22 Feb Digital Dash: 5 top influencer stats & more
1. How valuable are influencers? Almost 40% of brands struggle to tell
The lid has been lifted on influencer marketing trends for 2019 thanks to a study of 800+ marketers and PR pros from around the world.
Here are 5 top findings:
1. 69% ranked influencer marketing a top or strategic priority for 2019
2. 39% find it challenging to measure the ROI of influencer marketing
3. 61% will invest more in influencer marketing in 2019
4. Only 31% have an official influencer marketing programme in place
5. 65% say achieving more brand visibility is their top influencer aim
Social Media Today has been delving into the influencer industry a lot recently – the company conducted another study on micro-influencers, which we covered a month or so ago.
It pointed to this influencer sub-category having smaller but far more engaged niche communities. This week’s research agrees, with brands and agencies seeking longer-term, more authentic relationships.
Community size alone will be much less of a priority in 2019, replaced by things like how closely someone fits with brand values.
2. 55% of digital professionals admit they’re not doing enough with their data
Onto another report now, again focusing on 2019 goals and intentions.
However, instead of honing in on only one sector – like influencer marketing – Econsultancy has partnered with Adobe to study the entire digital marketing industry.
The 2019 Digital Trends Report is based on a global survey of just under 13,000 marketing, advertising, ecommerce, creative and IT professionals.
As I’m a creature of habit, let’s again take a look at 5 of the most interesting stats:
1. 55% say better use of data for more effective segmentation and targeting is going to jump up the priority list this year – music to our ears!
2. Interestingly, only 21% said increased automation of time-consuming tasks would do the same – while this is probably good news for quality, there is some really great tech coming through that shouldn’t be overlooked
3. Personalised, data-driven marketing emerges as the top most exciting 2019 opportunity for larger organisations, while optimising the customer experience tipped the scale for smaller companies (less than £150 million annual revenue)
4. Virtual and augmented reality, and voice interfaces gained hardly any votes, accounting for only 6% combined
Photo: Digital Trends Report 2019
5. Only 10% said they are very advanced at customer experience (CX).
3. Vertical or square video – which wins?
Thought we were done with reports? No way.
Back in 2017, Buffer and Animoto set out on a mission to discover whether square or landscape video performed best on social media. I’ll save you the trouble of reading that study and let you know that square video won on every count.
Fast forward to now and a lot has changed in online video. The explosion of the stories format has opened the world’s eyes to vertical video. I bet you can guess what’s coming next: the same two companies have teamed up again to repeat the test (looking at Facebook and Instagram), only this time to explore the theory that vertical video will outperform square.
Here are the results:
- Facebook News Feed square vs vertical: vertical video wins (cost per click up to 38% cheaper, cost per view up to 68% cheaper)Note: Facebook actually outperformed Instagram in terms of overall cost per click… now this is a surprise!
- Instagram Stories vs Feed: vertical stories win for cost per click and cost per thousand impressions
- But… stories were most expensive when it came to cost per view
- Instagram Feed square vs vertical: vertical video wins by a mile for 50% watch time
Big takeaway: it’s all about mobile, and therefore the more immersive 9:16 vertical format offers huge potential – also, while Instagram Stories should be huge priority, there’s still plenty of opportunity on the feeds, both on Instagram and Facebook
4. Facebook’s Fan Subscriptions and Brand Collabs Manager land in Europe
Last year, Facebook began testing two new ways to support creators and offer new monetisation options: Fan Subscriptions and Brand Collabs Manager.
Until now, these intriguing tools were only available to select accounts in the US, but the test has just expanded to Europe too.
Let’s have a closer look at each of the features.
Fan Subscriptions: this allows fans to support their favourite influencers/creators by paying a small subscription fee each month in return for exclusive content. Now included in testing for this feature are the UK, Spain, Germany and Portugal.
Brand Collabs Manager: this is essentially a dashboard that helps brands to connect with creators. Searches can be filtered by specific campaign requirements, influencer attributes and the creators’ connection to your page. I can see this being really valuable. Testing has now expanded to the UK and Germany.
Photo: Social Media Today
If rolled out fully, these are both designed to pitch Facebook more directly against YouTube, which has pretty advanced monetisation set up for creators already.
Facebook’s made no secret of its intention to become the new home of online video – and while there’s still a (very) long way to go, it could be a significant step forward if creators begin to take the platform more seriously as a business opportunity.
5. Amazon helps business reward customers with launch cross-platform Amazon Moments tool
Amazon has just launched a collaborative self-serve tool designed to let you combine campaigns on your own site or app with rewards from Amazon.
Using the Amazon Moments API you can define an action you want people to take on your website or app, and then choose a reward – delivered through Amazon – which anyone who takes that action will receive.
It’s easier to understand this using a real life example. As in the screenshot below, a teaching app might recognise that users who complete 10 lessons of a course will ultimately go on to spend more money.
So course completion is incentivised by offering an Amazon reward (through Amazon Moments) as a prize.
Photo: Marketing Land
The API has been designed for easy set up and use, and gives you the benefit of a loyalty system without the sourcing, management or fulfilment. It is relatively low risk too as you’re only charged when the specified action is taken.