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Today, influencer marketing is easier to collaborate and measurable than ever before, and more and more marketers are reporting that it is effective in achieving their goals.

The following is a report on the development trends of overseas marketing 2020 shared by SocialBook .

Directory:

10 most important influencer marketing data in 2019

Internet influencer marketingFive goals

Five factors of high-quality influencers

The biggest challenge of influencer marketing

Key points and predictions of influencer marketing in 2020

What is Influencer Marketing? What is influencer marketing?

Overseas influencers are opinion leaders and content creators in a vertical field. They are fundamentally different from domestic influencers. Publish authentic and original content through social media to attract loyal fan users. They cherish every one of their fans, so they will honestly express the opinions of all products, and brands that are totally incompatible with their audience will directly reject them.

Internet influencer marketing refers to the cooperation between the company and influencers to increase brand awareness or conversion rate between specific target audiences. Marketers achieve this goal by sponsoring (giving money) the influencer’s content, and driving purchases through recognition and platforms from influencers.

“The reason why many companies question online celebrity marketing is not that the channels are ineffective, but that the content they sponsor is not carefully planned, implemented or truly consistent with the online celebrity audience. When you want to really expand the scale, contact Audience, you need to get people to hear your stories, and one of the best ways to get those stories is from influencers—they know how to tell a story that meets the goals of a social media channel. “— Heidi Yu Founder and CEO of SocialBook.

The following factors will have a negative impact on the influence of Internet celebrity marketing:

• Choose influencers that are inconsistent with your product or do not normally use your product.

• Do not evaluate the influence of target audiences before cooperating.

• Push a stiff script to an influential person, rather than collaborating on a method that influencers find creative. Internet celebrity ideas generally resonate with fans.

• There are no clear terms and timetables in the contract with the influencer.

• Publish a large number of promotions or difficult-to-deal prices. The former fans will question why online celebrities will promote a product that is all unreliable at a discount, while the latter will not allow fans to pay the bill and make fans discourage .

• The correct tracking, URL or login page has not been set in advance, which leads to missed opportunities to monitor the influence of influencers without evaluating the effect.
  

  In fact, many platforms can circumvent thisThese common problems greatly improve marketing efficiency. The SocialBook platform gives a complete solution: 3 million net red library tag screening, you can find the most cost-effective net red in the world; Be a follower of your product.

  2019 10 most important influencer marketing data

  Internet celebrity marketing is more attractive and expanding investment than ever before. Most marketers are increasing their marketing budgets this year, and Instagram is quickly becoming the most widely used channel in the industry. (The following data is from mediakix)

  1. In 2019, 65% of advertisers ’influencer marketing budgets have increased.

  Almost two-thirds of marketers will increase spending on influencer marketing in 2019. In 2018, only 39% of marketers plan to increase influencer marketing budgets, which indicates that brand investment in influencer marketing has increased significantly in 2019.

  2. The most common influencer budget is $ 1,000-10,000 / year, followed by $ 100,000- $ 500,000 / year.

  In 2019, 19% of marketers spend $ 1,000-10,000 per year on influencer marketing, and 18% of marketers spend $ 100,000-500,000. 7% of companies invested more than $ 1 million in celebrity marketing in 2019. This shows that from small businesses to big brands, they are using internet celebrity marketing.

  

  3. 17% of companies spend more than half of their marketing budget on influencers.

  Although this ratioThe cases are not high, but it highlights the key impact of marketing on a few companies, especially e-commerce, fashion and beauty, gaming, travel and lifestyle related brands.

  

  4. 89% of people think that the return on investment from influencer marketing is better than other marketing channels.

  Positive marketing ROI (return on investment) will remain a top priority for many marketers in 2019. If an emerging channel does not produce quantifiable results, it is understandable that many small business owners are cautious about investing in this channel. However, nearly 90% of marketers find that the return on investment of influencer marketing is better than other marketing channels.

  

  5. Instagram ranks first among the most important and influential platforms.

  Instagram has more than 1 billion users and generates millions of sponsored promotion posts every year, which has become the most important influencer marketing channel. Although more mature channels such as Facebook and Youtube are still popular, the convenience of photo sharing on Instagram has spawned a variety of influencers, directly targeting different niche audiences.

  This easy content creation has also brought about the rise of micro influencers (influencers with 10,000-50000 fans). Their lower prices make them more easily accepted by ordinary brands.

  6. Snapchat is one of the least popular platforms for influencer marketing.

  While Snapchat can slow user churn by the end of 2018, they have lost the attention of marketers when it comes to sponsored influencer content.

  In the early days, Snapchat’s features made it difficult for fans to find specific influencers, and the platform did not provide enough influencer data for influencers to attract brands to sponsor. Although the platform makes up for many of these feature limitations, Instagram Stories has surpassed Snapchat Stories, and the number of daily active users has more than doubled.

  This puts Snapchat at the bottom of most marketers’ lists in 2019.

  

  7. More than 2/3 of marketers spend the most on Instagram.

  Data shows that Instagram will attract more marketing spending in 2019. 69% of marketers spend the most money on Instagram for influencer marketing. This is more than 6 times YouTube (11%), which is the second most popular platform.

  

  8. Instagram posts are the most commonly used form of influencer marketing.

  When asked to choose what they think is effective for influencer marketing, 78% of marketersMembers choose Instagram to post their content. Sponsored Instagram posts have become ubiquitous because they are easy to produce, approve, and publish, and therefore easy to scale.

  Compared to video or longer format content, a photo and a title require relatively less production cost and effort, which makes it a more affordable option for small companies looking to test Instagram influencer marketing. Affordable choice.

  

  9. Instagram Stories is the second most used format, followed by YouTube videos and Instagram videos.

  Story first became popular on Snapchat, and today, more than 500 million Instagram users use stories every day. Many other social channels have their own version of the story, and research has shown that this format is growing 15 times faster than a “feed”.

  Users respond positively to the story because they think this improvisational stage is more real and easier to understand. Video formats are also popular, and YouTube videos and Instagram videos rank high on the list of effective formats for influencer marketing.

  10. Twitch livestream is listed as the least used channel

  Twitch is an emerging live streaming platform that attracts more than 15 million active users every day, mainly gamers. Although big brands like ea, doritos, hershey’s and kfc are trying to sponsor Twitch livestreams, this platform is still in its infancy in terms of activation of influencers. Twitch’s audience is mainly young male players, which is a very special audience.

  However, the platform is expanding into other categories such as art, talk shows, music, and catering, and may soon be rolled out to other verticals. Stay tuned for the development of the platform in the coming years.

  Five goals for influencer marketing

  Usually, a company’s target key performance indicators (KPIs) are divided into two parts:

  • Brand awareness: Metrics related to increasing your audience ’s awareness of your product or service, such as content impressions, likes, reviews, mentions, reach and traffic.

  • Direct conversions: Related to specific actions, such as clicks, conversions, sales, downloads, and increased followers.
    

    However, some celebrity marketing activities can both promote participation and some form of transformation. Here are the five goals that celebrity marketing can bring:

    1. Enhance brand awareness: The most popular goal of influencer marketing activities is to build awareness around the brand, product or service. Brand awareness is often measured by impression, influence and engagement.

    2. Reach new users: should understand the influencer’s audience data (age, gender, location, interests, etc.) to help ensure consistency with the target audience.

    3. Increase sales: Today, more influencer marketing campaigns are designed to drive effective sales, tracking performance with custom links, landing pages, and redemption codes.

    4. Strengthen branding: influencers can provide strong verification and trigger word-of-mouth conversations about your product or brand among fans.

    5. Promote the development of potential customers: In addition to sales, new potential customers are another direct response indicator of influencer marketing effects. Names and emails can be collected through newsletter subscriptions, account settings, or giveaway entries. But you should avoid using too many action requests (CTA) in one sponsorship to constantly disturb users and negatively affect all ROI.

    

    What makes high-quality influencers? Choose an unsuitable influencer is doomed to fail at the beginning. To cooperate with influencers, you need to pay attention to the following five points:

    1. Content quality: Before working with influential people, review their content and addCompare it to others in your industry. Whether their previous content is thoughtful and creative, or is it just a streamlined or unpublished content.

    2. Target audience: Even if an influential person has good content, you must confirm that the profile of this influential person is consistent with your campaign goals of.

    3. Conversion rate: Participation is currently the most commonly used measure of influencer marketing success, and 75% of marketers measure influencer marketing. The participation rate of an article is calculated by adding the participation (likes, comments, etc.) divided by the total number of followers of the influencer. Please note that participation rates for sponsored content are almost always lower than organic posts.

    4. On-brand messaging.:Evaluate whether the influencer ’s voice and aesthetics fit your brand style. It is also important to study any past controversy and pay attention to their language to determine if anything has thrown a red flag about brand safety.

    5.Budget: Obviously, an influential person needs to be in your price range. When calculating your overall budget, remember to consider influencer fees, production costs, product costs (if you plan to send them samples), and any platform or influencer agency fees.

    The biggest challenge for influencer marketing

    1. Discover fake followers and unreal subscriptions. Although Instagram has severely cracked down on third-party services that sell fake followers and untrue participation, it appears that marketers remain skeptical of the scope or effectiveness of the ban. Before working with influential people, here are some tips for finding fake followers.

    2. Social algorithms make the content less visible. Social media platform since creating social feedThe algorithm of user feeds has changed, but in recent years, changes in algorithms have stirred up the community. For example, in September 2018, YouTube was blamed for changes to its algorithms, which are said to have exhausted creators because influencers scrambled to produce more content, so they Videos will not disappear from the subscription.

    Many brands also feel that their organic social content will eventually be lost after the algorithm makes it original. That is, influencer content tends to surface well among fans on most platforms, which is why more and more brands are investing more in sponsoring influencer content.

    3. Establish a long-term strategy, not a one-time event. Never-stop “celebrity marketing strategy refers to operating a continuous stream of brand content, not a one-time event. Although more and more marketers find the” sustainable management “strategy effective, they need A large number of internal resources to maintain. One of the most common solutions is to establish long-term brand ambassador partnerships, enabling brands and influencers to build consistency and long-term brand affinity. < span>

    4. The cost of online celebrities has risen. There is no doubt that the most popular macro influencers and celebrities in recent years have raised their prices. For example, Kylie Jenner charges up to $ 1 million for each Instagram-sponsored post. On the other hand, however, marketers are exploring partnerships with smaller, more accessible influencers, such as nano influencers, who typically trade in token fees or free products.

    

    Key Points of Online Celebrity Marketing in 2020

    As we enter 2020, influencer marketing is showing no signs of slowing down. With more and more marketers involved in this fast-growing channel, here are some key data to keep in mind:

    1. Take the time to find the right influencer. Look for high-quality content that is consistent with the brand’s voice and audience.

    2. Use tools efficientlyKai influencer marketing, such as SocialBook-an influencer marketing platform serving Chinese companies going abroad.

    Summary

    In fact, influential marketing doesn’t go anywhere. Although influencer marketing may not be right for every brand or company, the best way is to test.

    Instead of having a few one-time activities to see what happens, take the time to set very clear goals, identify key performance indicators and budgets. See what other people in your industry are doing to influence marketing, which of their sponsored content perform well and why.

    Take the time to find influential people who are consistent with your voice and style. They will take a moment to learn about your product and promote it in a creative and unique way.