In this webinar, Linqia's Director of Marketing, Alicia Mickelsen, will highlight key findings from our annual report, The State of Influencer Marketing 2020. In addition to presenting findings from our report, Linqia's Brand Partnerships Lead, Keith Bendes, also provides real world advice for you from influencers and Linqia experts alike around how to think about influencer marketing within the context of COVID-19. Key findings from the survey include: - 89% of marketers plan to re-use influencer content across social, website, email & display ads - 77% of marketers say they plan to work with micro-influencers over other types - Nearly 100% of respondents plan to use Instagram for influencer marketing this year - Influencer content outperforms typical branded content by 2.7x on paid channels

1. The State of
Influencer
Marketing 2020
and
COVID-19
How to Market in the
New Reality

2. Alicia Mickelsen
Director of Marketing
Keith Bendes
Brand Partnerships Lead
Hello,
Welcome

4. 1 . S T A T E O F I N F L U E N C E R
M A R K E T I N G R E S U L T S
2 . I N F L U E N C E R
M A R K E T I N G I N T H E N E W
R E A L I T Y

5. 5
State of
Influencer
Marketing
2020

6. 192 marketers and agency professionals in the United States who
answered the survey in December 2019 and January 2020.
Main industries were consumer packaged goods, retail, finance,
consumer electronics and beauty.
All respondents ran at least one influencer marketing campaign in 2019.

7. Biggest Takeaway:
Influencer Marketing Has Grown Up
More Types of
Influencers
More Platforms More Sophisticated
Measurement

8. How many influencer marketing campaigns
did you run last year?
1-5
6-10
11-15
Always On
0% 14% 28% 42% 56%
16%
9%
15%
60%

9. Yes
No
0% 15% 30% 45% 60% 75%
43%
57%
Do you plan on increasing your influencer marketing
budget in 2020?
What percentage of your digital marketing spend
will go to influencer marketing in 2020?
1-10%
11-25%
26-50%
51%-75%
76%-100%
10% 20% 30% 40% 50%
0%
5%
18%
43%
34%

10. www.linqia.com
Influencer Size
and Platforms

11. 0% 25% 50% 75% 100%
20%
19%
25%
77%
64%
31%
22%Celebrity
5m+ Followers
Mega
500k - 5m Followers
Macro
100k - 500k Followers
Micro
5k - 100k Followers
Nano
up to 5k Followers
Affiliate
Influencers
No Payment
Influencers
What influencer type do you want to work with in 2020?

12. Instagram
Instagram Stories
Facebook
YouTube
Twitter
Pinterest
Blogs
TikTok
Snapchat
Linkedin
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
5%
16%
16%
24%
29%
35%
44%
79%
83%
97%
Which social platforms are you planning to use for
influencer marketing in 2020?

13. Very Important
Important
Moderately Important
Slightly Important
Not Important
0% 8% 16% 24% 32% 40%
10%
13%
19%
33%
25%
How important will vertical video (i.e. Instagram
Stories and TikTok) be in your influencer marketing
efforts in 2020?

14. PercentofInstagramCampaigns
0-25%
26-50%
51-74%
75-100%
0% 10% 20% 30% 40% 50%
13%
17%
33%
37%
In 2020 what percent of your influencer Instagram
campaigns do you plan to use Instagram Stories?

15. www.linqia.com
Influencer
Content Reuse

16. 0% 25% 50% 75% 100%
11%
89%
Yes
No
Do you plan to use influencer content in the other marketing
channels in 2020 (e.g. paid social, websites, email
newsletters, display ads, etc.?)

17. Paid Social
Brand's Organic Social
Website
Email
Programmatic
Product Landing Page
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100
16%
20%
27%
41%
72%
90%
What channels do you want to use influencer content in 2020?

18. Outperforms
The Same
Underperforms
Never Tested
0% 8% 16% 24% 32% 40%
28%
12%
30%
30%
How does your influencer content perform in relation to your
brand-created content

19. www.linqia.com
Measuring
Success

20. 0% 8% 15% 23% 30% 38% 45% 53% 60% 68% 75%
32%
48%
50%
54%
55%
60%
62%
71%
Engagement (number of likes,
shares, comments, etc)
Brand Awareness
Impressions (number of
content views)
Conversions (email sign-ups,
coupon downloads, giveaway
entries etc)
Clicks (traffic to website or
landing page)
Quality of content influencer’s
create
Product Sales
Audience Sentiment
How do you measure success of influencer marketing programs? Select all that apply.

21. www.linqia.com
2020 Trends

22. Is transparency important to you with regards to influencer
marketing?
Yes
No
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2%
98%
Influencer audience
Confidence in the metrics
Pricing breakout
Fraud
Pre-campaign insights
0 1 2 3 4
2.3
2.3
3.3
3.3
3.6
What elements of transparency are most important to you?
Stack rank your selections.

23. Do you know what the most recent FTC disclosure guidelines are?
Yes
No
0% 15% 30% 45% 60%
48%
51%

24. What do you see as your top concerns in using influencer marketing? Stack rank your selection.
0 1 2 3 4 5 6
3.2
3.5
3.7
3.9
4.2
4.2
5.6Determining ROI of my influencer
marketing programs
Social network algorithm changes
will make organic influencer content
less visible
The amount of time it takes to
manage influencer marketing
programs
Determining how influencer
marketing fits in my marketing mix
Lack of visibility into pricing
Unclear on influencer’s audience or
why influencers are recommended
Fraudulent and fake interactions

25. 25
Influencer
Marketing in
the New
Reality

26. www.linqia.com
Consumer, Brand
and Influencer
Trends

27. Social media usage
There is a 83% increase in
overall social media usage in
the last week versus the
previous week*
CONSUMER
TRENDS
Cartings from brand
websites
Up 110 - 400%! In particular,
personal care items are having the
highest carting rate increase. Good
and cleaning are also up
significantly.**
*data from Meltwater on March 16th
**data from SmartCommerce on March 20th
Cartings from social
posts and ads
Social posts have seen at least a
30% increase in orders and there’s
been a 18% increase in cartings from
ads.**
+83% +400%+30%

28. Fast Tracked Launch of New Feature: “Today”
CONSUMER
TRENDSBREAKING NEWS
Instagram Launches “Co-Watching”

29. See a Pup, Send a Pup
CONSUMER
TRENDS
See 10, Do 10

30. More Authentic, Real Content Providing Free or Discounted Items to People in Need
BRAND
TRENDS

31. #TogetheratHome
3M- 4M Views
#DoYourPartChallenge
800k - 1.5M Views
CONSUMER
TRENDS

32. Comments from the Influencers:
- “I’m not posting static Instagram posts to my feed as
frequently, but still trying to be present on Instagram
Stories”
- “Although at first I hesitated to share my content with the
same frequency or not, in the end I made the decision to
continue doing it in the normal way. Because I believe
that today more than ever, my readers and followers
need content not only to inform themselves, but also to
entertain themselves. “
Yes
No
0% 15% 30% 45% 60% 75%
40%
60%
Are you posting with the same frequency as you did a month ago?
INFLUENCER
TRENDS
- “I surveyed my audience and they said they want their favorite
content creators to continue creating their regular content.”
- “I'm taking a bit of time to slow things down and plan for the
upcoming weeks. I still will be posting, but making sure to be
mindful about what during these difficult times. I'm still
posting pretty regularly, but be conscious of what I post.”

33. INFLUENCER
TRENDS
0% 14% 28% 42% 56% 70%
25%
43%
63%
45%Yes, helpful hints on
staying healthy
Yes, helpful hints on
working from home /
staying home
Yes, funny content to
keep the mood light
No
Are you posting content that relates to coronavirus, if so what
types of content? (Select all that apply)

34. 0% 20% 40% 60% 80% 100%
1%
5%
94%
Yes, I’m open to
any campaigns!
Yes, but it needs to be aligned
with helping people during this time
No, I don’t feel comfortable doing
a sponsored campaign right now
Would you want to be considered for a new sponsored campaign
where you would post new content in the next 3-4 weeks?
INFLUENCER
TRENDS

35. www.linqia.com
How Does Your
Brand Fit In

36. Can you solve a consumer pain point right now?
Recommended Topics Include:
Activities at Home:
- Food & Beverage - cooking
- Home & Garden - DIY
- Gaming & Entertainment
- Fun Indoors
Happy Distractions:
- Uplifted Spirits
- Connecting with friends and family
online
Healthy Living:
- Mental stability
- Working out at home
- Financial stability
Philanthropy

37. Are your products still available?
Or do you want to have people use your
products now?
Yes:
Great! Make sure you have product ready to sell now. Or
show people how to use your product that they already
have at home.
No:
You may want to wait until you are confident that your
product can either be purchased in store or online. And if
it’s a product that doesn’t need to show a new use case,
it might be worth waiting to do your campaign later.

38. What size influencer should I be working with
right now? And what channels?
Stay focused on the fundamentals. Follow what normally
makes sense for your brand. If you don’t normally use
TikTok, now is probably not the right time to start. If you
normally work with mega-influencers, continue to do so.
It’s important at this time to stay true to your brand values
and goals.

39. Changes in Messaging
Built for Right Now Popeye FamStay United

40. Recommended Messaging
Refrain from mentioning the virus by name including
Coronavirus or COVID-19
Focus on telling a story and not a transaction
Make sure imagery is as real and honest and not
perfection, this is a time to be as authentic as possible
- Has people in their homes and only with loved ones
CTAs should not direct anyone to leave their homes
- For purchasing products, use online shopping such as
an integration with SmartCommerce

41. Recommended Hashtags
Trending Hashtags:
#flattenthecurve
#wfh
#stayhome
#togetherathome
#socialdistancingnow
#stayactive
#istayhomefor

42. SUGGESTED TIMING
DETERMINING
THE RIGHT
AUDIENCES
SUGGESTED CONTENT
SOCIAL
RESPONSIBILITY
Hear from your most influential
consumers the best way to
proceed right now
Influencer Council

43. THANK YOU!
Questions?
Alicia Mickelsen
Director of Marketing
alicia@linqia.com
Keith Bendes
Brand Partnerships Lead
keith@linqia.com