Influencer

Marketing
Exploring the current influencer
marketing landscape and its
future potential

TREND REPORT 2019

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INFLUENCER MARKETING

Contents
Key Insights������������������������������������������������������������������������������� 04

The Landscape of Influencer Marketing������������������������������� 05

Content that Resonates����������������������������������������������������������� 07

The Commercial Impact of Influencer Marketing��������������� 16

Emphasizing Trust and Authenticity ������������������������������������� 20

Notes on Methodology����������������������������������������������������������� 27

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INFLUENCER MARKETING

Introduction M E THODOLOGY

GlobalWebIndex Trend reports take a deep-dive into pressing topics for marketers and When reading this report, please note that we
brands. In this report, we put a spotlight on influencer marketing. use a mixture of global data from our ongoing
quarterly global research, as well as data from a
We answer questions like: bespoke study conducted only in the U.S. and UK.
This bespoke study’s objective was to dig deeper
into more specific areas of influencer marketing
01  hat contributed to the rise of
W
influencer marketing?
04  hat types of content are
W
consumers engaging with the most? not covered in our global research. In this study, we
interviewed 2,767 respondents in the U.S. and 3,568
respondents in the UK.
02  ho is engaging with
W
influencers?
05 What impact do influencers have
in the purchase journey?
For more information on GlobalWebIndex’s research
and methodology, including information on our
03  hich social media platforms hold
W
the most potential for influencer
06 How big of an issue is influencer
fraud? And what are brands doing
country coverage, internet penetration rates, our
marketing? about it? sample structures, and much more, please click here.

Throughout this report we refer to indexes. Indexes

are used to compare any given group against the
average (1.00), which unless otherwise stated refers
to the global average. For example, an index of
“1.20” means that a given group is 20% above the
global average, and an index of “0.80” means that an
audience is 20% below the global average.

3
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INFLUENCER MARKETING

Key Insights

Around 20% of global internet users Instagram takes the throne for influencer Influencers play a role in the purchase Trust is absolutely fundamental — 48% of It’s not about the number of followers an
use social media to follow celebrities or engagement among Gen Z and journey, most notably for brand Influencer Followers* in the U.S. and UK influencer has, it’s about the right fit.
celebrity news, increasing to 26% among millennials in the U.S. and UK. discovery and product research at the want influencers to be trustworthy. Often many brands focus on the number
Gen Zs. This highlights how ingrained These audiences are highly engaged moment; but we can expect to see social Influencer fraud and fake influencers of followers an influencer has as a way
celebrity culture is in our lives. with visual, video-based content, which media play a more prominent role in have stirred up their fair share of to demonstrate positive ROI, which has
Gen Z are the key target audience for is also why watching vlogs and videos closing the purchase loop in the future. controversy. The consequences are led to some influencers increasing their
influencer marketing. Not only do they are the most popular forms of content Social media is now the primary significant; this issue dampens consumer follower count using fake followers. But
spend the most time per day of all among these generations vs. older channel for brand and product research trust and brands stand to lose serious our data shows a greater number of
generations on social media and on their users. Instagram is the perfect platform among Gen Zs. This highlights how our money. We found consumers want followers doesn’t equal consumer trust.
mobiles, they’re the generation most for influencer marketing — it’s highly relationship with commerce has changed influencers to be trustworthy above all In fact it’s the opposite — over half of
likely to follow celebrities from a range of visual by design, and its Stories feature with the proliferation of social media else, which remained consistent across consumers actually trust influencers that
entertainment fields — such as films, music allow influencers, of any kind, to get into every part of our lives. And when it all generations. This highlights that trust have 50,000 or less followers the most.
and comedy — on social media. creative. We’ve found consumers in the comes to inspiring purchase decisions, and transparency are key to successful It’s the smaller influencers that have the
U.S. and UK are highly engaged with our bespoke research found that 17% influencer marketing, and establishing greatest and most exciting potential.
influencers on social media, and even of internet users in the U.S. and UK were these values really is the only way forward Brands need to focus on the right
more importantly, men are engaging with inspired to make a purchase from an to win the hearts and minds — and wallets influencer fit, not the number of followers.
influencers just as much as women are. influencer’s post on social media in the — of consumers.
past month.
*Influencer Followers refers to any internet user
that engages with influencers on social media

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01
Influencer Marketing

The Landscape of
Influencer Marketing

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INFLUENCER MARKETING

Overview
Influencer marketing is a term we hear a lot, but Our data shows just how far social media has grown. THE GROWTH OF SOCIAL MEDIA
what exactly is it? Influencer marketing refers to a Back in 2012, global internet users spent an average Average time spent per day (h:mm) on social media
type of social media marketing using celebrities, of 1 hour and 30 minutes per day on social media.
organizations or individuals that have a certain level Fast forward to 2019, and users are spending just
of expert knowledge and influence in a specific area under 2 hours and 30 minutes per day across social
— from skincare and fitness routines, to technology platforms. This number jumps up for Gen Z (aged
and sports. The breadth of products influencers are 16-22) who are spending just shy of 3 hours per
promoting is vast, and many have built an empire as day on social media. The rise in time spent on social
a result. media corresponds with the increased time spent
on mobile.
It’s something that’s exploded over the past number
of years. Some experts predict the influencer The rapid proliferation of video across social media
marketing industry will reach $10 billion by 2020. has been especially meaningful for Gen Z, who
Influencer marketing measurement company, are highly engaged with video-based content. For
Instascreener, reported an 83% year-on-year example, 92% of Gen Z have watched a video clip or Question: On an average
growth in influencer marketing spend in the U.S. visited a video-sharing site and 61% have watched a THE DEMAND FOR Gen Z are day, how long do you
spend on social media?
and Canada. And there’s even the new Influencer vlog online in the past month, compared to just over VIDEO-DRIVEN CONTENT spending Source: GlobalWebIndex
2012-2019 (averages of
Marketing Awards that successfully debuted this 50% of global internet users. % of internet users who have done the follow-ing
considerable all waves conducted in
year, with plans to return in 2020. things on the internet via any device in the last month each year) Base: 1,918,553

Additionally, social media platforms have become time on mobiles internet users aged 16-64

But how did influencer marketing become so more diverse and sophisticated over time. Social — 4 hours and 9
popular? The rise of influencer marketing is media has evolved into something more than minutes per day,
largely down to developments in social media, just keeping in touch with friends. Consumers are
compared to 3
the dominance of mobile and digital content, the turning to social media for activities like watching Question: In the past
demand for video-led content, and the need for entertaining content, product research, and hours and 22 month, which of the
following things have
brands to reach consumers differently. keeping up with the news more than ever before. minutes for the you done on the internet
via any device? Source:
This opens up great opportunities for brands and global average in GlobalWebIndex Q2 2019
influencers alike. Base: 139,658 internet
2019. users aged 16-64 & 21,121
internet users aged 16-22

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02
Influencer Marketing

Content that
Resonates

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INFLUENCER MARKETING

Who is Engaging With Influencers?

“FOLLOWING” ON SOCIAL MEDIA
% of internet users who follow these social media accounts

Gen Z are much more likely to follow:

1.59 IDX Vloggers

1.48 IDX Bloggers

Singers/musicians
1.40 IDX
/bands

1.40 IDX Comedians

1.34 IDX Actors

Questions: Who do you

follow on social media?
Source: GlobalWebIndex
Q2 2019 Base: 139,658
internet users aged 16-64
& 21,121 internet users
aged 16-22

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INFLUENCER MARKETING

Who is Engaging With Influencers?

Influencer marketing can be a successful Gen Zs are more likely than the average CELEBRITY NETWORKERS
strategy, reaching consumers in a more internet user to follow celebrities across a % of internet users who fall into the Celebrity Networker segmentation*
experiential way that moves beyond traditional range of entertainment fields — including film,
methods of advertising. music, and comedy — on social media. AGE

Celebrity culture has become completely We can see differences between what types
embedded into consumers’ daily social media of influencers Gen Z and millennials engage
lives. Around 20% of internet users say they with. While Gen Zs are inclined to follow actors,
use social media to follow celebrities or musicians, comedians, and bloggers, millennials
celebrity news, jumping up to 26% among are more likely to be following politicians and
Gen Zs. work contacts on social media, reflecting where
they’re at in their life stage. The explosion of
Our data shows Gen Z is a key target group for video media has been especially important for
influencer marketing. Using our Social Media Gen Z. Compared to the average internet user,
Segmentation, we see the majority of Gen Zs Gen Zs are 59% more likely to follow vloggers REGION *Celebrity Networkers are
fall into our Celebrity Networkers* segment. on social media. people who say any of the
following:
Regionally, Latin America and Asia Pacific are
• They use social media to
the top two regions for Celebrity Networkers keep up with celebrities/
for all internet users. For Gen Z, Asia Pacific, Between 2015 and 2019, celeb news
• They follow actors,
Europe and North America posts the highest
numbers of Celebrity Networkers.
the number of Gen Zs comedians, singers or TV
presenters on social media.

following vloggers on
social media grew by
around 40%.
Questions: What are your
main reasons for using
social media? Source:
GlobalWebIndex Q2 2019
Base: 139,658 internet
users aged 16-64

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 TRE N D I N AC TION

Glossier Showing Their Realness

A brand that’s managed to crack both

millennials and Gen Z, cosmetics maker
Glossier, has been wildly successful in
its video-based Instagram advertising.
Glossier ads reflect the brand’s minimalist,
fresh-faced aesthetic by featuring young
models applying simple makeup and
often embracing their imperfections.
Glossier’s collaboration with model/
screenwriter/social influencer Coco
Baudelle epitomizes much of the
“realness” that Gen Zs value.

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INFLUENCER MARKETING

Where Does Influencer Marketing

Hold the Most Potential?
WHERE IS THE GREATEST OPPORTUNITY FOR INFLUENCER MARKETING?
% of U.S./UK internet users who use these social media platforms for the following reasons

TOP PLAFORMS USED TO ENGAGE TOP PLATFORMS USED TO FIND OUT TOP PLATFORMS TO ENGAGE WITH INFLUENCERS
WITH FAMILY/FRIENDS MORE INFORMATION ABOUT BRANDS

Question: Which of the

following platforms do
you use when you want
In August, we carried out bespoke research in significant differences across generations, and we’ll YouTube comes in second place for engaging with to see what your friends
or family are up to? //
the U.S. and UK to dig deeper into the world of touch on this in a bit more detail. influencers among Gen Zs (50%), whereas millennials Which of the following
influencer marketing. We wanted to understand turn to Facebook (44%). The prominence of Facebook platforms do you use when
you’re looking for more
where the greatest potential lies. To do this, we Instagram takes the coveted spot to engage with for millennials is likely related to the fact Facebook information about brands,
products and services you
looked at consumers’ usage of different social media influencers among Gen Zs (64%) and millennials was one of the first platforms this group used as social want to purchase? // Do
platforms to fulfill different functions. We analyzed (53%), while older cohorts prefer Facebook. media emerged. Snapchat is way ahead for Gen Z you follow / like / engage
with influencer / celebrity
which platforms they use to keep up with family and Instagram is the perfect arena for influencer compared to other generations. For example, 31% accounts on any of these
platforms? Source:
friends, which platforms they use to find out about marketing. It’s highly visual by design, the use of of Gen Zs use Snapchat to engage with influencers GlobalWebIndex August
more information about brands, and which platforms hashtags makes it easy to search for topics of interest, compared to only 7% of Gen X. Since its launch, 2019 Base: 2,767 U.S. and
3,568 UK internet users
they use to engage with influencers. There are and Stories enables influencers to get creative. Snapchat has largely appealed to Gen Z. aged 16-64

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INFLUENCER MARKETING

Snapchat enables younger consumers to connect second place (59%), followed by Snapchat (58%).
with their close friend groups and express themselves Facebook takes the top place for staying in touch with Men engage with
using fun features like Snapchat filters. By contrast, family and friends for all other generations. influencers just as much
56% of baby boomers say they don’t use any of the
mentioned platforms to follow influencers, which When it comes to finding out more information as women in the U.S.
shows influencer marketing doesn’t work for everyone, about brands, YouTube takes the top spot. This is and UK, dispelling the
older generations in particular. largely driven by Gen Z and millennials, with just
over half of each group turning to YouTube for more misconception that it’s
More generally, our bespoke research shows brand information. mainly women who are
consumers in the U.S. and UK are highly engaged
with influencers. Close to 70% of internet users Instagram takes second place for brand research interested in influencers.
aged 16-64 in the U.S. and around 60% in the UK among Gen Zs (45%), while millennials look to
follow influencers. Importantly, there’s an almost Facebook more for research than Gen Z (45% vs.
even gender split of consumers who engage with 31%). This underpins Gen Z’s fundamental need for
influencers, which is in line with bespoke research visual, engaging, video-led content that platforms like
we ran last year. This helps to break a common YouTube serve so well. This is also reinforced in our
misconception that it’s mainly women who follow global research, with over half of Gen Z YouTube users
influencers online. Influencers are often thought of saying they watched a video tutorial in the past month.
as running makeup tutorials or pushing hair vitamins, Again, baby boomers are most inclined to say they
but there’s far more to it than this. For example, food- don’t use any of the mentioned social media networks
related content appeals to a wide group of people for information, demonstrating that social networks
and isn’t limited to a specific age or gender. don’t serve as primary sources of product or brand
research for this group. Our global research back this
It’s clear individual generations engage differently with up, with 62% of baby boomers using search engines
social platforms depending on what they’re actively for product research, the highest of all generations.
looking for. Turning our attention to how consumers
keep up-to-date with family and friends, we see Gen
Zs primarily use Instagram (71%), with Facebook in

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INFLUENCER MARKETING

What Kind of Influencer Content

are Consumers Engaging With?
KEY CATEGORIES OF INFLUENCER CONTENT We only need to glance at Instagram to see the sheer Men are most
% of U.S./UK Influencer Followers who follow influencers breadth of products and topics that influencers promote. But
that produce these types of content what kind of content really makes consumers tick?
interested in content
related to sports/
Our data shows the most popular types of content are food
(43%), fashion (40%) and beauty/personal care (39%). outdoors, tech and
There’s some notable differences across generations, though.
food, while for
For example, Gen Z are engaging more with fashion content
(46%) than they are with food content (37%). And millennials women content
are more engaged with content related to health and self-
help, which likely reflects their life experience and life stage.
related to beauty,
fashion, and food
One thing clearly stands out though — food-related content
has universal appeal regardless of age and gender. Not resonates best.
only are consumers sharing pictures of their food and drink
on social media, but they’re also looking to food brands and
fellow-food fanatics for inspiration. We only need to rewind to
2017 when Starbucks unveiled its unicorn frappuccino to the
world. The drink was a limited-edition, candy floss colored
drink doused with sugar, and it was a viral hit. Starbucks
Question: Thinking about
even openly recognized that the drink was inspired by social all of the celebrities and
/ or influencers that you
media. And while the reviews were largely mixed, the sheer follow on social media,
magnitude of this drink’s reach across social media made which of the following best
describes the type(s) of
Starbucks the real winner. content they produce?
Source: GlobalWebIndex
August 2019 Base:
1,966 U.S. and 2,460 UK
Influencer Followers aged
16-64

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 TRE N D I N AC TION

Estée Lauder Allocate Big Bucks

Toward Influencer Marketing

Speaking during their fourth quarter

earnings calls recently, the beauty giant
revealed that 75% of their marketing
budget is now directed to social media
influencers. The results, they reported,
have been positive due to more focused
targeting practices. The company works
with a combination of micro-influencers
and high-profile celebrities like Karlie
Kloss. It’s clear influencer marketing is
proving crucial for older, more established
brands like Estée Lauder to remain
competitive and keep up with newer
players like Glossier and Kylie Cosmetics,
both of which rely primarily on social
media and influencer marketing.

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INFLUENCER MARKETING

What Kind of Influencer Content

are Consumers Engaging With?
WHAT CONTENT DO CONSUMERS WANT MORE OF?
% of U.S./UK Influencer Followers who want to see more of the following content from influencers
Over 2 in 5
millennials and
around 1 in 3
Gen Z want more
short-form video
content from
influencers.

We also asked consumers who follow influencers in the U.S. and UK what type of compared to their younger counterparts. Gen Zs express a greater interest in meme
content they want to see more from influencers on social media. Breaking it down content. A major reason for this is because Gen Zs see memes as a new way to
by Gen Z and millennials, we see photos are the most sought after content. There’s communicate and express themselves in a manner that’s relatable to them. Often
also a clear demand for video-led content in the form of how-to-tutorials, short- memes target niche opinions or experiences that can help young people feel
Question: Which type of
form videos, and live videos for both generations. like they’re understood during a time when life online can feel quite impersonal content do you want to see
or intrusive. Males also express a greater demand for short-form videos (45%) more of from influencers /
celebrities on social media?
However, there are noticeable differences across age groups and genders. compared to females (31%), something for influencers and brands to bear in mind Source: GlobalWebIndex
August 2019 Base: 1,121
Millennials show more interest in short-form videos (41%) and live videos (36%) when it comes to targeting key groups. Influencer Followers aged
16-22 in the U.S./UK and
1,778 Influencer Followers
aged 23-36 in the U.S./UK

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03
Mental Health
Influencer Marketing
and Psychological Wellness

The Commercial
Mental Health
Treatments
Impact of Influencer
Marketing

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INFLUENCER MARKETING

The Role of Influencers in Brand

Discovery and Product Research
Earlier in this report, we highlighted how The role of influencers is especially significant THE ROLE OF INFLUENCERS IN BRAND DISCOVERY
social media has evolved to become more for brand discovery. Our data shows around % of internet users who find out about new brands/products/services via the following
multi-functional in nature, and part of that is 15% of global internet users find out about
its commercial application. Consumers value new brands via celebrity endorsements, rising
convenience, so being able to do more on to 19% among Gen Zs. It’s not just well-known
social media is something that’s quite attractive individuals that engage consumers though.
for them. As a result, we’ve seen social media Social media allows anyone to express their
has increasingly become a space to discover opinion and share their story, which is partly
new brands and to research products. why bloggers and vloggers also have an
impact. Around 16% of global internet users
Social media is the primary channel for brand find out about brands via posts or reviews
or product research among Gen Zs. Between from expert bloggers and 14% of them use
2015 and 2019, the number of Gen Zs relying vlogs for brand discovery.
on social media to research brands/products
jumped nearly 40%. This distinguishes them The importance of influencer and video-based
from all other cohorts, as even millennials rely media in the purchase journey is underscored
on search engines more frequently than social with how these channels have grown among
media to conduct product research. Social Gen Zs in the last number of years. Between
media’s rise to the number one outlet for brand 2015 and 2019, video sites as a product
research among this group is hugely significant. research tool grew by around 32%, while
It epitomizes the way our experience of vlogs grew by 38%. Part of the appeal of vlogs 31% of global internet users say one of the main
commerce has transformed rapidly with the is the more personal and interactive experience
proliferation of social networks into every part they offer users.
reasons they use social media is to research/find
of our lives. products to buy, up from 23% in 2015. Question: How do you
typically find out about
new brands and products?
Source: GlobalWebIndex
Q2 2019 Base: 139,658
internet users aged 16-64

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INFLUENCER MARKETING

The Role of Influencers in Purchase Decisions

Using our bespoke research, we explored what inspires consumers to make THE ROLE OF INFLUENCERS IN INSPIRING PURCHASES 17% of internet users
a purchase. It’s clear that price and discounts continue to dominate purchase % of U.S./UK internet users who say the following inspired them to make
decision-making. But there’s still a role for social media and influencers. Around a purchase in the past month
in the U.S. and UK
17% of internet users in the U.S. and UK say they were inspired to make a were inspired to make
purchase from an influencer/celebrity post on social media, increasing to 22%
among Gen Zs. Similarly, around 16% of internet users say they were inspired to a purchase from an
make a purchase by a social media ad on Instagram Stories. influencer/celebrity
So far, social media has struggled to close the purchase loop. It appears to be post on social media,
the perfect place to discover brands and research products, but when it comes to
completing a purchase, consumers go elsewhere.
increasing to 22%
among Gen Zs.
Among those that were inspired by an influencer to make a purchase, just over 3
in 5 say they completed the purchase on an online retail site, such as Amazon. This
is ahead of going straight to the retailer’s website or going into a physical store
to complete the purchase, which shows the dominance that online marketplaces Those who were inspired
like Amazon have. We do see the potential of social media, however: 33% of by an influencer/celebrity
this group say they clicked the “buy button” on social media that took them post on social media:
straight to the retailer’s website to complete the purchase. In the future, it’s likely
social media will pay a vital role in purchasing, as more sites introduce the ability 22% Gen Z
for consumers to complete their purchases within the platform. Consumers value
convenience, so the ability to do everything in the same platform could be a win- 20% Millennials
win and help drive brand and product engagement.
16% Gen X
Instagram launched their feature “Checkout with Instagram” in March of this year, Question: Which of the
following have inspired
enabling consumers to seamlessly make purchases without leaving the app. As 6% Baby Boomers you to make a purchase in
the past month? Source:
part of this launch, Instagram partnered with around 20 brands, including Adidas, GlobalWebIndex August
Kylie Cosmetics and Warby Parker. More platforms, like TikTok, are starting to get in 2019 Base: 2,767 U.S. and
3,568 UK internet users
on the action, as well. aged 16-64

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 TRE N D I N AC TION

TikTok Wants Consumers to Shop

‘Til They Drop — Within the App

TikTok, the short-form video platform loved by Grocery chain Kroger was reportedly the
teenagers, has recently launched a new feature first company to test the new feature. In line
that allows users to shop for products linked with back-to-school season, the company is
with a sponsored “Hashtag Challenge,” without encouraging college kids to post videos of
leaving the app. TikTok sponsored challenges their dorm room transformations using the
are marketing campaigns where users post hashtag #TransformUrDorm. Users can also
videos of themselves using the products to shop for Kroger products within a dedicated
the platform — like showing off their favorite brand page in the app.
outfits from Uniqlo. The new e-commerce
feature called “Hashtag Challenge Plus” adds a
shoppable element to the hashtag.

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04
Influencer Marketing

Emphasizing Trust
and Authenticity

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INFLUENCER MARKETING

What Do Consumers Really

Want From Influencers?

We can’t talk about influencer marketing without addressing the in the U.S. have enforced strict ad guidelines to help regulate the
elephant in the room — influencer fraud. process and create greater transparency. For example, influencers are
required to state if they are being paid to promote a product. Brands
Influencer fraud is essentially influencers who either buy followers or are also taking a stand too. Last year, Unilever’s Chief Marketing Officer,
use bots to artificially inflate engagement with their account, often Keith Weed, made a plea to the ad industry and social media platforms
to get a higher brand fee. to take “urgent action now to rebuild trust before it’s gone forever”. The
company publicly refused to be associated with fraudulent influencers
It’s problematic for several reasons. First of all, it misleads and are working with social media platforms to stamp out fraud and
consumers and creates trust issues. Are they being sold a dud? increase transparency.
How do they know if it’s a genuine recommendation? Secondly, it
costs companies serious money. New York-based cybersecurity In our bespoke research, we asked Influencer Followers: what are the
company CHEQ found that the direct global economic costs of most important qualities an influencer should have? The results show
fake influencers is around $1.3 billion annually. Last month, it was consumers want influencers to be trustworthy (48%) above all else. A
revealed the cast of the popular TV show Love Island boosted their further 29% of consumers want influencers to be transparent about
Instagram influencer status by gaining numerous fake followers — sponsorship. This highlights that trust, transparency, and authenticity
more than half of the accounts following this year’s contestants were are paramount when it comes to the influencer-consumer relationship.
found to be fake. Consumers want full disclosure about what influencers are promoting,
and this means being upfront at the beginning of a post, not burying
Advertising bodies have taken the issue very seriously and are it deep within the caption. They also want influencers to be credible,
clamping down on fake influencers. The Advertising Standards which means only promoting products they really use and know about.
Authority (ASA) in the UK and the Federal Trade Commission (FTC)

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INFLUENCER MARKETING

Successful influencer marketing is built off of being honest, personable, and Influencer Followers care the least about the number of likes/comments Influencer Followers
influencers receive on posts, as well as the number of followers they have.
having a good understanding of your audience. The ability for influencers
in the U.S. and the UK
to tell a story and engage audiences in a genuine way is also important. This signifies consumers care about more important things than superficial
For example, humor can be a great way to engage consumers. And around qualities, such as the perceived popularity of an account, which brings us onto say trust is the most
2 in 5 Influencer Followers say being entertaining is a desirable quality for our final section.
influencers to have, jumping up to around half of Gen Zs. This overtakes
desirable quality for
being informative for this group, which reinforces their fundamental need for influencers to have.
entertaining content.

WHAT CONSUMERS WANT FROM INFLUENCERS

% of U.S./UK Influencer Followers who say the following qualities are the most important for an influencer to have

TOP 5 DESIRABLE QUALITIES BOTTOM 5 DESIRABLE QUALITIES

Question: Which of the

following qualities are
the most important for
an “influencer” to have?
Source: GlobalWebIndex
August 2019 Base:
1,966 U.S. and 2,460 UK
Influencer Followers aged
16-64

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 TRE N D I N AC TION

Ogilvy and Takumi Partner to

Tackle Influencer Fraud

Advertising company Ogilvy UK and Instagram influencer marketing platform

Takumi have partnered together to expand Ogilvy’s existing InfluenceO
tool with Takumi’s offering of connecting brands with suitable influencers.
InfluenceO currently houses over a billion influencers across 60,000 categories.
The tool not only enables the right pairing of advertisers and influencers, but
it also vets them and offers real-time measurement tools to help brands avoid
issues like influencer fraud. The deal will also allow brands that work with
Ogilvy to scale influencer campaigns globally and run tailored campaigns in
local markets.

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INFLUENCER MARKETING

Bigger is not always better

THE CREDIBILITY OF BIG FOLLOWER COUNTS Traditionally, many brands have focused on the number of followers
% of U.S./UK Influencer Followers who say the below an influencer has as a way to demonstrate a positive ROI. As a result,
follower counts are most credible influencers feel the pressure to show their reach to a large audience —
and some inflate their follower count using fake followers.

But our data shows more followers doesn’t equate to greater consumer
trust. Influencer Followers in the U.S. and UK trust smaller influencers
the most. 34% of consumers say they think influencers with a follower
count between 1,000-10,000 are the most credible. Just 12% of
consumers think influencers with over a million followers are trustworthy.
These figures remained pretty consistent across users of different
platforms like Facebook, Instagram, YouTube and Snapchat. Additionally,
when we asked Influencer Followers what they trust least about
influencers, 30% say they don’t trust the credibility of likes/comments on
their content.

So it’s not the high-profile celebrity that’s a hit with consumers; rather,
it’s the smaller micro influencer, or even nano influencer (everyday
people), that shows the most potential. Essentially, anyone who has
built an online community around something they care about can be a
good fit. And often it’s these smaller influencers that have a super loyal,
56% of Influencer Followers in the U.S. dedicated fanbase. Adidas is one example of a brand that’s leveraging
and UK think influencers with up to micro-influencers. Question: Thinking about
influencers and celebrities

50,000 followers are the most credible. on social media, which of

these do you think you can
best relate to / are most
credible to you?
Source: GlobalWebIndex
August 2019 Base:
1,966 U.S. and 2,460 UK
Influencer Followers aged
16-64

globalwebindex.com 24
 TRE N D I N AC TION

Adidas Focus on Small Influencers

with the Tango Squad FC

Adidas are taking us on a journey using micro influencers. The brand’s latest initiative was The Tango
Squad FC show, which followed some of the best street footballers and chartered their journey as
the first “social media football team” over two seasons. The brand used Instagram’s IGTV to highlight
behind-the-scenes content, and episodes were played across YouTube, Facebook, Instagram and
Twitter, racking up 41 million views across the platforms. Adidas have chosen to abandon one-off
engagement in favor of a longer-term journey with these small, aspirational influencers. By doing this,
the brand helps consumers to build a deeper connection with these influencers.

globalwebindex.com 25
Taking Action and
Looking Forward
Instagram is taking a bold measure to move away from “vanity
metrics” by hiding the number of likes on posts. The company is
currently testing this feature in several markets worldwide in an
effort to make the environment less competitive. The change will
potentially help brands measure their ROI more effectively by
measuring online or in-store sales driven by influencer posts rather
than likes. Experts also believe it will help influencers to focus less
on the number of likes and more on the quality of their content.
Many believe the changes will incentivize brands to put paid media
support behind their influencers’ posts, and will rely more heavily
on Instagram Stories.

We know influencer marketing shows no signs of slowing down,

but the bottom line is brands need to carefully consider the type
of influencer they choose to partner with. They need to focus on
influencer fit rather than the number of followers an influencer has.
For brands to succeed in this space, it’s vital they build genuine
and honest relationships with consumers. Using influencers can
offer brands the opportunity to create deeper, more personal
connections with their key audiences — so it’s something worth
getting right.

26
NFLUENCER MARKETING

GLOBALWEBINDEX SAMPLE SIZE BY MARKET

Notes on Methodology
Unless otherwise stated, this report draws insights from
GlobalWebIndex’s Q2 2019 wave of research across 45 countries,
with a global sample of 139,658 respondents.

All figures in this report are drawn from OUR QUOTAS MOBILE SURVEY RESPONDENTS Argentina 1,565 Netherlands 1,311
GlobalWebIndex’s online research Australia 4,056 New Zealand 1,298
among internet users aged 16-64. Please To ensure that our research is reflective From Q1 2017 on, GlobalWebIndex has
Austria 1,291 Nigeria 958
note that we only interview respondents of the online population in each market, offered our Core survey on mobile. This
aged 16-64 and our figures are we set appropriate quotas on age, allows us to survey internet users who Belgium 1,282 Philippines 1,627
representative of the online populations gender, and education – meaning that prefer using a mobile or are mobile- Brazil 2,355 Poland 1,875
of each market, not its total population. we interview representative numbers of only (who use a mobile to get online but Canada 2,301 Portugal 1,288
men vs women, of 16-24s, 25-34s, 35-44s, do not use or own any other device).
China 15,215 Romania 1,309
OUR RESEARCH 45-54s and 55-64s, and of people with Mobile respondents complete a shorter
secondary vs tertiary education. version of our Core survey, answering Colombia 1,330 Russia 2,273
Each year, GlobalWebIndex interviews 50 questions, all carefully adapted to be Denmark 1,257 Saudi Arabia 1,537
over 575,000 internet users aged 16- To do this, we conduct research across compatible with mobile screens. Egypt 1,788 Singapore 2,714
64. Respondents complete an online a range of international and national
France 5,152 South Africa 1,548
questionnaire that asks them a wide sources, including the World Bank, the Please note that the sample sizes
range of questions about their lives, ITU, the International Labour Organization, presented in the charts throughout this Germany 5,176 South Korea 1,278
lifestyles and digital behaviors. We the CIA Factbook, Eurostat, the US Bureau report may differ as some will include Ghana 847 Spain 5,114
source these respondents in partnership of Labor Statistics as well as a range of both mobile and PC/laptop/tablet Hong Kong 1,813 Sweden 1,314
with a number of industry-leading national statistics sources, government respondents and others will include
India 7,594 Switzerland 1,291
panel providers. Each respondent who departments and other credible and only respondents who completed GWI’s
takes a GWI survey is assigned a unique robust third-party sources. Core survey via PC/laptop/tablet. For Indonesia 1,855 Taiwan 1,783
and persistent identifier regardless of This research is also used to calculate more details on our methodology for Ireland 1,269 Thailand 1,570
the site/panel to which they belong the ‘weight’ of each respondent; that mobile surveys and the questions asked Italy 5,363 Turkey 1,536
and no respondent can participate is, approximately how many people (of to mobile respondents, please download
Japan 1,877 UAE 1,804
in our survey more than once a year the same gender, age, and educational this document.
(with the exception of internet users in attainment) are represented by their Kenya 958 UK 10,146
Egypt, Saudi Arabia, and the UAE, where responses. Malaysia 1,533 USA 25,037
respondents are allowed to complete the Mexico 2,619 Vietnam 1,604
survey at 6-month intervals).
Morocco 947

globalwebindex.com 27
NFLUENCER MARKETING

Notes on Methodology INTERNET PENETRATION RATES

GlobalWebIndex’s Forecasts for 2019 based on 2017 ITU data

ACROSS GLOBALWEBINDEX’S MARKETS GLOBALWEBINDEX VERSUS ITU FIGURES Argentina 78% Netherlands 93%
Australia 88% New Zealand 93%
GlobalWebIndex’s research focuses exclusively on the internet As GlobalWebIndex’s Core Research is conducted among 16-64
population and because internet penetration rates can vary sig- year-olds, we supplement the internet penetration forecasts for a Austria 88% Nigeria 36%
nificantly between countries (from a high of 90%+ in parts of Eu- country’s total population (reproduced above) with internet pen- Belgium 89% Philippines 64%
rope to lows of c.20% in parts of APAC), the nature of our samples etration forecasts for 16-64s specifically. Brazil 71% Poland 79%
is impacted accordingly.
Canada 94% Portugal 78%
Forecasts for 16-64s will be higher than our forecasts for total
Where a market has a high internet penetration rate, its online population, since 16-64s are the most likely age groups to be China 59% Romania 72%
population will be relatively similar to its total population and using the internet. Colombia 66% Russia 80%
hence we will see good representation across all age, gender Denmark 97% Saudi Arabia 83%
and education breaks. This is typically the case across North
Egypt 54% Singapore 85%
America, Western Europe and parts of Asia Pacific such as Japan,
Australia and New Zealand. Where a market has a medium to low France 85% South Africa 62%
internet penetration, its online population can be very different Germany 88% South Korea 95%
to its total population; broadly speaking, the lower the country’s Ghana 48% Spain 87%
overall internet penetration rate, the more likely it is that its in-
Hong Kong 91% Sweden 96%
ternet users will be young, urban, affluent and educated. This is
the case throughout much of LatAm, MEA and Asia Pacific. India 42% Switzerland 96%
Indonesia 39% Taiwan 83%
This table provides GlobalWebIndex forecasts on internet pene- Ireland 87% Thailand 58%
tration (defined as the number of internet users per 100 people)
Italy 62% Turkey 71%
in 2019. This forecasted data is based upon the latest internet
penetration estimates from the International Telecommunication Japan 92% UAE 95%
Union (ITU) for each market that GlobalWebIndex conducts on- Kenya 43% UK 96%
line research in. Malaysia 83% USA 80%
Mexico 69% Vietnam 55%
Morocco 69%

globalwebindex.com 28
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 Jason Mander Katie Gilsenan
Chief Research Officer Senior Trends Analyst

[email protected] [email protected]

www.globalwebindex.com
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