Influencer Marketing Benchmark Report 2022
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Influencer Marketing Benchmark Report 2022
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Influencer Marketing Benchmark Report 2022
- 2. 1 Index Notable Highlights The Value of Social Commerce Sales in 2022 Estimated to be $958 Billion Survey Methodology Creator Economy Estimated Market Size $104 Billion ,QƮXHQFHU0DUNHWLQJ([SHFWHGWR*URZWREH Worth $16.4 Billion in 2022 The FTC Sent Hundreds of Businesses Warnings About Fake 5HYLHZVDQG2WKHU0LVOHDGLQJ(QGRUVHPHQWV ,QƮXHQFHU0DUNHWLQJ5HODWHG6HUYLFHV RPSDQLHVRQWLQXHWR*URZ Sizeable Increase in Content in Recent Years 6RIWZDUH3ODWIRUPV6SHFLƬFDOO)RFXVHGRQWKH,QƮXHQFHU Marketing Industry Raised More Than $800M in 2021 An Increasing Majority Have a Standalone Budget for Content Marketing 7KH9DVW0DMRULWRI5HVSRQGHQWV%HOLHYH,QƮXHQFHU0DUNHWLQJ WREH(ƪHFWLYH 6RFLDO0HGLD8VHU'HPRJUDSKLFV6WDWLVWLFV ,QƮXHQFHU(QJDJHPHQW The Most Mentioned Brands on Social Media in 2021 ,QVWDJUDP,QƮXHQFHU)UDXG+DV'HFOLQHG2YHUWKH /DVW)HZHDUV 7 28 9 30 10 31 32 13 12 32 33 15 19 23 22
- 4. 3 RI,QƮXHQFHU0DUNHWLQJDPSDLJQVDUH5XQ,Q+RXVH RI)LUPV7DNH7KHLU,QƮXHQFHU0DUNHWLQJ6SHQGLQJIURP Their Marketing Budget The Majority of Firms Have Little Concerns About %UDQG6DIHWLQ,QƮXHQFHUDPSDLJQV +DOIRI5HVSRQGHQWV8VH7RROV'HYHORSHG,Q+RXVHWR ([HFXWH,QƮXHQFHU0DUNHWLQJDPSDLJQV 0DMRULW%HOLHYH,QƮXHQFHU0DUNHWLQJDQEH$XWRPDWHG $OWKRXJK6LJQLƬFDQW1XPEHUV'LVDJUHH 0RVW3RSXODU8VHRI,QƮXHQFHU3ODWIRUPVLVIRU ,QƮXHQFHU'LVFRYHUDQGRPPXQLFDWLRQ -XVW/HVV7KDQ+DOIRI$OO5HVSRQGHQWV8VHUG 3DUW3ODWIRUPV $XGLHQFH5HODWLRQVKLS6WLOORQVLGHUHG0RVW9DOXDEOH:KHQ 3DUWQHULQJZLWK,QƮXHQFHUV%XWRQWHQW3URGXFWLRQLV5DSLGO DWFKLQJ8S ,QVWDJUDP8VHGE1HDUORI%UDQGV:KR(QJDJHLQ ,QƮXHQFHU0DUNHWLQJ 0RUH7KDQRI5HVSRQGHQWV3UHIHU7KHLU,QƮXHQFHU0DUNHWLQJ WREHDPSDLJQ%DVHG $ZDUHQHVVDQG6DOHVDUHWKH0DLQ2EMHFWLYHVIRU5XQQLQJ DQ,QƮXHQFHUDPSDLJQ 9DVW0DMRULWRQVLGHU,QƮXHQFHU0DUNHWLQJWREHD Scalable Tactic in their Marketing Ecosystem (QJDJHPHQWRUOLFNVLV6WLOOWKH0RVW,PSRUWDQWULWHULD:KHQ (YDOXDWLQJ,QƮXHQFHUV $ERXW7KUHH4XDUWHUVRI%UDQGV:RUNZLWK)HZHU7KDQ ,QƮXHQFHUV ,QƮXHQFHU)UDXGLV6WLOORIRQFHUQWR5HVSRQGHQWV %UDQGVDUH)LQGLQJLW5HODWLYHO(DVWR)LQG$SSURSULDWH,QƮXHQFHUV RQWLQXHG)DOOLQ5HVSRQGHQWV:KR+DYH([SHULHQFHG ,QƮXHQFHU)UDXG 51 50 60 52 60 53 52 61 63 56 54 64 65 67 57 59 58
- 9. 1RWDEOH+LJKOLJKWV ,QƮXHQFHU0DUNHWLQJ 7 ,QƮXHQFHU0DUNHWLQJ,QGXVWULVVHWWRJURZWRDSSUR[LPDWHO in 2022 %LOOLRQ ,QƮXHQFHU0DUNHWLQJIRFXVHGSODWIRUPVUDLVHGPRUHWKDQ DORQHDQLQGLFDWLRQRIWKHVLJQLƬFDQWJURZWK of the industry. 0 LQIXQGLQJLQ 7KHJOREDOQXPEHURI,QƮXHQFHU0DUNHWLQJUHODWHGFRPSDQLHV JUHZELQDORQHWRUHDFKDVWDJJHULQJ ƬUPVRƪHULQJRUVSHFLDOL]LQJLQ,QƮXHQFHU0DUNHWLQJ VHUYLFHV ,QVWDJUDPLQƮXHQFHUIUDXGKDVGHFOLQHGRYHUWKHODVWIHZ HDUVVWLOORI,QVWDJUDP,QƮXHQFHUDFFRXQWVZHUH LPSDFWHGEIUDXGLQ More than intend to RIEUDQGPDUNHWHUV GHGLFDWHD EXGJHWWRLQƮXHQFHUPDUNHWLQJLQ RIWKHƬUPV LQƮXHQFHUVRSHUDWH HRPPHUFH ZRUNLQJZLWK stores VDZDQRWDEOH 7KHUHLVQRZDQHTXDOVSOLWEHWZHHQPRQHWDU SDPHQWDQGWKHLQƮXHQFHUVUHFHLYLQJIUHHSURGXFWV 2021 LQFUHDVHLQEUDQGVSDLQJ PRQHWR LQƮXHQFHUV
- 10. 8 =DUD WKHPRVWPHQWLRQHGEUDQGRQ,QVWDJUDPKDVDQ estimated reach of The value of VRFLDOFRPPHUFHVDOHVLQLVHVWLPDWHGWREH ELOOLRQ in 2022 UHDWRU(FRQRP0DUNHW6L]HLVHVWLPDWHGWRUHDFK %LOOLRQ 1HWƮL[ WKH0RVW)ROORZHG%UDQGRQ7LN7RN Was in 2021 of marketers in 2022 SODQWRLQFUHDVHWKHLULQƮXHQFHUPDUNHWLQJ VSHQG In just WZRRIKLQD VWRSOLYH VWUHDPHUV/L-LDTLDQG9LDVROG ZRUWKRIJRRGV 7KDW VURXJKOWKUHHWLPHV$PD]RQ VDYHUDJHGDLOVDOHV RQHGDLQ2FWREHU ELOOLRQ More than SHRSOHJOREDOOFRQVLGHUWKHPVHOYHV content creators PLOOLRQ ZDV that engage LQLQƮXHQFHUPDUNHWLQJ ,QVWDJUDP XVHGEQHDUORIWKHEUDQGV %VRFLDOFRPPHUFHLVH[SHFWHGWRDFFRXQWIRU of all HFRPPHUFHVSHQGLQJ 6RFLDORPPHUFH UHDWRU(FRQRP
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- 26. 6RIWZDUH3ODWIRUPV6SHFLƬFDOO)RFXVHGRQWKH ,QƮXHQFHU0DUNHWLQJ,QGXVWU5DLVHG0RUH7KDQ 0LQ 13 0DQLQƮXHQFHUPDUNHWLQJFRPSDQLHVFDQORRNEDFNIRQGORQ ,QYHVWRUVUHFRJQL]HGWKHVXFFHVVRILQƮXHQFHUPDUNHWLQJDQGWKHGHPDQGIRU TXDOLWWRROVDQGLQYHVWHGKHDYLOLQVRPHRIWKHQHZHULQƮXHQFHUVRIWZDUH SODWIRUPV,QWRWDOVRIWZDUHSODWIRUPVVSHFLƬFDOOIRFXVHGRQ,QƮXHQFHU Marketing raised more than $800M in 2021. 6RPHRIWKHSODWIRUPVWRUHFHLYHLQYHVWRUFDVKDQGFRQƬGHQFHZHUH ,QƮXHQFHU0DUNHWLQJ6RIWZDUH3ODWIRUPV5DLVHG,Q ([FHVVRI0LQ Most Notable Raises In 2021 0 0 0 0 0
- 27. 14 *ULQ0 Mavrck - $120M CreatorIQ - $40M Tagger Media - $23.5M /7.0 *ULQ VIXQGLQJLQFOXGHG0LQDURXQGOHGE/RQH3LQHDSLWDORI *UHHQZLFKRQQHFWLFXWWKDWZLOODOORZWKHFRPSDQWRDFFHVVPDUNHWVLQWKH 8QLWHG.LQJGRPDQG$XVWUDOLD7KLVIROORZHGIURPPLOOLRQ6HULHV$ funding earlier in the year led by Imaginary Ventures. /7.UDLVHGPLOOLRQDWDELOOLRQYDOXDWLRQIURP6RIW%DQN9LVLRQ)XQG WRVFDOHDQGEXLOGXSPRUHJOREDORSHUDWLRQV
- 28. 6RFLDO0HGLD8VHU'HPRJUDSKLFV6WDWLVWLFV 15 7KLVVHFWLRQKLJKOLJKWVVRPHVWDWLVWLFVWKDWHPSKDVL]HWKHWSHVRISHRSOH PRVWOLNHOWRXVHVRFLDOPHGLD:KHQRXDUHVHDUFKLQJIRULQƮXHQFHUVWR SURPRWHRXUEUDQGVRXZLOOZDQWWRIRFXVRQWKRVHLQƮXHQFHUVZKRDUH IROORZHGEWKHWSHRISHRSOHPRVWOLNHOWREHLQWHUHVWHGLQRXUSURGXFWV RUVHUYLFHV7KHVRFLDOPHGLDQHWZRUNZKHUHHDFKLQƮXHQFHUKDVJDLQHGWKH PRVWIDPHLPSDFWVWKLVsFOHDUORXZDQWWRZRUNZLWKSRSXODUSHRSOHRQ WKHVDPHVRFLDOQHWZRUNVZKHUHRXUSRWHQWLDOFXVWRPHUVVSHQGWKHLUWLPH 5HPHPEHUMXVWEHFDXVHRXVSHQGWLPHRQDSDUWLFXODUVRFLDOQHWZRUN GRHVQ WPHDQWKDWRXUFXVWRPHUVGRWRRSDUWLFXODUOLIWKHDUHRID GLƪHUHQWGHPRJUDSKLFWRRXUVHOI 0LOOHQQLDOV/RYH,QVWDJUDP ,QVWDJUDP8VHU'HPRJUDSKLFV 13-17yr 35-44yr 25-34yr 55-64yr 18-24yr 45-54yr 3.8%2.67% 17.28% 13.7% 26.58% 22.05% 6.24% 1.21% 0.16% 0.14% 5.5% 0.67% )HPDOH Male 3HUFHQWDJH
- 30. 16 $VRXFDQVHHIURPWKHDERYHGDWDWKHJUHDWHVWORYHUVRI,QVWDJUDPDUH SHRSOHDJHGIROORZHGEsHDUROGV,QERWKFDVHVPRUHIHPDOHV than males use Instagram. 2QHVWDWLVWLFDORGGLWDOWKRXJKQXPEHUVDUHVPDOO
- 32. RXVKRXOGEHVHDUFKLQJIRU7LN7RNLQƮXHQFHUVZLWK ZKRPWRSDUWQHU2QWKHRWKHUKDQGLIRXVHOOWR%DE%RRPHUVRI *HQHUDWLRQ;RXFDQFRPIRUWDEOJLYH7LN7RNDPLVV 7LN7RNLVWKH(SLFHQWHURI*HQHUDWLRQ= 7LN7RN8VHU'HPRJUDSKLFV 13-17yr 35-44yr 24-34yr 55+yr 18-24yr 45-54yr 19.5% 7.87% 27.94% 11.97% 12.99% 12.12% 3.69% 1.17% 0.28% 0.04% 2.28% 0.50% )HPDOH Male 3HUFHQWDJH
- 33. 7KHJHQGHUVSOLWLVLQWHUHVWLQJ7KHUHLVDGLVWLQFWIHPDOHELDVDPRQJVW7LN7RN users 24 and younger. Yet things are much more balanced for Millennial 7LN7RNXVHUVDQGVXEVWDQWLDOOPDOHGRPLQDQWDPRQJVWWKHIHZROGHU7LN7RN users. 'DWDE+SHDXGLWRU
- 35. WKHUHLVOHVVRIDVRFLDOHOHPHQWIRUPDQ RX7XEH8VHU'HPRJUDSKLFV 13-17yr 35-44yr 24-34yr 55+yr 18-24yr 45-54yr 8.75% 5.93% 18.2% 16.42% 11.69% 21.72% 7.97% 3.35% 1.09% 0.83% 2.93% 1.14% )HPDOH Male 3HUFHQWDJH
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- 49. 25 1HWƮL[:DVWKH0RVW)ROORZHG%UDQGRQ7LN7RNLQ 7KH0RVW0HQWLRQHG%UDQGV2Q7LN7RNLQ Mentions 0 2000 4000 6000 8000 9000 . . 7LN7RN )ROORZHUV %UDQG 7RWDOPHQWLRQV ,QƮXHQFHUV QXPEHU 'DWDE+SHDXGLWRU
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- 63. DGPLWWRKDYLQJDVWDQGDORQHEXGJHWIRUFRQWHQW PDUNHWLQJ7KLVƬJXUHLVFUHHSLQJXSHDFKHDUDQGLVXSIURPODVWHDU and 55% in our 2020 survey. HWDOWKRXJKWKHVHƬJXUHVDUHRYHUWKHDUHVXUSULVLQJOORZ)RU H[DPSOH+XE6SRWUHSRUWVWKDWRIWKHLUUHVSRQGHQWVXVHGFRQWHQW PDUNHWLQJLQXSIURPLQ 3HUKDSVWKHGLVFUHSDQFVLPSOUHƮHFWVWKDWVRPHƬUPVRSHUDWHDVLQJOH PDUNHWLQJEXGJHWUDWKHUWKDQVHSDUDWLQJLWLQWRWKHGLƪHUHQWWSHVRI marketing they use. 5HVXOWV)URP2XU6XUYH
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