Artists, influencers, platforms and brands…the context and numbers The latest insights into the breadth and depth of the influencer marketing industry… Georgia Meyer, Analyst – Marketing & Media Brands, MIDiA Research

1. Georgia Meyer
MIDiA Research
March 2019
The Influencer Ecosystem
How Influencers Have Reinvented
Marke=ng in the Digital Content Economy
http://midiaresearch.com

2. 2018: Influencer Marke1ng Goes Through Its AdTech Moment
• Crisis of unethical prac1ces and fake
followers dominated headlines in 2018
• Adver1sers pull budgets and rethink how
to approach the medium
• PlaEorms like Instagram take ac1on to
cull fake followers from influencer
accounts and improve transparency

3. Source: MIDiA Research Consumer Survey Q1 2018, US, Canada, Brazil, Australia, Japan, Germany, Sweden, UK n = 7,000
17%
26%
29% 29%
32%
36%
39%
46%
19%
28%
31% 32%
38% 38%
40%
46%
21%
32%
35% 35%
40% 40%
43%
49%
Consumer Average Video Subscribers Free Music Streamers Console Gamers Podcast Listeners Mobile TV Viewers Music Subscribers Playlist Listeners
Follow Brands Follow Celebrities Follow Bands & DJs
Influencers’ Influence – By Digital Content Behaviour
Video subscriber, free music streamer, console gamer, podcast listener, mobile TV viewer, music subscriber and playlist listener
propensities to follow their favourite brands, celebrities, bands and DJs on social media
%propensitytofollowaccountsonsocialmedia

4. Source: MIDiA Research Consumer Survey Q1 2018, US, Canada, Brazil, Australia, Japan, Germany, Sweden, UK n = 7,000
22% 23%
32%
37%
42%
24% 25%
37%
40%
47%
27% 27%
39%
42%
49%
YouTube Facebook Twitter Instagram Snapchat
Follow Brands Follow Celebrities Follow Bands & DJs
Influencers’ Influence – By Platform
YouTube Video, Facebook, Twi[er, Instagram and Snapchat WAU’s propensi]es to follow their favourite brands, celebri]es,
bands and DJs on social media
%propensitytofollowaccountsonsocialmedia

5. • Influencer marketing boom despite
negative press
• New platforms finding credible ways to
empower creators whilst serving
advertiser needs
• The booming podcast industry has
comparative dynamics via audio content
sponsorship
A Phoenix Moment For Influencer MarkeAng

6. Contact: georgia@midiaresearch.com
Phone: +44 (0) 20 39 68 2453
Email: info@midiaresearch.com
Blog: http://midiaresearch.com/blog
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