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Influencer Marketing: The Latest Weapon in the Battle for Eyeballs

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Influencer marketing is having its moment.

Whether it’s a tagged pair of shoes in an Instagram post, or an “unboxing” video on Snapchat, brands are fighting hard to get their products into the hands of social media celebs who can move the needle on their sales numbers.

The Rise of Influencer Marketing

According to Influencer Marketing Hub, over one-third of marketers have a standalone budget for influencers in 2017.

It’s easy to see the appeal as influencer marketing can deliver 11 times higher ROI than traditional brand marketing. As influencer–brand partnerships begin to reach mass adoption, what metrics should markets be looking at? Today’s infographic is good primer on the state of influencer marketing.

Influencer Marketing Infographic

At first glance, influencer marketing sounds like a strange concept, but it’s a natural evolution of content marketing over social media platforms. To understand influencer marketing, it helps if we step back and look at the big picture of how content marketing actually works.

Content Marketing: Fighting for Feed Space

Most social media platforms have the same format – content posted by people is arranged into a customized “feed” for you to consume. Content marketing is simply the process of getting users to follow your brand on platforms so your content appears in their feeds.

In the earlier days of social media marketing, people were more actively seeking out accounts to follow, including brand accounts. Today though, many platforms have hit a growth plateau, so unless your brand already has a large, engaged audience, it can tough to gain any traction. To add a layer of difficulty, many platforms (particularly in the Facebook ecosystem) now restrict the reach of brand accounts in an effort to get them to spend money on advertising.

In short, reaching people (including your opt-in audience) is much harder than it used to be.

The Human Connection

The algorithms that rank posts in your feed are looking for something specific: engagement. And let’s face it, a brand posting about their product is not going to be as exciting as a well-connected personality showcasing their life. It’s the latter example that shows up first in social feeds, and that’s one major benefit to working with an influencer.

As well, peer opinion is a powerful force in purchase decisions. If a content creator is truly influential, they can provide a massive boost to a brand’s profile that would be very difficult to manufacture through other marketing methods.

We see these creators as partners of the brand helping us to build deeper connections with the young millennials who look up to them.

– Obioma Enyia, Head of Brand Marketing at PepsiCo

Demographic Bundling

Smart marketers are always looking for ways to target the right demographics to maximize the efficiency of their spend. Because influencers already have a measurable and observable audience, you can hone in on a specific type of consumer. If you find similar influencers in other regions, you can scale out a campaign in a very effective way.

Bigger brand are often looking for macro impact, and shell out big bucks to work with top tier celebrity influencers, but brands can take a more grassroots approach and partner with content creators at the city or even neighborhood level (often for a fraction of the spend). This is referred to as “micro-influence”, and is a fast-growing segment of influencer marketing.

How Does Compensation Work?

Compensation can take a few forms, but many influencers work on a pay-per-post basis. Experienced influencers will often be happy to receive compensation through referrals, particularly on platforms that have e-commerce integration.

influencer compensation chart pricing

How Do You Measure This Stuff?

Measuring the effectiveness of a campaign always comes down to sales in the end, but an influencer’s contribution to that can take different forms. Some brands are simply looking to align their brand with a “cool personality” who fits with their target audience. Other times, it will make sense to work with people who can drive traffic – and ultimately conversions – to their shopping cart.

influencer marketing measuring success chart

Industry Pushback

Many agencies are skeptical of the influencer marketing trend.

Since there is no industry standard for reporting results, and because certain platforms (e.g. Snapchat) offer scant analytics, it can be tough to calculate ROI or trust the numbers in post-campaign reports.

I have very strong opinions about micro-influencers. It’s basically the biggest scam…

– Anonymous marketing executive (The full interview)

Along with dubious analytics, marketers should watch for fake followers and engagement. Keeping track of average engagement rates and doing a proper qualitative analysis on an influencer’s account should be the first step before working together.

The Evolution of Sponsored Posts

There will be an estimated 14.5 million* sponsored posts in 2017, and by 2019 that number could mushroom to 35 million. This spike in popularity is prompting concerns that we’re reaching a saturation point for influencer marketing, and that consumers will begin to tune out sponsored posts.

One thing is for certain, social media personalities are amassing sizable audiences for their content and are commanding serious marketing dollars in the process. It remains to be seen whether sponsored posts become a ubiquitous part of the social media landscape, or whether it will become a hackneyed tactic.

*This estimate only accounts for tagged, public posts

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Technology

Which Streaming Service Has the Most Subscriptions?

From Netflix and Disney+ to Spotify and Apple Music, we rank the streaming services with the most monthly paid subscriptions.

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Streaming Service Subscriptions 2020 - Share

Which Streaming Service Has The Most Subscriptions?

Many companies have launched a streaming service over the past few years, trying to capitalize on the digital media shift and launching the so-called “streaming wars.”

After Netflix grew from a small DVD-rental company to a household name, every media company from Disney to Apple saw recurring revenues ripe for the taking. Likewise, the audio industry has long-since accepted Spotify’s rise to prominence, as streaming has become the de facto method of consumption for many.

But it was actually the unexpected COVID-19 pandemic that solidified the foothold of digital streaming, with subscription services seeing massive growth over the last year. Although it was expected that many new services would flounder along the way, media subscription services saw wide scale growth and adoption almost across the board.

We’ve taken the video, audio, and news subscription services with 5+ million subscribers to see who came out on top—and who has grown the most quickly—over the past year. Data comes from the FIPP media association as well as individual company reports.

Streaming Service Giants: Netflix and Amazon

The top of the streaming giant pantheon highlights two staples of business: the first-mover advantage and the power of conglomeration.

With 200+ million global subscribers, Netflix has capitalized on its position as the first and primary name in digital video streaming. Though its consumer base in the Americas has begun to plateau, the company’s growth in reach (190+ countries) and content (70+ original movies slated for 2021) has put it more than 50 million subscribers ahead of its closest competition.

The story is the same in the audio market, where Spotify’s 144 million subscriber base is more than double that of Apple Music, the next closest competitor with 68 million subscribers.

Meanwhile, Amazon’s position as the second most popular video streaming service with 150 million subscribers might be surprising. However, Prime Video subscriptions are included with membership to Amazon Prime, which saw massive growth in usage during the pandemic.

ServiceTypeSubscribers (Q4 2020)
NetflixVideo203.7M
Amazon Prime VideoVideo150.0M
SpotifyAudio144.0M
Tencent VideoVideo120.0M
iQIYIVideo119.0M
Disney+Video94.9M
YoukuVideo90.0M
Apple MusicAudio68.0M
Amazon Prime MusicAudio55.0M
Tencent Music (Group)Audio51.7M
ViuVideo41.4M
Alt BalajiVideo40M
HuluVideo38.8M
Eros NowVideo36.2M
Sirius XmAudio34.4M
YouTube PremiumVideo/Audio30M
Disney+ HotstarVideo18.5M
Paramount+Video17.9M
HBO MaxVideo17.2M
Starz/StarzPlay/PantayaVideo13.7M
ESPN+Video11.5M
Apple TV+Video10M
DAZNVideo8M
DeezerAudio7M
PandoraAudio6.3M
New York TimesNews6.1M

Another standout is the number of large streaming services based in Asia. China-based Tencent Video (also known as WeTV) and Baidu’s iQIYI streaming services both crossed 100 million paid subscribers, with Alibaba’s Youku not far behind with 90 million.

Disney Leads in Streaming Growth

But perhaps most notable of all is Disney’s rapid ascension to the upper echelons of streaming service giants.

Despite Disney+ launching in late 2019 with a somewhat lackluster content library (only one original series with one episode at launch), it has quickly rocketed both in terms of content and its subscriber base. With almost 95 million subscribers, it has amassed more subscribers in just over one year than Disney expected it could reach by 2024.

ServiceTypePercentage Growth (2019)
Disney+VideoNew
Apple TV+VideoNew
Disney+ HotstarVideo516.7%
ESPN+Video475.0%
Starz/StarzPlay/PantayaVideo211.4%
Paramount+Video123.8%
HBO MaxVideo115.0%
Amazon Prime VideoVideo100.0%
Alt BalajiVideo100.0%
YouTube PremiumVideo/Audio100.0%
DAZNVideo100.0%
Eros NowVideo92.6%
Amazon Prime MusicAudio71.9%
Tencent Music (Group)Audio66.8%
New York TimesNews60.5%
SpotifyAudio44.0%
HuluVideo38.6%
ViuVideo38.0%
NetflixVideo34.4%
Tencent VideoVideo27.7%
iQiyiVideo19.0%
Sirius XmAudio17.4%
Apple MusicAudio13.3%
YoukuVideo9.6%
PandoraAudio1.6%
DeezerAudio0%

The Disney+ wave also spurred growth in partner streaming services like Hotstar and ESPN+, while other services with smaller subscriber bases saw large growth rates thanks to the COVID-19 pandemic.

The lingering question is how the landscape will look when the pandemic starts to wind down, and when all the new players are accounted for. NBCUniversal’s Peacock, for example, has reached over 30 million subscribers as of January 2021, but the company hasn’t yet disclosed how many are paid subscribers.

Likewise, competitors are investing in content libraries to try and make up ground on Netflix and Disney. HBO Max is slated to start launching internationally in June 2021, and ViacomCBS rebranded and expanded CBS All Access into Paramount+.

And international growth is vital. Three of the top six video streaming services by subscribers are based in China, while Indian services Hotstar, ALTBalaji, and Eros Now all saw surges in subscriber bases, with more room left to grow.

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Markets

World Beer Index 2021: What’s the Beer Price in Your Country?

The global desire for beer prevails even in a pandemic. These maps compare the average beer price in 58 countries—just how much do we drink?

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What’s the Beer Price in Your Country?

View the high resolution of this infographic by clicking here.

Although fewer people have been able to grab a beer at the pub during this pandemic, the global desire for beer prevails. For example, sales of the Corona beer actually shot up in the past year, despite—or perhaps because of—associations with the coronavirus.

This World Beer Index from Expensivity compares the average price of a bottle of beer in 58 countries in a detailed map. Additionally, we show which countries spend the most on beer per capita, and just how much beer people really drink.

Pricey Pints: The Average Beer Price

Researchers calculated the average price of a typical bottle of beer (330ml, just shy of a pint) from well known brands via online stores and statistics database Numbeo. In addition, local beer prices were pulled from hotel and bar menus, and average values converted to USD.

In Qatar, you’d have to shell out $11.26 for a single beer, which would surely make for a really expensive night out on the town. In part, this is because in 2019, the Muslim-majority country introduced a 100% excise tax on top the previous sales price of all alcohol imports.

These steep prices are aimed at tourists—and with Qatar hosting the 2022 men’s soccer World Cup, there’ll be thousands of visitors in the country looking for a cold one at any price.

RankCountryCapital CityAverage Price of a Beer
1South AfricaPretoria, Bloemfontein, Cape Town$1.68
2UkraineKyiv$1.76
3ArgentinaBuenos Aires$1.79
4Bosnia And HerzegovinaSarajevo$1.96
5GhanaAccra$2.05
6TunisiaTunis$2.09
7GeorgiaTbilisi$2.30
8North MacedoniaSkopje$2.34
9ChileSantiago$2.40
10Czech Republic (Czechia)Prague$2.49
11RwandaKigali$2.52
12BrazilBrasilia$2.52
13HaitiPort Au Prince$2.66
14ColombiaBogota$2.72
15SpainMadrid$2.74
16PanamaPanama City$2.74
17Sri LankaColombo$2.77
18HungaryBudapest$2.84
19ArmeniaYerevan$2.96
20IndonesiaJakarta$3.17
21AzerbaijanBaku$3.18
22GuyanaGeorgetown$3.39
23BoliviaSanta Cruz$3.42
24KazakhstanNur-Sultan$3.44
25BelgiumBrussels$3.47
26TurkeyIstanbul$3.61
27MaltaValletta$3.65
28BelarusMinsk$3.72
29EgyptCairo$3.80
30IndiaNew Delhi$3.90
31CanadaOttawa$3.96
32AustriaVienna$3.99
33WalesCardiff$4.06
34NepalKathmandu$4.13
35ScotlandEdinburgh$4.18
36GreeceAthens$4.25
37PhilippinesManila$4.25
38PolandWarsaw$4.37
39MexicoMexcio City$4.46
40LithuaniaVilnius$4.55
41South KoreaSeoul$4.56
42NetherlandsAmsterdam$4.60
43GermanyBerlin$4.64
44MalaysiaKuala Lumpur$4.74
45United StatesWashington D.C.$4.75
46ThailandBangkok$4.82
47PortugalLisbon$5.06
48RussiaMoscow$5.08
49SingaporeSingapore$5.17
50DenmarkCopenhagen$5.20
51ItalyRome$5.83
52EnglandLondon$5.97
53JapanTokyo$6.16
54SwitzerlandBern$6.23
55FranceParis$6.39
56ChinaBeijing$7.71
57JordanAmman$9.40
58QatarDoha$11.26

At just $1.68 per bottle, South Africa has the lowest average beer price thanks at least partially to cultural norms of buying in bulk.

Cashing In: The Per Capita Spend on Beer

The price of a single beer is one thing, but which countries spend the most on beer itself? Germany unsurprisingly tops the list here with nearly $2,000 of expenditures per capita, bolstered by its strong beer culture and annual Oktoberfest celebration.

Germany also prides itself on the purity of its beer—the vast majority of brewers follow the Reinheitsgebot, centuries-old purity laws that broadly state that beer may contain only three ingredients: water, barley, and hops.

World Beer Index 2021 - Per Capita Spend on Beer 820px
View the high resolution of this infographic by clicking here.

Following closely behind is Poland, which spends $1,738 per capita. Meanwhile, the U.S. ranks eighth in the world for the highest spending on beer per capita at $1,554—beer is also the country’s most popular alcoholic beverage.

Getting Boozy: How Much Beer Do People Drink?

Using data from the World Health Organization, the visualization below also digs into how much beer is consumed around the world per capita.

The Czech Republic emerges on top in this regard, with 468 beers on average in a year—that works out to 1.3 beers per day. Spain and Germany are next with 417 and 411 beers, respectively.

World Beer Index 2021 - Per Capita Beer Consumption 820px
View the high resolution of this infographic by clicking here.

On the flip side, people in Haiti only drink about four beers yearly. This may be because they prefer something a little stronger—97% of alcohol consumption in the nation comes from spirits such as rum.

Beer has been around for over 7,000 years. No matter the beer price in your country, it’s worth raising a glass to the timelessness of this humble beverage.

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