Top results:

  • The majority of consumers prefer influencers who create authentic, engaging content
  • 90% of marketers say proving authenticity is critical to the future of influencer marketing
  • 85% of marketers say engagement data is the biggest success factor in influencer marketing
  • “Fake followers” ​​are the biggest concern in influencer marketing

London. New York. (November 14, 2018): The Influencer Marketing 2020 report published today by Influencer Intelligence in collaboration with Econsultancy found that around 6 out of 10 digital marketers surveyed have had the purpose of influencer marketing for their business changed dramatically in the past 12 months, giving 56% suggest that the younger generation of consumers is the biggest driver of change.

The report, which came from a survey of 1,173 marketers and 500 consumers separately, found that digital natives have been more resolute in disapproving of the way influencer marketing has been conducted in recent years, demanding a higher level of authenticity and relevance instead the content they consume and brands they trust.

Influencer Marketing 2020 Report

Influencer Marketing 2020 Report

Unsurprisingly, nearly 70% of marketers say authenticity and transparency are key to influencer marketing success. In fact, 90% of those surveyed from the industry say that brands have to take authenticity and transparency more seriously in order to be sustainable in the long term. Consumer attitudes are similar: 61% prefer influencers who create authentic, engaging content.

The experts interviewed for this report emphasized the need to carefully select an influencer to work with to ensure that it is a credible match not only to the brand and its audience, but also to the campaign in question.

The terms of the contract are also changing to reflect the gradual rise in longer-term, organic, and meaningful partnerships between brands and influencers.

The study found that micro-influencers or those with fewer than 100,000 followers are still in great demand. The question of attributability and trust makes this segment more attractive: 61% of the consumers surveyed stated that they identify better with the content produced by micro-influencers. Additionally, industry experts unanimously (100%) agree with consumers on the importance of partnering with influencers whose followers are relevant to the brand. Three quarters of those surveyed from the industry say that influencers should already be fans of the brand, for example to prove their relevance.

The report’s findings highlight the changing digital media landscape as social influencers and niches, emerging talent clinging to the traditional advertising space of celebrities, not for their fame or followers, but solely for the influence they have online – and changing the rules of commitment as we know it.

Influencer marketing has developed from a social media nice-to-have to a critical segment of the digital marketing mix within two years. Now the approach that marketers take in their influencer-led campaigns must also evolve“Said Megan Falconer-Taylor, Director of Product at Influencer Intelligence. “The results of the report are a wake-up call for marketers, proving that if influencer marketing is to maintain and deliver the desired ROI, trust and authenticity must be built every step of the way, from influencer selection to campaign delivery. “

Other important findings are:

  • 61% of consumers between the ages of 18 and 34 have at some point been influenced by digital influencers in their decision-making
  • 100% of marketers agree that “relevance” is the most coveted attribute among influencers
  • Confusion continues to plague the disclosure guidelines
  • More than half of brands manually search for influencers
  • Proving the ROI of individual influencers is a major challenge for 84% of marketers

About the report
The most comprehensive of its kind on the subject, the Research Report, was published today by Influencer Intelligence, the premier platform for influencer and celebrity engagement, in partnership with Econsultancy. The report examines how the influencer marketing landscape evolved in 2018 and how well collaborations are currently being carried out. As the title of the report suggests, it also looks at the future of influencer marketing and the challenges and skills that must be addressed in order for it to be sustainable.

The full report can be downloaded here:


Methodology and example
This year, 1,173 marketing specialists responded to the research request in the form of an online survey. Respondents included in-house brand marketers, agencies, consultants, and talented influencers from a variety of industries. In addition, 500 consumers aged 18 to 34 in the UK and US were surveyed to assess their attitudes and perceptions about digital influencers.

Detailed breakdowns of the respondent profiles are given in the annex to the report.

The report features qualitative interviews with a wide variety of industry experts, including brands, agencies, influencers and consultants. Telephone interviews were conducted in August and September 2018.

About influencer intelligence
Influencer Intelligence is a powerful data intelligence tool that combines the knowledge and insights marketers need to develop a successful influencer and celebrity marketing strategy.

From emerging talent to established flavor makers, influencer intelligence helps companies around the world discover and connect with only the most relevant talent.

Priyanka Mehra-Dayal, Senior Content Marketing Manager, Influencer Intelligence. Email:

Join the conversation online using the hashtag # influencermarketing2020
Instagram: @influencerintelligence
Twitter: @influencerintel

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