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88% of marketers implemented an influencer campaign in 2017

88% of marketers implemented an influencer campaign in 2017

2017 was a massive year for influencer marketing, and the trend shows no signs of slowing down.

According to a study by Influicity, a whopping 88% of marketers ran an influencer campaign to promote a brand last year. An even larger 92% believe that influencer markering is an effective strategy. 

The study also predicts that influencer marketing will shift in a number of areas.

Dramatic increase in video consumption

It is expected that video consumption will hit 80% of global online traffic by 2020. 

86% of marketers currently favour using video as a communicative medium, as key messaging is retained more through video. 

Facebook released a host of creator tools in late 2017, which is making it easier than ever for influencers to create compelling videos.  As a result, video campaigns will reach an all-time high, says Influicity.

Disclosure regulation 

2017 saw the FTC crack down on paid endorsement regulations, and a number of high profile cases of inapppropriate disclosure has put pressure on the influencer space. Social media platforms are making an effort to provide tools for clear and concise disclosure, but there's a long way to go yet. 

Influencer E-commerce

The #onbrand tag is starting to have more sway than ever, as influencers can quite literally grow their own brands from nothing. Influencers can now harbour a level of authority and reach, which will subsequently lead to brand new avenues of revenue generation.

A rise in branded products is expected, with influencers creating and releasing merchandise that will appeal to their particular niché. 

This goes in hand in hand with a rise in shoppable content features. The trend began with Pinterest, and shopping apps like Wish and AliExpress have risen as a result. 

These types of services naturally compliment the profitability of influencers. Influicity predicts that immersive social media shopping experiences will become much more lucrative to consumers. 

Huge AR/VR advancements 

With large advancements in the artificial intelligence and virtual reality industry, marketers and influencers can expect to see more AI and VR features integrated into their social channels.

Influicity's study predicts a rise in include image recognition software and a rise in social chatbots, which has already been demonstrated in Apple's new AR features.

In terms of VR, we're looking at a rise in social channels expanding the technology from filters to more immersive experiences. An example of this being VR Chat, a VR social app available on Steam that gaming influencers are starting to take a particular interest in. 

Marketing predictions for 2018

39% of marketers plan to increase their influencer budgets in 2018. It is expected that 2018’s influencer budgets will dance between $25k and $50k

52% of marketers aim to leverage several different types of influencers in 2018, spanning fashion, music and gaming. 44% are planning to boost the performance of digital channels with influencer content and guidance.

Better ROI management

Measuring the return of an influencer campaign can be quite the task. In fact, 76% of small businesses listed it as their biggest challenge in 2017.

In an effort to better measure ROIS, Influicity predicts marketers will increasingly engage turn-key solutions, agencies, and influencer software companies. 

This is only a mere prediction of where influencer marketing will head as we storm in to 2018. However, there's no argument that 2017 was the biggest year yet for this insatiable new format.

We can expect nothing but more investment, engagement and overall profitability where influencers are involved, and the power they wield will only continue to increase.

 

 

Editor

Danielle Partis is editor of PocketGamer.biz and former editor of InfluencerUpdate.biz. She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.