The curiosity around influencers has rocketed in recent years, rising 614% for searches since 2016. In the 2018 survey results, it appeared as though influencers could be losing their influence and now, contradictory to rising interest, marketers using influencers has dropped to 23% in 2019.
But for those who did use influencers, zero said it did not produce tangible results for them. Some believed it was too soon to tell, but the majority (61%) said influencers definitely delivered results for their brand. And of those who previously used influencers, every single one of them said they would use influencers again.
So influencers work, but less are using them? It looks like during the rise of influencers, brands felt that they should work this channel. But as influencers have become more mainstream and widely used, it has become apparent that influencers don’t work for everyone.
But these stats make it obvious, that when they work, they really do work for the right brands. And those who just jumped on the influencer bandwagon are recognising this channel is not for them.
The slight dip in popularity is perhaps due to the constant press on the prevalence of influencers and transparency about #ads. The pool of brands using influencers has thinned, but they are definitely producing results for those who are forging these new partnerships.
