Three-quarters of marketers have increased their influencer marketing budget in the past year [Talking Influence]
According to Takumi’s survey, three-quarters of marketers have increased their influencer marketing budget in the past 12 months.
Influencer Marketing Agency Takumi’s last report found that over the past 12 months, nearly three-quarters of marketers surveyed (73%) have allocated more resources to influencer marketing, with spending particularly increasing in retail (79%), legal (79%) and manufacturing (75%). %).
Despite the COVID-19 pandemic and its impact on the economy, the findings suggest that marketers are increasingly placing their trust and budget in cross-channel influencer campaigns and seeing value in their creative content. Not only that, but it’s clear that the talents of creative influencers authentically reflect the values and principles that consumers hold and are making inroads into the broader mix of marketing and advertising channels.
Brands are also working with influencers on more traditional advertising channels, including display (83.3%), print (80%) and TV and radio (81.3%). Consumers are also receptive to this change: more than a third (38%) are open to the idea of seeing influencers integrated into traditional advertising. This reflects marketers’ growing familiarity with influencers and increased confidence in their ability to deliver ROI across a more diverse range of channels.
“Adopting a multi-channel strategy gives us the ability to communicate our message not only to different audiences, but to different intentions. Each channel offers different communication opportunities,” said Jim Meadows, chief strategy officer at Takumi.
Take a platform-independent approach
Marketers’ growing confidence in influencer marketing sees them increasingly exploring additional channels for this activity. This leads marketers to explore other social media channels: Over the next year, 58% of marketers plan to work with influencers on YouTube, followed by another 55% on Instagram, 35% on TikTok, 20% on Twitch and 10% on Triller.
“With 73% of marketers increasing their spend on influencer marketing, it is clearly a central pillar of any effective brand marketing strategy,” commented Mary Keane-Dawson, CEO of Takumi Group. “We’ve known for a long time that being platform-agnostic equals success with influencer marketing, and it looks like marketers are starting to realize that too. They’re now exploring new media channels social media – such as TikTok – and integrate content from creators into their broader marketing mix, including TV and display, in line with consumer appetites.
The report also points out that influencer marketing offers a better return on investment than traditional advertising channels. A quarter (25%) of 16-24 year olds say Instagram is the advertising platform most likely to lead to a purchase. The study shows that marketers recognize the strong potential for ROI, with nearly two-thirds (60%) agreeing that influencer marketing provides a better ROI for brand marketing campaigns compared to influencer marketing. traditional advertising.
In August 2020, Takumi surveyed over 3,500 consumers, marketers and influencers in the UK, US and Germany.
