The State of Influencer Marketing 2020: Benchmark Report

Influencer Marketing Industry is set to grow to approximately $9.7B in 2020
More than 380 new influencer marketing-focused agencies and platforms established in 2019
Average earned media value per $1 spent has increased to $5.78
300% more micro-influencers utilized by large firms than in 2016
Only 14% of influencer posts sampled were fully compliant with FTC guidelines
Nearly 90% of all influencer campaigns include Instagram as part of the marketing mix
Large companies have nearly doubled the amount of creators they activate per campaign in the past 2 years
The majority (55%) admit to having a standalone budget for content marketing
Nearly 4/5 of our respondents intend to dedicate a budget to influencer marketing in 2020
91% of our survey respondents believe influencer marketing to be an effective form of marketing
65% of our respondents measure the ROI from their influencer campaigns
The most common measure of influencer marketing success is now conversions/sales
80% of firms take their influencer marketing spending from their marketing budget
87% of respondents use Instagram for influencer marketing
Influencer fraud is of increasing concern to respondents
More than 2/3 of respondents have experienced influencer fraud
68% of respondents prefer their influencer marketing to be campaign-based, rather than always-on
Finding influencers is the greatest challenge for those who run campaigns in-house