Conversations around influencer marketing have dropped markedly in the last year, according to a new report by social media analysis firm Talkwalker and software company Hubspot.
The report, which set out to analyze and define the coming year’s marketing trends, found that social mentions around influencer marketing are on the decline, dropping 42 percent across social media channels this year from the same period a year before.
Mentions of fake influencers are also on the rise across social channels, according to the report, and were responsible for driving more than 9,000 engagements in the first half of 2019 alone.
The report also found that while nearly two-thirds of marketers (61 percent) increased their influencer marketing spends this year, almost one-in-four (38.5 percent) admitted they don’t have a framework in place for measuring the success of influencer campaigns.
|Social conversations around influencer marketing dropped between September 2018 and June 2019.|
For these reasons, the Talkwalker/Hubspot report posits that 2020 could mark a turning point regarding how marketers manage their influencer campaigns, suggesting the growing use of micro and nano influencers (500 to 10,000 followers), whose command of smaller—albeit more enthusiastic—audiences may help marketers mitigate the potential risks that are common in the influencer field.
“Not only do (micro and nano influencers) help brands avoid the potential of fake influencers, but they often drive more authentic engagement,” the report says. “2020 will see brands building networks of these smaller influencers, with more groups arising to manage them effectively.”
The Talkwalker/Hubspot “Social Media Trends for 2020” report relied on data identified using Talkwalker Analytics and Quick Search during the first six months of 2019.