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Brand 2021 Report
Hi there, we want you to help us find out where influencer marketing is headed in 2021. It'll only take you 4 minutes!
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1
Do you do influencer marketing?
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YES
NO
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2
Who are you?
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Media agency
PR agency
Influencer marketing agency
Brand
Start-up
Marketing agency
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3
Please select your industry
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Choose 1
Beauty & Cosmetics
Fashion
Luxury
Home & Decor
Food & Drink
Parenting
Health & Fitness
Gaming
Technology
Finance
Music
Lifestyle
Travel
Design
Bridal
Photography
DIY
Jewellery
Pets
Other
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4
Who is currently managing your influencer marketing?
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In-house (dedicated team/person)
Influencer marketing agency
In-house & influencer marketing agency
In-house (whoever has time)
Other
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5
Would you rather have the tools to do it in-house?
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YES
NO
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6
What best describes your influencer marketing activity?
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One-off campaigns
Always on with various influencers
Always on with some Aambassadors/partnerships
Other
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7
Do you plan to use new social channels for influencer marketing in 2021?
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eg. tiktok, twitch
YES
NO
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8
Which new social channels do you plan to use?
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9
Why will you not use other social channels?
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10
In 2020, did you supplement influencer marketing with paid social?
Did you boost influencer posts on social channels with paid spent
Yes, it was very effective
Yes, it was not effective
No, we haven't done this yet
No, but we plan to in 2021
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11
Are you curently using any influencer marketing tech? (platforms, etc.)
Choose 1
Yes, we have one tool
Yes, we have several tools
No, we don't use anything - manual work (spreadsheets)
No, we outsource our campaigns
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12
For which tasks are you using tech?
Click all that apply
Planning
Sourcing
Campaign management
Reporting
Payment
Spotting fake followers
Communication/Outreach
Other
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13
Which social media channels do you use for influencer marketing?
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Click all that apply
Instagram
Facebook
Twitter
YouTube
Snapchat
Pinterest
Twitch
Tiktok
Blog
Other
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14
Which channel do you use the most?
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Choose 1
Instagram
Facebook
Twitter
YouTube
Snapchat
Pinterest
Twitch
Tiktok
Blog
Other
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15
What type of collaborations do you run with influencers?
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Choose all that apply
Gifting/Product
Paid
Event
Ambassador/partnership
Affiliate
Other
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16
Do you make use of ambassador programmes?
Yes, they are very effective
No, we don't at the moment
No, but we will in 2021
No, but we've done this in the past
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17
How many influencers do you work with per year on average?
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18
What type of influencers do you mostly work with
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Choose all that apply
Social media celebrities (500k +)
Macro-influencers (200k - 500k)
Mid-level influencers (50k - 200k)
Micro-influencers (2k - 50k)
Nano influencers (500 - 2k)
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19
I run influencer campaigns primarily to...
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Choose up to 2
Drive brand awareness
Generate sales/downloads/conversions
Generate content
Improve SEO
Generate traffic
Increase social media following
Other
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20
Compared to last year, influencer marketing has become...
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Easier
Harder
The same
Can't say
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21
If it's become harder, why?
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22
If it's become easier, why?
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23
What is the biggest issue for influencer marketing at the moment?
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ASA Guidelines
Fake followers/engagements
Measuring ROI
Authenticity of influencer content
Quality Content
Pricing/influencer fees
Transparency/availability of accurate data
Post campaign analytics (benchmarking)
Other
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24
What information do you collect on influencers before agreeing to work with them?
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Click all that apply
Audience demographics (age, gender, location of audience across channel(s))
Audience authenticity/stats supporting their actual influence
Examples of previous collaborations and proof of campaign success (conversion rates, clicks, likes etc)
Reach insights (screeenshot of instagram insights analytics)
Engagement rates
Followers, content (publicly availabe data)
Sponsored vs organic content
Brands they've worked with previously
None of the above
Other
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25
Do you validate the authenticity of an influencers audience
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Be it via tools or manual follower checks to ensure the influencer's following is genuine
Yes
No
Unsure
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26
What matters most to you when deciding which influencer to work with?
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choose 1
Quality of content
Brand affinity/fit
Audience demographic fit with target market
Engagement rate
Reach (followers, subscribers, page likes)
Unique impressions on posts
Price
Audience health (fake follower count)
Other
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27
Do you consider unique impressions when working on Instagram?
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YES
NO
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28
We struggle the most with...
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Choose 1
Pricing - finding/knowing the right price
Reporting - benchmarking performance
Setting KPIs
Finding new influencers
Campaign execution
Justifying the budget to senior management
Legal compliance - brand safety
Finding influencers who don’t have fake followers/engagement
Creative direction - how to communicate the brief to influencers/how much creative freedom to give
Other
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29
Which form of collaborations have you found to be the most effective?
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Choose 1
Gifting/ product campaigns
Paid campaigns
Event/ press trips
Ambassador/long term partnership
Affiliate
None of the above/not sure
Other
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30
How do you measure the success of your influencer campaigns?
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Click all that apply
Total reach (eg. followers)
Engagement
ROI
Unique impressions per post
Clicks/website/profile visits
Sales/conversions/downloads
None
Other
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31
Do you repurpose influencer content?
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Choose all that apply
No
Yes, on our social channels
Yes, on our website
Yes, for paid social
Yes, on marketing material (email, inbound)
Yes, in print
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32
When comparing influencer fee quotes we consider...
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Choose 1
CPM (cost per thousand followers)
CPE (cost per engagement)
CPR (cost per reach)
Cost per download
Cost per click
Cost per conversion
Other
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33
I feel the majority of influencer fees quoted are...
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Choose 1
Quite high
Quite low
Just right
Can't say
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34
In 2021 we expect our influencer marketing budget to...
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Choose 1
Increase
Decrease
Stay the same
Unsure
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35
Compared to this year, we will likely work more with...
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Choose 1
Social media celebrities (500k +)
Macro-influencers (200k - 500k)
Mid-level influencers (50k - 200k)
Micro-influencers (2k - 50k)
Nano influencers (500 - 2k)
All of the above
Don't know
Same as last year
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36
What will have the biggest impact on influencer marketing in 2021?
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Choose 1
Instagram Reels
Cracking down on fake followers/engagement
ASA guidelines
Increasing availability of tech/tools to find and evaluate influencers
New platforms (e.g Twitch, Tiktok)
Changing industry dynamics and different pricing
Accessability to influencers/influencer marketing tools and education
Increasing industry knowledge
Instagram Shopping
Other
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37
What does the industry need to mature further?
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Standardised pricing/ transparent pricing
Better tools/technology
Proper industry standards for reporting
Proper industry standards for contracting
Education & industry knowledge
Other
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38
What % of your marketing budget is allocated to influencer marketing
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Choose 1
100%
50% - 99%
30-50%
10-30%
1-10%
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39
What would make influencer marketing easier for you in 2021?
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40
Please enter your email address if you would like to receive the report once it's published. The questionnaire will remain anonymous
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