here are the main results from our influencer marketing 2020 study, along with a selection of other relevant recent statistics we have found. this means that the growth in influencer marketing over the current year, 2019 to 2020, has seen the estimated market size increase from $6.6 billion in 2019 to $9.7 billion in 2020. we are fast approaching a market size of $10 billion. we analyzed 100,000+ influencer profiles across leading influencer marketing platforms, instagram, tiktok, and twitter to see if there were variations in the engagement rate depending on an influencer’s number of followers. now more than 90% of all influencer campaigns include instagram as part of the marketing mix. unsurprisingly, considering the overall positive sentiment expressed about influencer marketing, 91% of our survey respondents believe influencer marketing to be an effective form of marketing. however, the vast majority of firms intend to include at least some influencer marketing in their mix. clearly, the amount that a firm spends depends on the size of its total marketing budget and the proportion it chooses to devote to influencer marketing.
influencer marketing is sufficiently widespread now that most businesses understand that the best way to measure your influencer marketing roi is by using a metric that measures the goals of your campaigns. 80% of the respondents in our survey take their influencer marketing spending from the budget of their marketing department. somewhat less popular, at 24%, is the group of respondents who engage in influencer marketing to build up a library of user-generated content. maybe this is one of the reasons for the increase in the use of third party influencer tools and platforms. a contentious issue in influencer marketing is the amount of automation you can successfully use. 50% of our respondents believe that influencer marketing is definitely a scalable tactic in their marketing ecosystem, and a further 41% think that it is somewhat of a scalable tactic. we asked those of our respondents who engaged in influencer marketing how many influencers they had worked with over the last year.
despite all the uncertainties caused by covid in 2020, influencer marketing is still a highly popular and effective form of marketing. due to our survey sample size, the proportions of each industry vertical represented here will likely be typical of influencer marketing users in general. coronavirus has accelerated that growth in 2020, and this is estimated to continue in 2021. from a mere $1.7 billion in 2016, influencer marketing is estimated to have grown to have a market size of $9.7 billion in 2020. this is expected to jump to $13.8 billion in 2021. as influencer marketing has matured as an industry, it has attracted support companies and apps to simplify the process for both brands and influencers. judging by the recent uptake in influencer marketing over the last few years, much of this increase in content must be created and delivered by influencers on behalf of brands. although the number of firms planning to decrease influencer marketing is up, this is predominantly balanced by a reduction in the unsure category. however, the vast majority of firms intend to include some influencer marketing in their mix. 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. we found that 67% of our respondents measure the roi from their influencer campaigns.
this is a 3% increase in favor of emv compared to last year’s result. 82.5% of the respondents in our survey take their influencer marketing spending from their marketing department’s budget. the most significant change comes in second place, with 45% of respondents now using tiktok for their influencer marketing campaigns. 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. maybe this is one reason for the increase in the use of third-party influencer tools and platforms. a contentious issue in influencer marketing is the amount of automation you can successfully use. the vast majority recognize that influencer marketing is, to some extent, a scalable tactic in their marketing ecosystem. we asked those of our respondents who engaged in influencer marketing how many influencers they had worked with over the last year. these later companies are probably brands that prefer the “always-on” approach to influencer marketing.
this means that the growth in influencer marketing over the current year, 2019 to 2020, has seen the estimated market size increase from $6.6 from a mere $1.7 billion in 2016, influencer marketing is estimated to have grown to have a market size of $9.7 billion in 2020. this is influencer intelligence in association with econsultancy, is pleased to present a ground-breaking industry trends report ‘influencer marketing 2020’., social media influencer statistics 2020, social media influencer statistics 2020, influencer marketing 2021, social media influencer statistics 2021, influencer marketing report.
our annual report, the state of influencer marketing 2020, contains findings from our survey with marketers and agency professionals on how they’re from budgets to roi to effectiveness, these are the most relevant and up-to-date influencer marketing statistics. see demographics, surveys, forecasts here: influencer marketing is a complex system that is often instantaneously affected by changes in political or social trends. by thinking of overall, influencer marketing hub, influencer marketing market size. is influencer marketing effective 2020? is influencer marketing still effective in 2021? why is influencer marketing effective 2021? is influencer marketing still effective?
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