Market research that gives great insights & numbers on how the influencer marketing industry is developing.

1. MARKET
RESEARCH
INFLUENCER
MARKETING

2. Section One: Activities & markets
Section Two: Market penetration & budgets
Section Three: Influencer marketing objectives
Section four: How influencers are found
Section five: Channels of influencer marketing
CONTENT
OUTLINE

3. This research was conducted in the form of a survey that was distributed
via various channels incl. a website, emails and social media.
160 individuals have participated in this survey.
The survey was conducted over a period of 3 months (May, June & July).
SURVEY

4. +50%works in a marketing or related field.
SECTORS OF ACTIVITY
20% were specifically
involved in the E-
Commerce industry
The largest sector of
activity went to those
who work in Digital
and Social Media

5. MARKETS THEY OPERATE IN
+50%operate across Europe
Significant amount operates
across several zones

6. MARKETS THEY OPERATE IN
Most respondents
operated in North
America and Europe
The highest number of
respondents (about
25%) were found
operating in the USA

7. INFLUENCER MARKETING PENETRATION
Many of those who responded
to the survey were already
familiar with influencer
marketing and had used it in
the past
Almost an equal amount had
never used influencer
marketing
Almost a third of respondents
were planning on using
influencer marketing sooner
rather than later
Yes No
Plan to use in
distant future
Plan to use in
near future

8. INTENTION ALLOCATED BUDGET
Most respondents were
looking to test
influencer marketing or
increase their overall budgets
towards influencer marketing
over the next 12 months.
Fewer than 10% of
respondents were looking
to maintain their budgets, and
few wanted to decrease
their influencer marketing
budgets.
Decrease of budget
over next 12 months
Unsure, we might test
over next 12 months
Same budget over
next 12 months
Increase our budget
over the next 12 months

9. CURRENT BUDGET ALLOCATION
While most respondents
were looking to increase and
test influencer marketing,
they did not allocate much
budget to it.
Nearly all respondents had
an influencer marketing
budget under 5K (in their
given currency, though the
prices were shown in euro).
These figures are
maintained when asked about
the percentage of
their marketing budgets that
were dedicated to influencer
marketing.
5K€ - 10K€
10K€ - 25K€
25K€ - 50K€
Over 50K€
Under 5K€

10. PERCENTAGE ALLOCATED BUDGET
Most respondents allocated
under 5% of their total
marketing budgets to influencer
marketing while nearly half
(45%) wished to allocate a
larger percentage of their
marketing budgets to influencer
marketing.
However, as there were several
respondents who allocated a
higher percentage of their
budgets to influencer marketing,
with the vast majority spending
under 5K € (see previous slide)
we can presume that the overall
budgets of these companies is
not much higher than 5K€/year.
0% - 5%
5% - 10%
20% - 30%
10% - 20%
30% - 40%
+40%

11. INFLUENCER MARKETING OBJECTIVES
Over half of
all respondents viewed
the main objective
behind influencer
marketing as obtaining
leads and conversion
30% of those surveyed
said they’d prefer
brand exposure The
rest of respondents
were interested in
either content
promotion or other
goals.

12. INFLUENCER MARKETING OBJECTIVES
+20%
Over half of all
respondents thought the
most important indicator
of great influencer
marketing campaign
success was in revenue
generated.
thought the best
indicators were found in
brand awareness and
social shares.

13. +40%are looking for quality and
authenticity in their
influencers above all else.
+25%are looking at engagement
rates, size of the audience
or social following.
5%of respondents were
concerned with budget.
INFLUENCER MARKETING OBJECTIVES

14. HOW INFLUENCERS ARE FOUND
While the vast majority
of respondents wanted to
reach out directly to
influencers themselves,
15% were looking to use
influencer marketing
platforms to accomplish
this, while another 10%
preferred to turn to media
companies and publishers.
According to nearly 8%,
influencers reached out to
them directly.

15. While most respondents
looked to blogs for
influencer marketing,
many wanted to combine
this with social media
influencers.
The top social influencer
platforms were Facebook,
Instagram, and YouTube.
Pinterest came in
surprisingly low, which
could be a good
opportunity for growth
for Reech.
MARKET PINPOINT
Blogs
Facebook
YouTube
Instagram
Twitter
Pinterest
Other
Google+

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CONTACT
INFORMATION