June 17, 2021
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 has 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 integration with influencers on YouTube is more effective than regular advertising. Jumpshot analyzed over 1,000 YouTube channels driving direct traffic to products Amazon in 2018. Over 80MM product views on Amazon, averaging a 2.7% conversion rate. Conversion rate for traditional ads on YouTube: 0.5%.
Jumpshot company data:
80 percent of millennials consider video content when researching a purchase decision
7 out of 10 millennials are likely to watch a company video when shopping online
76 percent of millennials follow brands on YouTube
60 percent of millennials prefer to watch a company video over reading a company newsletter
(via YouTube certified partner Animoto.com Platform data)
And here is the data of another study, which also shows that 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 1 social network in the world by the amount 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 on Instagram only a minute. But even this is not the most important thing.
Look at the average engagement data across two platforms: Youtube 140,900 Views VS Instagram 1,561 Likes. Depth of audience engagement is one of the key indicators that allows influencers on YouTube to have up to 440% higher conversion rates compared to traditional advertising.
The studies to which we refer clearly show the advantage of influencers both over traditional celebrities and over 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. Here you can read more about how to choose and work with influencers effectively. If you want us to help you making a media plan for your future YouTube vlogger campaign, click here.