Influencers have been in the limelight in digital marketing for a few years now.
Brands began entrusting their marketing to online personalities with a dedicated and engaged following, rather than conventional media superstars.
Influencer marketing has already been a component of many firms' plans, according to data, and it is just becoming bigger. Nonetheless, it's critical to track the progress of influencers to understand how they might affect consumer behavior and the best ways to reach out to them.
In this post, we define influencer marketing and give the key influencer marketing statistics to include in your marketing strategy for 2022.
How does influencer marketing work?
Brands form agreements with digital influencers to associate their image with individuals who support their goods and connect with their customers, which is known as influencer marketing.
With the advent of blogs and social networks in the Web 2.0 era that began allowing anybody to create material on the internet, this method became more relevant. The first influencers, who were previously unknown, appeared on blogs and vlogs with genuine and interesting material that drew in a following.
Traditional advertising was also questioned in this setting. Why would consumers pay attention to a company's commercial, which frequently breaks their routine without requesting permission, when there is so much information to consume on the internet?
Why should you use influencers in your marketing campaign?
Web content makers who establish a dedicated and engaged following are known as digital influencers. You may reach this demographic with the trust and support that influencers communicate by employing them for your marketing campaign.
While the most famous influencers have millions of followers, influencer marketing is increasingly focusing on micro-and nano-influencers, who can help you expand your brand's reach and engagement inside your niche.
Numbers are great, but they aren't decisive in influencer marketing; what counts is the relevance of influencers to the target audience of the company.
Unlike conventional media superstars, who are away from the public, they share their lifestyle through honest material, demonstrating that they are real people and bringing them closer to their fans.
What are the key statistics for influencer marketing in 2022?
We've compiled some influencer marketing statistics to demonstrate how the approach works and why so many businesses are investing in it.
Continue reading to see why you should invest in it as well in 2022.
Influencer recommendations have convinced 49% of consumers
According to a survey done by Twitter in 2016, social media influencers play a critical role in assisting firms in connecting with their target customers.
According to the poll, 49% of customers make purchasing decisions based on recommendations from digital influencers.
Furthermore, 40% of them claim to have purchased something after viewing it on social media, proving that firms may profit from digital influencers' reliability.
Women and young people are more likely to follow influencers than men and the elderly
Influencers and followers come in all shapes and sizes, but according to statistics from Influencer Marketing Hub, more women than males follow influencers. Younger individuals also follow more influencers than their elders.
The gender gap between men and women is particularly pronounced in younger age groups. Between the ages of 16 and 24, 33.1% of women and 25.1% of males follow influencers.
These rates shift to 26.1% of women and 21.9% of males between the ages of 25 and 34.
Micro-influencers account for 91% of the interaction on sponsored Instagram posts
Do you believe that major influencers have a monopoly on-brand campaigns? Then you should be aware that micro-influencers are on the rise, and this is not by chance.
Their smaller but more focused audience encourages followers to participate. According to Klear's study 2022 State of Influencer Marketing, micro-influencer content accounted for 91% of interaction on sponsored posts. In contrast to 2020, this implies a 2% increase.
The amount of money spent on influencer content will skyrocket
The Influencer Marketing business is expected to reach $10.24 billion in 2021, according to Research and Markets. This, however, pales in comparison to their estimate of the market's size by 2028: $84.89 billion.
In light of this expectation, a poll performed for this study revealed that marketing professionals anticipate raising the budget for digital influencer actions in 2022, with the likelihood of this share continuing to grow.
Influencer marketing is considered an effective tactic by 90% of marketers
If the stats above haven't persuaded you that influencer marketing merits a role in your plan, listen to what marketers are saying.
Ninety percent of marketing experts feel influencer marketing is beneficial, according to the Influencer Marketing Benchmark Report 2021.
Working with influencers improves your marketing outcomes, strengthens your engagement with your audience, and yields a favorable return on investment.
The United States receives the most deals, followed by Canada, the United Kingdom, and Australia
It's no wonder that there are influencers from all around the world in such a rapidly rising sector. Influencers residing in the United States obtain the most agreements, according to influencer marketing data. Los Angeles, New York, Atlanta, Miami, and Chicago are the cities in North America with the most influencers. Canada, the United Kingdom, and Australia are behind the United States in terms of influencer partnerships.
Statista discovered that 84% of the influencers who created sponsored posts were women after reviewing over three million Instagram posts designated as ads, showing the hold they have on the influencer marketing sector.
According to a poll of European B2C firms, 44% expect to boost their influencer marketing expenditure in 2021. On the other hand, 7% stated they wanted it to be reduced and 29% of those businesses planned to maintain their 2020 budgets the same.
In 2020, the most popular influencer category was lifestyle content
Influencer marketing material covers a wide range of topics, with many influencers focusing on a single topic. The most popular influencer category in the United Kingdom in 2020 was lifestyle content, followed by travel and cuisine.
Influencer marketing has also grown to $13.8 billion in revenue. In 2016, the industry was worth $1.7 billion, but by 2020, it will be worth $9.7 billion. It climbed to $13.8 billion in 2021 and is expected to reach $15 billion in 2022.
Marketers will spend more on influencer marketing
It is believed by 2023, marketers will spend more on influencers. It's no surprise that marketers want to expand their expenditure on influencers by 2023, given that it's a thriving sector with a high return on investment. This will undoubtedly make it much more appealing for content providers to join in on the fun.
You don't need millions of followers to be an influencer, thankfully. Due to their highly engaged and dedicated groups, micro-influencers may frequently have just as much of an impact as those with bigger followings. According to influencer marketing data, micro-influencers market share increased from 89% in 2020 to 91% in 2021.
Don't neglect influencers with a lesser following while selecting the ideal one for your campaign. Nano-influencers (those with 1,000 to 5,000 followers) have a 5% engagement rate, which is higher than even mega influencers (those with more than one million followers).
Influencer marketing, according to 51% of respondents, helps them get better customers. One of the key reasons businesses use influencer marketing is to generate consumers, as we all know. As a result, the fact that 51% of marketers feel influencer marketing has helped them obtain better clients is encouraging. This is most likely because the correct collaboration will place you in front of a captive audience of potential clients.
While branded postings can be effective, 60% of marketers say influencer-generated content is more effective. It's all about doing what gets the most likes, engagement, and conversions at the end of the day.
Why influencer marketing is important
This data will help you understand which channels to employ to reach your target audience, as well as why influencer marketing is such a strong and effective marketing technique.
Instagram, YouTube, and TikTok have all proven to be effective platforms for working with influencers.
Remember that working with an influencer does not necessitate a large expenditure. It's all about coming up with a memorable campaign and collaborating with the correct people.