The State of Influencer Marketing In 2019

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Social media is now accepted globally and has become an integral part of everyone’s life, this has given a golden opportunity for users with rich, engaging contents to accumulate loyal followers and earn a livelihood doing so. Social media users with such quality posts and huge fan base are known as influencers and brands have realized with time they are the best suited for their marketing campaigns.

Unlike other traditional media, social media is not bound by restrictions such as geographical location and target audience worry. The social media is accessible by all regardless of their age, class, and location. The ever-growing nature of the business indicates companies are investing more in influencer marketing as well as making way for aspiring influencers. Many businesses are looking for a side stream income to increase their revenue.

The Rise of Influencer Marketing

We will all probably agree that influencer marketing is on a steady rise, but figures and statistics might help us appreciate the acceptance and the recent boom that has hit the business.

Market Size: The most important yardstick to measure business growth is the market size. The influencer marketing business was estimated to be 1.6 billion in 2016, and it rose to almost double at 3 billion in 2017, a further 50% increase by 2018 to rise to 4.6 billion. The figure presently stands at 6.5 billion, which is a 400% increase from 2016.

Internet Searches: Another vital metric to measure growth and popularity is the amount of search engine searches. Increase in search is directly proportional to the increase in consciousness and acceptability. The phrase influencer marketing was searched 4000 times in 2015, 6400 times in 2016, 21,000 in 2017, and 60000 in 2018, representing a 1500% increase within 3 years.

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What to Consider for a Successful Influencer Marketing

About 80% of influencer marketing campaigns are successful while the failed campaigns are caused by inadequate planning and failure to set ideal key performance indicators (KPIs). The following should be considered for a successful influencer marketing campaign:

Get the Right Influencer: A major cause of a failed influencer marketing campaign is choosing the wrong influencer for your campaign. Getting an influencer in the wrong niche, an influencer with poor contents, and an influencer that doesn’t use your products are few of the reasons why an influencer might not be ideal for your campaign. Making use of influencer agencies in choosing your influencer can help you avoid the mistake of choosing the wrong influencer.

Creative Contents: When launching an influencer marketing campaign, it is essential to dedicate some time to creating engaging contents, and choosing a creative influencer may help with this.

Right Target Audience: The success and popularity of an influencer doesn’t make him ideal for the campaign. Age, location, and gender of influencers’ followers must be taken into consideration when choosing the influencer for your influencer marketing campaign.

Adequate Preparation: Whatever is worth doing is worth doing well, to ensure a successful campaign, linking a URL to the campaign, selecting the right influencer and setting KPIs that will ensure good ROI are necessary.

Effective Terms of Agreement: After identifying your ideal influencer, the next step is setting terms of the agreement that will clearly spell out each party’s responsibilities as well as avoiding copyright issues.

What to Avoid When Choosing Influencer

Choosing the wrong influencer ruins an influencer marketing campaign, always avoid the following when choosing your influencer:

Fake Followers: The major headache for brands seeking influencer is engaging fake influencers, there are a few fake influencers with fake followers, fake likes, comments, and reposts, going through agencies can greatly reduce chances of dealing with fake influencers.

One-off Campaign: In order to improve influencer marketing campaign success, it is pertinent to try a continuous campaign that keeps your target audience engaged. Making use of brand ambassadors who are contracted to represent, promote, and market the brand summer, winter, spring, and fall, ensuring your audience are engaged continuously.

Avoid Very Expensive Influencers: Macro influencers with huge followers command a huge fee, kylie Jenner charges 1 million dollars per post while Cristiano Ronaldo charges 975,000 dollars for a single post. Only huge brands can afford the services of the macro influencer. Always stick to a budget and make judicious use of micro-influencers in your niche. Going beyond your budget to engage the services of a macro influencer may result in a failed campaign if the ROI doesn’t complement the investment.

What Makes an Influencer Marketing Campaign a Successful One?

Few metrics determine the success of an influencer marketing campaign, KPIs vary from brands to brands and campaign to campaign. The commonest KPIs are:

Brand Awareness: The essence of an influencer marketing campaign is to improve people’s consciousness about the brand, to measure the level of awareness, engagements like likes, clicks, comments, links, and shares are taken into consideration. This is particularly important for a newly launched product.

Improved Sales: It is natural to experience a surge in sales during and after a successful marketing campaign.

New Audiences: By the end of the campaign, brand awareness must have improved among the desired age bracket, gender, and location targets.

Lead Generation: Making instant sales is important, but so is having a list of potential customers and keeping in touch. During the influencer marketing campaign, names and emails can be generated through account setups, give away entries, and newsletters.

 What have we Learned about Influencer Marketing in 2019?

For followers of influencer marketing, there is nothing new to report about the industry, the industry is rapidly growing and could hit a trillion dollars in nearest future, and Instagram remains the leading platform for influencers. Cristiano Ronaldo remains the most popular user of the platform. The state of influencer marketing in 2019 can be summarized in these few steps:

  • 15% will spend up to 50% of their marketing budget on influencer marketing.
  • 65% of brands will increase their budget for an influencer marketing campaign.
  • Influencer agencies increased from 420 to 740.
  • Instagram is the most used platform for influencers, and 89% of Influencers use Instagram.
  • Marketing channel spent most on is Instagram at 69%, followed by YouTube at 11%, Twitter is least at 1%.
  • Snapchat is the least used at 3%.
  • The most common budget range for influencer marketing annually is 1000 – 10000 dollars.
  • The most used content format is Instagram post at 78%, followed by Instagram stories at 73%, twitch Livestream is least at 5%.

Social media has come to stay, and it is now an integral part of everyone’s life. Those who set trends and have huge followership are making it big on social media. These people are known as influencers, brands rely on influencers to reach more target audience, these types of marketing is rapidly replacing old ways of marketing of print media and billboards.

In the last year Influencer agencies almost doubled, the market grew more prominent with a potential to grow even bigger, by preparing adequately and going through the diligent process in selecting an influencer, brands can grow their brand bigger by reaching their target audience in different geographical locations.

Tips for a Successful Influencer Marketing Campaign on Twitter

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There was a time when many had forgotten about Twitter. Facebook, at a time, had eclipsed the social media that was flying blue and very famous for its tweets. Until the recent dip in popularity brought about by the Analytica Scandal Twitter seemed to have lost its place among the other social media platform.

Donald Trump became more famous for his Tweets at a point and significantly made people look forward to the President’s view on Twitter. These and many more contributed to the resurgence of social media. However, it wasn’t that Twitter shut down or was no longer available, it was always there, in its own way competing with other social media channels.

It has stood the test of time and now extremely relevant and deemed safe for connecting with other people. The level of abuse faced on some other social media platforms with little to show in terms of discipline and sanctions contributed to people using Twitter more than the past few years.

Influencer Marketing on Twitter

The social media has birthed a unique marketplace giving social media personalities with lots of followers the capacity to market, connect, and influence people’s behavior or attitude towards a brand or product. Influencers are given this power because of the people that follow them. Since many people have been on Twitter for a while, with different level of engagements going on, Twitter influencers have a unique advantage.

Research has shown that over 70% of business owners , like plumbers, 24 hour emergency plumber near mehome insurance agents, lawn care services,heating and air companies,  real estate agents, maid services, dog boarding, and acai juice companies like Monavie, are looking to fortify their online presence and reach. Many of them are going to invest in influencers to launch unique influencer marketing campaign like no other. This is the new trend that has been observed to bring unprecedented results. Even surveys have become easier and accessible on social media rather than the typical phone calls.

A study showed that people are tired of seeing adverts, as a matter of fact, they seemed to have lost confidence in them. This is why many skip the adverts or tune away from them. However, the same set of people are more inclined to listen to their favorite social media personality views and advice regarding brands. The bulk of the population are the millennials since lots of them are getting employed, in their hands rest the spending power.

Furthermore, millennials practically live on social media, and they tend to listen to social media influencers more than the other generations. This has allowed both influencers and brand owners to connect to a marketplace untapped. The potential marketplace the internet offers has yet to be fully explored, and this is why business owners are jumping on the train of influencer marketing more than ever.

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How to Find the Best Influencers on Twitter

It is easy to find people with thousands of followers on Twitter and believe any brand promotion done with such people will yield results. This is untrue and can be devastating at times. It is vital to ensure that there’s a connection between the brand or product and the influencer before working on a campaign together. Brand owners have to carefully and painstakingly choose their influencers for many reasons before working with such an individual.

One of such reasons is that you have to consider that the followers of the influencer your future customers. Another reason is that the moment an influencer starts to promote your brand, that influencer is now an extension of your brand. These are a few of the reasons that should put brand owners or representatives on their A-game while choosing an influencer to contract.

This is the reason most brands go through social media influencer network agencies. These agencies are made up of agents who work directly with influencers and are capable of getting the ones that fit your brand and campaign. Also, working with influencer agents reduce the hassle you’ll have to go through as a brand owner while helping the influencer secure a reasonable contract as well.

Relevance and Engagement over Numbers and Popularity


Studies have shown that multiple campaigns run by influencers with thousands of followers compared to those with millions are far more successful. The reason is that people with less than a million followers have been shown to engage their fan base more than those with millions. The percentage of engagement involves how much an influencer interacts with the followers and the resultant effect of their reaction in turns.

 Followers that willingly and frequently retweet their influencer posts are more valuable than those just numbers of people who follow just because the personality is a celebrity. The key to these social media campaigns, especially the ones launched on Twitter, is to carry them out in the company of an appropriate and relevant target audience. It is such a basis that produced the term ‘Target Audience’ itself. You don’t want to be advertising phone accessories to followers of a healthcare influencer just because the person has a million followers.

 Support your Influencer and Evaluate Periodically

There’s nothing as good as showing support to your chosen influencer once the campaign begins. Influencers already have an audience with their followers, and they each have their unique ways of doing it. Respect that and encourage them in any way they promote your brand. Give them links to redirect followers from their page to yours, retweet the posts of your influencer about your brand, and provide them with giveaways for the campaign. All this will automatically assist you in getting more traffic and increasing your reach.

Twitter is an excellent place for influencer marketing, don’t underestimate its potency. It is true many seem to favor social media platforms like Instagram as the best, but in the coming years, any form of exposure is excellent for your brand. This is why you want to be on every platform, broadcasting and educating people about your products and services. Put in some effort and work as a team with your influencer, and you’ll reap the benefits of tapping from the pool of traffic waiting to be tapped on Twitter.

Are you looking to get paid as an Influencer?

YouTube Influencer Marketing

Are you looking to get paid as an Influencer?

Marketing trends have been altered in the past few years. The marketing industry has been disrupted with the internet, especially social media. Since the bulk of people now interact on social media, things have quite changed. Even giant media houses now have an online presence where people can easily view their news and stories on YouTube, Instagram, Facebook, and Twitter. This has further affected interactions with video calling being more mainstream than a privilege or luxury.

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The advent of smartphones with quality megapixels have also upgraded the quality of photography and videography. This has empowered several influencers in putting out quality posts that are both attractive and engaging. YouTube is one social media app that focuses on providing video posts that enable everybody to enjoy and get educated on topics that are either entertaining or academic.There have been several talks of Instagram being the perfect fit for social media marketing, but YouTube is a unique influencer marketing tool. YouTube video creators have risen in influence over the years, and not everybody can be on a cable network like the Kardashians or the Braxtons. Most people that were interested in such ventures started out on YouTube Vlogging. Teenagers have been observed in focused a study to be more receptive to their peer’s conviction on issues. The study showed that 30% of youths would rather buy a thing because their friend said so rather than buy that thing based on an advert.

Why Should YouTube Be Used for Influencer Marketing?


A population, the size of a China, is always logged on YouTube daily. The video-based social platform boasts of arguably every superb character or celebrity from the real world. This is not to say we’re living in a virtual world already, but we are getting there gradually, seemingly everything can be done via the internet. So many social media platform offers the opportunity of seamless communication as far as video calling, mapping, and messaging.

 YouTube is a platform that offers detailed insight into any product or service that a brand may want to share with the world. Gone are the days when only a privileged few are allowed to watch, internet connectivity is almost free and available everywhere. Also, the platform allows interaction between people, just like any social media platform.

Since developers have used Adblockers and the FTC have tightened their regulations on advertisements, brands have been forced to find creative ways of ads. This is where YouTube comes in, as nothing compares to YouTube in sharing details of the brand’s solutions to the world visually for as long as intended.

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What Makes an Influencer Ideal for Brand Promotion?

 Whether you are a business owner looking to work with an influencer, or you are an influencer who wants to be a topnotch and highly sorted person, there a few things to look out for in order to achieve your aim. The fact that so many people now boasts of several thousand and millions of influencer makes it difficult to sort out which is better and appropriate for ad campaigns. However complex it can be, it is very simple to a trained eye.

  • The first thing that an influencer gives to any business owner running a campaign is the target audience.
  • Afterward, it is crucial that such social media personalities do have tremendous influence over the followers in order to drive traffic and sales.
  • Furthermore, it is inadvisable to work with a social media influencer that is new to the terrain of influencer marketing.
  • Social media personalities that are conversant with engaging their followings in a similar tone the brand will love to communicate is key to a campaign.
  • The next thing to consider is the level of engagement, such as social media personalities have with their followers.
  • Also, the frequency of the interaction between the influencer and the people following the channel.
  • If the above seems complicated, just assess the level of comments, shares, and reactions to the post of the social media personality.
  • The final cherry on the cake that makes a social media influencer stand out from the rest is the demographics. The genders of the followings, their interest, their location, their ages, and possibly religious affiliations.

All the above are crucial to ensure that the vision of a brand aligns with the interest and dynamics of the potential influencer. It is when all these have been assessed adequately that there can be a fruitful relationship and arrangement between the two parties. This may sound burdensome at the start, but you have to look at the followings of influencers as potential customers. If one cannot do that as a business owner of a company, then what is the point of contracting an influencer with such followings?

This article will probably not be complete without mentioning PewDiePie. He is one of the foremost YouTube influencers with millions of views. What he offers brands like gaming apps is a host of the relevant audience watching his videos continually. This allows the brands to reach out to these potential customers, and PewDiePie helps them captivate their attention and sales in turn.

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The marketing industry has gradually accepted influencer marketing as a progressive way of marketing. It has not thrown away other forms of marketing, but it is evident that this digital form of marketing is inevitable. The platform for such a marketing style is not only available but also global, and this makes it effective in reaching the ends of the world. This is why influencers are now considered celebrities. The fact that whatever they do in the corner of their homes or community is now broadcasted globally with a click makes them as important as celebrities whose movies, books, or music are experienced globally.

YouTube influencer marketing has become a prominent way of marketing. It has been able to show that it can rival giant media channels and it has even won over those giant TV channels by winning them over. Most TV stations now have their personalized YouTube channels. This has shown that YouTube is a capable social media hub for people all over the world to interact and conduct business. The amount of music posted monthly on YouTube draws in constant traffic to the platform providing brands a pool of potential customers to win over to themselves.

Are you looking to get paid as an influencer?