Brands are increasingly focusing on influencer marketing and social commerce to drive ecommerce sales. Influencer marketing budgets are expected to rise in 2022, with Instagram and TikTok being top priorities. Nano and micro-influencers are gaining prominence due to their highly engaged audiences and lower cost per engagement compared to larger influencers. Video content is growing across platforms like TikTok, YouTube, and Instagram due to higher engagement rates. Measurement of influencer marketing ROI is also evolving to focus on aspects beyond direct sales.
Accelerating Revenue Growth Through Influencer MarketingAffiliate Summit
This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York).
Session description: Gain the expertise you need to implement successful, ROI-focused influencer marketing campaigns, while analyzing them in real-time using the latest technology.
This document provides an overview of influencer marketing and its benefits for brands. It defines what influencer marketing is, explaining the hierarchy from celebrities to micro-influencers. It outlines four key reasons why brands are increasingly using influencer marketing: 1) word of mouth helps customers decide what to buy, 2) consumers trust influencers more than brands, 3) it provides a cost-effective way for brands to create content, and 4) data shows it delivers ROI by driving referrals. The document also provides tips on how to succeed in influencer marketing, including integrating paid and earned media for maximum impact.
Marketers' main concern is maintaining high levels of audience engagement on social media rather than fears over brand damage. The survey found that 42.2% of respondents said social media increases engagement. Most successful brands adopt a multinetwork approach, using an average of 4 social networks to engage audiences. Maintaining engagement across multiple networks is seen as key to driving success on social media in 2014.
Meltwater curates a report - The Social Media ROI Playbook: Driving Growth with Social which enables brands and agencies to make sense of the data accessible through the internet
It is when an influencer, a person on a social media platform with a high number of followers, creates content recommending or reviewing your product. It is already a booming business, with ad spending estimated to reach between $5 and $10 billion by 2022, yet there are businesses, particularly smaller companies that still seem hesitant to enter the new field.
The document provides a summary of key findings from a survey of 469 social media marketers. Some of the main findings include:
1) While marketers want to drive customer engagement and revenue, only 47% measure their social media efforts and many are still focused on growing followers rather than integration or ROI.
2) The top challenges for marketers are measuring ROI and managing social presence.
3) Only 16% currently use social CRM but it is growing, especially among larger budgets, as a way to better understand customers from social data.
4) Most marketers still rely on Facebook, Twitter, and LinkedIn but some are expanding to other channels like Pinterest or creating multiple profiles to
Marketers' main concern is maintaining high levels of engagement with social media audiences. A survey found that 42.2% of respondents said social media increases engagement. The top brands manage their social media presence across multiple networks, using an average of 4 networks each. These brands are more likely to create distinct social initiatives for each of their brands and report being more satisfied with their social media efforts. Engagement is a key priority for brands using social media to drive interactions across their various brand and media offerings.
TheSocialPeople - Social Media Advisory CollateralTheSocialPeople
This collateral will give you an insight on why your business needs to adopt Social Media Marketing and how TheSocialPeople can partner your growth and success towards this maneuver. www.thesocialpeople.net
1) The document summarizes the key findings of a report on the state of social business in 2016. It finds that social media teams are shifting their focus from innovators to integrators to improve customer experience across different business functions.
2) Specifically, the summary discusses how social media has evolved from a platform focused on media and branding to one centered around customer engagement. It also notes that social teams now serve as connectors between existing centers of excellence like e-commerce, advertising, and customer service.
3) Another key finding is that customer experience has surpassed brand health as the top business objective for social media for the first time, reflecting the continued priority on customer centricity.
This document provides an overview of social media optimization (SMO) and its benefits for businesses. SMO can advance brand awareness, influence customer behavior, and promote loyalty. It allows businesses to generate more sales and revenue through expanded audience reach and engagement on social media platforms. The document then discusses in detail the growth of major social media platforms like Facebook, LinkedIn, and Twitter and how businesses can leverage them to acquire new customers and drive growth. It emphasizes the importance of consulting experts to develop an effective SMO strategy tailored to a business's specific needs and goals.
Why you need social media for your businessMapplinks
Social media provides several benefits for businesses including brand building, marketing, sales, customer service, advertising and more. It allows businesses to engage with customers, build awareness of their brand, drive traffic to their website, generate leads and make sales. With tools that enable targeting specific audiences and measuring results, social media is a cost-effective channel for businesses of all sizes. It also provides a way for businesses to promptly respond to customer queries and issues, strengthening customer relationships and trust in the brand.
The Power of Influencer Marketing How to Harness the Influence for Your Busin...SEOHabibi
In the ever-evolving landscape of digital marketing, the phenomenon of influencer marketing has emerged as a formidable force, redefining the way brands connect with their audiences. At its core, influencer marketing harnesses the inherent power of relatability and authenticity, leveraging individuals who have established trust and credibility within specific niches or communities. This dynamic approach transforms traditional advertising narratives, replacing them with genuine and personal endorsements that resonate deeply with consumers.
Social media allows businesses to connect with customers in new ways. By having a presence on platforms like Facebook and Twitter, companies can get feedback and share promotions. Those who utilize social media well can capture new customers outside of physical stores. Top brands have millions of social media followers, and most customers who follow brands on social media will make their next purchase from them. Companies can now use mobile apps and social media together to allow for new forms of shopping and customer engagement.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
The document provides brand guidelines for Real Estate One, including:
- Real Estate One is a large, family-owned real estate company based in Michigan.
- The core values that define the company are excellence, caring, integrity, teamwork, and empowerment.
- The primary logo and color (blue) are consistently used to represent the brand across all mediums.
- Typography includes the fonts Lato and Baskerville to convey a professional yet approachable tone.
- Color palettes are provided to reinforce the brand identity depending on the target audience. Consistent use of colors psychologically communicates the company's message.
The document provides guidance on developing an influencer marketing program as part of a content marketing strategy. It discusses justifying influencer marketing to stakeholders, identifying goals, finding ideal influencers through online searches and networking, and preparing initial outreach to influencers. The overall aim is to help users understand influencer marketing and give them tools and templates to plan and execute a successful program aligned with their goals.
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This document provides templates and tools to help audit, analyze, and build an employer brand. It includes workbooks and templates for identifying an organization's brand heart by establishing its purpose, vision, mission and values. There are also templates for conducting an employer brand audit, competitive analysis of other employers, mapping the employee experience, and developing an employer branding content strategy. The document recommends using the various tools and templates in order to understand an employer's strengths, weaknesses, competitors, and how to tell the best stories to engage employees.
The document provides a checklist for designing a comprehensive visual identity that communicates a brand. It includes sections that address logo design, color palette, typography, hierarchy, iconography, data visualization, video and motion graphics, photography, illustration, web design and interactivity. The checklist emphasizes simplicity, clarity, consistency of branding across mediums, usability, accessibility, and representing the brand personality through visual elements. It concludes by mentioning Column Five, the creative agency that created the checklist.
This document outlines a Content Measurement Maturity Model with four stages - Crawl, Walk, Run, and Fly - for measuring the success of content marketing efforts. The Crawl stage focuses on measuring audience reach and engagement. The Walk stage measures lead generation. The Run stage takes a multi-faceted approach to measure content's impact on revenue. The Fly stage helps attribute individual pieces of content directly to sales. It recommends starting with Crawl stage metrics like unique visitors and engagement, then progressing to more advanced stages as content measurement and optimization capabilities mature.
Facebook is still an important platform for businesses due to its large audience of 2.89 billion users from varied demographics. It allows for targeted advertising through features like custom audience targeting based on interests, behaviors, and past interactions with a brand. Facebook provides analytics that give insights into content and ad performance to optimize marketing efforts.
The document discusses the challenges facing modern B2B marketers and outlines strategies for overcoming them. It begins by stating that the internet has fundamentally changed the B2B marketing landscape by enabling new ways of thinking, like zero-latency campaigns and the ability to target very niche audiences. It then explains that the new B2B buyer journey is less linear and vendors have less influence, so marketers must meet buyers where they are in their process. Finally, it describes the "battle for attention" in this new environment and emphasizes that marketers must demonstrate what's in it for the buyer in order to earn their attention and permission to market. The key is addressing usefulness and entertainment with compelling titles, sub-headlines, design
The document summarizes the results of a survey of 302 marketers about their content goals and measurement practices. It found that 90% of marketers expressed uncertainty that their key metrics are effectively measuring business results. While 73% identified brand awareness as a goal, only 47% cited lead generation and just 11% cited ad monetization. 69% measure success through pageviews and 65% through social shares, though these metrics may not reflect real engagement or business outcomes. Marketers wish they could better measure how their content impacts brand opinions, purchase likelihood, and overall brand awareness but currently lack ways to do so.
This document provides a guide to building a brand identity. It begins with an introduction by Arek Dvornechuck, a branding expert, who provides his mission to help people create iconic brands. The guide then covers the basics of brands, branding, and brand identity. It explains that brand identity takes various elements like logo, color, shape, typography and voice and unifies them into a cohesive system. The guide also discusses developing a brand strategy by understanding the target audience, creating a mission statement and defining the brand personality. It then covers designing the brand identity elements like logo types, effective use of shape, color and typography. The goal is to help readers create a strong brand identity that clearly communicates their
This document provides several statistics that could be included in an agency's pitch deck to make it more compelling:
- When a brand posts twice a day on Facebook, those posts only receive 57% of the likes and 78% of the comments of posts made once per day.
- Click-through rates on triggered emails are 119% higher than normal emails.
- Email opens on smartphones and tablets have increased 80% in the last six months.
- Less than 0.5% of a brand's Facebook fans engage with the brand's content in a given week.
Brands are increasingly becoming publishers as they seek to directly engage consumers across proliferating digital channels and platforms. However, most brands fail at publishing due to a lack of strategic vision, talent, processes, and technical infrastructure needed to continuously create and publish high-quality, engaging content. To succeed, brands must invest in these four key areas and treat content as a valuable asset by developing meaningful content tailored to each audience and stage of the consumer journey. They must also establish agile processes to rapidly test, learn from, and publish new content on an ongoing basis.
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Research on chemical industry with considering one of PSU as an example Rashtriya Chemical Fertilizers (RCF). Chemical Industry trend, strengths, weaknesses. Chemical Industry market position as well as RCF position. RCF revenue, profit, EBITDA, forecast, technology, past performance. State wise revenue of chemical industry and RCF as well
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
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Digital marketing metrics every one must know in 2024Digital Scape
The "Digital Marketing Metrics" PDF by Digital Scape provides a detailed guide to essential metrics used in digital marketing. It explains the importance of metrics in tracking and optimizing marketing efforts, offering definitions, formulas, and examples for each metric. The document covers metrics such as Return on Ad Spend (ROAS), Customer Lifetime Value (CLV), Cost of Acquisition (COA), Click Through Rate (CTR), Conversion Rate (CVR), Cost Per Sale (CPS), Bounce Rate, and Lead Conversion Rate (LCR). The aim is to equip marketers with the knowledge needed to make data-driven decisions and enhance campaign performance.
Learn what is metrics, difference in metrics, different types of metrics and calculation.
In our rapidly evolving digital landscape, yesterday's strategies simply won't suffice. Join us for a groundbreaking session on revenue based marketing where we'll explore cutting-edge approaches and the latest strategies that can supercharge your digital marketing plans. Discover how to leverage performance-based PR, influencer marketing, and affiliate marketing to drive revenue, optimize your campaigns, and achieve measurable results. We'll dive into effective methods for building brand awareness, cultivating deep engagement, driving conversions, and fostering lasting customer loyalty. Prepare to gain fresh ideas, valuable insights, and innovative methodologies designed to elevate your digital marketing efforts to new heights. Don't miss this opportunity to transform your strategy and stay ahead of the curve!
Key Takeaways:
1. Advanced Revenue-Driven Strategies: Learn how performance-based PR, influencer marketing, and affiliate marketing can drive revenue and optimize your marketing efforts.
2. Building and Engaging Your Audience: Discover effective methods for increasing brand awareness and cultivating deep engagement with your target audience.
3. Driving Conversions and Loyalty: Gain insights into strategies for driving conversions and fostering lasting customer loyalty to sustain your brand's growth.
Join us for an inspiring session where we delve into the transformative power of Artificial Intelligence (AI) and Extended Reality (XR) in digital marketing. In today's rapidly evolving landscape, staying ahead requires more than just awareness—it demands proactive engagement and strategic implementation. Leslie Marshall, CMO, Mesmerise Group, will share insights into how emerging technologies like AI and spatial computing are fueling the next generation of marketing. Leslie's journey exemplifies how embracing new technologies can empower marketers to better understand and attract the right customers, ultimately supporting exceptional experiences. In this session, Leslie will highlight how marketers can adopt an explorer's mindset, encouraging them to ask probing questions and navigate through the intricacies of new tech fearlessly. Leslie believes that curiosity is not only a tool for understanding emerging technologies but also a driver for long-term success and innovation in any marketing career. Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer. The future of digital marketing awaits—are you ready to seize it?
Key Takeaways:
Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer.
A Startup's Guide To Building a Brand - Kwabena Oppon-Kusi.pdfKwabena Oppon-Kusi
This is a step by step guide to all startups on how to develop a strong and healthy brand. It defines what a brand actually means and gives you a better understanding on how you can build one for your startup, sustain it and ultimately grow it in a lean way. This is an essential for every one with a new idea, ready to make it into a viable business.
Lately, it’s been feeling a little Terminator-y out there, huh? But the future of paid media isn’t an employment battle between AI and humans like some believe. Instead, it’s about collaboration and another powerful tool to add to the digital marketer’s tool belt. In fact, the best digital marketers have been integrating AI-elements into their work for years… with one caveat - there’s still an industry professional driving the bus.
Join Curtiss Gulash, Director of Paid Media, at Be Found Online, to explore the strengths and weaknesses of AI (as well as humans), and how those qualities can complement one another to develop stronger, more informed, and more efficient paid media campaigns. It’s time to turn and embrace the machine to carve out a path for improving efficiency across your accounts with your new AI companions!
How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
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Lynzee Giamalva - Personal Brand Exploration Kitladylynzee
I have developed a brand identity kit for my personal brand for an assignment in the Digital Marketing Bachelors of Science Degree Program at Full Sail University.
NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van ...BBPMedia1
Develop a category & retail vision to drive business impact today
Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!
Struggling to get high-quality backlinks? Our latest presentation reveals the strategies you need to succeed in 2024. Learn practical tips to boost your SEO and elevate your website’s authority. Click below to access the full presentation!
Full blog here - https://digitalmarketingphilippines.com/how-to-get-high-quality-backlinks-in-2024/
Top 10 Cases of Amnesia A Journey through Memory Loss.pptxelizabethella096
Amnesia, the loss of memory, is a fascinating and complex condition that has captured the imagination of scientists, storytellers, and the general public alike. It can be triggered by various factors such as brain injury, psychological trauma, or even certain medical conditions. This article delves into ten intriguing cases of amnesia each offering unique insights into the human mind and the fragile nature of memory.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. Table of Contents
2
Table of Contents
01 Introduction 3
Understanding The Data 4
This Year’s Key Findings 5
02 The Current State of Influencer Marketing 6
The Crucial Role Influencers Play in eCommerce 7
The Evolution of Influence 10
The 6 Influential Personas to to Engage With in 2022 12
03 Social Channel Trends 14
What Channels Are Brands Investing In? 15
Average Engagement Rate By Follower Count 17
Engagement Benchmarks By Platform 19
Content Growth By Channel 21
04 Pricing & Budget 25
Cost Per Engagement 26
Influencer Marketing Budgets Will Rise 28
05 Production & Content 31
Campaign Health Remains Steady 32
Influencer Content > Studio Shot Content 34
06 The New “Return On Influence” 36
ROI Has Been Misunderstood 37
4 Ways to Calculate ROI 38
07 Looking Ahead 43
Influencer Marketing Best Practices 44
Our 2022 Predictions 46
Getting Started 49
4. Understanding The Data
01. Introduction
New year, new strategies. Aspire is back with our annual
industry benchmark report, The State of Influencer
Marketing, for the fourth year in a row.
This report uses statistics from Aspire internal data, as well
as surveys of over 1,000 marketers and creators, to reveal
insights about the ever-evolving influencer marketing
industry.
With Aspire Instagram Graph API access, we pull real-
time impressions, engagements, and get deeper audience
insights from our creators. Hundreds of thousands of opt-
in creators grant us access to performance data from
their official social network accounts. Opting in allows us
to track real-time data so we can share our learnings in
reports such as this one.
Industry trends that will carry on into 2022
How to accurately measure influencer
marketing ROI
Growing social media platforms
Cost per engagement per channel
Our predictions
And much more
This year, we’re leveraging
this data to dive deep into:
4
5. This Year’s
Key Findings
01. Introduction
Don’t have time to read through
the full report right now? Here are
some of the juiciest, must-know
insights from this year’s report.
76%
75%
70%
42%
74%
50%
of brands are planning
to increase their
influencer marketing
budgets in 2022.
Instagram remains
the biggest priority
for both brands
and creators in the
influencer marketing
space, with
of brands planning to
increase their presence
on the platform.
of brands are working
with nano and micro-
influencers to leverage
their highly engaged
audiences and low cost
per engagement.
On average,
the number of
engagements on each
campaign this year
has jumped
Nearly
since last year.
of brands and 75% of
creators are planning to
invest more into TikTok
in the coming year.
of brands are now
working with affiliates
and brand ambas-
sadors, indicating a
growing shift to ever-
green campaigns and
long-term brand part-
nerships.
5
6. The Current State
of Influencer Marketing
02
Influencer marketing has undergone many transformations
over the years, especially as the lines between social media
and digital commerce have blurred. In this section, we’ll discuss
the most pressing elements that affect the current state of
the industry: the role influencers play in brands’ ecommerce
strategy and the evolving definition of ‘influence.’
7. The Crucial Role
Influencers Play
in eCommerce
02. The Current State of Influencer Marketing
In 2021, we watched the world come back to life. But
despite gaining some “normalcy” back, some pandemic
trends have stayed intact — namely, the accelerated
shift to ecommerce. In fact, the pandemic boosted
online spending by $183 billion over the past year and
Americans are projected to spend $1 trillion online in
2022, according to a recent report by Adobe.
In order to get a piece of the ecommerce
pie, it’s crucial for brands to build digital
communities led by influencers who can build
a buzz online, provide social proof, and drive
conversions.
7
8. This is especially true as platforms like Instagram,
TikTok, and Pinterest ramp up on their in-app shop-
ping features — adding everything from Shopify
integrations to extensive creator monetization
tools — making social commerce more accessible.
While consumers have historically interacted with
ecommerce sites individually and independently
from other customers, social commerce is now
making way for online communities to engage
in conversations around a brand, share product
feedback with other consumers, and influence
each other’s purchasing decisions.
By activating influencers to lead the conversation,
brands can be a part of the consumer’s entire
shopping experience — from product discovery
and research, to checkout.
02. The Current State of Influencer Marketing
Social commerce:
a subset of ecom-
merce that entails sell-
ing products directly
on social media. This
means that the entire
shopping experience
— including product
discovery, research,
and check-out — takes
place on a social media
platform.
8
9. 02. The Current State of Influencer Marketing
Brands that are already leaning into this
strategy say they attribute an average of
32% of their sales to social commerce. It’s no
wonder they’re investing more into creators.
58% of creators told us that they’re earning
more now than they did in previous years.
Needless to say, influencer marketing is a must-have
ecommerce strategy for 2022 and beyond.
58% of influencers are earning more now than they
did in previous years, showcasing the increasing
value that brands are placing in creators.
9
10. The Evolution
of Influence
02. The Current State of Influencer Marketing
The influencer landscape has changed drastically since
its inception in the early 2010s. The idea of being an
‘influencer’ is no longer reserved for the few social
media personalities with millions of followers. In fact,
we’re seeing that some of the people with the most
influence may not have a social presence at all.
Today, influencers can be anyone who has an
opinion and is passionate about sharing their
thoughts, preferences, and experiences with
their community — whether it’s by sharing
products with thousands of followers or by
simply recommending a brand to a friend.
10
Influencer:
An individual who has
the power to shape
the perceptions and
purchasing decisions
of others, due to their
passion, valued opin-
ions, and high level of
trust.
11. 02. The Current State of Influencer Marketing
11
Savvy marketers must expand who they consider to be
influential and evolve the ways in which they interact with
them. For example, brands can activate these influential
individuals through:
Sponsored social posts
Product feedback
Co-branded product lines
Co-hosted events and masterclasses
Expert testimonials
Revenue share partnerships
And more!
Everyone has influence. Whether it’s over a huge social
following on TikTok or in a small circle of friends, we’re
seeing a massive movement towards commerce being
driven by peer-to-peer communications. So, rather
than taking a transactional approach to influencer
marketing, brands need to focus on building real, long-
term relationships.
It’s a relationship game. Brands that don’t
revinest in their most passionate brand
enthusiasts are leaving money on the table.
12. 02. The Current State of Influencer Marketing
Beyond traditional social media influencers, brands can activate 6 other members of their community.
The 6 Influential Personas to to Engage With in 2022
Industry
professionals:
Individuals with legiti-
mate credentials and
specialized knowledge,
who brands work with
to build consumer
trust, provide trans-
parency, and establish
credibility.
Creatives:
People working in the
arts, such as pho-
tographers, graphic
designers, and cre-
ative directors, who
create unique content
and bring new per-
spectives to products.
12
Brand
ambassadors:
Long-term advocates
who consistently pro-
mote the companies
they represent, ed-
ucate their audienc-
es about the brands
they endorse, and
implement products
seamlessly into their
lifestyles.
Affiliates:
Brand partners who
earn a commission for
promoting products
and bringing in leads
that ideally turn into
sales.
Loyal customers:
Individuals who
purchase a brand’s
goods and love the
brand’s products,
enough to leave
raving reviews online
and spread word-of-
mouth buzz.
Employees:
Company insiders
who work in corpo-
rate offices and
brick-and-mortar
stores to drive
growth and profit
for the business
everyday.
13. 02. The Current State of Influencer Marketing
This year, in addition to their influencer partners, 49%
of brands tapped into affiliates and 43% joined forces
with brand ambassadors, indicating a growing shift to
evergreen campaigns and long-term brand partnerships.
Who else have
you worked with
besides social media
influencer this year?
60%
49%
43%
42%
31%
30%
Creatives
Affiliates
Brand
ambassadors Customers
Industry
professionals Employees
13
14. Social Channel Trends
03
There are 8 social media channels that form the core of
influencer marketing — Instagram, YouTube, Pinterest, TikTok,
Twitter, Facebook, Snapchat, and blogs. Let’s dive deeper into
the trends we’re seeing pertaining to each of these channels.
15. What Channels
Are Brands
Investing In?
03. Social Channel Trends
While Instagram remains the biggest
priority for both brands and creators in
the influencer marketing space, TikTok is
an extremely close second.
Our survey found that brands plan
to increase their presence on these
channels in 2022:
Which channels do you plan to
increase your presence on in 2022?
75%
27%
74%
26%
53%
10%
35%
6%
15
16. On the other hand, brands plan to
decrease their presence on the
following channels in the next year:
03. Social Channel Trends
Which channels do you plan to
decrease your presence on in 2022?
38%
15%
37%
15%
33%
15%
17%
12%
16
17. Average Engage-
ment Rate By
Follower Count
03. Social Channel Trends
As we discussed earlier in this report, influencers
can come in all sizes — from nano to macro. The
growth of social media channels has given anyone
and everyone the chance to influence their peers’
purchase behavior.
Now, follower count takes a back seat in defining
who’s truly influential. In fact, our internal data
revealed that nano-influencers consist-
ently achieve the highest engagement
rate, with an average of 3.69%.
This is more than double the engagement rate
that macro-influencers typically attain.
17
Average engagement
rate by follower count:
5,000-20,000 followers
20,000-60,000 followers
60,000-200,000 followers
+200,000 followers
3.69%
2.25%
1.62%
1.61%
Nano
Micro
Mid-tier
Macro
18. Brands are now working with more nano and
micro-influencers — or those with less than
60,000 followers — to leverage their highly
engaged audiences and low cost per engage-
ment (CPE). Our survey revealed that 70%
of marketers today are working with these
smaller creators.
03. Social Channel Trends
What is the average
following of the
influencers you
work with?
46%
24% 24%
7%
Nano
5,000-20,000
followers
Micro
20,000-60,000
followers
Mid-tier
60,000-200,000
followers
Macro
+200,000
followers
18
19. Engagement
Benchmarks
By Platform
03. Social Channel Trends
Based on thousands of posts analyzed
through our platform, we aggregated the
average number of engagements that
influencers received across all channels.
2,220
256
187,584 4,216
83
likes and comments
likes and
comments
views likes, comments,
and shares
post clicks, closeups,
and favorites
Average number of engagements:
As for engagement rate, the high engagement metrics
that TikTok and YouTube achieve validate why video
presents a bigger opportunity.
19
20. 2.42% 17.88% 2.01%
Average engagement
rate per platform:
We’re also seeing these leading video platforms invest
in their integration with top ecommerce platforms such
as Shopify - further evidence that the era of social
commerce is upon us.
03. Social Channel Trends
91%
of brands will
invest more in
video this year.
20
21. Content Growth
By Channel
03. Social Channel Trends
Instagram Content Fosters Authenticity
Historically, still images have made up the majority of
content being posted by influencers on Instagram. This
continues to hold true today, with it taking up nearly 40%
of all influencer content on Instagram.
Instagram Story videos and carousel posts are also be-
coming increasingly popular among influencers. Through
vlog-style Instagram Stories and “content dumps” posted
as carousels, influencers are able to connect with their
audiences in a more authentic way than in the past.
Interestingly, Instagram Reels have yet to become a pop-
ular feature among influencers. As shown in the chart,
video posts only make up 5% of the content posted by
influencers on Instagram.
InstagramPost/
Image
InstagramStory/
Video
InstagramPost/
Carousel
InstagramStory/
Image
InstagramPost/
Video
39%
23%
21%
12%
5%
9.6M
Breakdown of Influencer
Content on Instagram
21
22. 1 billion
74%
75%
=
monthly active users
of brands
of creators
are planning on investing
more into TikTok in the
coming year
45%
growth
TikTok Continues To Thrive
In September 2021, TikTok reported 1 billion monthly
active users worldwide, representing a 45% growth in
comparison to the previous year.
Consumers are not just flocking to TikTok for entertain-
ment — they’re also using it to discover new products
and make purchasing decisions.
In fact, 80% of TikTok users say the platform
helps them get ideas about new products and
brands.
Users try out all kinds of products in videos, showcase
before-and-after shots, and share their honest thoughts.
TikTok has become such a powerful commerce tool that
it’s become common for products that go viral on TikTok
to sell out both online and in brick-and-mortar stores —
hence, the hugely popular “TikTok made me buy it” trend.
03. Social Channel Trends
22
Going forward, TikTok is a must-have channel in brands’
2022 influencer marketing strategy. In fact, 74% of
brands and 75% of creators are planning on investing
more into TikTok in the coming year. This is a big jump
from last year, when just 47% of brands and 48% of
creators planned to increase their presence on TikTok.
23. 03. Social Channel Trends
Pinterest Builds Creator Relationships
Pinterest has long been the channel that consumers use
to research and discover new ideas. Now, the platform is
betting on creators to become the next best ecommerce
channel.
In October, Pinterest invested $20 million
in its first ever in-product monetization
program for influencers called ‘Creator
Rewards,’ and created more opportunities
for creators to get paid for meeting certain
engagement-based goals.
Most recently, Pinterest announced Pinterest TV — a live
shopping feature that includes a host of “shows’’ from
creators, where fans can interact and ask questions while
participating in the live shopping event.
As Pinterest ramps up its shopping features and creator
monetization tools, we’re seeing brands follow suit.
23
24. 03. Social Channel Trends
The number of brands that are planning
to invest more in Pinterest has also hit an
all-time high at 35%.
Plus, over the past year, brands have started running
more influencer marketing campaigns on the platform,
shown by the steady growth in the graph below.
0
2.500
5.000
7.500
10K
12.5K
15K
17.5K
April June July August September October November December
2021
24
25. 04
Over the past decade or so, the influencer marketing
industry has seen immense growth. In due course,
influencers have grown more expensive when meas-
ured on a cost-per-engagement (CPE) basis. In this
section, we’ll cover the average CPE for each social
media platform and discuss how brands’ influencer
marketing budgets will change in the coming year.
Pricing & Budget
26. Cost Per Engagement
04. Pricing & Budget
While there are a multitude of factors that go into how
much brands pay an influencer — such as the influencer’s
experience, relevance, industry, and joint work history —
the average cost per engagement (CPE) on Instagram is
$0.54, based on the thousands of Instagram partnerships
on Aspire in 2021.
Average pricing on
Instagram is about
$0.54 per recent
average engagement.
This is a 69% year-over-year increase from
last year, when average CPE was $0.32.
Price per IG post (CPE) = Recent
average engagements x $0.54
26
27. From this base rate, brands typically pay
a higher rate based on these factors:
Engagement vs. reach
Quality of content
Post requirements
Verified checks and agents
Value of free product provided
04. Pricing & Budget
Cost per engagement
per channel:
$0.54
$0.43
$0.10
$0.06
$1.10
$0.47
27
28. 04. Pricing & Budget
Influencer Marketing
Budgets Will Rise
Last year, during the thick of the pandemic, 60%
of creators told us they were willing to accept
lower rates due to the effects of COVID-19. As
things have settled and influencer partnerships
have ramped back up, 64% of influencers have
increased their rates to fit their growing audience
and boosted engagement.
Accordingly, in 2022, 76% of brands
are planning to increase their influencer
marketing budgets.
64%
of influencers
have increased
their rates
At the same time, 75% of influencers are willing to
work with a brand for just free products as long as
they love the brand or the product value is high.
Would you
work with a
brand for just
free products?
Yes, if I love
the brand Yes, if the
product
value is high
No
43% 32%
25%
28
29. 04. Pricing & Budget
If you’re struggling with a tight budget,
here are some great ways to stretch
your funds.
Try product seeding:
Send well-aligned influencers (of all sizes)
your product with no expectations
that they’ll post or create any content
around your brand. While product
seeding doesn’t guarantee that you’ll
get anything in return, getting your
products in the hands of potential part-
ners is still a great first touchpoint. If an
influencer does choose to organically
mention your product on social media,
the shoutout can lead to amazing
results.
1.
PRODUCT SEEDING SUCCESS STORY
SKINN Cosmetics
To stretch its small budget, SKINN decided to
bet on influencer product seeding — getting
its products into influencers’ hands with no
obligation to post but hoping to build a buzz
through word-of-mouth.
520+
19%
100K
Pieces of content
The Results:
Increase in web traffic
Impressions
29
30. 04. Pricing & Budget
Build an affiliate program:
Chances are, there are individuals who
are already big fans of your brand and
may already be promoting your prod-
ucts without being asked to — so why
not reward them by turning them into
affiliates? Because you pay affiliates
only for the conversions that they drive,
you can reap the benefits of increased
awareness, traffic, and sales without
breaking the bank.
2.
AFFILIATE PROGRAM SUCCESS STORY
Mountain Rose Herbs
Instead of finding influencers with the
most followers or likes, Mountain Rose
Herbs turns customers, professional
herbal educators, and real brand fans
into affiliates. The brand pays affili-
ates a 10% commission for each con-
version they drive, incentivizing them
to continue promoting Mountain Rose
Herbs products.
The Results:
$330K+
In revenue
95K+
Clicks
900+
Conversions
30
31. 05
What does the average influencer marketing campaign
look like? We gathered insights from every campaign run
through Aspire in 2021 to give you an inside look at how
brands are running their campaigns.
Production & Content
32. 05. Production & Content
Campaign Health
Remains Steady
As the world has gained back some sense of “normalcy,” so
have influencer marketing campaigns. The number of active
campaigns on Aspire have remained relatively balanced from
month to month, compared to the rollercoaster of campaigns
created per month last year.
0
50
100
150
200
250
April June July August September October November December
32
33. This year, the average
campaign had:
05. Production & Content
20
90
43
116,344
Creators
Pieces of
content
Posts
Engagements
While the number of creators, posts, and pieces of con-
tent are similar to last year’s figures, the average number
of engagements has jumped 42% since last year. This can
be credited to the high quality relationships that brands
are building with creators, resulting in more genuine con-
tent and better engagement.
42%
Increase
in average
engagement
33
34. 05. Production & Content
Influencer Content >
Studio Shot Content
Although it may seem like just a byproduct of an
influencer marketing campaign, influencer-generated
content is a powerful tool that can benefit brands in
many different ways. Instead of running professional
photoshoots, we’re seeing more brands leverage
influencer content by repurposing it on:
Their own social channels
Paid media
Website
Emails
Out-of-home activations
34
35. Influencer-generated content
Quick to source
Cost-effective (or even free, in some cases)
On demand
Authentic
High volume
Diverse subjects and locations
Optimized for digital and social channels
Built-in audience
Always relevant
Adds social proof
Studio-shot creative
Long turnaround time
Expensive
Planning-intensive
Time consuming
Batched photos
Low volume
Similar subjects and locations
Rarely optimized for mobile or paid
social channels
No built-in audience
35
36. 06
The New “Return
On Influence”
Let’s demystify influencer marketing ROI. This
section unveils actionable ways to understand,
measure, and prove real impact.
37. 06. The New “Return On Influence”
ROI Has Been
Misunderstood
For years, “return on investment” has seemed like an
ambiguous term to describe some arbitrary measure-
ment of brands’ marketing success. Because of this,
brands have oversimplified ROI — defining it solely by
short-term direct sales or a vague “brand awareness”
metric that didn’t ladder up to long-term ROI.
The truth is, there is no one-size-fits-all
approach to measuring ROI. The impact of
influencer marketing is multi-pronged and
highly dependent on each brand’s goals, as
well as the stage of the business.
To extrapolate true influencer marketing ROI, brands
need to understand how to shape their influencer strate-
gies based on short-term and long-term campaign goals,
and how they can work together.
Short-term ROI:
the number of direct, trackable
sales an influencer can drive
Long-term ROI:
the future sales that will be generated
as a result of the affinity built for the
brand over time
vs.
37
38. 06. The New “Return On Influence”
4 Ways to
Calculate ROI
Trying to accomplish both short-term and long-term
goals in one campaign isn’t an effective method.
Instead, focus on one objective per campaign —
the #1 objective that’s valuable to the business.
What is your main
goal for 2022 when it
comes to influencer
marketing?
38%
29%
24%
8%
Sales
Brand
awareness
Brand
engagement
Content
38
39. Here are the 4 main influencer marketing goals and the
best ways to measure success based on each objective.
06. The New “Return On Influence”
To prove the impact of a
brand awareness campaign,
evaluate metrics like:
To calculate, focus on cost-per-
impression (CPM). Divide your total
spend on influencers (payments or
boosted posts) by the number of
impressions.
EXAMPLE:
$2000 (influencer payment
fees) / 40,000 (impressions)
= $0.05 CPM
True impressions
Reach
Branded search volume
Social media mentions
Web traffic from social
media channels
Overall uptick in web
traffic
Brand awareness is what kickstarts the buyer’s journey.
The more people are aware of a brand, the more they
become familiar with it and trust it. This sentiment is
extremely valuable when consumers are making purchas-
ing decisions down the line. In fact, 71% of consumers say
it’s important that they recognise a brand before they
make a purchase, and 52% of consumers consider brand
recognition the most important factor leading to a pur-
chase.
In the long run, brand awareness will increase the chanc-
es of generating leads and conversions. Thus, the ROI of
a brand awareness campaign is the number of new
potential customers who become aware of
the brand or product through the influencer cam-
paign.
KPIs
How to Calculate
Goal 1: Visibility
These metrics can help track the number of new potential
customers. And as consumers get more familiarized with a
brand, these numbers will ideally turn into leads and sales.
39
40. 06. The New “Return On Influence”
Brand engagement is the hero metric for long-term ROI,
as it will help forecast how a business will continue to
grow over time. Engagement metrics are a good indica-
tor of how consumers feel about a brand, and can be
considered actions to show purchase intent.
Accordingly, the ROI of a brand engagement campaign is
the number of people who take action with the
brand on social media or its website.
Goal 2: Engagement
To track engagement,
evaluate metrics like:
To calculate, focus on cost-per-
engagement (CPE). Divide your
total amount spent by the number
of measured engagements.
EXAMPLE:
$10,000 (influencer payment
fees) / 50,000 (engagements)
= $0.2 CPE
KPIs
How to Calculate
Engagement on social
posts
Social post saves
Cost-per-engagement
Email subscriber count
Follower growth on
social channels
Add-to-cart
Notably, it’s important to understand how the engage-
ment on each influencer’s post impacts engagement
rates on the brand-owned channels, such as social media
or the website, because that is where sales happen.
40
41. 06. The New “Return On Influence”
Influencer-generated content (IGC) is an essential, yet of-
ten forgotten way to measure the ROI of influencer mar-
keting. IGC can have an impact on your entire marketing
funnel and can be seen as an incredibly powerful bonus
on top of the ROI you see from visibility, engagement and
sales.
To track content ROI, focus on the money you’ve
saved on content production. This takes into ac-
count total media value (TMV), which compares influencer
campaign ROI to more traditional campaign ROI, as well as
the actual $ amount you’ve saved by repurposing content.
Goal 3: Content
To further measure the impact IGC has
on your business, look at these metrics:
Number of creator
partners
Posts by channel
Pieces of content
Production costs saved
Time saved
Content performance
across other marketing
channels
To calculate TMV on Instagram, use the following numbers:
Impressions
$0.003
Views
$0.05
Likes
$0.15
Comments
$1.00
Clicks
$3.00
How to Calculate
Then, use this formula.
(# of impressions *$0.003) + (# of likes * $0.15)
+ (# of comments * $1.00) = TMV
41
42. For most brands, sales is arguably the most important
goal, as it is an obvious marker of revenue growth. The
good news is that each of your influencer marketing acti-
vations will lead to sales in some way. Long-term sales will
happen as a result of your brand-building initiatives over
time, while short-term sales will be through seasonal acti-
vations or special sales-focused campaigns like Black Fri-
day discounts, summer flash sales, and the like.
With this in mind, the ROI of a sales-focused campaign
entails every sale that can be directly attrib-
uted back to influencer marketing through
promo codes, tracking links, and whitelisted ad analytics.
Goal 4: Direct Sales
Pay special attention
to these metrics:
To calculate, focus on cost per
sale. Divide the total amount paid
to influencers by sales driven
through trackable links.
EXAMPLE:
$5,000 (influencer payment
fees) / 30,000 (sales) = $100
cost per sale
KPIs
How to Calculate
Promo codes sent
Number of sales driven
through influencers
$ amount of sales
driven through the
program as a whole
42
44. 06. Looking Ahead
In 2022, 38% of brands are focusing on
sales, while 29% are prioritizing brand
awareness. What is your company’s
main goal? This is key to figuring out the
right strategies and metrics to accu-
rately track return on investment once
the campaign is over.
Find authentic brand fans, whether they
be traditional social media influencers,
or customers, or employees. Remember
that a customer who writes a glowing
review can also influence purchases, as
can an in-store employee who shows a
shopper their favorite picks. Focus on
authenticity, rather than follower count.
Define your #1
business objective.
Redefine influence.
1 2
As the influencer marketing industry
evolves, so should brand strategies.
Here are 6 best practices to
incorporate in 2022.
Influencer
Marketing
Best Practices
44
45. Nearly 50% of brands are growing their
affiliate and ambassador programs.
Join these forward-thinking marketers
by fostering long-term relationships, as
opposed to one-off campaigns.
While Instagram remains the biggest
priority for brands in the influencer
marketing space, TikTok and YouTube are
becoming bigger contenders. Try running
campaigns on different channels to create
multiple touchpoints with your audience
and source a diverse array of content.
Build long-term
relationships.
Diversify your
channels.
3
4
Solutions like Aspire automate the
difficult parts of influencer discovery,
vetting, negotiation, content creation,
payments, and analytics. The more
brands invest in strategy, both in prepa-
ration and tools, the more output they’ll
see in terms of ROI.
Influencer-generated content is
generally comparable to the quality
of studio content — and it’s typically
more engaging and diverse. Not to
mention, repurposing content allows
brands to save drastically on content
creation costs.
Invest in an influencer
marketing platform.
Repurpose
content.
6
5
45
46. 06. Looking Ahead
With everything we’ve learned
in mind, here are the top 6
influencer marketing predic-
tions we have for 2022.
Our 2022
Predictions
91% of brands are planning to invest
more into video content in the coming
year. And thanks to popular formats like
TikTok and Instagram Reels, we predict
that short-form, vertical video will espe-
cially thrive in 2022.
35% of content posted by Instagram
influencers are Instagram Stories. It’s
no wonder Instagram is allowing longer,
60-second Stories. This year, influencers
and consumers alike will embrace Stories
even more to share their authentic and
unique experiences.
Video will continue
to be king.
Storytelling will be
crucial for engagement.
$
1 2
46
47. This year, we see the creator economy
booming even more, as social platforms
build out their creator monetization tools
and as brands invest more into creators.
In fact, 58% of influencers are earning
more now than they did in previous years,
showcasing the increasing value that
brands are placing in creators.
The creator economy
will be more equipped
than ever before.
4
With the high usage volume of collab-
oration features like TikTok Duets and
Stitches, it’s clear that there is a desire
for online comradery. It’ll be more impor-
tant than ever in 2022 to leverage
co-creation features with influencers (and
other community members) to reach new
audiences and increase brand affinity.
Consumers desire
community.
3
$
$
47
48. Smaller creators achieve high engage-
ment, while macro-influencers have
extremely wide reach. In 2022, we see
brands leveraging a mix of micro and
macro-influencers: micro-influencers
for cost-effective and high-quality
content, and macro-influencers for
maximum brand awareness.
Brands will work
with a bigger mix
of influencers
5
Brands already attribute 32% of their
sales, on average, to social commerce.
But as social media platforms build
more in-app shopping capabilities
and make it easier to track influencer
marketing ROI, we predict brands will
lean in further into social commerce.
Social commerce
is here to stay.
6
100M
1000
500K
$$
$
48
49. To elevate your influencer marketing pro-
gram, invest in a smart solution like Aspire.
Aspire is the leading influencer marketing
platform empowering ecommerce brands
to build and cultivate influential communities.
Getting Started Our software includes:
To learn more about how Aspire helps
brands achieve success, visit Aspire.io.
Two Channels of Influencer Discovery
Campaign Workflows For Streamlining
Creator Relationship Management System
Shopify integrations to Drive Sales
ROI Measurement & Analytics Suite
Content Management System
And more!
49