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Description

Description

Covered in this report

Social media influencers – both traditional celebrities and social media personalities – have become a very important advertising option for brands. Mintel’s research shows that 40% of people who have used social media in the last three months follow or frequently view posts from a social media personality, even more than those viewing posts from traditional celebrities (35%). Among Generation Z, a massive 83% of social media users are following/ frequently viewing social media personalities, highlighting their importance for targeting this demographic.

“Brands increasingly have to look beyond surface level metrics, such as follower numbers, when deciding which social media influencers to partner with. Influencer authenticity, trust and engagement levels play a key role in actually impacting purchasing behaviour, often making micro influencers more valuable than those with larger followings.”
– Rebecca McGrath, Senior Media Analyst

This Report will cover the following areas:

  • Brands should look beyond follower numbers
  • Platforms expand monetisation options to keep creators happy

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The Market
            • ASA cracks down on influencer labelling
              • YouTube implements stricter bans on discriminatory content
                • Platforms and regulators try to crack down on fake followers
                  • Key Players
                    • PewDiePie crosses the 100 million barrier
                      • Top TikTok influencer has 35 million followers
                        • Politicians on Twitter leave the social network making complex censorship choices
                          • Twitch struggles to keep top talent
                            • Instagram begins hiding public like counts
                              • YouTube offers more monetisation options for creators concerned about the unreliability of advertising revenue
                                • Instagram’s new branded content ads expand the reach of influencers
                                  • The Consumer
                                    • Facebook still most-used social media platform
                                      • Figure 1: Use of social media platforms, November 2019
                                    • Instagram and Twitter strong performers overall
                                      • Figure 2: Who people follow on social media platforms, November 2019
                                    • TV/film is most popular personality topic
                                      • Figure 3: Topics covered by social media personalities, November 2019
                                    • The search bar is primary method of discovering personalities
                                      • Figure 4: Methods of discovering social media personalities, November 2019
                                    • Nearly one in five have made a purchase in response to an influencer’s post
                                      • Figure 5: Behaviour in response to influencer posts, November 2019
                                    • Over half use discount codes
                                      • Figure 6: Purchasing and influencer posts, November 2019
                                    • Less than half of social media users notice sponsored content
                                      • Figure 7: Sponsored social media content, November 2019
                                    • Social media personalities can boost brand reputation
                                      • Figure 8: Attitudes towards social media influencers, November 2019
                                    • What we think
                                    • Issues and Insights

                                      • Brands should look beyond follower numbers
                                        • The facts
                                          • The implications
                                            • Platforms expand monetisation options to keep creators happy
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • ASA cracks down on influencer labelling
                                                    • YouTube implements stricter bans on discriminatory content
                                                      • Platforms and regulators try to crack down on fake followers
                                                        • High-profile stories bring the inauthenticity of the influencer world to the forefront
                                                          • Virtual influencers offer another method of challenging inauthenticity
                                                            • Influencer mental health raises questions about their need for protection
                                                            • Market Drivers

                                                              • Influencers inspire a range of purchases
                                                                • Figure 9: Purchases/activities prompted by influencers, April 2019
                                                              • ASA cracks down on influencer labelling
                                                                • YouTube implements stricter bans on discriminatory content
                                                                  • Platforms and regulators try to crack down on fake followers
                                                                    • High-profile stories bring the inauthenticity of the influencer world to the forefront
                                                                      • Fyre Fest documentaries outline the easy manipulation of influencers
                                                                        • The story of Caroline Calloway highlights influencer manipulation
                                                                          • Virtual influencers offer another method of challenging inauthenticity
                                                                            • Influencer mental health raises questions about their need for protection
                                                                            • Key Players – What You Need to Know

                                                                              • Celebrities dominate on Instagram
                                                                                • Politicians on Twitter leave the social network making complex censorship choices
                                                                                  • PewDiePie crosses the 100 million barrier
                                                                                    • Top TikTok influencer has 35 million followers
                                                                                      • Twitch struggles to keep top talent
                                                                                        • Instagram begins hiding public like counts
                                                                                          • YouTube offers more monetisation options for creators concerned about the unreliability of advertising revenue
                                                                                            • Instagram’s new Branded Content Ads expand the reach of influencers
                                                                                              • Instagram checkout launches in the US
                                                                                                • Snapchat invests in top Lens creators
                                                                                                • Market Share

                                                                                                  • Celebrities dominate on Instagram
                                                                                                    • Figure 10: Top 10 influencers on Instagram, 11 December 2019
                                                                                                  • Instagram influencers make thousands per post
                                                                                                    • Figure 11: Top 5 Instagram influencers, by cost per post, 2019
                                                                                                    • Figure 12: Top 5 Instagram influencers in the beauty sector, by cost per post, 2019
                                                                                                  • Politicians on Twitter leave it with complex censorship choices to make
                                                                                                    • Figure 13: Top 10 influencers on Twitter, 12 December 2019
                                                                                                  • Traditional celebrities unlikely to find much success with their own YouTube channels
                                                                                                    • PewDiePie crosses the 100 million barrier
                                                                                                      • Figure 14: Top 10 influencers on YouTube (excluding musicians), 11 December 2019
                                                                                                    • Justin Bieber still YouTube’s number one musician
                                                                                                      • Figure 15: Top 5 musicians on YouTube, 11 December 2019
                                                                                                    • Top TikTok influencer has 35 million followers
                                                                                                      • Figure 16: Top 10 influencers on TikTok, 12 December 2019
                                                                                                    • Twitch struggles to keep top talent
                                                                                                      • Figure 17: Top 10 influencers on Twitch, 12 December 2019
                                                                                                  • Launch Activity and Innovation

                                                                                                    • TikTok gains UK presence but is plagued by controversy
                                                                                                      • Censorship controversy could potentially limit UK growth
                                                                                                        • Instagram begins hiding public like counts
                                                                                                          • Influencers have concerns about the change
                                                                                                            • YouTube offers more monetisation options for creators concerned about the unreliability of advertising revenue
                                                                                                              • YouTube’s demonetisation and copyright policies have caused creator backlash
                                                                                                                • Instagram’s new branded content ads expand the reach of influencers
                                                                                                                  • Ecommerce becomes major focus of Instagram
                                                                                                                    • Instagram Checkout launches in the US
                                                                                                                      • Platforms offer more tools to creators
                                                                                                                        • Instagram encourages creators
                                                                                                                          • Twitch introduces new broadcasting tools
                                                                                                                            • Snapchat invests in top Lens creators
                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                              • Facebook still most-used social media platform
                                                                                                                                • Half of Instagram users follow a social media personality
                                                                                                                                  • TV/film is most popular personality topic
                                                                                                                                    • The search bar is primary method of discovering personalities
                                                                                                                                      • Nearly one in five have made a purchase in response to an influencer’s post
                                                                                                                                        • Over half use discount codes
                                                                                                                                          • Less than half of social media users notice sponsored content
                                                                                                                                            • Social media personalities can boost brand reputation
                                                                                                                                            • Use of Social Media Platforms

                                                                                                                                              • Facebook still most-used social media platform
                                                                                                                                                • Facebook is trying to draw in more creators
                                                                                                                                                  • Figure 18: Use of social media platforms, November 2019
                                                                                                                                                  • Figure 19: Repertoire of social media platforms used, by age, November 2019
                                                                                                                                                • TikTok is becoming a major player but amid growing controversy
                                                                                                                                                  • Instagram tackling the threat with upcoming TikTok-esque feature
                                                                                                                                                    • Figure 20: Use of social media platforms, by age, November 2019
                                                                                                                                                • Who Users Follow on Social Media

                                                                                                                                                  • Half of Instagram users follow a social media personality
                                                                                                                                                    • Figure 21: Who people follow on social media platforms, November 2019
                                                                                                                                                    • Figure 22: Who 16-24 year olds follow on social media networks, November 2019
                                                                                                                                                  • Twitch battles to keep important personalities
                                                                                                                                                    • More than eight in 10 from Gen Z follow a social media personality
                                                                                                                                                      • Figure 23: Who people follow on social media platforms (NET), November 2019
                                                                                                                                                      • Figure 24: Who people follow on social media platforms (NET), by generation, November 2019
                                                                                                                                                  • Topics of Social Media Personalities

                                                                                                                                                    • TV/film is most popular personality topic
                                                                                                                                                      • TV/film reaction videos are an area YouTube is not fully capitalising upon
                                                                                                                                                        • Figure 25: Topics covered by social media personalities, November 2019
                                                                                                                                                        • Figure 26: Repertoire of topics covered by social media personalities, November 2019
                                                                                                                                                      • Beauty/fashion influencers face more scrutiny over authenticity
                                                                                                                                                        • Social networks step up efforts to protect impressionable young women
                                                                                                                                                          • Topics of interest are split along traditional gender lines
                                                                                                                                                            • Figure 27: Topics covered by social media personalities, by gender, November 2019
                                                                                                                                                        • Discovery of Social Media Personalities

                                                                                                                                                          • Search bar is primary method of discovering personalities
                                                                                                                                                            • Topics has to take into account a user’s viewpoint on issues
                                                                                                                                                              • Figure 28: Methods of discovering social media personalities, November 2019
                                                                                                                                                            • Understanding the algorithm
                                                                                                                                                              • Friends and family recommendations important for discovery
                                                                                                                                                              • Behaviour and Social Media Influencers

                                                                                                                                                                • Nearly one in five have made a purchase in response to an influencer’s post
                                                                                                                                                                  • Figure 29: Behaviour in response to influencer posts, November 2019
                                                                                                                                                                  • Figure 30: Behaviour in response to influencer posts, by gender, November 2019
                                                                                                                                                                • People’s attachment to influencers demonstrated by their willingness to send them money
                                                                                                                                                                  • Platforms should take a limited cut from fan sponsorships
                                                                                                                                                                    • Over half use discount codes
                                                                                                                                                                      • Figure 31: Purchasing and influencer posts, November 2019
                                                                                                                                                                    • Less than half of social media users notice sponsored content
                                                                                                                                                                      • Figure 32: Sponsored social media content noticed in the last three months, November 2019
                                                                                                                                                                      • Figure 33: Sponsored social media content noticed in last three months, by social media platforms used in the last three months, November 2019
                                                                                                                                                                    • Ensuring branded content is palatable
                                                                                                                                                                    • Attitudes towards Social Media Influencers

                                                                                                                                                                      • Social media personalities can boost brand reputation
                                                                                                                                                                        • Figure 34: Attitudes towards social media influencers, November 2019
                                                                                                                                                                        • Figure 35: Attitudes towards social media influencers, by age, November 2019
                                                                                                                                                                      • Traditional celebrities do not have much more trust than social media personalities
                                                                                                                                                                        • Figure 36: Attitudes towards social media influencers, by age and gender, November 2019
                                                                                                                                                                      • Follower numbers not everything when it comes to influencer trust
                                                                                                                                                                        • Over-promotion limits trust
                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                            • Abbreviations
                                                                                                                                                                              • Consumer research methodology

                                                                                                                                                                              This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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