Influencer Trends 2020
- 2. 01 STATE OF THE UNIONINFLUENCER MARKETING
- 3. WHAT TO EXPECT IN 2020 What and who are influential to consumers can change as quickly as the latest fashion trend. Influencer marketing is continuing to rise & brands are realizing the power of influential voices - especially in our socially addicted world.
- 4. INFLUENCER MARKETING IS BUILDING BRANDS Influencer marketing presents brands the opportunity to leverage the power of word of- mouth at scale through personalities that consumers already follow and admire. Influencer marketing ranked FIRST in a list of fastest online customer- acquisition strategies in this 2017 study by Influencer Marketing Hub. of consumers regularly purchase items after seeing them shared on social media of in-store shoppers are influenced by social media and blog posts of millennial consumers make purchasing decisions based on recommendations from peers 81% 60% 70%
- 5. PROOF IN THE NUMBERS Brands are dedicating more resources to influencer marketing because it works. of marketers intend to increase their influencer marketing budget in the next year of Instagram users discovered new products & services through Instagram of people say they make buying decisions based on recommendations they find on social media of marketers that tried influencer marketing report that it is an effective channel 59% 71% 81%60%
- 6. of marketers are shifting portions of their ad spend into the tactic and holding it as accountable as traditional media buy 90% 92% 83%of people trust recommendations above all other forms of advertising of that 92% take action because of those recommendations Consumers are overwhelmed with content The average amount of brand messaging consumers are exposed to per day 10k THE FACT IS…
- 8. HOW BRANDS ARE PARTNERING WITH INFLUENCERS IN 2020 Brands now look to multi- tiered strategies for influencer marketing. With social platforms continuing to grow their audiences, users are dialing in on communities and influencers that speak to specific interests. For example, you can find 15 vegan yoga influencers in Costa Rica. With this change in audience desires, we are seeing a more weighted balance between macro, power middle & micro influencers.
- 9. HOT TRENDS LIVE STREAMS & IGTV ESPORTS PODCASTS of brand audiences would rather watch live video that a social posts of all internet traffic will be video will be by 2019 of Instagram users would rather watch a video than read a blog post IGTV notifies followers when a new video is uploaded with a prominent, eye-catching call-to-action. This drives instant visibility. The global esports market generated US$1.1 billion of revenue in 2019 and is expected to make $1.8 billion in 2022 Gamers are spending MILLIONS of hours each week watching esports content on Twitch. Influencers are shifting their focus, making blogs secondary and podcast primary for engaging with fans the average length of a podcast ad, with average podcast episodes lasting 45 minutes of people who listen to podcasts, listen to the end 85% 82% 80% 80% seconds 90 Of viewers are male and 15% are female. But mobile (vs PC) is a much stronger female audience. 85% $1.1B million
- 10. FOLLOWERS: FOLLOWERS: FOLLOWERS: MACRO | CELEBRITY POWER MIDDLE | SOCIAL A-LISTER MICRO-INFLUENCERS 1M+ – VIP 100K – 900K LESS THAN 50K Think Kardashian or NBA athlete – these guys have a massive following; a brand is positioned in front of millions of people, great for visibility and awareness but very expensive. The larger the following, less engagement, and sometimes less authentic. These influencers have grown a highly engaged audience on a specific platform (Instagram, YouTube, Facebook, Twitch, Pinterest, etc). Their audience opts-in and trusts their point-of-view. Straight up everyday people. They have gained a growing number of followers on their social accounts simply by following their interests and having a unique point-of-view.
- 12. CREATE A STRONG RELATIONSHIP AUTHENTICITY IS CRUCIAL SHIFT PERCEPTION STAND OUT As audiences become even more ad-savvy, influencers and brands will need to work together to create influencer ad campaigns that go beyond a simple product placement and #ad hashtag. Influencer marketing is the ideal solution for circumventing ad blocking technology as the content is inherently different from digital display ads because it provides entertainment or informational value as part of a trusted recommendation. Research shows that influencer marketing can sway the opinions of today’s consumers more effectively than traditional advertising. say they get recommendations from friends and family of Millennials do not believe online marketing is trustworthy hear about a brand via recommendations from within their social media circles learn about a brand through online reviews by people they do not 73% 80.5% 67.5% 84%
- 13. LONG STORY SHORT If you want brand awareness, high SEO, reliability, exposure, feedback, sales you need to connect with your audience. Activate real people to advocate, endorse, and create stories that evoke emotion from an engaged audience.
- 15. ESPORTS IS FORCE WITHIN THE GAMING INDUSTRY HOW BRANDS ARE DOING IT RIGHT LOUIS VUITTON JACK IN THE BOX ESPORTs is becoming it’s own force within the gaming industry and consumer passion points. As we see strong growth in leagues across the world, we will continue to see big first mover opportunities for brands both online and offline. Louis Vuitton sponsored the League of Legends Finals in France this year by designing (1) a trophy case for the winning team like they do in other traditional sports such as golf & tennis and (2) designing a skin (weapon & outfit) for their top female character, Kiana. Jack In The Box sponsored a League of Legends ESPORTS team in an annual agreement allowing the brand to go beyond logos on jerseys and integrate true content with players yielding the first every animated series with the team and “Jack” from Jack In The Box – the ESPORTs fans went nuts for the content. Through an integration with Twitch, fans could earn Bits (Twitch’s digital currency) by purchasing Gillette products through a link embedded on a TSM streamer’s personal channel. GILETTE
- 16. AUTO HOW BRANDS ARE DOING IT RIGHT If you don’t know, now you know. Auto brands are leveraging Influencer Marketing to help sell the dream. From epic road trips in comfortable SUVs to aspirational lifestyle shots with luxury sedans, auto companies are understanding the immense value in the conversations influencers have with their audiences. Creating authentic partnerships with top talent, Chrysler gave 2 year leases to top Instagram & YouTube influencers so they could create authentic & beautiful content with the vehicle all year long. Jeep leveraged first-to-market tools on Instagram for their WSL partnership in 2018 by creating several Go Live moments with influencers around the world. These influencers interviewed WSL athletes for an intimate, only on Instagram fan experience. CHRYSLER JEEP of car buyers use social media to discuss or communicate a recent purchase experience of consumers report they’ll consult social media next time they purchase a car 38%23%
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- 18. CREDITS LIN K Why Your Customers’ Attention is the Scarcest Resource in 2017 B U S IN E S S W IRE AM A The separation of influencer LIN K F O RB ES Why You Shouldn’t Ignore Micro-Influencers, And How To Partner With Them LIN K F O RRES T ER The End Of Advertising As We Know It: CMOs Should Shift Billions From Ad Interruptions To Branded Relationships LIN K M ARK ET IN G C H ART S L IN G IA Word-of-Mouth A Bigger Purchase Influence For Millennials Than Boomers, Who Rely More on Ads LIN K LIN K 81% of marketers are using influencer content in other channels, with 51% reporting that it outperforms brand-created content LIN K 86% of marketers use influencer marketing to fuel their content marketing strategies M C C ART H Y G RO U P L IN G IA Millennials: Trust & Attention Survey LIN K M C K IN S E Y A new way to measure word-of-mouth marketing LIN K N EIL S EN Global Trust in Advertising LIN K PR W EEK T O M O S O N S U RVEY What happened when Mezzetta used influencers to beef up its content library LIN K 59% of marketers intend to increase their influencer marketing budget in the next year. EM ARK ET E R 81% of marketers that tried influencer marketing report that it is an effective channel – eMarketer. N EW S ZO O Global esports revenue $1.1B USD in 2019 and expected $1.8B in 2022