Instagram remains the primary place for influencer marketing in 2020

57% of Businesses to Increase Funding for their Influencer Spendings in 2020 - reveals Linqia. Instagram remains the primary place for influencer marketing with nearly 98% of participants intended to use it.

Fourth annual report “The State of Influencer Marketing 2020: Influencer Marketing Grows Up” released on February 25 2020 by the Social media advertising and content delivery marketing company Linqia, San Francisco, provide fresh insights to the industry's dynamics. The research reviewed businesses approach to the ways the brands and agencies are using influencer marketing and how they plan to support this medium in 2020. According to the analysis influencer marketing will remain quick growing, numerous influencer marketing campaigns will be running by 87% of the businesses with 20% of them intended to dedicate 1/4 to 1/2 of their spendings for the influencer campaigns.

Influencer marketing gives the businesses significant and distinctive method to reach modern consumers within any segment of population they desire. In the research one revelation is significant - 98% of businesses recognized transparency as one of the significant elements ofinfluencer marketing. Influencer audience accuracy was the top transparency concern, with marketers wanting to ensure the influencers they work with have real followers. The authenticity of influencer’s followers is the first transparency issue and businesses requires the guarantee the influencers they work with have actual genuine followers.

Accoording to the Nader Alizadeh, CEO and co-founder of Linqia, Influencer marketing has grown to be significant element of the marketing variety. "As brands increase influencer marketing budgets, it's clear that the industry is advancing into its growth and optimization phase. Marketers are moving away from celebrity influencers and toward authentic micro-and macro-influencers to create quality content on proven channels like Instagram, while also experimenting on newer platforms, like TikTok.”

Further conclusions fro the survey contain:

  • Micro-influencers (5-100k followers) remain to expand in popularity, 78% of businesses expressing they will work with micro-influencers in 2020.
  • Businesses favor nano-influencers (1-5k followers) over celebrity influencers, 26% of businesses interested in collaborating with nano-influencers compared to a 22% involvement with celebrity.
  • Instagram remains the primary place for influencer marketing with nearly 98% of participants intended to use it.
  • 88% of businesses intent to use influencer content throughout social, website, email and display mediums.
  • Engagement is the prime leading key performance benchmark for businesses and 71% scale the favorable outcome of a campaign on this measure. Brand awareness at 62% and impressions 60% came-in second and third respectively of how marketers measure influencer marketing campaign achievement.
  • Measure the ROI of marketing campaigns yet classifies as the number one interest for businesses and 46% choosing it as the primary business concern in 2020.

192 marketers and agency experts engaged in The State of Influencer Marketing 2020 Survey throughout a multiple industries incorporating CPG, media and retail, food and beverage. The research took place in December 2019.

Based on the article published at MTA.