Is influencer advertising a part of your 2021 digital advertising plan?
It actually is for a rising variety of manufacturers, with newer platforms and codecs making it tougher to maintain up with the most recent traits, and make sure that they’re maximizing their messaging on each platform.
That is very true of an app like TikTok, which actually requires particular viewers data and understanding to faucet into the natural really feel of the app, and join with its viewers. Certainly, the perfect advert campaigns, based on TikTok, are people who most intently align with the best way common customers interact – and until you are energetic on the platform day-after-day, that may be troublesome to duplicate.
So what ways are digital entrepreneurs seeing probably the most success with in influencer advertising, and the way are skilled companies trying to allocate their influencer advertising budgets this yr?
To shed some gentle on this, Linqia not too long ago surveyed over 163 enterprise marketers and agency professionals, from a wide range of industries, to study extra about their use of influencers, and the way they’re trying to evolve their methods within the yr forward.
You may learn the total report here (by way of electronic mail sign-up), however on this put up, we’ll check out among the key findings.
First off, Linqia discovered that the overwhelming majority of these surveyed indicated that they are trying to enhance their influencer advertising price range in 2021, following on from their experiences final yr.
As per the report:
“71% of enterprise entrepreneurs who knew how the advertising price range could be allotted in 2021 stated that their influencer advertising budgets would enhance over 2020. That’s a big enhance from our 2020 report when solely 57% stated they deliberate to extend their price range.”
The info means that extra manufacturers are seeing outcomes from their influencer advertising efforts, which is additional bolstered 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 aspect 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 yr, there was even stronger demand for this highly effective group. On this yr’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 inclined to not solely be less expensive, however they’ll even have stronger connection to their communities, that they’ve constructed by way of extra direct engagement and interplay. That may make their endorsements extra highly effective, driving extra gross sales.
Even if you happen to’re not reaching the most important attainable viewers, you could be reaching probably the most profitable one to your efforts with these creators.
Linqia additionally discovered that almost all 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 have been slightly below Pinterest – and forward of gaming platform Twitch.
There are some attention-grabbing notes right here – doubtless nothing past what most would count on, however it’s attention-grabbing to see the rising demand for TikTok experience, and the varied ways commonest amongst different advertising groups.
Will that affect your influencer advertising method?
You may learn Linqia’s full State of Influencer Advertising 2021 report here.
Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.
If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.