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Influence marketing study - Influence4You 2019!

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The 2019 study about Macro and Middle influencers.
A study made on 4446 influencers by https://www.influence4you.com

Published in: Marketing
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Influence marketing study - Influence4You 2019!

  1. 1. 04/06/2019 Micro and Middle INFLUENCE MARKETING in 2019
  2. 2. Who are the micro and middle influencers in 2019? How do they handle partnerships? How does influencer activity differs between countries and languages? 4446 influencers 61 countries 6 languages Dates of the survey : 01/03/2019 to 16/04/2019 – sample : influencers on the Influence4You influence marketing platform
  3. 3. Who is Influence4you? The leading influence marketing platform and agency in Europe (based in Paris) 40 experts More than 5000 influence marketing campaigns in Europe, North and South America Probably the best campaign management platform (demo video here) To know more : www.influence4you.com
  4. 4. 1720 2066 660 [Study sample] 4446 influencers from 6 different countries and 6 languages answered our survey 91 506 607 607 966 1669 Dates of the survey : 01/03/2019 to 16/04/2019 – sample : influencers on the Influence4You influence marketing platform - Respondents split by audience size - - Respondents split by language - 50 k followers 10 k followers
  5. 5. Who are influencers? 28 y.o on average 78% between 18 and 35 y.o 2016 median year for an influencer having started their influencer activity 21% are parents
  6. 6. 28 yo 28 yo 26 yo 27 yo 29 yo 29 yo 4% 35% 42% 15% 4% 1 - <18 2 - <25 3 - <35 4 - <45 5 - >45 28 y.o average 78% are between 18 and 35 … Even portuguese and spanish speaking countries have younger influencers Influencers age: a homogeneous population… Average influencer age: 28 years old
  7. 7. INSTAGRAM the preferred social network for influence marketing 4% 9% 20% 23% 24% 27% 37% 40% 58% 96% Twitch Tik Tok Linkedin Blog Pinterest Snapchat Youtube Twitter Facebook Instagram Total général - Which social media network are you on? - 96% of influencers are present on Instagram
  8. 8. …with many differences worldwide Youtube Twitter Facebook Pinterest Twitch Snapchat Tik Tok Blog Linkedin German speaking 30% 27% 61% 27% 6% 38% 11% 14% 28% Spanish Lat American 33% 53% 62% 17% 1% 24% 13% 4% 11% English speaking 48% 60% 69% 42% 7% 36% 9% 34% 37% Brazil 35% 31% 55% 14% 2% 13% 4% 8% 7% Spain 37% 54% 59% 24% 3% 23% 13% 22% 23% French speaking 42% 37% 53% 24% 5% 35% 10% 27% 17% Italian 29% 34% 73% 25% 2% 21% 6% 25% 29% Portugese 37% 36% 66% 31% 4% 21% 3% 21% 16% Total 38% 42% 60% 25% 4% 28% 9% 23% 20% [Analysis] - Which languages outperform others on social networks? Youtube Snapchat Snapchat Pinterest TikTok Twitter Facebook Linkedin Youtube Twitter Pinterest Snapchat Blogs Linkedin TikTokLatam Base 100 : Instagram
  9. 9. Influencers fit into many sectors… 8% 10% 13% 14% 15% 21% 26% 37% 53% 59% 63% 69% Gaming High-tech Parents Pets Humor Deco Sport Food Travel Beauty Fashion Lifestyle - What is the main theme of your account? - Lifestyle, fashion, beauty and travel is a favorite theme for more than 50% of influencers!
  10. 10. …but with differences between languages Lifestyle Fashion Beauty Travel Food Sport Deco Humor Pets Parents High-tech Gaming German 76% 62% 43% 64% 37% 32% 20% 16% 13% 9% 7% 5% English 79% 65% 58% 61% 38% 24% 16% 12% 13% 13% 7% 8% Spanish 64% 66% 63% 54% 32% 27% 17% 17% 14% 9% 3% 5% French 72% 63% 61% 49% 43% 27% 30% 14% 14% 18% 18% 12% Italian 68% 66% 54% 62% 30% 25% 11% 9% 15% 11% 9% 3% Portuguese 60% 55% 55% 49% 33% 26% 12% 26% 14% 9% 3% 5% Total 69% 63% 59% 53% 37% 26% 21% 15% 14% 13% 10% 8% Beauty, food, deco, parents, high-tech Lifestyle Travel Sport Humor Fashion Beauty Fashion Travel Lifestyle [Analysis] - Which sector is preferred by language?
  11. 11. Do they create their legal BUSINESS STRUCTURE? 27% of influencers have have made their influence activity into a business …but after reaching 50k followers, almost 50% have a business structure Differences between countries seems to be linked to leagal constraints
  12. 12. 73% 19% 8% No status Independant worker Company Most micro and middle influencers do not have a business structure behind their influence activity – split by audience size - Is your influencer activity based on a business structure? - 27% have a business structure 57 % 24 % 19 % 72% 21% 7% 73% 13% 14% 50 k 10 k - Split by audience size - 660 2066 1720
  13. 13. Micro and middle influencers are mainly individuals without businesses behind their activity - split by country - Is your influencer activity based on a business structure? - 73% 19% 8% No status Independant worker Company 27% have a business structure 22% 24% 25% 35% 36% 18% - Is your influencer activity based on a business structure (% of yes responses)?
  14. 14. Do they receive FREE PRODUCTS? 10k seems to be the pivot point Micro and middle influencers with more than 10k followers receive many free products English, Portuguese and Italian speaking countries are more accustomed to sending influencers free products, than French ones
  15. 15. Micro and middle influencers with more than 10k followers receive many free products - Do you receive free products from brands? - 3%5% 18% 31% 43% 74% 5%4% 16% 36% 39% 16% 10% 25% 32% 17% 75% 49% Often / very often receive free products 50 k 10 k - Split by audience size - 660 2066 1720 9% 7% 20% 33% 31% 1 - Never 2 - Very rarely 3 - Rarely 4 - Often 5 - Very Often 64% often / very often receive free products
  16. 16. English, Portuguese and Italian speaking countries are more accustomed to sending influencers free products, than French ones 60% 62% 71% 63% 70% 70% - Do you receive free products from brands? - - Do you often or very often receive free products? - 9% 7% 20% 33% 31% 1 - Never 2 - Very rarely 3 - Rarely 4 - Often 5 - Very Often 64% often / very often receive free products
  17. 17. Are they often invited to EVENTS? Brand events with micro and middle influencers are popular in English speaking countries … but less so in Spanish ones Influencers with more than 50k followers are invited to brand events
  18. 18. 39% 17% 17% 17% 10% 1 - Never 2 - Very rarely 3 - Rarely 4 - Often 5 - Very Often 56% never (or very rarely) go to brand events Influencers with more than 50k followers are invited to brand events - Have you ever been invited to an event hosted by a brand? - 20% 15% 19% 25% 21% 35% 33% 18%17% 21% 11% 55% 16% 16% 10% 3% 51% 71% Often / very often attend brand events 50 k 10 k - Split by audience size - 660 2066 1720
  19. 19. Brand events with micro and middle influencers are popular in English speaking countries … but less so in Spanish ones 59% 55% 43% 69% 50% 44% - % of influencers that never (or very rarely) go to brand events - - Have you ever been invited to an event hosted by a brand? - 39% 17% 17% 17% 10% 1 - Never 2 - Very rarely 3 - Rarely 4 - Often 5 - Very Often 56% never (or very rarely) go to brand events
  20. 20. Do they often do PAID PARTNERSHIPS? Amongst influencers with more than 50k followers, 55% regularly engage in paid partnerships. Size seems to be the key factor Compared to other countries, paid parternships are done almost twice as much in English speaking countries
  21. 21. 32% 12% 21% 23% 12% 1 - Never 2 - Very rarely 3 - Rarely 4 - Often 5 - Very Often 35% Often (or very often) do paid partnerships Amongst influencers with more than 50k followers, 55% regularly engage in paid partnerships 6% 9% 20% 32% 33% 55% 22% 12% 24% 30% 12% 42% 52% 14% 18% 12% 4% 15% Often / very often do paid partnerships 50 k 10 k - Split by audience size - 660 2066 1720 - Do you participate in paid partnerships? -
  22. 22. Compared to other countries, paid parternships are done almost twice as much in English speaking countries ~32% 37% NS 36% 33% 57% - Do you participate in paid partnerships? - - % of influencers that regularly do paid partnerships - 32% 12% 21% 23% 12% 1 - Never 2 - Very rarely 3 - Rarely 4 - Often 5 - Very Often 35% Often (or very often) do paid partnerships
  23. 23. 6% 34% 30% 12% 18% 13% 37% 27% 10% 13% 0 1-2 3-4 5-6 6 + 50% do more than 3 partnerships per month 50% of influencers do more than 3 partnerships per month with a large variation in number seen for those with more than 10k followers 4% 32% 30% 14% 20% 64% 24% 44% 21% 6% 5% 60% 33% % that do more than 3 partnerships per month 50 k 10 k - Split by audience size - 660 2066 1720 - How many partnerships do you do each month? -
  24. 24. 77% of micro and middle influencers earn less than €1000 per year via partnerships Above 50k followers, more than 55% earn more than 1 k€ and 15% > 10k€ English and German speaking market are the more profitable for influencers Community size has a deep impact on this stat
  25. 25. 55%38% 5%1%1%0% 93% 10% 36% 25% 14% 12% 3% 25% 50% 16% 6%3%0% 34% 43% 13% 6% 3%1% 0 1 - 0-500€ 2 - 1 000-5 000€ 3 - 5000-10 000€ 4 - 10 000-50 000€ 5 - 50 000 + 77% earn less than €1000 per year 77% of micro and middle influencers earn less than €1000 per year via partnerships but amongst those with more than 50k followers, 54% earn more than €1000 46% 75% % earning less than €1000 / year 50 k 10 k - Split by audience size - 660 2066 1720 - How much do you earn per year from partnerships? -
  26. 26. For influenceurs with more than 10k followers (only) English speaking influencers earn more than other countries 70% 63% NS 75% 73% 55% - % of influencers that earn less than €1000 per year - 34% 43% 13% 6% 3%1% 0 1 - 0-500€ 2 - 1 000-5 000€ 3 - 5000-10 000€ 4 - 10 000-50 000€ 5 - 50 000 + 77% earn less than €1000 per year - How much do you earn per year from partnerships? -
  27. 27. 65% of influencers have more partnerships than last year German, French an Spanish speaking countries have more traction Community size has no impact on this stat …and only 11% less
  28. 28. 3%9% 24% 40% 24% 2%7% 22% 46% 23% 4% 7% 28% 46% 15% 3% 8% 24% 45% 20% 1 - Strongly decreased 2 - Decreased 3 - Remained constant 4 - Increased 5 -Strongly Increased 65% of influencers see an increase in partnerships and 11% a decrease Only 11% of influencers say they have less partnerships than last year (and 65% more)! 66% 69% 61% %age of influencers having a increase in partnerships 50 k 10 k - Split by segment of followers - 660 2066 1720 - Would you say partnerships have increased or decreased? -
  29. 29. German, French an Spanish speaking countries seems to be the more dynamic markets in terms of influencers partnerships 69% 72% 62% 67% 61% 65% 3% 8% 24% 45% 20% 1 - Strongly decreased 2 - Decreased 3 - Remained constant 4 - Increased 5 -Strongly Increased 65% of influencers see an increase in partnerships and 11% a decrease - Would you say partnerships have increased or decreased? - - %age of influencers that see an increase in partnerships -
  30. 30. But there is a clear cultural gap : French, English and German are very transparent (>95%)… but less the case for Spanish and Portuguese speaking countries (<70%) 82% of influencers clearly indicates their partnerships Size of community doesn’t impact this percentage
  31. 31. 6% 11% 24%59% 1 - No 2 - Most of the case no 3 - Most of the time 4 - Yes Always 83% of influencers clearly indicates their partnerships 83% of influencers clearly indicates their partnerships 5% 13% 27% 55% 82% 6% 12% 26% 56% 82% 6% 8% 21% 65% 86% %age of influencers having a increase in partnerships 50 k 10 k - Split by segment of followers - 660 2066 1720 Are you transparent with your community?
  32. 32. But there is a clear cultural gap : French, English and German are very transparent … but less the case for Spanish and Portuguese speaking countries 94% 97% 64% 67% 91% 95% 6% 11% 24%59% 1 - No 2 - Most of the case no 3 - Most of the time 4 - Yes Always 83% of influencers clearly indicates their partnerships Are you transparent with your community? - %age of influencers are transparent with their community -
  33. 33. FIND ALL THE KEY POINTS IN OUR INFOGRAPHY Download it now: https://bit.ly/2MDftHN
  34. 34. Contact us now www.influence4you.com +33.1.80.88.41.21We provide you with fantastic influence marketing campaigns all around the world with top, middle and micro influencers. YOU WANT TO BUILD YOUR INFLUENCE CAMPAIGN?
  35. 35. Do not hesitate to download and share this document

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