Influencer marketing was 57 percent more effective in 2020
In 2020, influencer marketing campaigns had 57 percent more impact and reach than in 2019. Collaborations with celebrities have a particularly wide reach on Instagram and TikTok. That’s why companies have increased their budgets for this form of advertising by 73 percent, according to a report by the marketing platform Klear.
"During the coronavirus pandemic, people are at home more often and spend more time on their smartphones. As a result, their social media idols also get more attention. Companies can use this effectively for themselves, but they need to make sure that the influencers are right for them. Micro-influencers with slightly fewer followers who offer content in the form of stories instead of standard advertising are particularly exciting. This form of marketing will continue to be very important in the future," explains marketing expert Felix Murbach in an interview with the news portal Press release.
Klear conducted a survey of more than 5,000 influencers from the USA, the UK and Germany for the report. Sponsored Instagram stories increased by around 32 percent between 2019 and 2020. Marketing activity on TikTok increased by a full 130 percent. Generation Z, aged between 18 and 24, is becoming increasingly important for influencer marketing. This target group has contributed to a nine percent increase in advertising campaigns. 34% of marketing was aimed at them, which represents an increase of 3% compared to 2019. (pte)
