Influencer Marketing Industry Report

Influencer Marketing Industry Report

Executive Summary

Influencer marketing industry, that entails a partnership between brands and influencers, is a potent strategy that can aid businesses in expanding. Thousands of companies and brands have used it successfully, and over the past ten years, it has continued to increase in popularity. The industry has witnessed its sharpest growth in 2017 by registering 75% growth in revenue.

During the virus outburst that impacted businesses worldwide, influencer marketing has gained popularity resultant there is a rise in marketing investments in this space. Influencer marketing has drawn more attention as advertisers try to make their ideas stand out in a crowded market.

Regional Contribution

North America leads the market primarily due to Americans' increased use of social media and OTT platforms, especially during the pandemic when many people chose to practise social isolation. In exchange, this gave the businesses a chance to employ influencer marketing to advertise their goods and services. Additionally, the region's availability of a talented workforce working in platform development, digital marketing, and AI-based analytics is helping the industry expand.

Contribution by Platform

The global influencer marketing by platform was dominated by Instagram in 2021 with a revenue share of over 70% and expected to continue its position in near future. There are 57 million companies using LinkedIn and many of them use it for hiring or as a news hub for breaking company news. Additionally, LinkedIn's platform is used by thousands of institutions and universities, who use it for marketing materials and to reconnect graduates.

Contribution by Content

During the lockdown, 60-second short films have become very popular and have given consumers a new form of entertainment. Short videos are utilized extremely efficiently in the influencer marketing approach because of their wide audience and high visibility.

Contribution by End User

Food & entertainment, Fashion, Lifestyle, Beauty are the four major contributing categories where companies spend the most through influencer marketing.

Makreo research has published study on Influencer Marketing Industry titled, “Influencer Marketing Industry Report: Global Outlook on Emerging Trends and Opportunities (2018-2028)”. The study evaluates market using both top down approach and bottom up approach. Market assessment has been carried out using qualitative and quantitative methods and have combined the impact of macro economic and micro economic scenario of the geographies assessed. The market has witnessed many shifts in recent past after the COVID-19 outburst that given a suggest push in the market therefore, we have studied the impact of pre-COVID and post-COVID scenario. Future outlook has been assessed keeping various influencing factors into consideration and also to assess the expected opportunities in the market.

Segmentation Covered:

• By Platform : YouTube, Instagram, TikTok, Twitter
• By Organization Size: Large Enterprises, SME
• By End Users: Food & Entertainment, Fashion & Lifestyle, Beauty, Others
• By Content Type: Short Videos, Carousel, Statics, Long form Videos
• By Type of Influencers: Nano, Micro, Mid-tier, Macro, Mega

Regions Assessed

• North America
• Europe
• Asia-Pacific
• Others

Company’s Assessed

• Ubiquitous
• Americanoise
• The Influencers Marketing Factory
• Acceleration Partners
• House of Marketers
• Tanke
• Scooperz
• Brand Ambassadors
• AJ Marketing
• inBeat
• ParkLu
• Confluencr
• InCast
• FLUVIP
• Affable.ai
• Influencers.ae

Key Questions Answered

• How Influencer marketing industry is coping up with the economy set back led by COVID-19?
• At what rate global influencer marketing industry revenue grew in the past and what is the present state of the industry?
• What are the major driving factors accounted for a push to the industry in the past?
• What is the expected future of the Global Influencer Marketing Industry?
• Who are the major players operating in the influencer marketing industry and how these players are contributing to the industry?
• Which platform plays a dominant role in terms of generating maximum demand for influencer marketing industry?
• Identified the major challenges present in Global Influencer Marketing industry.
• How Global economy has performed in the past and what is the future expected growth outlook?
• Which platform in the influencer marketing industry is having dominance?
• How Instagram influencer marketing is different from Twitter, TikTok and YouTube?