- Roughly 68% of American marketers of companies with 100 or more employees will use influencer marketing in 2021.
- Influencers and other paid content will make up 20% of US agencies and marketers’ digital advertising budgets in 2021.
Many marketers have long underestimated the importance of creators in their marketing mix. This is no longer the case. Most brands today have integrated influencer marketing into their media plans, and many intend to allocate more funding to this tactic this year.
Influencer Marketing Predictions for 2021
According to our latest forecast, 67.9% of US marketers at companies with 100 or more employees will use influencer marketing in 2021, up from 62.3% last year. In 2022 this number will rise to 72.5%.
“The pandemic has played an important role in driving broader adoption of influencer marketing,” said Jasmine Enberg, chief analyst at Insider Intelligence and author of our latest report, Influencer Monetization 2021.
Between April 2020 and June 2020, the average monthly number of sponsored posts fell 42.9% year-over-year, according to an analysis of 3.5 million Instagram posts by visual marketing platform Later and influencer marketing firm Fohr. By December, however, that number had recovered as the number of sponsored jobs increased over 20% year over year during the month.
This reversal is partly due to the many long-term shifts in the social media landscape, which have been accelerated by the pandemic, and have affected social commerce, live broadcasting, short videos and the newcomer’s social audio.
“Social commerce in particular has made influencers very powerful,” said Stacey Debruff, founder and CEO of influencer marketing platform Influence Central. Then there are the new platforms like Clubhouse or TikTok. They haven’t figured out their advertising strategy yet, so brands know that influencers are their best channel to reach these audiences.”
Influencer Marketing and Social Media Platforms
In a March 2021 survey by influencer marketing platform Linqia, 68% of US marketers said they plan to use TikTok for influencer marketing, up from just 16% in February 2020, making TikTok the third most popular metered format, after Instagram (only 93%) and Instagram Stories (83%). The percentage of marketers who wanted to use Twitch more than doubled from 5% to 13% over the same period.
Spending on influencer marketing has also increased. According to a study conducted in January 2021 by the Influencer Marketing Hub and influencer marketing platform Upfluence, 62% of marketers worldwide said they plan to increase influencer marketing budgets this year, while a fifth expect influencer budgets to remain the same in 2020. It was only 7% They expect their budget to fall.
According to a November 2020 Advertiser Survey, influencers and other paid content will make up 20% of the digital advertising budgets of agencies and marketers in the US by 2021. This is followed by paid search (14%), display advertising (13%), and social networks and paid video (12% each).
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This article was originally published on eMarketer.
Read the original article on Business Insider
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