Influencer Marketing:

Expert View – Comparisons – Trends

Whitepaper 2017
A trend that has potential: Brands can reach
their ideal target group with influencers
Background
An influencer is someone that has a strong social media presence
and the ability to influence others on these platforms. Influencer
marketing is a strategy, whereby marketers actively seek out
individuals that influence opinions and incorporate them into their
external communications. That works well, as the subtle mention of
a product, in language that the target group understands, is well
received.
During the European championships, soccer superstar Cristiano
Ronaldo shared an image on Instagram that showed the Nike
swoosh and was hashtagged #JustDoIt. This post received 1.75
million likes and 13,000 comments. The media value of the post
amounted to US$5.8 million. This post was part of the lifelong
advertising contract worth US$1 billion Ronaldo holds with Nike.
There are, however, less expensive alternatives. At times,
influencers simply receive free products, invitations to exclusive
events or form part of a team, as in ASICS’s frontrunner program.
This whitepaper provides insights on the effects that
influencer marketing has and shows where the main
challenges lie. Also, this whitepaper shows the staggering
amount celebrities can earn via influencer activities.

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Influencer marketing with a strategy can
massively boost brand awareness
Key Takeaways

1. Reach is beneficial: Influencers are useful, in particular to boost

brand awareness

2. Biggest challenge is planning marketing activities: Choice of

influencer toughest

3. Fashion influencers generate the least bang for their buck –

alcoholic drinks do best

4. Organize an event, invite influencers: it is the most effective

way to use their reach

5. Youtube is most profitable: Influencer pay varies greatly

depending on platform & reach

3
Reach is beneficial: Influencers are useful, in
particular to boost brand awareness
Industry Insights

Effectiveness of Influencer engagement, by marketing objective¹

27% 26%

49%

48% 50%

44%

25% 24%

7%

Raise brand awareness Generate sales leads Increase customer loyalty

Very effective effective ineffective

1: N=967 decision makers within relevant industries; worldwide 4

Source: LaunchMetrics
The biggest challenge is planning marketing
activities: Choice of influencer toughest
Industry Insights

Main challenges detected when rolling out influencer marketing strategy¹

75%

69%

53%

32%

Identify the right influencers Find the right engagement tactics Measure the Keep track of influencer activity
peformance of programs

1: N=967 decision makers within relevant industries; worldwide 5

Source: LaunchMetrics
Fashion Influencers generate the least bang
for their buck – alcoholic drinks do best
Industry Insights

Average earned media value for each US$ spent on influencer marketing campaigns in 2015 by advertiser
category in US$
Alcoholic beverages 21.03

Travel & Tourism 18.98

CPG Food 12.03

Supermarkets 10.59

Toys & Games 10.51

Home & Garden 10.26

Care & Beauty 7.04

Health & Pharma 6.72

Retailers & Apparel 6.66

1: Earned Media Value for every US$1 of paid media spent on RhythmOne influencer marketing campaigns 6
Sources: matteopogliani.it;
Organize an event, invite influencers: it is the
most effective way to use their reach
Industry Insights

The most effective content to leverage a collaboration with influencers¹

70%
69%

44%

Events Blog posts Videos

1: N=967 decision makers within relevant industries; worldwide 7

Source: LaunchMetrics
YouTube is most profitable: Influencer pay
varies greatly depending on platform & reach
Industry Insights

Average earnings in 1,000 US$ per influencer post by platform and number of followers
300

187 188

150 150
125

94
75 75
63 60
50 50
25 30
13 13 20
6 5 10 5 10 4
2

Number of followers: 100 - 500k 1 - 3m more than 7m

500k - 1m 3 - 7m

8
Sources: The Economist; Captiv8
About the Digital Market Outlook
9 markets, 34 segments, 50 countries
Further Data Contact
This paper provides insights on Influencer Marketing. Further
information on digital advertising can be found via Statista‘s
Digital Market Outlook.
The Digital Market Outlook provides direct access and download of
revenue forecasts, user count & penetration, as well as cross-
country comparisons.
It includes data on 9 digital markets, Digital Media, Digital
Advertising, e-Commerce, eServices, Smart Home, FinTech, eHealth, Sebastian Buss
Connected Car, eTravel and covers 50 countries worldwide. Analyst
sebastian.buss@statista.com
The Digital Advertising market includes banner advertising, video
advertising, search advertising, social media advertising and Sebastian Buss studied Business Administration and Business
classifieds. Psychology in Hamburg, Germany with a specialization in consumer
The Digital Market Outlook is exclusively available on statista.com behavior and market psychology.
and is included in Statista Corporate Account and Statista
Enterprise Account. Before his time at Statista he gained experiences in digital media
markets with a focus on the music industry. He is working for
Statista as a specialist for digital markets, trend monitoring and
data analysis.

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Disclaimer
This study is based on survey and research data of the previously mentioned sources. The forecasts and market analysis presented were researched and prepared by Statista
with great care.

For the presented survey data, estimations and forecasts Statista can not assume any warranty of any kind. Surveys and forecasts contain information not naturally
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