9 Influencer Statistics Every Marketer Should Know

Influencer marketing is booming right now, that’s no secret—in fact, according to the Association of National Advertising, 75% of companies currently use influencer marketing and almost half are planning to increase budget over the next year. Research studies have shown what works, what doesn’t, and what marketers need to know when implementing an influencer campaign. Here are 9 facts we think are especially important:

1. 80% of brands consider Instagram their main platform for brand collaborations

Instagram is currently dominating the influencer marketing space as the primary platform for brand collaborations. It’s increasing popularity combined with the variety of content the platform offers—from photo, to video, to livestreams, and now longer-form video on Instagram TV—are why more brands and creators are using this platform for paid partnerships than any other. (Source: eMarketer)

2. 66% of brands use mid-level size influencers in their IM campaigns (25,000-100,000 followers)

Mid-level influencers with audiences ranging from 25,000 to 100,000 followers are the most popular among brands when it comes to collaborations. 59% of brands use micro-influencers (50 to 25,000 followers) and 44% use macro-influencers (over 100,000 followers). (Source: Association of National Advertising)

3. The use of hashtags like #ad and #sponsored saw a 44% increase on Instagram in 2018

In the first six months of 2018 compared to the same six months in 2017, hashtags like #ad and #sponsored increased by 44% on Instagram. This not only shows a major boost in brand collaborations across the platform, but proves that influencers and brands are taking the new FTC disclosure guidelines seriously. #paid actually sat on the board that helped write these new guidelines that give creators and brands a more clear idea of how to handle disclosures.  (Source: Buzzoole)

4. The average rate of engagement for influencer produced content is 5.7% while content generated by brands is only 3%

Influencer generated content is more trusted by audiences than content produced by brands, and therefore garners more quality engagement. By working with influencers, brands not only increase their reach by connecting with new audiences, but they are able to generate a more valuable conversation that converts leads into potential customers.  (Source: Business Insider)

5. 70% of viewers would rather learn about products through authentic content than traditional advertising

Personalized, engaging content sells a product to an audience in a way that feels more relatable and authentic compared to traditional media. (Source: Havard Business Review)

6. 92% of consumers trust online word-of-mouth recommendations, while only 33% of them trust online banner ads

Banner ads have proven to be less and less effective since influencer marketing has risen in popularity. A sponsored review by a well known, trusted blogger or Youtuber will have a considerably stronger impact than a traditional banner ad.  (Source: Nielson)

7. 62% of brands compensate influencers monetarily

Only two-thirds of brands actually compensate influencers monetarily for their work. 35% compensate with free product in exchange for a post or review. At #paid, we believe that professionals don’t work for free and we aim to fairly compensate all of our influencers for the time that goes into their content creation. (Source: Association of National Advertising)

8. 70% of teenage YouTube subscribers say they relate to YouTube creators more than traditional celebrities

The ‘who’ of your influencer marketing campaign definitely matters—especially when it comes to YouTube. These influencers have created such strong connections with their audiences through video that teenage users have reported that they actually relate with them more than traditional celebrities. (Source: Think With Google)

9. IM ad spends are forecasted to reach between $5 billion and $10 billion in 2022 

Influencer marketing isn’t going anywhere. In fact, it is forecasted to grow exponentially in the next few years. If you haven’t started to incorporate influencer marketing into your ad mix already, now is definitely the time.  (Source: Business Insider Intelligence Report)

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