1、$25K $20K $15K $10K $5K $0K Less than $5K per year Between $20K and $50K Between $50K and $100K 11.7% More than $100K 10.8% SPECIAL FOCUS ON FASHION, LUXURY AND BEAUTY INDUSTRIES THE STATE OF INFLUENCER MARKETING 2020 INDEX Intro Letter from our CEO Infl uencer Marketing Eff ectiveness Investments a
2、nd Budgets Relatability Matters Popular and Emerging Channels Consumer Generation Profi les Infl uencer Marketing Challenges and Measurement Infl uencer Challenges and Motivations Covid-19: A new Industry Climate Predictions for the Future Report Methodology 03. 05. 06. 09. 11. 12. 13. 14. 20. 26. 2
3、8. THE STATE OF INFLUENCER MARKETING 2020 SPECIAL FOCUS ON FASHION, LUXURY AND BEAUTY INDUSTRIES 2020 2020. A year in which the direction of infl uencer marketing seemed clear after years of evolution and stabilization. And suddenly, the Covid-19 crisis changed everything - causing not only the larg
4、est health crisis of recent years but also a heavy blow to the fashion, luxury and beauty industries whose futures are still uncertain. The fact that almost 95% of these industries work with infl uencers, or that the main objectives covered through these types of campaigns are awareness or sales is
5、not surprising. Investments in infl uencer marketing programs in 2020 continue to grow - increasing by between approximately 10% and 30% this year. But, when asked which markets are the primary targets for such investment, we discovered with some surprise that despite the fact that Europe continues
6、to lead the investment objectives of most brands, the Asian market is in second position, competing very closely with the United States. This corresponds with a recent study published by Boston Consulting Group stating that revenue from Asia will represent 41% of the sector in 2025. Generation Z has
7、 also grown as a target for brands in their aspiration to reach the consumer of tomorrow, who will soon have a much greater Share of Wallet. Consequently, TikTok has established itself as a key platform in the infl uencer marketing spectrum. This social network, (with 46% of users between 16 and 24
8、years old), is already a new channel to exploit in their actions with infl uencers for 42% of brands within the industry. Micro infl uencers with niche followings continue to be the most BUILDING CUSTOMER-CENTRIC STRATEGIES IS MORE IMPORTANT THAN EVER BEFORE The State of Infl uencer Marketing 20203
9、CEO, LAUNCHMETRICS eff ective for brands whose main objective is a greater connection and closeness with their audiences. Perhaps more than ever, the key to a successful infl uencer marketing strategy is relatability. Building a relationship with the consumer that goes far beyond fashion or the prod
10、uct itself, and which is 100% customer-centric is essential. We see this trend, for example, through the fi nding that 56% of brands in 2020 say that they use their consumers as infl uencers and User Generated Content (UGC) is positioned at the forefront of many strategies now. Since the beginning o
11、f this crisis, brands are evolving from a product-focused communication line to reinforcing the intangible values of their brand. Infl uencers sponsored content has slowed in the past two months and authenticity is now translated into valuable, transparent content that is much closer and responds be
12、tter to consumer needs right now. At Launchmetrics, we are launching the sixth edition of our annual Infl uencer Marketing Report in the midst of an uncertain time, with the future outlook of the industry raising many questions. At the same time, as Einstein said: in the midst of diffi culty, lies o
13、pportunity. It is time for brands to rebuild direct relationships and relevancy to their consumers. To analyze and measure what their needs are in order to maximize the result of each and every brand action. And in this evolution, we must observe how infl uencers elevate their role to be part of thi
14、s redefi nition of the industry. I hope you fi nd our State of Infl uencer Marketing Report 2020 insightful for your business, and that it helps you to start envisioning the new future for your brand. BUILDING CUSTOMER-CENTRIC STRATEGIES IS MORE IMPORTANT THAN EVER BEFORE The State of Infl uencer Ma
15、rketing 20204 ASOS Asos Insiders: Driving Products via Infl uencers Although Asos marketing initiative - Asos Insiders - has been running for a few years already, its results are still remarkable. Its not just about building brand value and gaining visibility through Key Opinion Leaders (in the past
16、 year this campaign off ered Asos $8 Million in MIV), but also about creating an authentic community of brand ambassadors driving users directly towards points of purchase. The Insiders are a group of about 20 trendsetters from diff erent corners of the globe that can be found on the ASOS Insiders w
17、ebsite page. Each infl uencer uses his or her social media accounts (mainly Instagram, but also Pinterest and YouTube) to promote clothes, accessories and/or beauty products that are available to buy on ASOS.com and whose code they always list in the caption of every publication they post. Is the ov
18、erall value obtained by the Asos Insiders campaign in the past year. 85% was accumulated via Instagram. $8M in MIV Is what the Infl uencer Voice generated for this campaign, representing 31% of the global MIV. Almost $3M in MIV Was the best performing infl uencer of this campaign in the last year co
19、ntributing almost 18% of the MIV. Ari Fitz, asos_ari The three main goals brands are achieving via infl uencer marketing programs include; raising awareness (an increase of almost 5% compared to last year) and supporting the digital strategy of those companies. Raising Awareness95.8% 94.0% 91.4% 100
20、% 50% 0 Driving Sales Supporting Digital Strategy The eff ectiveness of infl uencer marketing for driving sales increased by 18% compared to 2019 FIND INFLUENCER MARKETING EFFECTIVE FOR DRIVING SALES 94% / INFLUENCER MARKETING EFFECTIVENESS The State of Infl uencer Marketing 20200 The State of Infl
21、uencer Marketing 20205 EUROPE 51% USA 18% ASIA 18.5% The relevance of the luxury and fashion industries presence in regions such as France or Italy as well as the emerging consumption of luxury products in countries such as Russia, is probably the reason why budgets for infl uencer campaigns are con
22、centrated in Europe. However, it is interesting to see that brands are favouring Asia second, and very slightly above the United States, this is likely because Chinese consumers are set to make up 46% of luxury goods purchases by 2025. Europe is the continent where brands are investing the most in i
23、nfl uencer marketing, followed by Asia and USA. BRANDS BRANDS ARE STARTING TO FAVOR ASIA AS A TOP MARKET FOR INVESTMENT IN INFLUENCER MARKETING CAMPAIGNS. / INVESTMENTS AND BUDGETS The State of Infl uencer Marketing 20206 $2.3K $5.1K $8.5K $4.9K $25K $20K $15K $10K $5K $0K 44% Say they will increase
24、 budgets in the next year due to the growth in overall infl uencer marketing activations. 18.2% say it is due to increasing collaborations with infl uencers in new markets. 2020 INFLUENCER MARKETING INVESTMENT Between $5K and $20K 31.5% Less than $5K per year 29.5% Between $20K and $50K 16.5% Betwee
25、n $50K and $100K 11.7% More than $100K 10.8% 39% of professionals claim that their brands invest more than $20K a year in infl uencer programs. Brands in the fashion, luxury and beauty sector have increased their budgets dedicated to campaigns with infl uencers this year. Most of them have increased
26、 budgets by between 10% and 30%. The percentage of professionals investing more than $10K increased by 10% compared to 2019. BUDGET MOST PROFESSIONALS HAVE INCREASED BUDGETS BETWEEN 10% AND 30% COMPARED TO 2019 / INVESTMENTS AND BUDGETS The State of Infl uencer Marketing 20207 INDUSTRY INSIGHT WITH
27、ARNE EGGERS, /INVESTMENTS AND BUDGETS In other markets KOLs tend to be used as an additional element for a marketing campaign, whereas in Asia they are usually at the heart of it. Infl uencers are used to amplify almost every event or campaign and help brands to spread their message to wider audienc
28、es. With large and engaged audiences many KOLs in Asia are extremely eff ective at this, so it would be rare to see a brand plan a campaign without keeping them top of mind. Most brands would treat KOL partnerships as an “always on” strategy to maintain awareness and engagement with target consumers
29、. But while infl uencer activations will play a key part in the marketing strategies for all of our clients, no brand will solely rely on them a successful campaign will usually be following an integrated approach that includes ATL, BTL, PR and offl ine activations. Marketing activations involving K
30、OLs tend to follow diff erent strategies compared to Western markets. In China, KOLs are now increasingly engaged to do direct-sell live-streaming for brands within ecommerce platforms such as Alibabas Tmall. Hence, brands in China may also have to develop strategies on identifying the right KOLs to
31、 serve specifi c purposes, from pushing sales to image building to storytelling etc., and on which platform. Most brands would treat KOL partnerships as an “always on” strategy to maintain awareness and engagement with target consumers. SENIOR VICE PRESIDENT, KARLA OTTO ASIA The State of Infl uencer
32、 Marketing 20208 ASOS RELATABILITY MATTERS relationship with their engaged followers. And, creating relatable content isnt just important for brands and consumers - its something that infl uencers are also paying attention to. 48% of infl uencers would work with a brand for free if they really loved
33、 them, and are conscious in the content they present to audiences. If there is an inauthentic match between brand and infl uencer, creators may run the risk of alienating their audience, and brands may not see return. The success of relatable channels when it comes to infl uencer marketing is clear,
34、 but the way both brands and creators communicate this is continuously evolving. We have seen an infl ux of brands, particularly in the beauty industry, leveraging their customers as infl uencers - 56.3% of brands this year. Not only does this method of infl uencer marketing bring companies closer t
35、o their customer, it also provides visual, real testimonials from the very consumers they are trying to attract. This is also refl ected in the ever-growing popularity of Micro Infl uencers who tend to have a more niche following, and therefore a strong /RELATABILITY MATTERS Find Micro Infl uencers
36、most eff ective. 20k-100k Of brands have leveraged their consumers as infl uencers. 42.9% THE TOP THREE REASONS? They are cost-eff ective1. They are more authentic2. They have a better relationship with target consumers 3. 56.3% 48% Of infl uencers would work with a brand for free if they really lov
37、ed them. +10% From 2019 The State of Infl uencer Marketing 20209 BRAND STORY: GLOSSIERS USE OF CUSTOMERS AS INFLUENCERS A trend that has become particularly prominent in infl uencer marketing specifi cally within the beauty industry is utilizing customers as infl uencers. 56.3% of brands have levera
38、ged their consumers as infl uencers in 2019, and this number is only increasing, with the likes of digitally native brands like Glossier paving the way for successful user generated content strategies. Glossier was born out of Into The Gloss a beauty website and blog developed by Emily Weiss “devote
39、d to people sharing products they love”. The brand makes products designed with “real beauty routines in mind”, and has an army of Glossier reps, who started out as superfans of the brand. Glossier has built their cult social media following off of content storytelling, directly from their consumers
40、 which has built both trust and legitimacy: “Id say it does impact on trust when you can see that lots of people who have bought the product are loving it and want to talk about how good it is” says Amber, a customer who has been featured on Glossiers Instagram in the past. Grace, A.K.A. damselfl av
41、ored is a rep for the brand, who started out by just posting their products on her Instagram, she noted that “personally I feel that leveraging customers as infl uencers is great, because as a consumer I like to see products in action on other customers I feel like they are being honest.” Throughout
42、 2020 it is likely that the prevalence of customers as infl uencers for beauty brands will increase, as companies try even more so to incorporate storytelling in to their content, rather than just product promotion. By putting customers at the forefront of a social media strategy, the people who hav
43、e purchasing power can legitimize the brand via personal testimonials. Leveraging customers as infl uencers is great, because as a consumer I like to see products in action on other customers I feel like they are being honest. The State of Infl uencer Marketing 202010 Instagram is still the most pop
44、ular channel for creators when it comes to the content they produce. Brands also favour Instagram as the number one platform for collaborations (42%), specifi cally seeing the most results via Stories. The popularity of Instagram Stories as a medium of collaboration has increased since 2019, as crea
45、tors are willing to be more fl exible with content that doesnt live forever in their feeds. This means partnerships can also potentially generate higher volumes of content, if there is an option for both feed posts and Stories. Although Instagram is still the number one platform for infl uencer mark
46、eting, TikTok is making a big play when it comes to capturing Millennial and Gen Z consumers. Of the brands investing in new channels, specifi cally TikTok, 55% say it is because they want to engage with a new consumer. The channel is designed for users to create fun, viral moments and take part in
47、challenges that everyone can get involved in, making it increasingly popular, especially in todays current climate. Brands have started to notice this growth, with the likes of Tommy Hilfi ger, Burberry and Calvin Klein paving the way with TikTok campaigns. 97.8%Instagram 63.2%Blog 60.3% Facebook 40
48、.9%Pinterest 44.3%Twitter 37.4%YouTube 23.2%TikTok 23.6%LinkedIn 6.9%Other 100% 50% 0 What channels do you use to create content? THE PRESENT THE FUTURE of brands plan to include TikTok in their infl uencer marketing strategy. 42% say the number one reason for this is to reach new consumers 55% said the main driver was to leverage nano infl uencers 11% of infl uencers name TikTok as one of their main channels 23% /POPULAR AND EMERGING CHANNELS The State of Infl uencer Marketing 202011 This year, Millennials remained the number one target group for brands in the fashion, lu
sgpjbg002
工作日 8:30 - 17:30
会员动态：
报告分类
新质生产力
ChatGPT
新能源汽车
大模型
Sora
机器人
微短剧
芯片
薪酬
白皮书
低空经济
数据要素
创新药
人工智能
AI产业
信息科技
互联网
消费经济
汽车交通
电商零售
传媒娱乐
医药健康
投资金融
能源环境
地产建筑
传统产业
英文报告
其它
扫码登录
手机快捷登录
账号登录
