Influencer Intelligence in association with Econsultancy, is pleased to present a ground-breaking industry trends report ‘Influencer Marketing 2020’. The report is a detailed study surveying close over 1,100 brands and agencies and 500 consumers on influencer marketing and the opportunities and challenges shaping the future of this increasingly critical segment of digital marketing. 


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Influencer Marketing 2020

Influencer Intelligence in association with Econsultancy, is pleased to present a ground-breaking industry trends report ‘Influencer Marketing 2020’. The report explores how the influencer marketing landscape has evolved in 2018, and looks at how well collaborations are currently being executed. As the title of the report suggests, it also considers the future of influencer marketing, and the challenges and capabilities that must be addressed for it to be sustainable.

There were 1,173 marketing specialists who responded to the research request this year, which took the form of an online survey. Respondents included in-house brand marketers, agencies, consultants and talent, across a broad range of industry sectors. In addition, 500 consumers aged 18 to 34 years were surveyed, in the UK and the US, to gauge their attitudes and perceptions of digital influencers.


Key findings:

• The majority of consumers express a preference for influencers who create authentic, engaging content.
• 90% of marketers say proving authenticity is critical to the future of influencer marketing.
• 85% of marketers say engagement data is the biggest metric of success for influencer marketing.
‘Fake followers’ ranks as number one concern within influencer marketing.
61% of consumers, aged 18 to 34, have at some point been swayed in their decision-making by digital influencers.
• 100% of marketers agree that ‘relevance’ is the most sought-after attribute in influencers.
• Confusion continues to plague disclosure guidelines.
Proving the ROI of individual influencers is a big challenge for 84% of marketers.


The report features qualitative interviews from a wide range of industry experts including brands, agencies, influencers and consultants. Interviews were carried out over the phone in August and September 2018.

Download the report 

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Top findings:

• The majority of consumers express a preference for influencers who create authentic, engaging content.
• 90% of marketers say proving authenticity is critical to the future of influencer marketing.
• 85% of marketers say engagement data is the biggest metric of success for influencer marketing.
• ‘Fake followers’ ranks as number one concern within influencer marketing.
• 61% of consumers, aged 18 to 34, have at some point been swayed in their decision-making by digital influencers.
• Micro-influencers overtake top-tier talent, and 61% of consumers say they produce the most relatable content.

Download the full report here

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