57 Influencer marketing statistics you need to know in 2020

04.03.2020 BRANDS

In our latest influencer marketing report, we surveyed brands and influencers to gain a greater understanding of the industry to date. Our research is intended to support, inform and guide the industry moving forwards.

Key trends

Our survey highlighted core trends people in the industry should be aware of. These trends are indicative of influencer marketing’s progression and growth. However, they also pinpoint a number of areas for improvement. These trends are as follows.

  • Pricing is still an issue for brands and influencers. Brands are unsure what pricing structure is fair and influencers are unsure how much they should charge brands.
  • The quality of content emerged as a key indicator of success both when choosing which influencers to work with and measuring the success of the campaign.
  • Influencer marketing is becoming increasingly entrenched within overarching marketing channels. This is most commonly seen through the use of repurposing influencers’ content on other channels including paid ads, social media and within website content.
  • For the industry to mature, agencies, platforms and brands need to work together to create a systemised approach to pricing and campaign success measurement.

For full access to our report including additional findings, please download.

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Influencer marketing statistics 2020

  • 10.9% of brands measure success by looking at unique impressions
  • 13.2% of brands measure success by looking at total reach
  • 17.8% of brands measure success by looking at sales
  • 22.5% of brands measure success by looking at engagement
  • 20.2% of brands measure success by looking at ROI
  • 21.7% of brands found ambassador and long term relationships to be the most effective collaboration type
  • 27.5% % of brands found gifting to be the most effective collaboration type
  • 27.5% of brands found paid campaigns to be the most effective collaboration type

 

Influencer marketing pricing statistics 2020

  • 44.9% of influencers only know how much they should charge brands, sometimes
  • 25.4% of influencers do not know how much they should charge brands
  • 24% of influencers estimate how much they should charge brands based on time and effort it would take to create the content
  • 22.1% of influencers would reject a collaboration if the price was unrealistic.
  • 58.5% of brands will increase their influencer marketing budgets in 2020.
  • 50.7% of brands believe Instagram story posts should be cheaper than on-feed posts
  • 49.% of brands feel influencers quoted fees are quite high
  • 32.4% of brands feel standardised pricing is needed for the industry to mature
  • When comparing influencer prices 13% of brands consider cost per conversion
  • When comparing influencer prices 18.8% of brands consider cost per engagement
  • When comparing influencer prices 13% of brands consider cost per thousand followers (CPM)

influencer marketing budget

 

Influencer marketing content statistics 2020

  • 49.6% of influencers state their followers care most about authentic content.
  • 42.1% of influencers state their followers like a variety of content from different brands
  • When it comes to heavily branded content, 19.6% of influencers try to push back and convince rands of a more organic approach
  • When it comes to heavily branded content, 15.6% of influencers don’t mind but charge more for briefs like that.
  • 38.1% of brands repurpose influencer content on their social media channels
  • 15.1% of brands repurpose influencer content on their website
  • 6.3% of brands repurpose influencer content within print publications
  • 16.7% of brands repurpose influencer content on paid social channels
  • 18.3% of brands repurpose influencer content within their marketing material

influencer marketing chart

Transparency influencer marketing statistics 2020

  • 55.8% of influencers always tag their posts with #gifted #sponsored #ad
  • 14.9% of influencers tag their posts with #gifted #sponsored #ad only when asked to by brands
  • 31% of influencers believe it is not necessary to show brands that their following is genuine
  • 24.1% of influencers use screenshots to show brands their following in genuine
  • 13% of influencers use third party audience analytics tools to show brands their following is genuine
  • 20.4% of influencers only tag their posts with #sponsored or #ad when the campaign is paid
  • 65.2% of brands validate the authenticity of of an influencer’s audience

 

Influencer marketing challenges statistics 2020

  • 73% of influencers state their biggest frustration with the industry is changing in social media algorithm that chance how their content is shown on follower’s feeds
  • 15.8% state their biggest frustration with the industry is the rise in bots.
  • Only 7.7% of brands stated that influencer marketing has become easier compared to previous years.
  • 19.1% of brands feel industry reporting standards are needed for the industry to mature
  • 19.1% of brands feel better education and knowledge is needed for the industry to mature
  • 16.7% of brands struggle the most with finding influencers who don’t have fake/followers or engagement
  • 15.4% of brands struggle the most with finding new influencers to work with
  • 9.2% of brands struggle the most with justifying the budget to senior management
  • 12.3% of brands struggle the most with setting KPIs
  • 9.2% of brands struggle the most with reporting and benchmarking performance
  • 24.6% of brands struggle the most with pricing.

influencer marketing stats

 

Relationship between influencers and brands statistics 2020

  • 56.3% of influencers believe that ahead of collaboration, brands should care most about the quality and style of content
  • 19.5% of influencers believe that ahead of collaboration, brands should care most about follower demographics
  • 9.8% of influencers believe that ahead of collaboration, brands should care most about audience authenticity
  • 7% of influencers believe that ahead of collaboration, brands should care most about engagement rate
  • Only 2.3% of influencers believe that ahead of collaboration, brands should care most about fees
  • 73% of influencers put more effort into sponsored content for brands they like and feel passionately about.
  • 14.6% of influencers would reject a collaboration if there were too heavily restricted guidelines.
  • 10.7% of influencers would reject a collaboration if there was lack of communication
  • 29.2% of influencers would reject a collaboration if the brand didn’t resonate with them or their audience
  • Compared to last year, brands are most likely going to work with micro-influencers (21.7%) and mid-level influencers (21.7%)

micro influencer stats

 

 

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