![]() 68% of Respondents Use Instagram for Influencer Marketing but TikTok Rapidly Catching Up.Most Popular Use of Influencer Platforms is for Influencer Discovery and Communication.About 3/4 of Influencer Marketing Campaigns are Run In-House.83% of Firms Take Their Influencer Marketing Spending from Their Marketing Budget.Most Consider Earned Media Value a Good Measure of ROI.The Most Common Measure of Influencer Marketing Success is Conversions / Sales.2/3 Measure the ROI on Their Influencer Marketing.Most Recognize the High Quality of Customers from Influencer Marketing Campaigns.Many Firms Use Influencers for Affiliate Campaigns.PayPal is the Most Popular Way to Pay influencers.The Most Common Type of Influencer Payment is Free Product Samples.About Half of the Firms Working With Influencers Operate eCommerce Stores.Firms Value Working With Influencers They Know.Although Most Brands Spend Less Than $50K on Influencer Marketing, Nearly 9% Spend More than $500K.11% of Respondents Intend to Spend at Least 40% of Their Marketing Budget on Influencer Marketing.62% of Respondents Intend to Increase Their Influencer Marketing Spend in 2020.Three-Quarters of Our Respondents Intend to Dedicate a Budget to Influencer Marketing in 2021.The Vast Majority of Respondents Believe Influencer Marketing to be Effective.An Increasing Majority Have a Standalone Budget for Content Marketing.Sizeable Increase in Content in Recent Years.Substantial Growth in Influencer Campaigns in Q4 2020.However, Larger Influencers Are Popular on TikTok ![]() Most Influencers Selected on Instagram and YouTube are Micro-Influencers. ![]() ![]()
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