Study says social mentions around influencer marketing has dropped by 42% this year

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 14, 2019, 4:47 PM UTC

Talkwalker and HubSpot’s survey revealed that 2020 could witness increased use of micro and nano influencers.

The research revealed that conversations around influencer marketing saw a 42% drop across social channels this year from the same period a year before. Though nearly two-thirds of marketers upped their influencer marketing spends this year, almost 38.5% of them admitted they don’t have a framework to measure the success of such campaigns.

According to the report, mentions of fake influencers are also on the rise. However, 2020 could mark a turning point regarding how marketers would manage influencer campaigns.

The researchers expect the growing use of smaller influencers in 2020, with more groups arising to manage them effectively. Moreover, micro and nano influencers can help “brands avoid the potential of fake influencers” and drive more authentic engagement.

Read the original article

[2 minute read]