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TRANSCRIPT
MARKET
RESEARCH
INFLUENCER
MARKETING
Section One: Activities & markets
Section Two: Market penetration & budgets
Section Three: Influencer marketing objectives
Section four: How influencers are found
Section five: Channels of influencer marketing
CONTENT
OUTLINE
+50% works in a marketing or related field.
SECTORS OF ACTIVITY
20% were specifically
involved in the E-
Commerce industry
The largest sector of
activity went to those
who work in Digital
and Social Media
MARKETS THEY OPERATE IN
+50%operate across Europe
Significant amount operates across several zones
MARKETS THEY OPERATE IN
Most respondents
operated in North
America and Europe
The highest number of
respondents (about
25%) were found
operating in the USA
INFLUENCER MARKETING PENETRATION
Many of those who responded to the survey were already familiar with influencer marketing and had used it in the past Almost an equal amount had never used influencer marketing Almost a third of respondents were planning on using influencer marketing sooner rather than later
Yes No
Plan to use in
distant fu
turePlan to use
in
near fut
ure
INTENTION ALLOCATED BUDGET
Most respondents were looking to test influencer marketing or increase their overall budgets towards influencer marketing over the next 12 months. Fewer than 10% of respondents were looking to maintain their budgets, and few wanted to decrease their influencer marketing budgets.
Decreas
e of budget
over next
12 months
Unsure, w
e might te
st
over next
12 months
Same budget over
next 12 months
Increase
our budget
over the next
12 months
CURRENT BUDGET ALLOCATION
While most respondents were looking to increase and test influencer marketing, they did not allocate muchbudget to it. Nearly all respondents had an influencer marketingbudget under 5K (in their given currency, though the prices were shown in euro). These figures are maintained when asked about the percentage of their marketing budgets that were dedicated to influencer marketing.
5K€ - 10K€
10K€ - 25K€
25K€ - 50K€
Over 50K€
Under 5K€
PERCENTAGE ALLOCATED BUDGET
Most respondents allocated under 5% of their total marketing budgets to influencer marketing while nearly half (45%) wished to allocate a larger percentage of their marketing budgets to influencer marketing. However, as there were several respondents who allocated a higher percentage of their budgets to influencer marketing, with the vast majority spending under 5K € (see previous slide) we can presume that the overall budgets of these companies is not much higher than 5K€/year.
0% - 5%
5% - 10%
20% - 30%
10% - 20%
30% - 40%
+40%
INFLUENCER MARKETING OBJECTIVES
Over half of
all respondents viewed
the main objective
behind influencer
marketing as obtaining
leads and conversion
30% of those surveyed
said they’d prefer
brand exposure The
rest of respondents
were interested in
either content
promotion or other
goals.
INFLUENCER MARKETING OBJECTIVES
+20%
Over half of all respondents thought the most important indicator of great influencer marketing campaign success was in revenue generated.
thought the best indicatorswere found in brand awareness and social shares.
+40% are looking for quality and authenticity in their influencers above all else.
+25% are looking at engagement rates, size of the audience or social following.
5% of respondents were concerned with budget.
INFLUENCER MARKETING OBJECTIVES
HOW INFLUENCERS ARE FOUND
While the vast majority
of respondents wanted to
reach out directly to
influencers themselves,
15% were looking to use
influencer marketing
platforms to accomplish
this, while another 10%
preferred to turn to media
companies and publishers.
According to nearly 8%,
influencers reached out to
them directly.
While most respondents looked to blogs for influencer marketing, many wanted to combine this with social media influencers. The top social influencer platforms were Facebook, Instagram, and YouTube. Pinterest came in surprisingly low, which could be a good opportunity for growth for Reech.
MARKET PINPOINT
Blogs
YouTube
Pinterest Other
Google+
facebook.com/reechcom
instagram.com/reech_com
twitter.com/Reech_com
facebook.com/ECommerceNationINT
instagram.com/ecom_nation
twitter.com/ecom_nation
CONTACT
INFORMATION