Скачать или смотреть Social Commerce & Influencer Marketing vs. Performance Marketing in 2024

Why is the size of the influencer market less than 5% the digital market?

For marketers, is an influencer placement really a worse product than paid social placement?

Hell no.

Then why is it so niche? And not gaining much ground?

Research firms have forecasted growth around 20% CAGR through the end of the decade. Solid, right? Fortune Business Insights™ Verified Market Reports Grand View Research, Inc

That doesn't really gain meaningful ground on the rest of digital. Paid social is 10x the market size and growing at a similar rate.

There's only one big reason influencer is stuck in its niche #Attribution. Marketers greatly prefer digital products where they can track performance.

Being limited with top of the funnel metrics has cost the industry $80-100B. Well done Meta or TikTok.

But the tools to make influencers full funnel now exist. The next generation of #socialcommerce conversion tools are here. TikTok Shops. Amazon Influencer Storefronts. LoudCrowd native storefronts.

Some Influencer marketers still have some skepticism about implementing them... undoubtedly they have scar tissue from running performance campaigns with big influencers who didn't convert (probably due to a poor CX).

But there is already massive movement back towards performance products for influencers thanks to these cutting edge social commerce tools.

When influencer marketing fully embraces performance, it's going to be the main digital channel. Growth will be aligned with other digital products. It's going to gain real market share.

Expect $150-250B by 2030. 30-50% CAGR.

It's already started. Don't be late on this train.