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    33 Of The Latest Influencer Marketing Statistics: The Age Of Influence

    33 Of The Latest Influencer Marketing Statistics The Age Of Influence  HEADER

    We live in a time where, when children are asked what they want to be when they grow up, becoming a YouTuber or social media influencer is second only to becoming a doctor.

    The age of influence is here and it’s no longer confined to high-profile B2C brands targeting high-profile influencers. It’s moving on from what Forbes called the “next hottest thing in B2B marketing” in 2019 to increasingly become a go-to tactic for B2B marketers too.

    Wherever you are in your influencer marketing journey, these statistics provide a fascinating insight into why it’s so important and the trends to be aware of as we head into 2021.

     

    Influencers Are More Trusted Than Brands

     

    Influencers and our social networks are now effectively where we turn to for 'word of mouth' recommendations and trusted credible advice. In B2C, YouTubers are now more credible than celebrities, while in B2B, our social networks of peers and industry experts are the influencers.

     

    • 63% of survey respondents said that they trust influencers more than what a brand says about itself. Source: 2019 Edelman Trust Barometer
    • 90% of business decision-makers initiate their purchasing process by researching opinions from industry experts and peers. Source: Harvard Business Review via MarTechSeries
    • 43% of B2B buyers said their consumption habits have changed to prefer credible content from industry influencers. Source: DemandGen 2020 Content Preferences Study
    • 40% of people say they have purchased an item online after seeing it used by an influencer. Source: Twitter and Annalect study 2016
    • 74% of people trust social networks to guide them to purchase decisions. Source: The Manifest study 2019
    • 49% of people say they rely on recommendations from influencers when making purchase decisions. Source: Twitter and Annalect study 2016
    • 6 in 10 YouTube subscribers would follow advice from their favourite creator over their favourite TV personality. Source: Think with Google, Google-commissioned Ipsos Connect, “The YouTube Generation Study” 2015
    • There is a 5.2x increase in purchase intent when exposed to promotional content from influencers and brand tweets, compared with 2.7x from brand tweets alone. Source: Twitter and Annalect study 2016

    Webinar: How To Increase Awareness, Credibility & Trust Through Employee  Advocacy & Influencer Marketing

     

    The Business-Case For Influencer Marketing

     

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    Influencer marketing has continued past the hype because it’s consistently been shown to be an effective tactic for marketers. It drives cost-effective ROI that doesn’t just help win new customers, but better ones too.  

     

     

    Influencer Marketing Is Gaining Traction

     

    With buying habits changing and the proven impact that influencer marketing can bring, it’s not surprising to see that it’s increasing in use and receiving a bigger budget. However, although B2B brands are now catching onto influencer marketing, the vast majority don’t have established campaigns

     

     

    The Best Influencer Marketing Channels

     

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    What channels are most effective for influencer marketing campaigns will, of course, depend on who your audience. LinkedIn doesn’t rate highly for many marketers but that is likely to be due to the B2C bias in many surveys, and blogs - a traditional content format in B2B - were rated as most effective in one study.

     

    Challenges

     

    Finding the right influencers and ensuring that they are authentic and don’t harm the brand are some of the biggest concerns for marketers. And keeping up the ever-changing social platform algorithms is a headache for many too!

     

    Choosing And Working With Influencers

     

    When working with influencers, building an effective relationship that helps both of you can achieve your goals is paramount. So what do most marketers and influencers want?

     

     

    If you’re keen to begin or improve your influencer marketing campaigns, then you’ll find the webinar we co-hosted with Onalytica helpful.

    In How To Increase Awareness, Credibility & Trust Through Employee Advocacy & Influencer Marketing Marketing we share how to create influence in the market via your SUbject Matter Experts and connect your internal experts to expert influencers.

     

    Webinar: How To Increase Awareness, Credibility & Trust Through Employee Advocacy & Influencer Marketing

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