than a specific vaccine component. Presumably, it is mainly large firms with more sizable marketing budgets that pay influencers with money. If you want to dive deeper into the challenges we've discussed above, check out this post. Although there are many potential goals for an influencer marketing campaign, it is clear that the majority of firms now undertake influencer marketing to drive sales. On top of all that, short-form video will see the most growth of any trend in 2023, with marketers planning to invest more in it than any other trend. There is little change in this statistic compared to last year. This will be particularly so for the group who considered user-generated content as their primary objective when running an influencer campaign in our earlier question on influencer campaign objectives. While the two strategies above reflect the broad findings in this report, lets dive more specifically into the top trends you can expect to see in 2023, starting with the biggest changes marketers are seeing in their industry this year. The author declares the following Settings Menu. information will allow people to plan for potentially altered cycles. So how do customers find these pieces of content? There are multiple ways to make sure youre creating the right content for your funnel and maintaining customer interest. We also asked content marketers about the biggest challenges they face with their content strategy. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action. Connect your digital tools so you can do more with your marketing. In the past, firms found influencer marketing challenging because they lacked the tools to facilitate the process organic influencer marketing can be very hit-and-miss, making it frustrating for brands trying to meet their goals. Once again, COVID is likely to play a role in these changes. Of course, some firms will have a range of influencers they call upon depending on the nature of a particular campaign, depending on the products they are trying to promote, and the target market. Only 32% of our respondents believe that brand safety is always a concern, although 49% acknowledge that brand safety could occasionally be a concern when running an influencer marketing campaign.. YouTube will see the most growth of any platform in 2023, with 91% of those using it planning to increase or maintain their investment. This will help plant the seed that your brand is knowledgeable and your product is worth consideration. The reduction in Sports (and increase in Gaming) are also probably a result of COVID. This statistic has hovered around the same level in each of our surveys since 2017. This statistic mirrors last year's survey, which was a significant change from previous years. It indicates what an equivalent advertising campaign would cost for the same effect. 54% of them stated that they had worked with 0-10 influencers. NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. occur anyway, but participants are unlikely to report changes to periods unless Explore our collection of resources to help build your business and boost your digital marketing. Kajabi, the online course platform, was the top-funded company on our market map, having drawn $550 million in investment at a $2 billion valuation. 31% work at marketing agencies (including those specializing in influencer marketing), and 3% are PR agencies. These results suggest significantly increased spending on influencer marketing in 2022, after the uncertainty of 2020 and 2021. changes to menstrual periods and covid-19 vaccines since the number of reports is low It is important to remember that despite everything being lumped together as 'influencer fraud", in many cases, the influencers are the victims, not the perpetrators. Images (29%), blog posts (26%), interview (25%), and podcasts (24%) will also see high first-time use among marketers in 2023. Marketers leverage an average of four social media platforms in their roles. Our APIs make it easy to bring data from your app into Mailchimp, so you can manage your audience, trigger event-based emails, and more. Many of these operate globally and accept clients from anywhere in the world. Yet, although these figures are over 50%, they are surprisingly low. 2021. Gil Thorp comic strip welcomes new author Henry Barajas; Download the Full Report An additional 14% worked with 50-100 influencers. Like SEO, PR, and Emails delivered 2x per week. While not new, leveraging a blog with an effective SEO strategy continues to be a powerful tool, with 29% of marketers using a website to attract and convert leads. Facebook is the most used social media platform, leveraged by 64% of marketers, followed by Instagram (58%), YouTube (57%), Twitter (43%), TikTok (42%), and LinkedIn (33%). Surprisingly, however, most of the statistics are relatively similar, with the only major change being a significant increase in the use of TikTok for influencer marketing. The key to a successful influencer marketing campaign is matching your brand with influencers whose fans are similar to your preferred customers and whose values match your own. An additional 17% of respondents use the platforms for some other type of service. One of the most significant advantages of influencer marketing over social activity using official company accounts is the ease with which you can scale the activity. Needless to say, marketers are strapped for time and they only expect their workload to keep getting heavier. 61% of those complaints in 2020 were about ad disclosure on Instagram. not be an afterthought in future research. Data from over 1,600 marketers across the globe. Get access to tools in your Mailchimp account designed just for freelancers and agencies like you. Performance Budgets Amid Economic Woes, App Marketers: Recent Privacy Changes Have Been Good for Consumers, Not for Us, US Adults Hold Dim Views of Brands That Advertise on Social Platforms with Objectionable Content, Ad Buyers to Up Retail Media Network Spend in 2023. With the year nearly over, we asked marketers to reflect on their 2022 marketing strategy, and 91% say what they're doing has been effective. The bulk of our respondents came from relatively small organizations, with 45% representing companies with fewer than ten employees. Most adults also say theyd be unlikely to or would not consider buying from such brands. Things changed substantially in the second half of 2020, however. A further 19% spend $50K to $100K (up notably on last year), 10% $100K to $500K (also higher), and 4% spend more than $500K.. This is an improvement on last year's 65% result. Ad buyers expect their media ad investments to grow by 5.9% next year. 10.5% entered their influencers in a giveaway. At this stage, email marketing can be a useful channel to help you nurture leads and move them to the next stage. This ties in with the similar concern they expressed to the previous question about the difficulty in finding appropriate influencers. Perhaps brands have been targeting older Millennials, Generation X, and Baby Boomers more this year with their influencer marketing. pregnancy rates are similar in vaccinated and unvaccinated patients.3456, MHRA states that evaluation of yellow card reports does not support a link between Free and premium plans, Sales CRM software. bleeding are not listed, but primary care clinicians and those working in reproductive Free and premium plans, Operations software. However, this is a noticeable decrease on 2021's 11% and 2020's 9%.. However, the West has been slower to see the benefits of social commerce. Vaccination against human papillomavirus (HPV) has Incredibly, a further 6% had worked with more than 1,000 influencers. We have now written 50 reviews at the Influencer Marketing Hub by the beginning of 2022 but have only just scraped the surface of the industry., The Creator Economy has grown dramatically over the last few years. lining of the uterus, which are involved in the cyclical build-up and breakdown of this For example, 44% of the respondents tap into YouTube for their campaigns (36% last year), 23% Twitter (15% last year), 20% LinkedIn - presumably those involved with B2B companies (16% last year), 11% Twitch (8% last year) and a further 7% spread across the less popular or more specialist social networks (6% last year).. This is optional, but can also help our investigation. This 100-year-old candy store in St. Louis is rich in historyand chocolate. However, that hasn't happened. 22% stated that it was very difficult (compared with 23% last year), and 56% suggested that they had medium difficulty (62% last year). However, its dominance has fallen this year. Zendesk is a great example of how to incorporate customer testimonials into a website. Here are the basic elements to consider. If you need to report content created in Mailchimp, please use the form provided on this page. relative to both the number of people vaccinated and the prevalence of menstrual pregnancy? Below, we'll discuss a few of these items in more depth. This is double last year's percentage. st valuable when partnering with influencers. BuiltWith reports that Shopify has a market share of 32% in the United States for websites using eCommerce technologies. Our survey respondents are generally optimistic about the value of influencer marketing overall. A further 3% worked with more than 1,000 influencers. Maybe this is one reason for the increase in the use of third-party influencer tools and platforms. Just a reminder that throughout 2020 we continually updated and expanded our, Covid-19 Marketing & Ad Spend Impact Report. This statistic has hovered around the same level in each of our surveys. Facebook is not only the most used social media platform among marketers but also offers the highest ROI. d in a different country from where you operate, PayPal or something like TransferWise is much easier than wire transfer or a manual transaction. As a result, businesses had to upgrade their websites to cope with increased demand. Here, you can give them an exclusive backstage pass to everything your product or service does. mining) provided that all copyright notices and trade marks are All the figures in this section relate to influencers on the Upfluence platform. Clearly, eCommerce is increasing in popularity for all types of businesses. As the data here indicate, it is still a problem for many influencers. A further 8.9% of challenges can be grouped as Other. Similarly, although all engagement rates are low on YouTube, there is a noticeable difference between the 1.64% average engagement of micro-influencers and the mega-influencers' 0.37% rate. We use cookies to ensure that we give you the best experience on our website. sterility. Several influencer platforms have recognized this area of concern over the last year and have implemented tools to discover and deter influencer fraud. The only negative of using this measure is that the calculation of EMV can be complicated. 38.5% believe that you should gauge a campaign by the conversions/sales that result. success of the vaccination programme. If youd like a response from us, please include your email address so we can contact you. There is a distinct female bias amongst TikTok users 24 and younger. 777 Brickell Ave.#500-9006Miami, FL 33131. Our respondents see little value in working with somebody who doesn't really influence their audience or perhaps has an excellent relationship but has the wrong audience for that brand.. Other notable areas of concern included managing the contracts/deadlines of the campaign (14%), bandwidth/time restraints (13.3%), and processing payment to influencers (8.3%). Find productmarket fit, learn from user feedback, and launch your first marketing campaigns. Now that you have a nice website and SEO-rich content, customers should come running, right? That's a lower percentage than Facebook, Instagram, and TikTok. Indeed, the most popular type of TikTok influencer on Upfluence are mid-influencers (32.55%), and micro-influencers make a mere 10.81%. Stay tuned as we'll continue to publish findings from our additional research. To wrap up, here are some highlights from each section that you should take away with you when planning a new year of marketing strategies: Like what you've read and want more? also been associated with menstrual changes.9 Chances are 2023 will continue to see shifts around this. Font Size regular font size large font size; Disclaimer; COVID-19: Get the latest updates on COVID-19 at ct.gov/coronavirus. reach their target audience more effectively, create more effective marketing content, understand which marketing strategies are most effective, increase the ROI of their marketing efforts, and prove the value of their marketing and activities. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, 'b0f73a5e-16e4-41fd-9511-8564efc560a7', {"useNewLoader":"true","region":"na1"}); To help you answer that and other burning questions, we surveyed 1,200+ global B2B and B2C marketers on their goals, challenges, and strategies. The general satisfaction felt by firms that have engaged in influencer marketing seems to flow through to their future planning. However, in 2020 things changed, with Conversions/Sales taking a clear, undisputed lead, which it has kept ever since. Child Health and Human Development. They found a disappointing overall compliance rate with the rules on making it sufficiently clear when they were being paid to promote a product or service. Tiktok, the most recent of platforms used for influencer marketing, has started to see an increase in usage. As we have seen above, many firms reuse influencers with whom they have worked in the past. Once they complete one campaign, they plan, organize, and schedule another one. of those infected with SARS-CoV-2 experienced menstrual disruption.10. Industry deep dives, macro trends, and profiles of fascinating businesses and founders. If they are based in a different country to where you operate from, PayPal or something like TransferWise is much easier than wire transfer. This is down noticeably from last year's 34%, which was, in turn, a drop from 2020's 39%. Another name used for earned media value when related to influencer marketing is influencer media value, which we have written about inWhat Exactly is an Influencer's Media Value. Presumably, the firms in the minority group use influencer marketing predominantly for awareness purposes rather than as a direct means to sell their products or services. The FTC has expressed the opinion that under the FTC Act, product placement (that is, merely showing products or brands in third-party entertainment content as distinguished from sponsored content or disguised commercials) doesnt require a disclosure that the advertiser paid for the placement. 33.5% place more emphasis on awareness. In all the time we have reported on influencer marketing, we have observed the general pattern of Instagram accounts with large numbers of followers having a lower engagement rate than accounts with fewer followers. However, organic influencer marketing can be slow and tedious, particularly when finding and wooing influencers to promote your company's products or services. 24.5% have opted for content type/category (26% last year). TikTok has taken Generation Z with a storm. A whopping 80% of marketers are at least partially back in the office in 2022, while only 20% are fully remote. Previously, those giving free samples outnumbered those paying cash to influencers. The most surprising aspect is just how many firms operate affiliate campaigns. The biggest challenges involve data privacy regulations, consumers being less trusting with their personal data, how fast their audiences evolve,, a lack of information on their shopping habits, and the technological issues and learning curves that come with collecting data. Macro-influencers make a tiny 1.40% (even smaller than the 1.55% who prefer mega-influencers). RCOG responds to reports that COVID-19 vaccine affects periods. In 2022, marketing goals revolved around increasing revenue/sales (27%), improving the customer experience (22%), boosting brand awareness/reaching new audiences (20%), as well as increasing engagement, and strengthening brand loyalty through customer relationships (18%). 55% of our respondents believe that influencer marketing is definitely a scalable tactic in their marketing ecosystem, and a further 38% think that it is somewhat of a scalable tactic. We saw above that 71% of our survey respondents stated that they track sales from their influencer campaigns. Members of Gen Zloosely, people born from 1995 to 2010are true digital natives: from earliest youth, they have been exposed to the internet, to social 30% of marketers are currently creating content that reflects their brands values, making it the third most popular trend right now. TikTok suffered backlash worldwide over concerns about its close ties with the Chinese government, resulting in the Indian government banning the short video app in 2020. Nilesh Vaidya. Shift to value and essentials. . Copyright 2023 BMJ Publishing Group Ltd. Are covid-19 vaccines safe in With more people working from home, clearly, more firms have decided to outsource their influencer marketing. The remaining 29% we merge as Other, representing a wide range of occupations and sectors. Young women are the unlikely new However, brands still think in terms of influencer marketing campaigns. Presumably, the firms in the minority group use influencer marketing predominantly for awareness purposes rather than as a direct means to sell their products or services. These figures are little changed from those reported in 2021. Although the number of firms planning to decrease influencer marketing is up, this is predominantly balanced by a reduction in the Unsure category. Provenance and peer review: Commissioned; not externally peer reviewed. 11% of respondents are clear fans of influencer marketing, intending to spend more than 40% of their marketing budget on influencer campaigns. Instagram is used by 58% of all marketers, the 2nd highest of any platform. we do everything we can to prevent it from happening in the first place. A new report by HubSpot, Litmus, Rock Content, and Wistia to help marketers prioritize their strategies and outperform their goals. WebWe would like to show you a description here but the site wont allow us. Marketing budgets aren't shrinking. Marketing tools and tactics E-Commerce; Digital Content; Marketing Automations; CRM; Websites; Email; Social Media; E-commerce Automations: Time-Saving Techniques for E-commerce Therefore, the proportions of each industry vertical represented here will likely still be typical of influencer marketing users in general. It is still one of the largest increases over the years and takes the total influencer agencies and platforms to 1360. Brands carry out influencer marketing for a range of purposes. The content you create at this stage should answer very specific questions about your product or service (e.g., how it actually works or what skills are required to deal with it). Travel & Lifestyle respondents rebounded to 12%, closely followed by Gaming at 11%. This report is the only place youll get 8 years of video marketing statistics trend data. Most agree that influencer marketing attracts high-quality customers. With 10.5bn spent on digital ads in H1 2021, this shows 42% growth against H1 2019, the last comparable period that did not include lockdown measures. These included high-profile businesses including Adobe, Amazon, Apple, AT&T, Barnes & Noble, Facebook, Ford Motor Co, General Electric, Google, McDonald's, and Microsoft. A massive 84% of them admitted to having upped the amount of content they produced. Now that we've looked at what both general and B2B marketers use most often, lets take a look at each platform more in-depth (in order of their general-marketer popularity) and see how they stack up against one another. The FTC continued to scrutinize the online activities of businesses, sending out over 700. in October 2021 alone to large companies, top advertisers, leading retailers, well-known consumer product companies, and major advertising agencies. The figures in this section show a percentage of those who answered that they use a third-party platform, not the percentage of all survey respondents as a whole. Always focus on how your product or service makes the customers life easier. Food & Beverage brands dotted the list, while a surprising brand was the fastest-growing. . People initially spend considerably more time online than pre-Covid, which hasn't completely reversed despite many people returning to work. Global Head of Banking and Capital Markets. Influencer marketing will continue to grow its high ROI. Possibly because of COVID concerns, there has been less publicity about influencer fraud this year. 72% believe that the quality of customers from influencer marketing campaigns is better than other marketing types. BMJ policy on financial interests is here: https://www.bmj.com/sites/default/files/attachments/resources/2016/03/16-current-bmj-education-coi-form.pdf. 57% of our respondents came from the USA, 13% Asia (APAC), 11% Europe, 5% Africa, 2% South America, and 11% described their location as Other.. This is balanced by an increase in those planning on keeping their budgets the same. We carried out our first influencer marketing survey in 2017, giving us an excellent insight into the state of the industry. By 2025, social commerce is expected to account for 17% of all eCommerce spending. 62% of those respondents who budget for influencer marketing intend to increase their influencer marketing budget over the next 12 months. 33% (down from last year's 34%) gave a more definitive belief that brand safety is always a concern. We asked our respondents whether they had increased content output over the last two years. Furthermore, this is expected to jump a further 19% to $16.4 billion in 2022. Slightly less popular, at 32.8%, is the group of respondents who engage in influencer marketing to build up a library of user-generated content. Payments based on product level (4%) and tiered incentives (4%) were less common. Gynaecologists and the MHRA recommend that anyone reporting a change in periods Then, start creating that content from the very top of the funnel. WebOnly 13% are happy with their CMS - Download the State of CMS APAC Report. Influencer marketing also comes in second for the trend marketers plan to invest in more than any other in 2023 and 89% of marketers using it will increase or maintain their investment next year. Finally, the key BOFU content metrics include: According to the survey we conducted, a majority of marketers already create content that speaks to one part of the marketing funnel. A couple of years ago, influencer fraud was a significant discussion point. Start by mapping out a rough idea of what content youll need to create for each stage of the buyer's journey, from brand awareness to purchase decision. Other content types, like webinars (which are usually free and full of information), demonstrate to prospects how your product or service works and can excite them and guide them toward a possible conversion. This is expected to jump to $13.8 billion in 2021. TikTok has also suffered backlash worldwide over concerns with its close ties with the Chinese government. COVID clearly hasn't made much impact here. Perhaps the uncertainties of COVID have led to firms preferring short campaigns they can change quickly if necessary. Also, many people deliberately choose to follow popular influencers passively, happily "lurking," viewing shared images without active participation. The majority (59%) admit to having a standalone budget for content marketing. Its important to avoid being overly sales-y at this stage. Perhaps this relates to the strength of TikTok's algorithm in targeting content to match the interests of its viewers. For example, micro-influencers on Instagram have an average engagement rate of 3.86%, and that rate falls at every level of influencer, bottoming out at 1.21% for mega-influencers. What Is Instagram Creator Marketplace? Also, larger firms use agencies for all of their marketing, including influencer marketing. Despite all the uncertainties caused by COVID in 2020, influencer marketing is still a highly popular and effective form of marketing. building trust. If you are unable to import citations, please contact How to win customers without social media. Therefore, it should be no surprise to see quite some variation on what firms spend on the activity. After all, some of the biggest advantages marketers get from using data to inform their marketing strategy are that data helps them reach their target audience more effectively, create more effective marketing content, understand which marketing strategies are most effective, increase the ROI of their marketing efforts, and prove the value of their marketing and activities. As social media apps like Instagram, Twitter, and Facebook continue developing their e-commerce capabilities, providing customer service through DMs will only become more crucial. managed according to the usual clinical guidelines for these conditions.714. COVID has the effect of increasing the extremes firms have either decreased their influencer marketing noticeably or have put more emphasis on the practice and spend more on it. Only 9% disagree with the sentiment. By sending a Notice of Penalty Offenses, the agency placed the companies on notice they could incur significant civil penaltiesup to $43,792 per violationif they use endorsements in ways that run counter to prior FTC administrative cases. Of the challenges marketers face, those they struggle with most right now are: When it comes to the biggest challenges marketers anticipate in 2023, keeping up with the latest trend tops the list, followed by increased competition, leveraging their CRM to its fullest potential, and having to pivot their marketing strategy. In this stage, the top five commonly used content types include: The content types are more product-oriented to help nurture prospective customers into seeing the true benefits of your product or service. Back in 2015, there were just 190 influencer platforms and agencies. Many campaigns are designed to increase brand awareness rather than encourage sales. 14% of marketers will invest more in Instagram than any other platform in 2023, and 29% of marketers plan to try Instagram for the first time next year. The more information you can provide, the easier it is for us to investigate. Take this post, How to Become a Better Writer: 14 Expert Tips, as an example.