Today, I present to you a study carried out among the brands, retailers and e-tailers present at the show, about their practices in Influence Marketing. With what types of influencers have they already worked? What types of compensation do they practice with influencers? Are they supported by an agency for their strategy with influencers? What is their budget related to influencer marketing? What is the most important criterion for selecting an influencer?
The main lessons of the study
Key takeaway: The most active types of influencers are the mid tail (between 10,000 and 1 million subscribers) and the long tail (between 1,000 and 10,000 subscribers). The latter are called gambling data hong kong micro-influencers and are highly valued by brands for their ability to engage on social networks. It is indeed essential not to base your choice of influencers solely on the size of the community. By analyzing their data, brands understand that it is wiser to solicit micro-influencers.
Half of the brands include money in the compensation of influencers. Be careful, even if influencer marketing campaigns require a certain budget, in particular to pay for the influencers' creations, money does not buy everything. They know their subscribers perfectly and do not accept just any type of partnerships. The relationship of the influencer with his community of subscribers is essential for brands, the number of subscribers is the least important criterion.
Budgets dedicated to influence marketing among brands are increasing sharply each year. They are launching more substantial campaigns, which involve influencers more, and this at several levels. They no longer hesitate to rely on this lever by committing larger budgets. There are still many brands that are not yet supported by experts, agencies or specialized solutions in influence marketing. However, it is essential to master the different aspects of the influence profession to achieve your objectives. For example, you have to understand that influencers today go through agents who follow them throughout their career.
Key figures of the study
90% of influencers activated by brands have between 1000 and 1 million subscribers.
4% of activated influencers have more than 1 million followers.
28% of brands compensate influencers with money and gifts, 18% with money only, 27% with gifts only.
65% of brands are not yet supported in their influence strategy.
22% of brands get support from time to time and only 15% all the time.
52% of brands have increased their influencer marketing budget compared to 2017.
74% of brands plan to increase their budgets.
Criterion number 1 for choosing an influencer: the influencer's relationship with his subscribers.
