Influencer Use: Evidence
As a result of the high number of consumers who turn to social media for advice on purchasing decisions, influencer marketing is a successful marketing strategy across many industries, including the beauty, fashion and entertainment industries. Significant data is available to support influencer marketing as a successful strategy, as outlined below.
Influencer Marketing in Beauty, Fashion and Entertainment
- In the fashion and beauty industries, influencers are part of the marketing mix for 57% of companies.
- Beauty and fashion brands see a significant increase in post interactions on Instagram when the post mentions an influencer, with an average of 800 interactions per influencer post.
- Of the top 10 non-celebrity influencers on Instagram in 2018, 9 were in the beauty, fashion or entertainment ("online personality") spaces.
- In 2017, the entertainment industry spent an average of $209 per sponsored influencer post while the fashion industry spent an average of $173 per post and the beauty industry spent an average of $160 per post. All three of these industries were in the top 10 industries in terms of per-post spend on influencer marketing.
- Most women (86%) rely on social media, including influencers, for advice on purchases.
- A large majority (70%) of teenage consumers trust influencers more than other celebrities.
- Almost half (40%) of Twitter users have purchased something based on a tweet they viewed.
- Around 60% of consumers report they would consider buying an item if it was promoted by an influencer as compared to just 3% who report the same for a product promoted by another celebrity.
- Instagram is the most impactful platform for implementing influencer marketing.
- In a recent study conducted by Mediakix, 80% of marketers surveyed said they believe influencer marketing to be effective (45%) or very effective (35%).
- In the same study, 71% of marketers stated that they agree (53%) or strongly agree (18%) that the quality of traffic derived from influencer marketing is better than traffic derived from other types of marketing.
- Of marketers surveyed, 84% stated that return on investment (ROI) for influencer marketing is comparable (41%), better (34%) or much better (14%) as compared to other forms of marketing.
- A poll of marketers completed by Tomson, an influencer marketplace, revealed that 70% of businesses make $2 or more for every $1 invested in influencer marketing with the average ROI being $6.50 per $1 invested.
- The Tomson poll also showed that budgets for influencer marketing are increasing among 59% of those polled, indicating that it is seen as an effective marketing strategy.
- It is expected that the influencer marketing industry will be worth $10 billion by 2020.
Your research team reviewed a variety of reports and news stories detailing hard data related to the success of influencer marketing to identify stats for this report. While several statistics related directly to the fashion, beauty and entertainment industries were identified, there were also many statistics available related to influencer marketing in general that are likely to impact these industries. We therefore included both the stats related to the identified industries and the more general stats on influencer marketing in our report. The stats on the general influencer marketing industry fit into two general categories, consumer insights and marketer perceptions, and were therefore presented as such.