Influencer marketing budgets to grow in 2021  

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 21, 2021, 1:33 PM UTC

Linqia’s recent study found that Marketers will increasingly look to Instagram, TikTok and Facebook for their influencer marketing needs.

 As new channels and formats emerge, brands must implement influencer marketing campaigns to keep up with the latest content trends to ensure their message efficacy. According to the report, 71% of enterprise marketers plan to increase their influencer marketing budget in 2021.

In 2020, 48% of marketers deployed one to five influencer marketing campaigns, followed by six to 10 by 19%. 36% said influencer developed content outperformed brand-created content. However, 22% felt it had the same effect, and 31% never tested it.

An overwhelming majority of marketers prefer working with Micro-influencers with 5,000 to 100,000 followers.

Macro-influencers with 100,000 to 500,000 followers (72%) were the second most prefered. Of those polled 43% of marketers activated five to 10 influencers for any given campaign.

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