Research by UK-based digital marketing firm Takumi has found that 9% of UK marketers are expecting to spend over £100,000 on influencers during the next 12 months.
Only 4% of marketers polled said that they had no plans to spend money on influencers.
39% planned to spend up to £10,000, with 20% estimating a potential spend between £10,000 and £100,000.
“A lot of people are saying that influencer marketing is an over-hyped fad – that there’s no ROI and it’ll soon disappear. But as these results show, it’s clear influencer marketing is here to stay. Brands recognise its value and are therefore dedicating big budgets towards it,” commented Mats Stigzelius, co-founder and CEO of Takumi.
“Of the professionals we surveyed for example, 61% stated they now feel they are able to accurately measure engagement levels and return on investment, and as platforms like Instagram continue to roll out new features to signpost promoted content, that’s only going to increase.”
The figures support the belief by many marketers that working with influencers is an effective strategy to pursue, with 26% rate influencer marketing as much more effective at targeting consumers than other forms of of advertising, such as adverts on social media channels.
“The size of the accounts used in marketing campaigns is particularly interesting,”added Stigzelius.
“Many people still wrongly prefer macro influencers with hundreds of thousands of followers, but the reality is that you now reach the same audience with micro influencers, while also benefitting from higher engagement.
“For example, working with a celebrity might give you one social media post. Working with micro influencers, you could generate the same reach and 100 pieces of social content with exactly the same budget. From our experience, we’re seeing more and more brands realise that celebrity isn’t everything and ditching big names in favour of micro-influencers. It’s a trend we only expect to continue.”