A look at the state of influencer marketing in 2020, what we can expect and how to best leverage influencers in your marketing strategies.

1. WE ARE
MATCH-MAKERS
1.1.20

2. 01
STATE OF THE
UNIONINFLUENCER MARKETING

3. WHAT TO
EXPECT IN 2020
What and who are influential to consumers can
change as quickly as the latest fashion trend.
Influencer marketing is continuing to rise &
brands are realizing the power of influential
voices - especially in our socially addicted world.

4. INFLUENCER
MARKETING IS
BUILDING BRANDS
Influencer marketing presents
brands the opportunity to
leverage the power of word of-
mouth at scale through
personalities that consumers
already follow and admire.
Influencer marketing ranked
FIRST in a list of fastest
online customer- acquisition
strategies in this 2017 study by
Influencer Marketing Hub.
of consumers regularly
purchase items after seeing
them shared on social media
of in-store shoppers
are influenced by social
media and blog posts
of millennial consumers
make purchasing decisions
based on recommendations
from peers
81%
60%
70%

5. PROOF IN THE
NUMBERS
Brands are dedicating more resources to influencer marketing because it works.
of marketers intend to increase
their influencer marketing
budget in the next year
of Instagram users
discovered new products &
services through Instagram
of people say they make buying
decisions based on recommendations
they find on social media
of marketers that tried influencer
marketing report that it is an
effective channel
59% 71%
81%60%

6. of marketers are shifting portions of their ad spend into the
tactic and holding it as accountable as traditional media buy
90%
92% 83%of people trust recommendations
above all other forms of
advertising
of that 92% take action because
of those recommendations
Consumers are overwhelmed with content
The average amount of brand messaging
consumers are exposed to per day
10k
THE FACT IS…

7. 02
ENGAGING
INFLUENCERS

8. HOW BRANDS ARE
PARTNERING WITH
INFLUENCERS IN
2020
Brands now look to multi-
tiered strategies for
influencer marketing. With
social platforms continuing
to grow their audiences,
users are dialing in on
communities and influencers
that speak to specific
interests. For example, you
can find 15 vegan yoga
influencers in Costa Rica.
With this change in
audience desires, we are
seeing a more weighted
balance between macro,
power middle & micro
influencers.

9. HOT TRENDS
LIVE STREAMS & IGTV ESPORTS PODCASTS
of brand audiences would rather
watch live video that a social posts
of all internet traffic will
be video will be by 2019
of Instagram users would rather
watch a video than read a blog post
IGTV notifies followers when a new
video is uploaded with a prominent,
eye-catching call-to-action.
This drives instant visibility.
The global esports market
generated US$1.1 billion of
revenue in 2019 and is expected
to make $1.8 billion in 2022
Gamers are spending MILLIONS
of hours each week watching
esports content on Twitch.
Influencers are shifting their
focus, making blogs secondary
and podcast primary for
engaging with fans
the average length of a podcast
ad, with average podcast
episodes lasting 45 minutes
of people who listen to
podcasts, listen to the end
85%
82%
80%
80% seconds
90
Of viewers are male and 15% are
female. But mobile (vs PC) is a
much stronger female audience.
85%
$1.1B
million

10. FOLLOWERS:
FOLLOWERS:
FOLLOWERS:
MACRO | CELEBRITY
POWER MIDDLE | SOCIAL A-LISTER
MICRO-INFLUENCERS
1M+ – VIP
100K – 900K
LESS THAN 50K
Think Kardashian or NBA athlete – these guys have a massive
following; a brand is positioned in front of millions of people,
great for visibility and awareness but very expensive. The larger
the following, less engagement, and sometimes less authentic.
These influencers have grown a highly engaged audience on a
specific platform (Instagram, YouTube, Facebook, Twitch, Pinterest,
etc). Their audience opts-in and trusts their point-of-view.
Straight up everyday people. They have gained a growing
number of followers on their social accounts simply by
following their interests and having a unique point-of-view.

11. FINDING
THE RIGHT
INFLUENCER
03

12. CREATE A STRONG
RELATIONSHIP
AUTHENTICITY
IS CRUCIAL
SHIFT
PERCEPTION
STAND
OUT
As audiences become even more ad-savvy,
influencers and brands will need to work together
to create influencer ad campaigns that go beyond a
simple product placement and #ad hashtag.
Influencer marketing is the ideal solution for
circumventing ad blocking technology as the content
is inherently different from digital display ads because
it provides entertainment or informational value as
part of a trusted recommendation.
Research shows that influencer marketing can
sway the opinions of today’s consumers more
effectively than traditional advertising.
say they get recommendations
from friends and family
of Millennials do not believe
online marketing is trustworthy
hear about a brand via recommendations
from within their social media circles
learn about a brand through online
reviews by people they do not
73%
80.5%
67.5%
84%

13. LONG STORY
SHORT
If you want brand awareness, high SEO,
reliability, exposure, feedback, sales you
need to connect with your audience.
Activate real people to advocate,
endorse, and create stories that evoke
emotion from an engaged audience.

14. BRANDS
DOING IT
RIGHT
04

15. ESPORTS IS FORCE WITHIN
THE GAMING INDUSTRY
HOW BRANDS ARE DOING IT RIGHT
LOUIS VUITTON JACK IN THE BOX
ESPORTs is becoming it’s own force within the gaming industry and consumer
passion points. As we see strong growth in leagues across the world, we will
continue to see big first mover opportunities for brands both online and
offline.
Louis Vuitton sponsored the League of
Legends Finals in France this year by
designing (1) a trophy case for the
winning team like they do in other
traditional sports such as golf & tennis
and (2) designing a skin (weapon &
outfit) for their top female character,
Kiana.
Jack In The Box sponsored a League of
Legends ESPORTS team in an annual
agreement allowing the brand to go beyond
logos on jerseys and integrate true content
with players yielding the first every animated
series with the team and “Jack” from Jack In
The Box – the ESPORTs fans went nuts for the
content.
Through an integration with Twitch, fans could earn Bits (Twitch’s digital currency)
by purchasing Gillette products through a link embedded on a TSM streamer’s
personal channel.
GILETTE

16. AUTO
HOW BRANDS ARE DOING IT RIGHT
If you don’t know, now you know. Auto brands are leveraging Influencer
Marketing to help sell the dream. From epic road trips in comfortable
SUVs to aspirational lifestyle shots with luxury sedans, auto companies
are understanding the immense value in the conversations influencers
have with their audiences.
Creating authentic partnerships with top talent, Chrysler gave 2 year leases
to top Instagram & YouTube influencers so they could create authentic &
beautiful content with the vehicle all year long.
Jeep leveraged first-to-market tools on Instagram for their WSL partnership
in 2018 by creating several Go Live moments with influencers around the
world. These influencers interviewed WSL athletes for an intimate, only on
Instagram fan experience.
CHRYSLER
JEEP
of car buyers use social media
to discuss or communicate a
recent purchase experience
of consumers report they’ll
consult social media next
time they purchase a car
38%23%

17. © COPYRIGHT 2018
THE SOCAIL STANDARD.
ALL RIGHTS RESERVED
THANK
YOU

18. CREDITS
LIN K
Why Your Customers’ Attention
is the Scarcest Resource in 2017
B U S IN E
S S
W IRE
AM A
The separation of influencer
LIN K
F O RB ES
Why You Shouldn’t Ignore Micro-Influencers,
And How To Partner With Them
LIN K
F O RRES T
ER The End Of Advertising As We Know It:
CMOs Should Shift Billions From Ad
Interruptions To Branded Relationships
LIN K
M ARK ET IN
G
C H ART S
L IN G IA
Word-of-Mouth A Bigger Purchase Influence For
Millennials Than Boomers, Who Rely More on Ads
LIN K
LIN K
81% of marketers are using influencer content
in other channels, with 51% reporting that it
outperforms brand-created content
LIN K
86% of marketers use influencer marketing
to fuel their content marketing strategies
M C C ART H Y
G RO U P
L IN G IA
Millennials: Trust & Attention Survey
LIN K
M C K IN S E
Y A new way to measure word-of-mouth marketing
LIN K
N EIL S EN
Global Trust in Advertising
LIN K
PR W EEK
T O M O S O N
S U RVEY
What happened when Mezzetta used
influencers to beef up its content library
LIN K
59% of marketers intend to increase their
influencer marketing budget in the next year.
EM ARK ET E
R 81% of marketers that tried influencer marketing
report that it is an effective channel – eMarketer.
N EW S ZO O
Global esports revenue $1.1B USD in 2019 and expected
$1.8B in 2022