to do that lately involves the “face as canvas” approach. The influencers who demonstrate this often don’t wear elaborate makeup, are bright and lively. This shows the audience how they can make a strong impression by using their face as a starting point to inspire and encourage others to unleash their creativity.

4. “Influential Marketing Trends 2020 ”Angle Report

Corner mentions that it worked with over 190 brands and businesses in the influencer space in 2019. It used the expertise gained during that time to develop this report for 2020. Regardless of the amount of time a person spends on marketing, influencers are very likely to influence their efforts today and for the foreseeable future.

Get your copy of “ Influencer Marketing Trends 2020 ” from The Corner right now.

One of the trends highlighted in this influencer marketing report involves longer-term partnerships between businesses and influencers. For example, the document clarified how a contract requiring influencer Warren Nash to create content for the LEGO Family channel involved producing four videos per week and maintaining that production for six months.

Genuine reports show that storytelling is also trending up. When people feel that influencers are like them to some extent, they find the content more relatable and more likely to take positive actions after viewing it.

An influencer marketing campaign featured parenting instructor Harriet Shearsmith, who worked with Heinz Beans to publish posts despite undergoing a kitchen renovation. Content gets more than 90% of positive sentiments, possibly because people appreciate the truthfulness of images.

5. “The Impact of Coronavirus on Influencer Marketing” From Obvious.ly

Obvious.ly is an influencer marketing agency that has published its findings regarding the COVID-19 pandemic on its community of influencers and community members. The data shows that 92% of influencers will create new content for them, such as a live stream. That’s very important, as more and more people are staying home and looking for work during the lockdown. Additionally, 23% of influencers have recently started hosting such real-time streams to engage followers.

Get your copy of “ Impact of Coronavirus on Influencer Marketing “from Clear Now.

Plus, research shows that if charity brands want new opportunities in marketing, influencers can help. The conclusion shows that 97% of influencers will post about brands and causes they care about, while 80% are willing to participate in charity campaigns without paying.

When Clear. ly ran the #ObblyForGood campaign linked to the coronavirus, 237 influencers self-aligned with the effort. It is an informal partnership with the World Health Organization (WHO) to combat misinformation.

Obvious.ly CEO Mae Karwowski told CNBC, “We’ve heard from a lot of influencers and brands that they want to use their influence to help — and we’ve seen too. a lot of misinformation and misunderstanding about the virus over the past few months – so we decided a good first step was right cut through all mixed notifications and provide one source of accurate information – the World Health Organization. ”

The CNBC newsletter also mentions that the campaign has reached 2 million people so far. That statistic highlights the power of influencers working together for worthy causes. Obvious.ly reports that influencers often choose healthcare and hospitals as their top philanthropic activities today. Charity and volunteering in times of coronavirus were two other priorities cited.

6. “How Marketers Are Using Digital Content Creators in 2020” From Vamp

This influencer marketing report published in February 2020 illuminates how and why companies invest in influencer marketing today. It was a relatively small study with 124 respondents, but the results are still worth investigating. Although the title of the report uses the broader term “digital content creators,” the finding only concerns influencers.

Get your copy of “ How Marketers Are Using Digital Content Creators in 2020 “from Vamp now.

A finding that illustrates how – not surprisingly – marketing professionals have experienced numerous benefits after allocating portions of their budgets to influencer marketing.


Benefits of Influencer Marketing ( Image source )

Increased brand engagement is the top advantage that marketers bring. Next comes the savings on content creation. The results of the study showed that 41% of those polled mentioned the privilege later on. Marketers curious about that statistic need only consider that three-quarters of respondents said they have asked influencers to handle content creation tasks previously assigned to creative agencies. create.

Another conclusion in the Vamp report that This is good news for any company considering whether to launch an influencer marketing campaign 80% of respondents said influencer content influence that performs as well or better than the material produced by the brand. Additionally, the majority (60%) of companies currently working with influencers reuse relevant material in social media ads.

Influencer marketing is well worth considering

Many marketers are initially hesitant to move forward with a new type of marketing, even when their peers achieve excellent results. Whether a professional has not worked with influencers or is considering expanding an existing relationship with them. both of those moves could be successful, especially based on the findings explored in these six reports.

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    By Nguyen Manh Cuong

    Nguyen Manh Cuong is the author and founder of the nguyendiep blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.