Influencer-2019意见领袖营销报告（英文）-2019.7-28页_2mb

报告摘要

Influencer Marketing Benchmark Report Summary (2019)

Core Content

This report provides an overview of the state of influencer marketing in 2019, highlighting its continued growth, effectiveness, and the platforms and metrics most commonly used by brands and agencies. It also touches on challenges such as influencer fraud and the difficulty of selecting the right influencers.

Key Findings

Industry Growth

The influencer marketing industry is expected to grow significantly, reaching over $6.5 billion in 2019, more than double the 2017 figure of $3 billion.
The number of influencer marketing platforms and agencies increased from 190 in 2015 to 740 in 2018, with 320 new entrants in 2018 alone.

Platform Popularity

Instagram is the fastest-growing and most popular platform for influencer marketing, with 1 billion monthly active users in 2018.
Instagram users post 95 million photos and videos daily and engage with 4.2 billion posts daily, showing its strong engagement potential.
Instagram is the most important channel for influencer marketing, with 79% of respondents considering it essential, while Facebook (46%), YouTube (46%), and Twitter (24%) are also popular, though less so than Instagram.

Campaign Objectives

The most common objective for influencer campaigns is awareness, with 37% of respondents aiming for this.
32% of respondents focus on increasing sales, and 31% aim to collect user-generated content.

Content Output and Budget Allocation

77% of respondents have increased their content output over the past two years.
60% of respondents have a standalone budget for content marketing, up from 57% in 2017.
86% of respondents intend to allocate some portion of their marketing budget to influencer marketing in 2019.
63% plan to increase their influencer marketing budget over the next year.
11% allocate more than 40% of their marketing budget to influencer marketing, while the most common allocation is 10–20%.

ROI and Metrics

70% of firms measure the ROI of their influencer campaigns.
Earned Media Value (EMV) is seen as a good measure of ROI by 78% of respondents.
Engagement or clicks is the most important criterion for evaluating influencers, with 43% of respondents selecting it as their top factor.
Views, reach, and impressions are the next most important, with 33%, and content type/category is the least important, with 24%.

Influencer Selection and Challenges

Finding appropriate influencers is considered moderately difficult by the majority of respondents, with 18% finding it very difficult and 20% finding it easy.
64% of respondents are concerned about influencer fraud, with 63% having experienced it in past campaigns.
Brand safety is a concern for 49% of respondents, with 30% believing it is always a concern.

Campaign Types and Frequency

65% of influencer campaigns are campaign-based, while 35% are "always-on".
Monthly is the most common frequency for running influencer campaigns, with 39% of respondents preferring this approach.
62% of firms vary their influencer budget allocation across the year, with the first quarter being the most popular time for influencer campaigns, as 32% of the average budget is spent in this period.

Budget Sources and In-House Execution

81% of firms take their influencer marketing budget from the Marketing Department, while 19% use PR Department funds.
77% of firms run their influencer campaigns in-house, with 58% using in-house tools for execution.

Main Viewpoints

Influencer marketing remains highly effective, with 92% of respondents believing it to be an effective marketing strategy.
Instagram is the dominant platform for influencer marketing, particularly among B2C businesses.
The industry is mature and growing, with businesses increasingly allocating budgets and using more sophisticated metrics like EMV to evaluate performance.
Automation is seen as a possible solution, with 57% believing it can be used effectively, though 43% remain skeptical.
Brand safety and influencer fraud are ongoing concerns, but the availability of tools is helping to mitigate these issues.

Key Information

Instagram is the most used platform for influencer marketing, with 79% of respondents using it.
B2C dominates the influencer marketing landscape, with 69% of respondents targeting this sector.
Engagement rates on Instagram are significantly higher than on other platforms, with nano-influencers achieving up to 8% engagement.
Content marketing and influencer marketing are closely linked, with 77% of respondents increasing content output.
ROI measurement is becoming more common, with 70% of firms tracking it, and EMV being a preferred metric.
Automation and in-house execution are becoming more prevalent, with 58% of firms using in-house tools and 57% believing automation is viable.

Conclusion

Influencer marketing is still growing and highly valued, with a positive outlook from the industry professionals surveyed. The dominance of Instagram, the increased use of metrics like EMV, and the greater focus on campaign effectiveness indicate that the practice is becoming more strategic and data-driven. Despite challenges like influencer fraud and brand safety, the industry is evolving and becoming more sophisticated.