Influencer Marketing V/S Paid Marketing (Stats, Market Analysis)
Published May 28, 2022 by SYNARION IT
Influencer marketing is basically a type of marketing campaign involving a collaboration between many brands and influencers. This is a compelling approach that can help many companies grow. It is a type of solid marketing strategy that has been successfully used by a large number of businesses and brands. Using this method, they all have experienced continued growth over the past decade.
Influencers are individuals that have specific niches, and they all have a significant number of online followings. They usually have a huge fan following with them. As all of them are generally viewed by all of their followers, they are often considered trustworthy experts in their field. They are usually paid a lot because they often make an efficient impact on all of their audience’s purchasing decisions. Their recommendations and endorsements generally help a large number of brands out there expand their reach and generate a good number of leads.
Nowadays, despite the broad world impact of Covid 19 upon the whole world, we can all see that the influencer marketing industry is still as popular as it was before with all the local and international brands and marketers. This thing is even expected to grow even more in these recent years. This type of marketing has also become a very integral part of any marketing plan. There have been many studies on its effectiveness in the modern world.
Here are some of the facts, quotes, and vital statistics related to influencer marketing.
Critical points of influencer marketing
1. In a recent study, it was found that the influencer Marketing Industry to reach nearly $16.4B or more by the year 2022
There is also no denying that influencer marketing is very lucrative nowadays. In these recent years, the market grew from $1.7 billion in 2016 to $9.7 billion in 2020. This growth was recorded despite the covid 19. In 2021, this soared to nearly a hefty amount of $13.8 billion. This data indicates a steady growth. This year, the total market is projected to expand to a whopping amount of $16.4 billion in industry.
This growth has happened, and this all has been recorded due to the increasing popularity of short video formats on all popular platforms of the world, such as TikTok, Facebook, and YouTube. The effect of the global pandemic on a large number of consumers has also catalyzed different types of social media consumption. We all have seen that there was the optimization of further data collection. Due to this, a large number of marketers are used for doing different types of social media ads.
2. Another recent statistic has also shown that the number of Influencer Marketing related to services and companies grew by nearly 26% in the year 2021. As all the influencers use, this type of marketing industry has grown, and so has the number of companies and the service providers that support this type of industry. Many influencer marketing-related companies grew by 26% in 2021 to nearly 18,900 worldwide.
3. Another important application that is very important for influencer marketing is Instagram. It is one of the most preferred social media channels for different types of brands who engage themselves in Influencer marketing.
Although the Instagram application has seen a slight decrease in its use in 2020, its popularity has increased in 2021. This is why many brands worldwide are now choosing Instagram as their preferred channel. This is the best place for doing all kinds of influencer marketing campaigns. This application has fewer monthly active users, i.e., around 1.3 billion less than Facebook. But this is one of the most popular channels, with more than 2.89 billion monthly active users.
4. Apart from Instagram, we all can see that Facebook has captured a significant share of what we know as the social networking landscape of today’s world. The main power presented by a social media influencer on a small budget nowadays is simply incredible. This all had happened mainly due to all kinds of social media channels like Facebook. A person should never forget that making a product is easy, but generating sales is still challenging. It is quite an expensive job too. But this all has changed due to influencer marketing on social media. The main motive of influencer marketing is that it is less about doing on large budgets and is now more about being marketing savvy. It is a fact that now a person can ultimately drive and increase their overall sales for the business on any social media platforms such as Facebook and Instagram with an entirely organic strategy. Here no money is needed. Here there is no necessity to have ads.
It is seen that the top priority of 70% of all marketers is to convert all the leads to their potential customers, so it is a terrific deal to take.
We all know that advertising has evolved over hundreds of years. They all have become a crucial part of our day-to-day life too. This has also become a key driving force behind the modern economy. The third decade of this 21st century will see this industry enter a new and more advanced age than one can imagine. It will be the era of new technological possibilities in this industry. The virtual and all the augmented reality platforms will bloom. This will give the advertising industry a face-lift. All the outdated approaches are destined going to scrap. Now for advertising, digital marketing is a part of the marketing practice that uses the internet and a lot of online-based digital technologies. Here they may include components such as desktop computers, mobile phones, and other digital media as well as platforms to promote products and services. This type of marketing mainly developed during the 1990s and the 2000s. It is a thing that changed the way brands and businesses use modern technologies for marketing purposes. It can be seen that digital platforms are becoming increasingly incorporated with the marketing plans and the everyday life of a person. It has been seen that people are increasingly using digital devices instead of visiting physical shops. There has been an increase in online Marketing Services for all kinds of businesses.
The marketing campaigns have, therefore, also become more prevalent. They are also employing many combinations of search engine optimization (SEO), search engine marketing (SEM), the content type of marketing, the influencer type of marketing, the content automation, campaign marketing, the data-driven marketing, and the e-commerce marketing etc. It has also been seen that there has been increasing in a large number of new services such as social media marketing, social media optimization, direct e-mail marketing, display advertising, e-books, optical disks, and online games. The top digital marketing agencies globally have also extended their service to the non-Internet channels that provide the required digital media. They include devices such as television, mobile phones in the form of SMS and MMS, callback, and last but not least, the on-hold mobile ringtones. There are a large number of social media marketing agencies all around the world that are working all year round to produce good quality advertisements.
There are a large number of countries all around the world that are also getting revenues from advertising. Digital marketing services have also contributed a percentage of GDP in many developed countries.
Influencer marketing v/s paid Advertising
The main advantage of doing any influencer marketing is that they are
Cost-effective content creation:
If we all look at the terms and the effectiveness of marketing costs, influencer marketing generally gives excellent businesses a cost-effective way of creating customized, brand-integrated content. Here the very essence of doing a good amount of influencer marketing is that any business can partner with any social media influencers. The company doesn’t have to create any of its content in this situation.
They have a very Extended reach:
Looking at paid advertising, we will notice that it is generally targeted at one particular social media platform. Here due to this, they have a minimal audience base. Here in social media, influencer marketing has a vast audience base. Therefore, it will help all the brands gain audiences on different social media platforms. As we all know, most of the influencers in the modern world are active on multiple popular platforms such as YouTube, Instagram, Twitter, Snapchat, etc. So here, influencer marketing enables all the brands to run through every kind of cross-platform promotion. Here, it will help a company reach a broader and more diverse audience.
All the influential marketing has a targeted segmentation:
One of the significant and unique benefits of doing influencer marketing is that it always allows all the brands to segment their audience base as per the choice of the company. Here it will give them a unique opportunity for the company to reach niche audiences and then influence them with the personal touch of the individual influencer they’ve partnered with. When an influencer promotes a brand, it most directly impacts the target audience as they all willingly decide to follow the influencer no matter what.
Disadvantages of influencer marketing
When a business partners with an influencer for doing anything related to their marketing purposes, then there is a strong relationship between them. All the businesses that do this type of marketing need to nurture this relationship if they all want to see optimal results. Here it is always seen that the professional bond between a good marketer and an influencer only strengthens if there is a personal bond between them. So here the major disadvantage is that all the businesses need to manage all of their influencers on a professional and individual level. Doing so can be especially difficult for big brands. This is because they all work with a large number of influencers.
Advantages and disadvantages of paid ads over influencer marketing
They generally have better content formats:
All the different types of paid ads running on many social media platforms such as Google and Facebook usually provide unique and a large number of content styles that a business can choose for themselves. All the brands can create a text, image, or video with minimal effort. Here, these ads can also include clear call-to-action buttons, which can even directly lead all the customers to a conversion or sale. Here the significant advantage that the businesses get is that they generally retain more control over any kind and the quality of content created and seen by the audience.
Here they can only provide classified segmentation:
The major problem with paid ads is that they can’t provide the personalized touch that influencer marketing does. Here nearly all of them offer the businesses the ability to find and target audiences entirely based on various metrics. These may include different demographics, likes, and interests of a person. In these types of situations, the Facebook ads also offer tools that can help measure the performance of these metrics.
They have a considerable Flexibility and scalability:
A significant advantage of having paid ad campaigns is that they generally allow marketers to reallocate funds quickly and all the marketers and businesses to scale all of their resources as per the need of the day. This is the significant kind of flexibility lacking in all influencer marketing. This step usually takes a lot of time, and they all have concentrated efforts to scale, and they also have to allocate funds between the campaigns.
These are the two major types of marketing that a business can get in this modern world. With the invention of social media as a primary communication tool, many people can quickly know what all of their friends, peers, celebrities, and key influencers are saying about a product or a specific type of service. Almost everyone in the world usually trusts these opinions more than they can trust any other piece of advertising. Here nearly all the influencers generally know their audiences, and many of them also know how well and are best suited to create this type of content that will resonate and sell these types of products to their audience. All of them generally put their reputations at stake to do this type of marketing. So this is how the influencers are highly motivated to create great sponsored content that engages their audiences and motivates them to buy something.