75% of Marketers Increased Influencer Budgets Despite Economic Uncertainty

Influencers have become an increasingly important component of the marketing industry, providing numerous opportunities for marketers to cater to a wider audience than might have been the case otherwise. It turns out that macro influencers are enjoying their most successful period ever, with 75% of marketing agencies saying that they plan to increase their budgets for influencers who have between 100,000 to 500,000 followers with all things having been considered and taken into account.

This is marked shift from 2021 when micro influencers, those that had not yet crossed the 100,000 follower mark, were more prized. 18% of the marketers that responded to this survey (conducted via Linqia) went so far as to say that their budgets for influencers are well into the 7 figures, far more than the 15% that reported a budget that was under $100,000.

With all of that having been said and now out of the way, it is important to note that 74% of marketers are still willing to work with micro-influencers. However, this is a steep decline from the 90% that said the same just two years ago. This goes to show that the prevailing economic sentiments are not dissuading marketers from taking big steps to capitalize on the newly forming segment of influencers on the internet.

72% of brands are also interested in seeing how AI can help them because of the fact that this is the sort of thing that could potentially end up helping them to narrow down their options. 65% went on to say that AI might help them streamline their work flows, which will enable them to connect with more influencers and extract more value from their marketing campaigns.

As for how the success of these campaigns will be judged, engagement rates will once again come out on top. With over half of all brands leaning heavily on creator content, only a low engagement rate will force them to pivot to something new. The 2020s are looking to be the decade of the influencer, and whoever comes out on top could define marketing for a whole new generation in the coming years.

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