Influencer marketing: beyond the hype

This article is part of a series of articles on influencer marketing. Read more.

In 2019, influencer marketing shows no signs of slowing. Our latest estimates predict that global influencer marketing spend will reach $5-10 billion by 2020, and Instagram influencer marketing alone will be a $2.28 billion market in 2019 (see Figure 1).

While YouTube, Facebook, and bloggers remain key channels, Instagram has become the focal point for many influencer marketing strategies. At Mediakix we get three times more clicks on our Instagram services buttons compared to other channels, and according to Linqia, marketers cite Instagram as the most important social platform for influencer marketing.

Figure 1

In the wake of all this growth, concern over influencer fraud has grown more prominent. Instagram remains the most common channel where influencers inflate their numbers by purchasing fake followers (or “bots”), joining like-for-like networks, or buying fake engagement. Marketers remain understandably wary of investing their budget on influencers with artificially inflated numbers, and some brands like Unilever are taking matter into their own hands.