Aspire’s new report on influencer marketing reveals some interesting trends for 2024. After reviewing data and research from over 700 marketers and creators, here are the things that stood out.
Most marketers (approximately 69%) plan to spend more on influencer marketing despite budget challenges. This shows that they believe in the power of influencers to promote their brands.
Instagram remains the top choice for brands, with 90% planning to increase their activity on Instagram. But TikTok is catching up, especially among creators. Approximately 89% of creators said they would focus more on their TikTok than on Instagram.
YouTube creators have very high engagement, with an average rate of 49.5%. This is much higher than other platforms and proves that long videos still have a large audience.
Shockingly, 93% of creators have no problem working solely for free products if they like the brand enough. But for brands to maintain a good reputation, it's also important to pay creators fairly for their work.
Nano-influencers, or influencers with fewer followers, have the highest engagement rates, averaging 4.39%. This shows that even people with few followers can have a big impact.
That's why 64% of brands choose to work with small creators. They value realism over number of followers.
57% of creators have not changed their rates in the past year. This stability is interesting considering the growth of influencer marketing.
Marketers have found that content created by influencers outperforms other types of branded content. Approximately 63% say they are effective at capturing their audience's attention.
Finally, video content is becoming increasingly important. Seeing the success of platforms like YouTube and TikTok, a whopping 94% of brands plan to focus more on video production.
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