Important Influencer Marketing Statistics

DIGITAL MARKETING Jul 16, 2019

Influencer marketing is the fastest growing advertising model on the internet right now, and justifiably so.

The ROI for this type of marketing beats out more established marketing models, such as pay per click (PPC), old-school static banner ads or display ads, search engine marketing (SEM), search engine optimisation (SEO), video ads, non-influencer driven social media advertising, affiliate marketing, and opt-in email marketing.

The article below will walk you through a credible assortment of influencer marketing related statistics that will illustrate just how effective this new model of online marketing really is.

The Highest ROI Statistics

According to the latest statistics published, brands are reportedly seeing $6 returns for every $1 spent on influencer driven marketing, an out of this world ROI that you will not find with any other ad model out there. It has also recently been reported that influencer marketers typically deliver 11 times higher ROI than all other forms of digital marketing. Regarding purchase intent, an influencer typically drives over 5 times higher rates in this metric when cross-compared to non-influencer driven forms of social media marketing. You will not find this level of ROI in any other on or offline advertising model.

A figure likely to surprise most people is that influencer driven marketing is now an industry worth over a billion dollars in collective ad revenue alone. The sales driven bottom-line that influencers are generating for their ad clients is in the tens of billions of dollars, with over 55 percent of women stating that they primarily make online purchases after hearing about the product or service through an influencer. All of the aforementioned statistics above firmly place influencer driven marketing at the very top of the advertising ROI food chain.

The Highest Rates of User Engagement

When it comes to user engagement rates, this is the metric where influencer driven marketing shines the brightest. For example, Instagram influencers typically see an audience engagement rate that is nearly 12 times higher than what a static website can generate. Regarding social media, one-third of Millennials state that they regularly engage with the content of a popular Instagram or Twitter influencer every time they get online. Furthermore, over 48 percent of women claim to interact with an Instagram brand because an influencer recommended it. These user engagement statistics are not only high compared to engagement rates commanded by other forms of online media, but they are also at a level that is unheard of in any advertising model that has ever existed in human history.

Phenomenal Influencer Reach

When it comes to user reach, social media influencers are starting to dwarf age-old television personalities by wide margins. As any influencer management expert will tell you, influencers represent new media and they possess the ability to tap into reach metrics that can only be attained by interacting with a global audience. For example, did you know that over 65 percent of YouTube subscribers recently stated in an online poll that they would take the advice of an online influencer over advice coming from a television-based personality?

A major role that influencer management agencies play is in helping celebrities, athletes, musicians, politicians, and other noteworthy individuals bridge that gap between old and new media. These agencies can easily turn a non-digitally based celebrity or personality into a powerhouse influencer. With over 75 percent of teenage YouTube subscribers stating that they relate to internet personalities more than off-line stars and celebrities, it is no wonder that so many of these prominent people or flooding into influencer agencies to modernize and monetize the way in which they interact with their fans and audience.

The Key Stat That is Driving Influencer Based Marketing to New Heights

The one key statistic that is driving influencer-based marketing to new heights, is the astonishing 75 million current internet users that employ ad-blocking technology on their smartphone, tablet, or pc. That figure is climbing by 5 percent or more each year. Ad blockers are powerful software programs that filter out traditional advertisements from being displayed in a web browser, app, or other media platform.

With influencers usually delivering their ads through interactive or opt-in content feeds, it is almost impossible for ad blockers to have any effect on this type of advertising as it isn't strictly code based nor easy to filter.

Leah Gibbs - Social + Digital Marketing Agency Owner

Associate CPM - AMAMI Australian Marketing Institute - Serving Clients Worldwide www.yourdigitalagency.com.au