2020 Influencer Marketing Outlook Report

In 2020, the world of influencer marketing continued to grow and evolve, driven by advances in technology, changes in consumer behavior, and shifting trends in social media. To understand the state of influencer marketing in 2020, the Influencer Marketing Hub published its 2020 Influencer Marketing Outlook Report.

The report, which is based on a survey of over 4,000 marketers, influencers, and consumers, provides a comprehensive analysis of the state of the industry and offers insights into the trends, challenges, and opportunities that marketers face in 2020 and beyond.

Key Findings of the 2020 Influencer Marketing Outlook Report

Growth of influencer marketing

One of the key findings of the report is the continued growth of influencer marketing. According to the survey, over 90% of respondents said that they were using influencer marketing as part of their overall marketing strategy, up from 84% in 2019. This is a testament to the effectiveness of influencer marketing in reaching consumers and driving engagement.

Shift towards micro-influencers

Another important trend identified in the report is the shift towards micro-influencers. Micro-influencers are social media users with smaller followings, typically between 1,000 and 100,000 followers. They are seen as more authentic and relatable than macro-influencers, who have millions of followers and are often seen as less trustworthy.

The report found that over 60% of marketers plan to increase their use of micro-influencers in 2020, compared to just 36% who plan to increase their use of macro-influencers. This trend is driven by the fact that micro-influencers are often seen as more affordable, more targeted, and more effective at driving engagement than macro-influencers.

The growing importance of video content

In addition to the shift towards micro-influencers, the report also identified the growing importance of video content. According to the survey, over 80% of marketers said that they were using video as part of their influencer marketing campaigns, up from 63% in 2019. This reflects the growing popularity of video content on social media platforms like YouTube, Instagram, and TikTok.

Challenges  to influencer marketing

The report also highlighted the challenges that marketers face when it comes to influencer marketing. One of the biggest challenges is measuring the ROI of influencer marketing campaigns. According to the survey, over 70% of marketers said that measuring ROI was a major challenge, up from 65% in 2019.

This challenge is driven by the fact that influencer marketing is often seen as a long-term investment, rather than a short-term strategy. It can be difficult to measure the impact of influencer marketing campaigns in the short term, as it often takes time for the results to materialize.

Another challenge identified in the report is the issue of fake followers and engagement. This is a growing problem in the influencer marketing industry, as some influencers and agencies use bots and other tactics to inflate their follower counts and engagement metrics.

According to the survey, over 60% of marketers said that they had experienced influencer fraud in 2019, up from 55% in 2018. This highlights the need for greater transparency and accountability in the industry, as well as the importance of working with reputable influencers and agencies.

2020 Influencer Marketing Outlook Report: Conclusion

Overall, the 2020 Influencer Marketing Outlook Report provides valuable insights into the state of the industry and the trends, challenges, and opportunities that marketers face. It shows that influencer marketing continues to be an effective way to reach consumers and drive engagement, but that it also comes with its own set of challenges and complexities.

As the industry continues to evolve and grow, it will be important for marketers to stay up-to-date with the latest trends and best practices in order to succeed in the world of influencer marketing. By leveraging the power of micro-influencers, video content, and data-driven insights, marketers can create effective and impactful influence.