Branded content and influencer marketing eat up 20% of brands’ digital marketing budgets, according to Advertiser Perceptions.
Digital marketing, which has benefited on average from the coronavirus pandemic, is grabbing increasingly large budgets from brands. But which disciplines are more “gluttonous” in the digital marketing arena? The answer to this question seems to be branded content and influencer marketing, which eat up 20% of brands’ digital marketing budgets., according to a recent study by Advertiser Perceptions.
These two disciplines eat the most substantial portion of the digital pie, surpassing in budget categories such as “paid search”, display advertising, “paid social” and digital video.
More than half of the brands also agree that the use of branded content and influencer marketing has become more essential than ever in the last year. Not surprisingly, 32% of advertisers say they have fueled spending on branded content and 25% also increased investment in influencers during the second half of 2020.
Many of the advertisers opened their portfolio wide during the second half of 2020 After the pandemic and the overseas social justice movements caused an unprecedented disruption in marketing and many brands were particularly generous with branded content and influencer marketing (two disciplines far from the pure and simple sale that did not come definitely relevant at that particular moment).
Facebook, Instagram and YouTube are the favorite channels of the brands for their branded content and influencer marketing actionswhile 35% of advertisers look to TikTok for marketing with prescribers (ahead of LinkedIn, with 29%).
Branded content and influencer marketing strongly leverage marketers’ budgets
Branded content and influencer marketing give brands greater flexibilityd to interact with consumers throughout the entire funnel.
“Advertisers are making efforts throughout the funnel, both in the higher phases and in the lower phases”emphasizes Sarah Bolton, executive vice president of Advertiser Perceptions. “Branded content and influencer marketing allow them to move throughout the funnel and are proving to be very successful strategies for brand goals,” adds Bolton.
For the sake of greater flexibility, more than a third of advertisers admit to giving priority to publishers that allow them to includer “click-to-buy” links to redirect audiences to branded content and influencer-generated content.
80% of brands want content of a “shoppable” nature in influencer marketing and 74% also aspire to it in branded content.
Two-thirds of advertisers assure, on the other hand, that branded content is easier to execute than two years ago, a more than evident symptom of the growing sophistication acquired by brands in these two disciplines.
Many brands are creating, for example, their own branded content studios and influencer marketing actions are also increasingly transparent from a price point of view.
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