The State of Influencer Marketing 2020: Benchmark Report

The State of Influencer Marketing 2020: Benchmark Report

Notable Highlights

  • 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
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