An influencer is someone that has a strong social media presence and the ability to influence others on these platforms.
Influencer Marketing:
Expert View – Comparisons – Trends Whitepaper 2017
A trend that has potential: Brands can reach their ideal target group with influencers Background An influencer is someone that has a strong social media presence and the ability to influence others on these platforms. Influencer marketing is a strategy, whereby marketers actively seek out individuals that influence opinions and incorporate them into their external communications. That works well, as the subtle mention of a product, in language that the target group understands, is well received. During the European championships, soccer superstar Cristiano Ronaldo shared an image on Instagram that showed the Nike swoosh and was hashtagged #JustDoIt. This post received 1.75 million likes and 13,000 comments. The media value of the post amounted to US$5.8 million. This post was part of the lifelong advertising contract worth US$1 billion Ronaldo holds with Nike. There are, however, less expensive alternatives. At times, influencers simply receive free products, invitations to exclusive events or form part of a team, as in ASICS’s frontrunner program. This whitepaper provides insights on the effects that influencer marketing has and shows where the main challenges lie. Also, this whitepaper shows the staggering amount celebrities can earn via influencer activities.
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Influencer marketing with a strategy can massively boost brand awareness Key Takeaways 1. Reach is beneficial: Influencers are useful, in particular to boost brand awareness
2. Biggest challenge is planning marketing activities: Choice of influencer toughest 3. Fashion influencers generate the least bang for their buck – alcoholic drinks do best 4. Organize an event, invite influencers: it is the most effective way to use their reach
5. Youtube is most profitable: Influencer pay varies greatly depending on platform & reach 3
Reach is beneficial: Influencers are useful, in particular to boost brand awareness Industry Insights Effectiveness of Influencer engagement, by marketing objective¹
27%
26%
48%
50%
25%
24%
Generate sales leads
Increase customer loyalty
49%
44%
7%
Raise brand awareness
Very effective
1: N=967 decision makers within relevant industries; worldwide Source: LaunchMetrics
effective
ineffective
4
The biggest challenge is planning marketing activities: Choice of influencer toughest Industry Insights Main challenges detected when rolling out influencer marketing strategy¹ 75% 69%
53%
32%
Identify the right influencers
Find the right engagement tactics
1: N=967 decision makers within relevant industries; worldwide Source: LaunchMetrics
Measure the peformance of programs
Keep track of influencer activity
5
Fashion Influencers generate the least bang for their buck – alcoholic drinks do best Industry Insights Average earned media value for each US$ spent on influencer marketing campaigns in 2015 by advertiser category in US$ Alcoholic beverages
21.03
Travel & Tourism
18.98
CPG Food
12.03
Supermarkets
10.59
Toys & Games
10.51
Home & Garden Care & Beauty
10.26 7.04
Health & Pharma
6.72
Retailers & Apparel
6.66
1: Earned Media Value for every US$1 of paid media spent on RhythmOne influencer marketing campaigns Sources: matteopogliani.it;
6
Organize an event, invite influencers: it is the most effective way to use their reach Industry Insights The most effective content to leverage a collaboration with influencers¹ 70%
69%
44%
Events
1: N=967 decision makers within relevant industries; worldwide Source: LaunchMetrics
Blog posts
Videos
7
YouTube is most profitable: Influencer pay varies greatly depending on platform & reach Industry Insights Average earnings in 1,000 US$ per influencer post by platform and number of followers 300
187
188 150
150
125 94
75
63 13
25
6
13
Number of followers:
Sources: The Economist; Captiv8
75
50 5
10
5
100 - 500k
1 - 3m
500k - 1m
3 - 7m
60
50 10
2
4
20
30
more than 7m
8
About the Digital Market Outlook 9 markets, 34 segments, 50 countries Contact
Further Data This paper provides insights on Influencer Marketing. Further information on digital advertising can be found via Statista‘s Digital Market Outlook. The Digital Market Outlook provides direct access and download of revenue forecasts, user count & penetration, as well as crosscountry comparisons. It includes data on 9 digital markets, Digital Media, Digital Advertising, e-Commerce, eServices, Smart Home, FinTech, eHealth, Connected Car, eTravel and covers 50 countries worldwide.
The Digital Advertising market includes banner advertising, video advertising, search advertising, social media advertising and classifieds. The Digital Market Outlook is exclusively available on statista.com and is included in Statista Corporate Account and Statista Enterprise Account.
Sebastian Buss Analyst
[email protected] Sebastian Buss studied Business Administration and Business Psychology in Hamburg, Germany with a specialization in consumer behavior and market psychology. Before his time at Statista he gained experiences in digital media markets with a focus on the music industry. He is working for Statista as a specialist for digital markets, trend monitoring and data analysis.
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Imprint Statista ▪ Johannes-Brahms-Platz 1 ▪ 20355 Hamburg ▪ +49 40 413 49 89 0 ▪ www.statista.com Disclaimer This study is based on survey and research data of the previously mentioned sources. The forecasts and market analysis presented were researched and prepared by Statista with great care. For the presented survey data, estimations and forecasts Statista can not assume any warranty of any kind. Surveys and forecasts contain information not naturally representing a reliable basis for decisions in individual cases and may be in need of further interpretation. Therefore Statista is not liable for any damage arising from the use of statistics and data provided in this report.
