Influencer Marketing Platform Market

Market Overview

Global influencer marketing platform market is expected to grow at a CAGR of approximately 31.2% during the forecasted period 2021–2027.

Digital developments and Instagram features have inundated the social scene in recent years, offering influencers broader innovative sharing power than it has ever been. Influencer marketing may help businesses communicate with target viewers and persuade them to buy their products and services in today's world when individuals are working from home, preserving social distance, and limiting their outside trips.

People are much more likely to buy things online or via social media now that real shopping has taken a knock. Customers are increasingly interested than ever before in listening to influencers and trying out the things they recommend. Influencers provide additional authenticity and originality to these initiatives, as well as insights into what they think will resonate best with the target demographic.

Market Dynamics

In terms of demographic and audience data collected by multiple platforms and mobile commerce, virtual influencers provide more accurate results. Their ability to keep up with quick fashion trends, along with greater creative freedom, is likely to propel them forward in the fashion and leisure business. They provide more creative flexibility as well as economic scalability. When compared with current means of advertising, influencers keep proving to be a credible resource for obtaining honest product feedback.

The increasing presence of the internet for marketing campaigns has transformed corporate structures and created new income sources. Customers' easy access to high-speed, low-cost internet connections provides marketers with a new avenue to reach out to target groups, resulting in the emergence of influencer marketing strategies. Marketers and companies may build more targeted marketing campaigns by integrating these promotion strategies, improving consumer experience and business relationships.

Segmental Analysis

Rising Popularity of Video-based Content on OTT Platforms

Video streaming has increased dramatically in recent years as a result of the widespread usage of mobile devices and 3G and 4G networks. As a result, businesses are developing marketing campaigns for video-based content that is streamed across many digital platforms. Television viewing has dropped dramatically in the previous three years, with more people turning to social media sites like Instagram, Facebook, and YouTube.

The world's mobile video traffic surged by 59% in 2017, according to the Cisco Visual Networking Index: Mobile Phone Data Traffic Forecast Update, 2017–2022. Further, according to a Google survey from 2017, YouTube is the 2nd popular search engine in the world. Furthermore, according to Wyzowl's figures, video-based marketing climbed from approximately 63% in 2017 to 81% in 2018, as television watching fell by over 50% among the 18–26 age group in 2017. These figures demonstrate how customers are increasingly turning to OTT and social platforms.

Organizations, on the other hand, are unable to target their potential customers using traditional marketing methods due to a dispersed user base.

Owning Customer Trust and Creating New Brands is driving Influencer Marketing Platform

The consumer market is primarily driven by product credibility and the availability of dependable goods and services. Customers are constantly being forced to acquire things via traditional marketing and promotion approaches. Traditional methods might result in a negative brand image. Furthermore, consumers' transition to the OTT sector and other social media platforms has dispersed the customer base across platforms, resulting in expensive marketing costs and little return on investment (ROI). As a result, businesses are constantly using successful marketing strategies that reach end consumers without disturbing them.

Influencer marketing becomes one of the most successful marketing tactics for reaching direct customers via macro and micro-influencers and forming strong bonds between customers and businesses. Customers trust brands that are backed by celebrities, bloggers, vloggers, and well-known individuals via social media platforms. By delivering quality and transparency, businesses have a significant opportunity to win consumer confidence and earn new consumers.

Search and Discovery Held a Significant Share of Total Market Share

Due to an increased desire between brands and marketers to cooperate with the finest influencer for a given campaign, the search and discovery category accounted for a considerable revenue share in 2020. Organizations are using influencer search and discovery solutions to locate the proper sales representatives using a variety of variables, such as customer demographics, content attractiveness, and performance, resulting in cost savings over manual searches.

Platform providers also allow businesses to work with a variety of influencers on numerous digital networking platforms based on their advertisement campaigns and needs. HypeAuditor, for example, provides its clients with search and discovery options for various social media channels such as Facebook, Tik Tok, and Instagram, and YouTube depending on their needs and specifications.

In addition, sophisticated search features in the search and discovery application help marketers uncover relevant and important influencers for their campaigns. Companies are increasingly using influencer marketing platforms to identify prospective influencers that can help them promote their brands, increase brand visibility, and increase consumer interaction.

Fashion and Style Industry is Expected to Dominate the Market in Upcoming Years

The development of such advertising methods is being driven by the growing demand for elevated lifestyle and fashion firms to be more reachable to individuals and develop closer relationships with them. Influencers are also used by fashion firms to promote new accessories and clothing, allowing individuals to keep up with quick fashion trends and ensuring a steady stream of cash. Furthermore, fashion and lifestyle aficionados enable businesses to create new items by interacting with their viewers regularly, as well as market them by sharing picture-perfect images, videos, and sponsored posts.

Impact of covid-19

Influencer marketing efforts have become increasingly popular as a result of the ongoing COVID-19 outbreak. Several state agencies implemented lockdowns in 2020, causing production studios and advertising firms to cancel scheduled commercial shoots, forcing SMEs and businesses to turn to fresh ways of promotion. Moreover, limited commercial activity resulted in lower revenue creation, prompting corporations to employ more cost-effective advertising strategies.

During the shutdown, the increased utilization of digital platforms for amusement has prompted businesses to employ such marketing techniques. Even after the pandemic's impacts have subsided, these platforms are found to be consistently an important medium for promotion.

Regional Analysis

North America Dominated Region in the Market

In 2020, North America led the worldwide market. COVID-19 has wreaked havoc on the United States, making it one of the worst-affected countries. This resulted in the acceptance of Work-From-Home (WFH) and, as a consequence, the use of digital networking and OTT platforms as sources of entertainment by users, allowing businesses to use influencer marketing to promote their products and services. Additionally, the region's large skill pool in system development, AI-based analytics, and online marketing create a favorable environment for industry expansion.

North American governments are emphasizing and making significant investments in AI and machine learning technology, while also getting all the benefits of influencer marketing platforms in the United States and Canada.

Leading fashion brands such as Christian Dior SE, Chanel, and Versace are some of the early pioneers in the implementation of such branding methods, and Europe is projected to see significant expansion during the projected period. This is due to their desire to enter the market more efficiently and gain a larger client base by engaging with micro-and nano-influencers rather than famous people. In addition, the increased use of automated methods in the Nordics, which aid in the identification of influencers and the buying of traffic, adds to the expansion of the influencer marketing business.

Recent Developments

• In March 2020, IZEA Worldwide launched BrandGraph. BrandGraph is a social intelligence platform for social media marketers. The engine currently processes over 400 million pieces of content across over 4.5 million influencers globally.
• In September 2019, Mavrck added a new content marketing specialty as a new capability to its influencer marketing platform to conduct Pinterest-based marketing programs

Influencer Marketing Platform Market Segmentation

By Component

• Solution
• Service

By Application

• Search and discovery
• Campaign management
• Influencer relationship management
• Analytics and reporting
• Compliance management and fraud detection
• Others

By Organization Size

• Large Enterprises
• Small and Medium-sized Enterprises

By End-User

• Fashion and lifestyle
• Agencies and PR
• Retail and consumer goods
• Health and wellness
• Ad-tech
• Banking and finance
• Travel and tourism
• Other

By Region

• North America
• Europe
• Asia-Pacific
• South America
• The Middle East and Africa