The influencer marketing industry is booming, despite challenges, and building a solid program is essential. Brands, influencers, and platforms need to stay on top of evolving techniques, content preferences, and functionality to ensure success. In this webinar, the Anvil team outlined six influencer marketing trends worth considering as you start your planning for 2021 and beyond. Our Influencer Marketing experts went over the benefits of brand transparency and alignment, consistency in your campaigns, micro-influencers vs. macro-influencers, and how to utilize influencer marketing for your B2B or eCommerce business.

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Influencer Marketing
Grow Brand Engagement and Revenue
November 18, 2020
Jared Carpenter
SEM Coordinator
JaredC@anvilmedia.com
Giancarlo Fortuna
Sr. Account Executive
Giancarlo@anvilmedia.com
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About Giancarlo & Jared
– Gian: Gian is our Sr. Account Executive, with a
strong background in account management and
content marketing strategy.
– In his free time, Gian loves watching The
Bachelorette with his wife.
– Jared: JC is our newest SEM Coordinator! He has a
strong background in Social Media and Search
Engine Marketing. He specializes in increasing traffic
and leads through paid social ads.
– When he's not in the office, Jared is either spending
time outside or brewing his own beer.
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Agenda
04 | Influencer Marketing Background
05 | Why is it Important?
06 | The Benefits of Influencer Marketing
07 | Influencer Marketing Best Practices
08 | Influencer Marketing Strategy
11 | Influencer Marketing Post-Pandemic
14 | Influencer Marketing Challenges
16 | Resources
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Influencer Marketing Background
Influencer marketing is leveraging the reach of an existing influencer who has built a large and loyal following and strong
brand reputation in particular niche to support your brand with the intent to increase awareness and drive sales.
— Companies use influencers is to have a more personal and authentic relationship on behalf of your brand.
— Millennials only trust 1% of advertisements, however, 33% of them trust blog reviews for their purchases.
— Around 40% of people reported that they purchased a product online after seeing it used by an influencer on YouTube,
Instagram, or Twitter.
— 71% of influencers believe that it’s an honest and authentic voice that keeps their audience engaged.
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Influencer marketing can be incredibly vital to the social
media marketing success for business. According to a study
from Sprout Social, of those surveyed, 89% said ROI from
influencer marketing was comparable to or better than other
networks. Why? Influencer marketing can help businesses
with the following:
• Increase website traffic (traffic and leads you don’t
pay for!).
• Increase social media follower counts, affinity,
engagement and impressions.
• Extend brand awareness.
• Find new customers.
Why is Influencer Marketing Important?
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Influencer Marketing Trends & Stats
• The most common influencer budget is $1,000 – $10,000/year,
followed by $100,000 – $500,000/year.
• 19% of marketers will spend $1,000 – $10,000 per year on
influencer marketing in 2020, while 18% are spending between
$100,000 – $500,000 per year.
• 7% of companies plan to invest over a million dollars in influencer
marketing in 2020.
• This suggests that influencer marketing is leveraged by a range of
companies, from smaller organizations to much larger brands.
• 89% say ROI from influencer marketing is comparable to or better
than other marketing channels.
More influencer marketing statistics here.
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Benefits of Influencer Marketing
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When you partner with the right influencer (someone
with a connection to your target market), you can
experience the following benefits of influencer marketing:
• Quickly Builds Trust.
• Improves Brand Awareness.
• Enriches Your Content Strategy.
• Effectively Reaches Your Target Audience.
• Drives Purchasing Decisions.
• Provides Amazing Value to Your Audience.
• Connects With Audiences Where They Spend the
Most Time.
• Builds Winning Partnerships.
• Possible joint-ventures, live events, and other
opportunities may be in the works.

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Influencer Marketing: Consumer Trust
Users listen to their friends’ suggestions, even people they think of as friends (influencers). Users want to be a
part of these influencers’ lives.
Data from MuseFind shows 92% of consumers trust an influencer more than an advertisement or traditional
celebrity endorsement. A study by gen.video found that 33% said influencers are trusted sources when making
shopping decisions, while only 17% trusted friends and family for shopping recommendations.
Influencers provide insight into their personal lives and interact with their followers. Responding to messages,
giving their opinions on products, and make themselves accessible to communicate with. These actions create a
relationship and generate trust between the consumer and influencer.
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Influencer Marketing Best Practices
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To achieve the best performance, follow these influencer marketing best practices:
• Identify Goals for Your Campaign.
• Personalize Your Influencer Outreach Emails.
• Select Influencers Who Are Experts in Your Niche.
• Select Influencers with the Same Culture and Values as Your Brand.
• Select Influencers Who Operate in the Same Social Space as Your Target Audience.
• Focus on Engagement Stats When Selecting Influencers Over Follower Numbers.
• Don’t Micromanage Your Influencers.
• Ensure Your Influencers Clearly Identify Their Posts as Sponsored.
• Use Analytics to Monitor Your Return on Investment.

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Influencer Marketing Strategy
Develop your plan, utilizing these steps:
• Map your objectives to the strengths of Influencer Marketing: increasing brand awareness, brand perception,
engagement or conversions.
• Map your core audiences against popular social media platforms: Facebook, Instagram, YouTube, Twitter and
LinkedIn.
• Identify influencers on each platform; these tools can help: BuzzStream, BuzzSumo, Discover.ly, FameBit,
FollowerWonk, GroupHigh, HypeAuditor, NinjaOutreach, PeopleMap, Pitchbox, SocialBlade, Social Crawlytics,
Tell and Upfluence.
• Evaluation Tips:
• Who are the influencers following? Those are true influencers.
• Look for early-stage influencers and help them grow.
• Consider existing customers and fans as micro-influencers.
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Micro-Influencers vs. Macro-Influencers
To inform your strategy, it’s helpful to know the difference between micro- and macro-influencers and how each
can help you.
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• Have 500 to 10,000 followers.
• For one sponsored YouTube video, they normally charge
$2,500. The cost of a sponsored post on Instagram or
Snapchat is around $1,000. And for one Twitter post,
they charge around $400.
• Small audience; usually subject matter experts such as
beauty bloggers, fashion bloggers, fitness
Instagrammers, and gaming vloggers.
• 30% would consider purchasing a product that was
endorsed by a micro-influencer.
• Have higher engagement rates; their engagement rates
range from 3% – 20%.
Micro Influencers Macro Influencers
• Have 10,000 to 1 million followers.
• Charges $187,500 per YouTube video. For a post on
Instagram or Snapchat, they charge an average of
$75,000, and for a Twitter post, approximately $30,000.
• Large audience; might also be real subject matter experts
or mere entertainers. Often, they are seen promoting
products or services that are completely irrelevant to
their expertise and niches.
• Exclusive top incomes (3% of consumers) would consider
buying a product endorsed by macro-influencer.
• Able to leverage this notoriety to build a community and
following on social media in a fraction of the time it can
take a micro-influencer.

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Best Industries for Influencer Marketing
While most industries can benefit from Influencer Marketing (especially since social media usage experienced a
huge spike during all days of the week in work-from-home 2020), these 15 industries statistically benefit from it
the most:
• Fashion | 25%
• Food | 12%
• Entertainment | 11%
• Baby | 10%
• Humor | 10%
• Beauty | 7%
• Art | 5%
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• Travel | 5%
• Holiday | 3%
• Animals | 3%
• Fitness | 2%
• Sport | 2%
• Automotive | 2%
• Decor | 2%
• Technology | 1%

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Influencer Marketing Post-Pandemic
Influencer strategy, if properly managed and creatively done, has the potential to be a powerful extension of brand
purpose and voice in the social media landscape. However, what happens during challenging times such as a global health
crisis like COVID-19 (Coronavirus)?
Influencers active at all levels across social platforms can step in to help carry momentum and connect a brand to a
community through a voice that resonates at a level tailored to followers who most likely share similar values and engage
in their content value.
Influencer marketing provides the connection users need during the pandemic and helps drive traffic and leads on a lower
budget. Influencers simply need to change their message in their postings of your product(s) or service(s).
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Influencer Marketing: Which Platforms?
Influencer marketing is effective across most social media platforms,
depending on your strategy. The top five most strategically important
social media channels for influencer marketing are:
• Instagram: 89%
• YouTube: 70%
• Facebook: 45%
• Blogs: 44%
• Twitter: 33%
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Influencer Marketing Challenges
The most notable influencer marketing challenges businesses faced in both 2019 and 2020:
• Spotting fake followers: 50%
• Social algorithm changes: 49%
• Building an always-on strategy: 41%
• Rising influencer costs: 38%
• Keeping up with social media trends to stay relevant: 33%
• Building a strong creative strategy: 33%
• Reducing time spent managing campaigns: 30%
• Brand safety and brand alignment: 28%
• FTC regulations and requirements: 18%
• Tapping into emerging channels, such as Twitch: 17%
• Moving more influencer marketing in-house: 12%
Consider these challenges when forming your strategy. Setting an influencer budget, mapping out goals and your plan, and
utilizing our influencer marketing consulting services can help combat these challenges.
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Resources
Influencer Marketing
Social Media Influencer Marketing During COVID-19
How to Build an Effective Influencer Marketing Strategy for Your Brand
Recap: Influencer Marketing Trends
Recap: Creating an Effective Influencer Marketing Program
Recap: Despite Challenges, Influencer Marketing is Here To Stay
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Thank You!
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