Is influencer advertising and marketing a part of your 2021 digital advertising and marketing plan?
It definitely is for a rising variety of manufacturers, with newer platforms and codecs making it harder to maintain up with the newest tendencies, and be sure that they’re maximizing their messaging on each platform.
That is very true of an app like TikTok, which actually requires particular viewers information and understanding to faucet into the natural really feel of the app, and join with its viewers. Certainly, the perfect advert campaigns, in accordance with TikTok, are those who most intently align with the best way common customers have interaction – and except you are energetic on the platform every single day, that may be troublesome to duplicate.
So what techniques are digital entrepreneurs seeing essentially the most success with in influencer advertising and marketing, and the way are skilled businesses seeking to allocate their influencer advertising and marketing budgets this 12 months?
To shed some mild on this, Linqia lately surveyed over 163 enterprise entrepreneurs and company professionals, from quite a lot of industries, to study extra about their use of influencers, and the way they’re seeking to evolve their methods within the 12 months forward.
You possibly can learn the complete report right here (through electronic mail sign-up), however on this publish, we’ll check out a number of the key findings.
First off, Linqia discovered that the overwhelming majority of these surveyed indicated that they are seeking to enhance their influencer advertising and marketing price range in 2021, following on from their experiences final 12 months.
As per the report:
“71% of enterprise entrepreneurs who knew how the advertising and marketing price range could be allotted in 2021 mentioned that their influencer advertising and marketing budgets would enhance over 2020. That’s a big enhance from our 2020 report when solely 57% mentioned they deliberate to extend their price range.”
The info means that extra manufacturers are seeing outcomes from their influencer advertising and marketing efforts, which is additional strengthened in relation to this query on influencer content material versus brand-originated efforts.
This underlines the truth that folks on social media relate extra to different folks than they do model entities, which is a vital factor to contemplate in your planning.
Linqia additionally discovered that micro-influencers – these with between 5k and 100k followers – are the most typical focus for model campaigns.
“Micro-influencers have at all times been the best choice for entrepreneurs in our annual survey, however this 12 months, there was even stronger demand for this highly effective group. On this 12 months’s survey, 90% of entrepreneurs chosen that they wished to work with micro-influencers, up from 80% in 2020.”
Whereas big-name celebrities are the best, that is not an attainable aim for many manufacturers. Influencers with smaller audiences are likely to not solely be more cost effective, however they’ll even have stronger connection to their communities, that they’ve constructed via extra direct engagement and interplay. That may make their endorsements extra highly effective, driving extra gross sales.
Even for those who’re not reaching the most important attainable viewers, you might be reaching essentially the most profitable one to your efforts with these creators.
Linqia additionally discovered that the majority influencer campaigns make the most of between 5 and 10 influencers at a time, serving to to unfold the messaging over a broader viewers pool.
And whereas Instagram stays the primary platform of focus, check out how TikTok has risen in demand over the previous 12 months.
Fascinating to notice the looks of Instagram Reels her additionally, whereas Snapchat and Twitter had been slightly below Pinterest – and forward of gaming platform Twitch.
There are some fascinating notes right here – doubtless nothing past what most would count on, however it’s fascinating to see the rising demand for TikTok experience, and the assorted techniques most typical amongst different advertising and marketing groups.
Will that affect your influencer advertising and marketing strategy?
You possibly can learn Linqia’s full State of Influencer Advertising 2021 report right here.