Brands ride the wave of influencer marketing

Influencer marketing is beginning to recover after a year in which it has been affected by the pandemic.

The marketing de influencers It has been quite a revelation for marketers in recent years. So much so, that being an influencer has become an aspiration of the profession and brands are betting on increasing spending in this section of their marketing strategies.

In this way, spending on influencer marketing in the United States will exceed the barrier of 3,000 million dollars in 2021. This is confirmed by the latest projections from the research firm eMarketer.

The company Insider Intelligence ensures that there will be a 33.6% jump in spending on influencer marketing in that country. Will go up to the 3,690 million dollars and it is expected that in 2022 the milestone of 4,000 million dollars will be surpassed, reaching 4,140 million.

These are very high figures compared to the more modest growth of 2020, when there was 14.4%. However, it is true that that year was exceptional due to the coronavirus. «In the early part of the pandemic, many marketers temporarily paused their campaigns influencer marketing ”, says the senior analyst at eMarketer Jasmine Enberg.

But the pandemic also accelerated many of the new social trends driven by creators, including short videos and social commerce. Marketers quickly got back on it and are now increasing their spend on influencer marketing as they realize they are their ticket to reaching those audiences, “he explains.

It should be noted the impact of the travel resurgence as restrictions are lifted. This is a category that invests heavily in this type of marketing. «Restrictions and social distancing measures disproportionately affected travel influencers. Many had to change their strategies to collaborate with brands in new categories, such as finance and consumer goods, “adds Enberg.

“Continual improvements in content tools and the growing role of influencers in lower funnel marketing goals will help drive more money in the influencer marketing space in the coming years, “he says.

eMarketer does not break down this spending by specific platforms, but emphasizes that go to instagram as the leader, with about half the market. It would be followed by YouTube and Facebook, with TikTok entering strongly. However, another fact to highlight is that spending on influencer marketing pales in comparison to global social media ad spend. This field is estimated to reach $ 58.66 billion in the United States this year.

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Source: Marketing Directo by

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