Although the media occasionally run reports from naysayers criticizing the industry, those who actively participate can clearly see influencer marketing's effectiveness. Indeed, we can look at it as being part of the mainstream marketing mix now. Despite all the uncertainties caused by COVID in 2020, influencer marketing is still a highly popular and effective form of marketing. One thing is very clear from these results. Many of these come courtesy of our partner Upfluence, who offer a smart influencer marketing platform with over 4 million creator profiles. In addition to the results from our survey, we include some other relevant statistics related to influencer marketing that have come about thanks to recent research. There was a major slow down in influencer marketing spend from March - July 2020 as the pandemic unfolded, followed by a spike in influencer led campaigns from August onwards, as reported by most of our agency and platform partners. Surprisingly, however, most of the statistics are relatively similar, with the only major change being a significant increase in the use of TikTok for influencer marketing. Just a reminder that throughout 2020 we continually updated and expanded our Covid-19 Marketing & Ad Spend Impact Report. Following on from that year of horror, 2020, we knew that the results this year could be quite informative. In our Influencer Marketing Benchmark Report 2021, we surveyed more than 5000 marketing agencies, brands, and other relevant professionals to determine their views and build insight into their thoughts on the industry.
UPDATE: CLICK HERE FOR THE LATEST BENCHMARK REPORT (2022) We have repeated this exercise every year since, providing an annual insight into how marketing agencies, PR agencies, and brands see the state of influencer marketing. We carried out our first influencer marketing survey in 2017, giving us an excellent insight into the state of the industry.
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