If influencer marketing was until recently an emerging element, it has now become a fundamental piece of social media marketing and digital marketing strategies. Companies are increasingly using social media to connect with audiences and are positioning themselves in these environments in a much clearer way. Influencers are the way to reach audiences.
But what is happening right now in influencer marketing? The latest study has been prepared by eMarketer and Insider Intelligence, based on performance data from US companies with more than 100 employees. Their conclusions allow us to understand the state of things and what priorities companies have in their relationship with influencers.
The first big takeaway from the study is that marketers are already investing fairly generally in influencer marketing, and they hope to do even more in the foreseeable future. Right now, 67.9% of marketers say they will use influencer marketing this year. In 2022, the figure will rise to 72.5%.
This growth is a natural conclusion of the movements that marked the behavior patterns of brands during the pandemic. As Jasmine Enberg, senior analyst and head of the study, explains, “The pandemic has played a major role in driving wider adoption of influencer marketing.”
Although at first marketers paused the investment, after the first half of the year it recovered quickly. Not only was it quickly returned to previous patterns, but spending was also increased. Between April and June 2020, the number of sponsored posts on social networks had fallen compared to the same period of the previous year by 42.9%. In December, they were already rising at a rate of 20%.
The social networks that take this investment
Just as the universe of influencers should not be seen as a kind of ‘whole’ and within the market itself there are nuances and differences, it should not be assumed that the bonanza of social networks affects all social media platforms in the same way. From the market.
There are trends that mark those who get the best data, but there are also patterns determined by the interests of the brands themselves and the niche public they want to reach. All this means that some social networks grow overwhelmingly in the plans of corporations – see the case of TikTok – and that others, on the contrary, fall in investment forecasts.
Thus, Instagram remains the most popular social network for marketers, despite a slight correction. Of those surveyed, 93% say they plan to use Instagram in their marketing actions with influencers. In 2020, they were 97%. Stable, on the contrary, the forecast regarding their Stories is maintained. 83% in both 2020 and 2021 plan to use Instagram Stories. Reels did not exist in 2020, but in 2021 they already have 36% and intention of use.
Behind Instagram is now TikTok, the most impressive rise in year-on-year patterns. In 2020, only 16% of those surveyed said they planned to use the social network. In 2021, they were already 68%.
With that percentage, TikTok matches the current intention to use Facebook, which is the social network that has lost the most in influencer marketing. In 2020, 79% of marketers were going to use it. In 2021, they are already 68%. They are followed by YouTube (48% now, 44% in the previous year), Pinterest (35% versus 29%) and Twitter (32% versus 35%).
The growth of TikTok could, on the other hand, serve to visualize what could happen with other fashionable and emerging social networks. Twitch could be the next bombshell: in 2020 it entered the 5% plans. Now it is 13%. The social network is also in that phase of becoming fashionable, which could have a greater impact on next year’s projections.
Twitter and Facebook Are they no longer the domain of influencers?
Beyond which social networks benefit and which have become the main protagonists of the investment, the study also makes it clear who is losing steam. Facebook and Twitter are becoming much less relevant to influencer marketing strategies, which is hardly surprising.
The latest data from different studies and analyzes have already pointed out how these traditional social networks are in crisis. They have lost engagement and cultural relevance.
The case of Facebook is possibly the most paradigmatic. The social network has already peaked in its monthly active user figures, but the problems have been dragging them for quite some time. Facebook has lost in terms of reputation – weighed down by privacy scandals and its role in the spread of fake news – and has seen users disappear or change.
Younger users, in fact, have long since lost them. Facebook is the social network that generates the least trust and, as community managers know well, the one in which it is more difficult to reach consumers organically.
While this is happening, the new social networks show dynamism and are in fashion, achieving a high impact