Global influencer marketing study cheat sheet 

Global influencer marketing study cheat sheet 
Stats cheat sheet

The latest eMarketer study is out and for those who don’t have time to read the whole 34 pages, we’ve summarised the key stats and takeouts in a handy cheat sheet.

General Stats

STAT: More than 50% of worldwide internet users say that their digital purchases are influenced by social media.

SOURCE: eMarketer Global Influencer Marketing study 2018.

STAT: 49% of internet users worldwide said they trusted information from online personalities with a small following. Only 36% said the same of well-known online personalities. Celebrities, meanwhile, were the least trusted source of information, cited by 27%.

SOURCE: November 2017 survey by Edelman.

STAT: Nearly half of cosmetic, fashion and luxury marketers in Europe and the US considered micro influencers to be the most effective tier of influencer for their brand. By comparison, just 11.3% chose celebrity influencers with 1.5 million or more followers.

SOURCE: January 2018 survey by software company Launchmetrics.

QUOTE: “Microinfluencers tend to be more useful for generating engagement and sometimes sales. That’s because they are more relevant to a select group of people and offer better audience targeting than an influencer or celebrity with millions of followers. What’s more, they are highly local and give global brands a direct line to customers in a specific market.”

SOURCE: eMarketer Global Influencer Marketing study 2018.

STAT: We forecast that 27.2% of social network users worldwide, or 714.4 million people, will use Instagram at least once per month in 2018—a figure that will rise to 31.2% by 2022.

SOURCE: eMarketer Global Influencer Marketing study 2018.

STAT: 79% of UK and US marketers, for instance, either used or planned to use influencer marketing as of February 2018. And 43% said they planned to spend more this year than they did in 2017.

SOURCE: OnBrand and Bynder, “The 2018 State of Branding Report,” March 20, 2018.

Australia specific stats

STAT: Instagram is a solid choice for influencer-brand collaborations in Australia. The country has the fourth highest user penetration rate in the world, at 55.4% of social network users in 2018.

SOURCE: eMarketer Global Influencer Marketing study 2018.

STAT: More than four in 10 social media users who follow internet personalities would consider buying a product recommended by an influencer.

SOURCE: eMarketer Global Influencer Marketing study 2018.

USA specific stats

STAT: Influencers, particularly in the beauty industry, have taken the UAE’s advertising market by storm. Nearly all (94%) marketing professionals said they believed influencer marketing was important for their brand, and 49% said they worked with social media influencers.

SOURCE: Poll by YouGov for BPG Cohn & Wolfe in September 2017.

Killer case study

“It’s nearly impossible to talk about successful influencer marketing without mentioning Sweden-based watchmaker Daniel Wellington. Launched in 2011, the brand bypassed traditional advertising channels altogether, instead building its entire marketing strategy around Instagram influencers.

The concept is simple: Offer watches to influencers in exchange for a post on their Instagram profile. Daniel Wellington repurposes those posts and features them on its own account, which had 4.2 million followers as of June 2018. Many of those influencers, who range from celebrities to microinfluencers, also receive a custom coupon code, allowing the brand to track sales generated by each one.

In 2017, Daniel Wellington was rated the fastest-growing private company in Europe by Inc. Magazine, with an astronomical revenue growth rate of roughly 4,695% in the past three years.”

SOURCE: eMarketer Global Influencer Marketing study 2018


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