If marketing with influencers was until recently an emerging element, it has now become a fundamental piece of the social media marketing and digital marketing strategy. Companies are increasingly using social networks to connect with audiences and are positioning themselves in these environments in a much clearer way. Influencers are the way to reach audiences. But what is happening right now in influencer marketing? Its conclusions allow us to understand the state of things and what priorities companies have in their relationship with influencers.

The Social Networks That Take This Investment Networks Grow

The first big takeaway from the study is that marketers are already investing fairly broadly in influencer marketing and expect to do so even more in the foreseeable future. Right now, 67.9% of marketers say they will use influencer marketing this year. In 2022, the figure will rise to 72.5%. This growth is a natural conclusion of the movements that marked the behavioral patterns of brands during the pandemic. As Jasmine Enberg, senior analyst and head of the study, explains, “the pandemic has played a major role in driving wider adoption of influencer marketing.”  first semester it recovered quickly Nigerian Email Database. Not only was it quickly returned to previous patterns, but spending was also increased. Between April and June 2020, the number of sponsored posts on social networks had fallen by 42.9% compared to the same period of the previous year. In December, they were already rising at a rate of 20%.

Although at First, the Marketers Paused the Investment After

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All this means that some social networks grow overwhelmingly in the plans of corporations – see the case of TikTok – and that others, on the contrary, fall in investment forecasts. Thus, Instagram remains the most popular social network for marketers, despite a slight correction. Of those surveyed, 93% say they plan to use Instagram in their marketing efforts with influencers. In 2020, they were 97%. Stable, on the contrary, the forecast with respect to its Stories is maintained. 83% in both 2020 and 2021 plan to use Instagram Stories. Reels did not exist in 2020, but in 2021 they already have 36% and intention to use them. Behind Instagram is now TikTok, the most impressive rise in year-over-year patterns. In 2020, only 16% of those surveyed said they planned to use the social network. In 2021, they were already 68%.


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