Social Media and Influencer Marketing

The influencer economy is worth 1.6 billion in 2018- Mediakix, 2018 via BOF

Social Media and Gen Z
-Gen Z will make up 40% of the population by 2020
-Indirect buying power of over 1 trillion dollars in the US alone
-Brands in high competition for our attention
-Digital narratives; connecting and consuming
-Access Instagram; an average on 16 times a day
(SMW London, 2018 and YouGov Report, 2018)

Globally
40.7 million social media user in the UK aged 18 an over, making up 80% of the population
1 billion instagram users daily
(SMW London, 2018 and YouGov Report, 2018)

UK
More than 1 in 5 use Instagram daily
-13% more likely to be a student
-48% of people use instagram more today than they did a year ago
-Buying decision of Gen Z influenced by instagram (48%) and 50% influenced by YouTube

Advertising
-Brands are trying to make relevant content
-Competing against each other
-More aware of what consumers want to see

Socials
-Social media presence
-Shareable content
-Gaining feedback and insights
-Directly sell products
-A loyal consumer base
-Influencer marketing

Influencers
-Visual content is 40x more likely to get share on social media than other content
-Video content is 8x more likely to be engaged with than photo content
-Top brands are seeing per-follower engagement



90% of instagram users are younger than 35
32% of teenagers consider Instagram to be the most important social media network
38% female internet users use instagram, 26% men
Posts tagged with another user 56%  or location 79% have significantly higher engagement rates
(SMV London 2018 and YouGov Report, 2018)

Pros
-Easy to target large international audience
-Easy to measure interaction
-Can be cost effective
-Consumers choose how they want to receive their marketed content
-Good for brand development

Influencer Marketing
-No longer new
-Classed as 'content creators'
-Influence is strategy not tactic
-Brand increase investment
-Increasing eye on guidelines
-The viewer and consumer is becoming more 'savvy' and 'aware'

325% increase in search terms for 'influencer marketing' in the last 2 years.

Why?
70% of millennials are influenced by their peers in buying decisions
-81% of consumers frequently purchase items they've seen on social media

What brands look at in influencers
-Demogrpahics of their audience
-Engagement and impressions
-Aesthetics and Narrative
-Sell-through of products and or Services
-Platforms of use
-Scale and Location