[Infographic] Influencer Marketing Trends, By The Data

Key Takeaways from the Infographic

This infographic summarizes key influencer marketing trends from 2019 campaign data, including the rise of micro-influencers, the growing use of influencer marketing technology, and Instagram's continued lead as a core campaign platform.

The Rise of the Micro-Influencer

Campaigns increasingly shifted toward micro-influencers. In 2016, the ratio of mega-influencers to micro-influencers used in campaigns was about 1:3. By 2019, campaigns used roughly 10 micro-influencers for every one mega-influencer, showing a clear move toward smaller creators with more targeted communities.

How Enterprises Used Influencer Marketing Platforms

Enterprise teams used influencer marketing software to manage work that would otherwise take hundreds of manual hours at scale. The main use cases included influencer discovery and communication, campaign automation and reporting, influencer payments, fraud and fake follower analysis, conversion attribution, paid amplification, and other campaign operations.

• Influencer discovery and communications: 29%
• Campaign automation and reporting: 22%
• Influencer payments: 13%
• Fraud and fake follower analysis: 12%
• Conversion attribution: 12%
• Paid amplification: 9%
• Other: 4%

Instagram's Breakaway Lead

Instagram continued to dominate influencer marketing campaigns in 2019. The data shows Instagram had a 94% chance of being used in a campaign, while other platforms were used less frequently, with each showing less than a 50% chance of campaign use.

Required Posts by Platform

Instagram also accounted for the largest share of required campaign posts in a typical 2019 campaign. Instagram represented 24% of required posts, followed by Facebook, YouTube, and Twitter at 17% each. Pinterest accounted for 12%, web placements for 7%, Tumblr for 3%, Snapchat for 2%, and Google for 1%.

What the Data Shows

The data points to a broader shift in influencer marketing: brands were working with more micro-influencers, relying more heavily on technology to manage campaign complexity, and continuing to prioritize Instagram as a major creator marketing channel.