2021年意见领袖营销基准报告-60页

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提取的文档内容：Influencer Marketing
 Benchmark Report 2 0 2 11 Index Survey Methodology Three-Quarters of Our Respondents Intend to Dedicate a Budget to Influencer Marketing in 2021 Influencer Marketing Expected to Grow to be Worth $13.8 Billion This Year 62% of Respondents Intend to Increase Their Influencer Marketing Spend in 2020 240 More Platforms and Influencer Marketing Focused Agencies Created Last Year 11% of Respondents Intend to Spend at Least 40% of Their Marketing Budget on Influencer Marketing Better Engagement Rates for Micro-Influencers Than for the Superstars of Social Media Although Most Brands Spend Less Than $50K on Influencer Marketing, Nearly 9% Spend More than $500K Most Influencers Selected on Instagram and YouTube are Micro-Influencers. However, Larger Influencers Are Popular on TikTok Firms Value Working With Influencers They Know Substantial Growth in Influencer Campaigns in Q4 2020 Sizeable Increase in Content in Recent Years The Vast Majority of Respondents Believe Influencer Marketing to be Effective An Increasing Majority Have a Standalone Budget for Content Marketing 7 21 9 22 11 24 25 15 13 26 17 18 20 192 About Half of the Firms Working With Influencers Operate eCommerce Stores About 3/4 of Influencer Marketing Campaigns are Run In-House The Most Common Type of Influencer Payment is Free Product Samples PayPal is the Most Popular Way to Pay influencers Most Popular Use of Influencer Platforms is for Influencer Discovery and Communication Many Firms Use Influencers for Affiliate Campaigns Most Recognize the High Quality of Customers from Influencer Marketing Campaigns 68% of Respondents Use Instagram for Influencer Marketing but TikTok Rapidly Catching Up 2/3 Measure the ROI on Their Influencer Marketing Huge Growth of TikTok and Twitch Influencer Marketing in 2020 The Most Common Measure of Influencer Marketing Success is Conversions / Sales Tiktok and Twitch as a percentage of Overall Influencer Campaigns 83% of Firms Take Their Influencer Marketing Spending from Their Marketing Budget Most Consider Earned Media Value a Good Measure of ROI 27 36 28 29 37 30 31 39 32 41 33 42 35 34 Awareness and Sales are the Main Objectives for Running an Influencer Campaign 44 Influencer Fraud is Still of Concern to Respondents 453 Substantial Drop in Respondents Who Have Experienced Influencer Fraud Brands are Finding it Easier to Find Appropriate Influencers Mixed Views on Whether Brand Safety is a Concern in Influencer Campaigns Majority Believe Influencer Marketing Can be Automated, Although Significant Numbers Disagree Audience Relationship Still Considered Most Valuable When Partnering with Influencers, But Content Production is Rapidly Catching Up Two-Thirds of Respondents Prefer Their Influencer Marketing to be Campaign-Based Vast Majority Consider Influencer Marketing to be a Scalable Tactic in their Marketing Ecosystem Engagement or Clicks is Still the Most Important Criteria When Evaluating Influencers About Half of Brands Work with Fewer Than 10 Influencers Monthly Campaigns Remain the Most Common Finding Influencers Remains the Greatest Challenge for Those Who Run Campaigns In-house 46 47 48 50 51 52 53 54 56 57 58Covid-19 Marketing & Ad Spend Impact Report Upfluence We carried out our first influencer marketing survey in 2017, giving us an excellent insight into the state of the industry. We have repeated this exercise every year since, providing an annual insight into how marketing agencies, PR agencies, and brands see the state of influencer marketing. In our Influencer Marketing Benchmark Report 2021, we surveyed more than 5000 marketing agencies, brands, and other relevant professionals to determine their views and build insight into their thoughts on the industry. Following on from that year of horror, 2020, we knew that the results this year could be quite informative. Just a reminder that throughout 2020 we continually updated and expanded our . Surprisingly, however, most of the statistics are relatively similar, with the only major change being a significant increase in the use of TikTok for influencer marketing. There was a major slow down in influencer marketing spend from March - July 2020 as the pandemic unfolded, followed by a spike in influencer led campaigns from August onwards, as reported by most of our agency and platform partners. In addition to the results from our survey, we include some other relevant statistics related to influencer marketing that have come about thanks to recent research. Many of these come courtesy of our partner , who offer a smart influencer marketing platform with over 4 million creator profiles. One thing is very clear from these results. Despite all the uncertainties caused by COVID in 2020, influencer marketing is still a highly popular and effective form of marketing. Indeed, we can look at it as being part of the mainstream marketing mix now. Although the media occasionally run reports from naysayers criticizing the industry, those who actively participate can clearly see influencer marketing's effectiveness. At least now, more people understand what influencer marketing is all about. 4Here are the main results from our Influencer Marketing 2021 Study. Notable Highlights 5 Influencer Marketing Industry is set to grow to approximately $13.8 Billion in 2021 More than 240 new influencer marketing-focused agencies and platforms established in 2019 The majority (59%) admit to having a standalone budget for content marketing, and 75% of them now intend to dedicate a budget to influencer marketing in 2021 90% of our survey respondents believe influencer marketing to be an effective form of marketing The majority of brands use the same influencers across different campaigns Brands still tend to give away free product samples (or give discounts on more expensive products) rather than paying cash to their influencers 67% of our respondents measure the ROI from their influencer campaigns The most common measure of influencer marketing success is conversions/sales 83% of firms take their influencer marketing spending from their marketing budget 67% of respondents use Instagram for influencer marketing, but there has been a colossal increase in TikTok influencer marketing6 Influencer fraud is still of concern to respondents, but less so than in the past Far fewer respondents have experienced influencer fraud than previously 67% of respondents prefer their influencer marketing to be campaign-based rather than always-on Finding influencers remains the most significant challenge for those who run campaigns in-house but is becoming less of a problemWe surveyed just over 5000 people from a range of backgrounds. Although we had to remove some responses due to a lack of clarity, the 2021 survey is our largest yet, with a 25% increase in respondents compared to last year's study. 36% of our respondents considered themselves brands (or brand representatives). 32% work at marketing agencies (including those specializing in influencer marketing), and 4% are PR agencies. The remaining 29% we merge as Other, representing a wide range of occupations and sectors. 7 Survey Methodology Despite the increase in survey respondents from last year, the ratio of B2B and B2C businesses remained unchanged. 70% of those surveyed focus on the B2C sector, with the remaining 30% running campaigns for firms in the B2B area. The most popular vertical represented was once again Fashion & Beauty (25% of respondents), although we found changes after this. Health & Fitness now comes second with 13%. In the year of COVID, it is perhaps no surprise that our Travel & Lifestyle respondents fell to 10%, closely followed by Gaming at 9%. Family, Parenting & Home (7%) and Sports (6%) are the other sectors separately shown. The reduction in Sports (and increase in Gaming) are also probably a result of COVID. The remaining 29%, grouped as Other, covers every other vertical imaginable. Due to our survey sample size, the proportions of each industry vertical represented here will likely be typical of influencer marketing users in general. 47% of our respondents came from the USA, 11% Europe, 13% Asia (APAC), 5% Africa, with 19% describing their location as Other.8 The bulk of our respondents came from relatively small organizations, with 45% representing companies with fewer than ten employees. 22% had 10-50 employees, 12% 50-100, 10% 100-1,000, and 12% coming from large enterprises with more than 1,000 employees. Overall, however, there are slightly more respondents from larger organizations than last year, which might have had a small impact on the comparative results. 45% 22% 12% 10% companies with fewer than ten employees companies with 10-50 employees companies with 50-100 employees companies with 10-1000 employeesDespite initial concerns that influencer marketing (indeed, all marketing) might decrease due to COVID19, it has increased in reality. Sure some industries, such as tourism and airlines, have had to retrench dramatically, but many others have adjusted their models to survive in the COVID (and post-COVID) world. 9 Influencer Marketing Expected to Grow to be Worth $13.8 Billion This Year Estimated Influencer Marketing Growth (YOY) $ 1.7B $2B $0 2016 2017 2018 2019 2020 2021 $4B $6B $8B $10B $ 3.0B $ 4.6B $ 6.5B $ 9.7B $ 13.8BPeople now spend considerably more time online than previously. Businesses have had to upgrade their websites to cope with increased demand. If you look back through past versions of this Benchmark Report, you will have noticed that actual and estimated influencer marketing has grown dramatically over the last few years. Coronavirus has accelerated that growth in 2020, and this is estimated to continue in 2021. From a mere $1.7 billion in 2016, influencer marketing is estimated to have grown to have a market size of $9.7 billion in 2020. This is expected to jump to $13.8 billion in 2021. 10As influencer marketing has matured as an industry, it has attracted support companies and apps to simplify the process for both brands and influencers. Organic influencer marketing can be a slow and tedious process, particularly when finding and wooing influencers to promote your company's products or services. 11 240 More Platforms and Influencer Marketing Focused Agencies Created Last Year 190 335 420 740 1120 1360 Number of new platforms and agencies in the market +240 New platforms and influencer marketing focused agencies in the last 12 months 2015 2016 2017 2018 2019 2020 +240 New platforms and influencer marketing focused agencies in the last 12 months240 new influencer marketing-focused platforms and agencies entered the market over the last 12 months. This is down on last year's 380, but that may simply indicate the market becoming saturated, with influencer marketing now commonplace. It is still one of the largest increases over the years and takes the total influencer agencies and platforms to 1360. Back in 2015, there were just 190 influencer platforms and agencies. This grew to 335 in 2016, 420 in 2017, 740 in 2018, and 1120 in 2019 –nearly three times the number that existed just two years previously. 12Recent Upfluence data shows better engagement rates for smaller influencers than for larger ones. Upfluence uses slightly different definitions for influencer types than what we usually do on the Influencer Marketing Hub, so in the following data, consider the different kinds of influencer as being: The pattern is the same across Instagram, YouTube, and TikTok (and probably most other social platforms too). Micro-influencer: less than 15,000 followers Regular-influencer: between 15,000 and 50,000 followers Rising-influencer: between 50,000 and 100,000 followers Mid-influencer: between 100,000 and 500,000 followers Macro-influencer: between 500,000 and 1,000,000 followers Mega-influencer: more than 1,000,000 followers 13 Better Engagement Rates for Micro-Influencers Than for the Superstars of Social Media14 Micro Regular Rising Mid Macro Mega 3.86% 1.63% 17.96% 2.39% 0.51% 9.75% 1.87% 0.46% 8.37% 1.62% 0.43% 6.67% 1.36% 0.44% 6.20% 1.21% 0.37% 4.96% < 15K 15K-50K 50K-100K 100K-500K 500K-1M 1M+ Average engagement rate of selected influencers 2020 Average engagement rate benchmarks across six key channel sizes on each of the major socialmedia platforms. Overall Benchmarks For example, micro-influencers on Instagram have an average engagement rate of 3.86%, and that rate falls at every level of influencer, bottoming out at 1.21% for mega-influencers. Similarly, although all engagement rates are low on YouTube, there is a noticeable difference between the 1.64% average engagement of micro-influencers and the mega-influencers' 0.37% rate. It is on TikTok that you notice the most significant difference, however. Micro-influencers receive a whopping 17.96% engagement on TikTok, compared to 4.96% for Mega-influencers. TikTok engagement is far higher for influencers of any size compared to their Instagram or YouTube counterparts. *data is based on influencers selected and added to influencer lists by Upfluence software usersUsing the same definitions for influencer sizes used in the above statistic, we see some variations in influencer selection across the social networks (as shown by Upfluence customers). 15 Most Influencers Selected on Instagram and YouTube are Micro-Influencers. However, Larger Influencers Are Popular on TikTok Micro Regular Rising Mid Macro Mega 57.8% 51.37% 10.81% 23.57% 11.84% 17.47% 7.07% 6.67% 17.98% 8.62% 16.43% 32.55% 1.40% 4.98% 8.62% 1.55% 8.71% 12.57% < 15K 15K-50K 50K-100K 100K-500K 500K-1M 1M+ Influencers selected by category 2020 *data is based on influencers selected and added to influencer lists by Upfluence software usersOn Instagram, there is a clear preference (57.78%) for micro-influencers, followed by 23.57% for regular influencers. All other influencer types cater for less than 10% of all influencers selected by Upfluence customers. Macro-influencers make a tiny 1.40% (even smaller than the 1.55% who prefer mega-influencers). The trend of having more mega-influencers than macro-influencers occurs across all three social networks, probably reflecting the fact that there are more mega-influencers because there is no maximum number of followers to qualify for that category. YouTube also shows how essential micro-influencers are to brands, with 51.37% of Upfluence's YouTube clients working with micro-influencers. Surprisingly mid-influencers (16.43%) are the second most popular influencer type on YouTube. Again, mega-influencers (4.98%) make the smallest percentage. TikTok follows a different pattern, however. Despite other statistics indicating that engagement on TikTok is highest for micro-influencers, Upfluence's clients have tended to go for larger influencers. Indeed, the most popular type of TikTok influencer on Upfluence are mid-influencers (32.55%), and micro-influencers make a mere 10.81%. 16Despite there being concern that COVID would cut back influencer campaigns, Upfluence data suggest that this only happened short-term. 2018 had seen substantial growth from 590 campaigns in Q1 to 1652 in Q4. This continued in 2019, reaching 2110 campaigns in Q4 Sure, COVID and lockdowns had an initial effect during Q1 and 2 2020, with 1945 campaigns in Q1 2020 falling further to 1575 in Q2. Things changed substantially in the second half of 2020, however. Influencer campaigns rose dramatically to 2163 in Q3, with an even larger jump in Q4 to 2901. 17 Substantial Growth in Influencer Campaigns in Q4 2020 1000 0 2000 3000 2018 Q1 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Number of campaigns QuarterWe asked our respondents whether they had increased content output over the last two years. A massive 80% of them admitted to having upped the amount of content they produced. While this is down on last year's 84%, remember that these figures are cumulative. 75% of the respondents of the 2019 survey had also said they had increased content. The amount of content produced now, compared to four years ago, is phenomenal. You must be able to find virtually everything there is to know online by now (including, unfortunately, "fake news" and conspiracy theories.) Clearly, many firms now realize the insatiable demand for online content and have increased their content marketing accordingly. Judging by the recent uptake in influencer marketing over the last few years, much of this increase in content must be created and delivered by influencers on behalf of brands. 18 Sizeable Increase in Content in Recent YearsThe majority (59%) admit to having a standalone budget for content marketing. This is up from the 55% figure in our 2020 survey. Although these figures are over 50%, they are surprisingly low, considering that most businesses claim to use content marketing. HubSpot reports that 70% of their respondents use content marketing. Perhaps the discrepancy simply recognizes that some firms have a single marketing budget, rather than separating it into different types of marketing. 19 An Increasing Majority Have a Standalone Budget for Content Marketing 59% 70% having a standalone budget for content marketing HubSpot reports that 70% of their respondents use content marketing.Unsurprisingly, considering the overall positive sentiment expressed about influencer marketing, 90% of our survey respondents believe influencer marketing to be an effective form of marketing. This statistic has hovered around the same level in each of our surveys. It is clear that most firms that try influencer marketing are happy with the results and are willing to continue with the practice. You may read the odd horror story in the media, but that is obviously the exception to the rule. Most influencer marketing partnerships work and are a win-win situation for all parties. 20 The Vast Majority of Respondents Believe Influencer Marketing to be Effective 90% positive sentiment expressed about influencer marketing21 Three-Quarters of Our Respondents Intend to Dedicate a Budget to Influencer Marketing in 2021 3/4 We asked our respondents whether they had increased content output over the last two years. A massive 80% of them admitted to having upped the amount of content they produced. While this is down on last year's 84%, remember that these figures are cumulative. 75% of the respondents of the 2019 survey had also said they had increased content. Clearly, many firms now realize the insatiable demand for online content and have increased their content marketing accordingly. Judging by the recent uptake in influencer marketing over the last few years, much of this increase in content must be created and delivered by influencers on behalf of brands.62% of those respondents who budget for influencer marketing intend to increase their influencer marketing budget over the next 12 months. An additional 20% indicate that they expect to keep their budgets the same as in 2020. A further 12% stated that they were unsure about how their influencer marketing budgets would change. This leaves a mere 7% intending to decrease their influencer marketing budgets. 22 62% of Respondents Intend to Increase Their Influencer Marketing Spend in 2020 intend to increase their influencer marketing budget expect to keep their budgets the same as in 2020 unsure about how their how their influencer marketing budgets would change intending to decrease their influencer marketing budgets 62% 20% 12% 7%While these figures are similar to the 2020 results, there are slightly fewer firms planning to increase their influencer marketing budgets. This is balanced by an increase in those planning on keeping their budgets the same. Although the number of firms planning to decrease influencer marketing is up, this is predominantly balanced by a reduction in the Unsure category. Once again, COVID is likely to play a role in these changes. Overall

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数据用途：跨境电商社交媒体营销策略优化