Influencer ：2019年意見領袖營銷報告(英文版)（36頁 ）.pdf

1、INFLUENCER MARKETING BENCHMARKS REPORT 2019 TABLE OF CONTENTS 3 5 8 12 15 33 35 Why Influencer Marketing Benchmarks matter Audience Quality Benchmarks Like Follower Ratio Benchmarks Engagement on sponsored vs. non-sponsored posts on Instagram Engagement on sponsored vs. non-sponsored posts by countr

2、y Influencer Marketing Benchmarks - Key Takeaways Methodology Why Influencer Marketing Benchmarks matter Between the Fyre Festival documentaries, rampant fraud via purchased followers and engagements, and even the more recent James Charles fiasco, influencer marketing has received a somewhat shady r

3、eputation in colloquial conversations this year. At InfluencerDB, we strive to shed light on the influencer industry by providing transparency and data-backed insights to help marketers make better data-driven decisions. By establishing industry benchmarks for success, we help to level the playing f

4、ield and create a marketplace for anyone to feel comfortable participating without fear of wasted investment. The benchmarks outlined in this report will give influencer marketers an independent perspective on standard influencer campaign performance, a necessary statistic for any successful data-dr

5、iven organization. The report is broken up by country and by vertical, giving a clear view into how Instagram influencers work for advertisers in many different markets. Most importantly, these benchmarks allow brands and agencies alike to showcase great results relative to industry standards, confi

6、dently and authoritatively proving return on investment. Engagement rates have steadily dropped over the years and recently reached a plateau, giving marketers a clear understanding of what success can and should look like for their teams. With that said, its important to remember that data refers t

7、o people and to always consider the end user when launching a campaign. Mona Hellenkemper Director of Marketing, InfluencerDB InfluencerDBs Expert Opinion Audience Quality Benchmarks Audience Quality Benchmarks Explained The Audience Quality Distribution predicts how likely it is for an influencers

8、following to see and engage with posts, typically related to Instagram activity and their number of followed accounts. A good quality distribution suggests an audience that actively uses Instagram, contains little-to-no fake accounts, and does not follow more channels than it can consume. As evidenc

9、ed in the next slide, Brazil has one of the lowest cumulative Audience Quality benchmarks, which correlates with a recent finding by InfluencerDBs world-class data science team: the majority of fake accounts claim to originate there. The fake engagement industry in Brazil is a good but unfortunate e

10、xample of how bad actors can have major impacts, in this case a lowered audience quality of an entire country. For marketers hiring influencers, its imperative to be able to detect audience quality. While not alwaysavailable to the human eye, this information can make or break a campaign. Marketers

11、and advertisers with influencer audience quality benchmark data can easily understand which influencers and markets to prioritize. Audience Quality Benchmarks by Country *Q1, 2019 Percentile (Average) Like Follower Ratio Benchmarks Like Follower Ratio Benchmarks Explained Like Follower Ratio (LFR) i

12、s the average number of likes on each post in proportion to the number of followers on an Instagram account. Per additional research from InfluencerDBs in- house data science team, these LFR Benchmarks have noticeably decreased across verticals year-over-year. This indicates that the industry is sta

13、rting to get saturated, and perhaps the gold rush of influencer marketing is over. Marketers can tackle this challenge of a maturing industry by paying attention to the collaborations that they implement, choosing the right partners is more important than ever before. Vertical Beauty Fashion Food Li

14、festyle Travel Sports & Fitness 2019 3.2% 3.5% 3.2% 3.6% 4.5% 3.7% 2018 4.9% 5.3% 6.7% 5.4% 8.0% 5.2% Like Follower Ratio Benchmarks by Verticals *Q1, 2019 These benchmarks give influencer marketers an independent perspective on how their competitors are performing on average. Despite having the hig

15、hest LFR, travel influencers account for 5% of Instagrams total sponsored trailing both Fashion (25%), Food (12%), and Beauty (7%). Like Follower Ratio Benchmarks by Account Size *Q1, 2019 Interestingly, after exceeding a threshold of 10,000 followers, influencers maintain a consistent Like Follower

16、 Ratio regardless of their follower size. Engagement on Sponsored vs. Non-Sponsored Posts on Instagram Engagement on Sponsored vs. Non-Sponsored Posts on Instagram Our research shows that sponsored posts have performed better than non-sponsored posts on Instagram since the second quarter of 2016. Th

17、e absolute reasons are difficult to identify, but our research of the industry would point towards the following reasons. 1) Influencers put more effort into their content when theyre being sponsored. 2) Some influencers might purchase likes or followers in order for brands partners to trust that th

18、eir advertising investments are showing returns. 3) People like to see their favorite influencers getting brand deals and engage more as a form of support. 4) Algorithms give precedence to sponsored posts and organic reach is decreasing. Influencer marketing has become much more strategic than in ye

19、ars past, and campaigns are increasingly designed for engagements. For example, product placement as influencer content no longer appeals, and instead brands are creating 7-day challenges and more complex campaigns. Brands and agencies are also working with friend groups, pods, networks and entire a

20、mbassador programs, meaning that more than one person is involved. In our report The Best-Performing Brands by Earned Media Value, we identified the average number of influencers used in a campaign to be 726. *Outliers in this data are related to either current events or limited sample sizes. For ex

21、ample, Brazil in Q3 of 2016 had a significantly higher LFR on sponsored posts because of the 2016 Summer Olympics. Conversely, in markets where influencer marketing and sponsored Instagram advertising didnt become standard until late 2016 or early 2017, there are additionally noteworthy anomalies. E

22、ngagement on Sponsored vs. Non-Sponsored Posts on Instagram - Global Development Engagement on Sponsored vs. Non-Sponsored Posts Australia, Canada, United Kingdom, United States Engagement on Sponsored vs. Non-Sponsored Posts on Instagram - Australia Engagement on Sponsored vs. Non-Sponsored Posts o

23、n Instagram - Canada Engagement on Sponsored vs. Non-Sponsored Posts on Instagram - United Kingdom Engagement on Sponsored vs. Non-Sponsored Posts on Instagram - United States Engagement on Sponsored vs. Non-Sponsored Posts Germany, Netherlands, France, Italy, Spain Engagement on Sponsored vs. Non-S

24、ponsored Posts on Instagram - Germany Engagement on Sponsored vs. Non-Sponsored Posts on Instagram - Netherlands Engagement on Sponsored vs. Non-Sponsored Posts on Instagram - France Outliers in this data are related to either current events or limited sample sizes. Our Data Science department conne

25、cted this peak on non-sponsored posts with Instagram posts of the Olympic medals that France won in the Summer Olympics of 2016. Engagement on Sponsored vs. Non-Sponsored Posts on Instagram - Italy Engagement on Sponsored vs. Non-Sponsored Posts on Instagram - Spain Engagement on Sponsored vs. Non-S

26、ponsored Posts Brazil, Mexico Engagement on Sponsored vs. Non-Sponsored Posts on Instagram - Brazil Outliers in this data are related to either current events or limited sample sizes. The peak in the sponsored posts corresponds directly with the 2016 Summer Olympics, of which Brazil was a host count

27、ry. Engagement on Sponsored vs. Non-Sponsored Posts on Instagram - Mexico Engagement on Sponsored vs. Non-Sponsored Posts India, Singapore, South Korea Engagement on Sponsored vs. Non-Sponsored Posts on Instagram - India Engagement on Sponsored vs. Non-Sponsored Posts on Instagram - Singapore Engage

28、ment on sponsored vs. Non-Sponsored Posts on Instagram - South-Korea Industry Benchmarking - Key Takeaways Instagram influencers receive less engagement than ever before at a time when more and more advertisers have begun investing larger portions of their budgets into the platform and strategy. Wit

29、h more demand and less quality supply than years past, its more important than ever for advertisers to analyze both qualitative and quantitative data to find the most optimal influencer partners for their marketing campaigns. Instagram accounts with greater than 10,000 followers generally have about

30、 the same Like Follower Ratio, regardless of if its 11 thousand followers or 11 million. However, accounts with 5,000 to 10,000 followers gain nearly 3% higher engagement, and nano-influencers with 1-5k followers are even 2% higher than that! The influencer industry is evolving away from massive cel

31、ebrity endorsements toward nano-influencers. This makes the influencer marketplace much more alluring and accessible to small businesses than ever before. As the industry is maturing, marketers and advertisers need to get educated about their market position. Benchmarks help to identify which influe

32、ncers and markets to prioritize, and this information can make or break a campaign. 1 2 3 4 An entire untapped ecosystem of creators exists beneath the surface level influencers of yesterday. The savviest marketers have already begun the arms race to collaborate with these undiscovered and beloved c

33、reators. With influencer marketing firmly establishing itself as a strong alternative to traditional advertising, consumers are increasingly receptive to sponsored influencer content, oftentimes more so than non- sponsored influencer content. Robert Levenhagen CEO & Co-Founder, InfluencerDB Influenc

34、erDBs Expert Opinion Methodology Dataset: 307k accounts in InfluencerDBs Influencer Marketing Cloud The Influencer Marketing Cloud by InfluencerDB empowers you with a world- class technology solution for influencer relationship management and scales with your influencer marketing needs. All metrics provided in this report are accessible for your entire team in the Influencer Marketing Cloud. Easily benchmark your campaigns with Audience Quality and Engagement metrics for all Instagram accounts worldwide! Manage, Measure and Optimize Your Influencer Marketing Programs REQUEST MORE INFORMATION