57 Influencer marketing statistics you need to know in 2020

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.

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