Social commerce is now an industry buzzword, and platforms are competing for advantages in this area, rolling out new tools and features. For example, Instagram is now testing the native affiliate marketing features available to influencers, allowing users to tag their posts with products.
2. YouTube is the most used on a daily basis
Even though Instagram and Facebook are the ones I use most when shopping, YouTube is the most commonly used. Instagram is second, Facebook is third, and TikTok is fourth.
Despite these user trends, marketers say they use Facebook and Instagram most often for influencer marketing, with YouTube in third place.
3. Increase in sponsored posts in 2022
Trackers analyzed the content of more than 40,000 influencers on various platforms, and found that posts marked as sponsored content increased by 23% year-on-year.
It’s thanks to these branded content that many creators can make a living as full-time influencers.
These branded contents are also expected to be effective for businesses. Eighty-two percent of marketers say influencer marketing has boosted sales.
4. 51% of marketers spend $ 50,000- $ 500,000 annually on influencer marketing
In the survey, about 15% of marketers said they spent more than $ 1 million on marketing. Influencer marketing is still relatively new, and even though only 20% of marketers have more than four years of experience in this area, they’re spending that much.
Insider Intelligence predicts influencer marketing spending of $ 5 billion by 2023, but it’s still unclear how the potential recession could disrupt this pace. It’s opaque.
5. Few long-term brand partnerships longer than 6 months
Regarding the influencer marketing measure period, 82% of marketers answered that it was less than 6 months.
But trackers don’t think that’s the best strategy. Holly Jackson, global director of the company’s professional services division, said.
“For the brand as a whole, the longer you build a long-term partnership with an influencer, the greater the impact. If consumers know that they have a long and good relationship with a trusted influencer, then consume according to the influencer’s recommendations. People are more likely to act. “
(Edited by Sayuri Daimon)