As 49% of consumers depend on influencers’ opinions prior to making a purchase, we predict influencer marketing campaigns to be more popular than ever this Q4.
Influencer marketing has exploded in the last decade and is estimated to be worth $16.4bn in 2022. The industry has been fueled by the rise in mobile usage and social media apps, and an unquenching thirst for authentic and entertaining content by online audiences.
The power of influence
As consumers continue to spend an increasing amount of time on social media and mobile, influencers and content creators in turn have become product evangelists, garnering more power to influence what we purchase. Forty-nine percent of consumers rely on influencer recommendations before they buy, and a further 40% of consumers revealed they’ve purchased a product after seeing an influencer use it on social media.
As we approach Cyber Week, Awin and ShareASale predict an increase in influencer marketing partnerships and seasonal campaigns as more brands try to capitalize on influencers’ captivated consumer audiences. Considering the impact the World Cup will have on sales this quarter and the mounting economic pressure we all face, it will be interesting to see which brands shift their strategy and employ the power of influence to make the most of the busiest shopping season. Micro-influencers might also become an attractive option for brands who are launching influencer marketing campaigns for the first time.
Influencer activation and performance on Awin and ShareASale globally
In line with the booming influencer marketing industry, the Awin Group has seen the number of click-active influencers grow on our platforms globally in recent years with a 24% YoY uplift from 2021 to 2022, and a 34% YoY increase from 2020 to 2021.
Unsurprisingly, the health and beauty industry reigns supreme as the most popular sector for click-active content creators, with 11% YoY growth in sign ups since 2021 and a staggering 43% YoY boost since 2020. Clothing and shoes follow closely behind, with department stores taking the third place for the most popular sector for influencers on Awin and ShareASale globally.
If you’re looking to leverage the reach and relevancy of influencers to support your Cyber Week marketing campaigns, influencer marketing can help your brand connect with highly-engaged audiences, attract new customers and build brand affinity with influencer followers.
Brands can get started with influencer marketing by partnering with one of Awin and ShareASale’s influencer subnetworks and management platforms that simplify communication, integration and optimization for advertisers and influencers. Through our partners, brands of any size, sector and budget can easily tap into the influencer marketing space to test and streamline influencer activity, with the added bonus of being fully integrated within our platforms to help brands effectively measure performance.
If you’re interested in learning more about how you can leverage the power of influencers across your activity, contact the Awin Group influencer partnerships team.
Access the Awin Report 2022 to learn more about the 100 most innovative #Power100 partners on our global platform who can help you make the most of the busiest trading period of the year.