Research from the eMarketer.com platform shows that influencer marketing has already become an integral part of an advertising strategy. At the same time, business expenses for influencer marketing strategies have increased throughout 2019. The same trend continued in 2020.
More than two-thirds of North American retailers use some form of influencer marketing. And almost half of US and UK digital marketers spend at least 10% of their marketing communication budget on influencer marketing.
Why is integration with influencers on YouTube more effective than traditional advertising? Jumpshot analyzed over 1,000 YouTube channels driving direct traffic to products on Amazon in 2018. There were over 80M product views on Amazon, averaging a 2.7% conversion rate. The conversion rate for traditional ads on YouTube was 0.5%.
Jumpshot company data:
(Via YouTube certified partner Animoto.com Platform data)
Here is data from another study, which also shows young people prefer video content:
“Even more interesting is that 70% of teenage YouTube subscribers stated they relate more to YouTube content creators than traditional celebrities, and 60% of all YouTube subscribers would follow advice on what to buy from their favorite video creator over movie and TV personalities.”
More info here.
According to The State of Influencer Marketing 2019 report, Instagram is the number one social network globally by the number of influencers (830,000+ influencer accounts).
YouTube ranks second (347,000+ influencer accounts). Yes, Instagram is ahead of YouTube by the number of influencers, but if we are talking about brand development and long-term work with the audience, the average duration of video content on YouTube is 14 minutes, and Instagram’s is only one minute. But even this is not the most important thing.
Look at the average engagement data across two platforms: YouTube with 140,900 views versus Instagram with 1,561 Likes. Depth of audience engagement is one key indicator that allows influencers on YouTube to have up to 440% higher conversion rates compared to traditional advertising.
The studies we refer to clearly show the influencers’ advantage over traditional celebrities and television channels, which are primarily associated with stars. The power of influencers lies precisely in the fact that they are closer to the audience, often communicate with subscribers on the air, and, most importantly, people trust people. You can read more about choosing and working with influencers effectively here. If you want us to help you make a media plan for your future YouTube vlogger campaign, click here.