As marketers turn their attention to new initiatives to achieve their top objectives, new research indicates that influencer marketing is growing as a prominent, effective tactic.
Linqia recently published “The State of Influencer Marketing 2021” report, and statistics suggest that back in 2020, the majority of marketers (48%) ran between one and five influencer marketing campaigns. That being said, most marketers (71%) said that they will be increasing their budget for influencer marketing in 2021.
For this tactic, 93% of marketers say that they will be turning to Instagram, while 83% claimed that they will specifically be using Instagram Stories. About 68% claimed that they will be using TikTok, while the same percentage cited Facebook. Just 32% said that they would be turning to Twitter for their influencer marketing initiatives.
Unlocking the Potential of Influencer Marketing
Although many marketers are still testing the waters in terms of influencer marketing, previous research indicates that most of them believe in its overall potential and effectiveness.
Influencer Marketing Hub conducted its “Influencer Marketing Benchmark Report” for 2021, and the data indicated that 90% of marketers now believe influencer marketing is effective. In addition, three-fourths of marketers intend to dedicate a budget to influencer marketing at some point within the next 12 months.
“Clearly, many firms now realize the insatiable demand for online content and have increased their content marketing accordingly,” wrote the researchers behind the report. “Judging by the recent uptake in influencer marketing over the last few years, much of this increase in content must be created and delivered by influencers on behalf of brands.”