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INFLUENCER MARKETING STATISTICS & BENCHMARKS SOUTH AFRICA 2019 HELLO & WELCOME to our inaugural influencer marketing statistics & benchmarks report for South Africa. If you are reading this report, it most likely means that you are interested in understanding more about influencer marketing, whether you are a marketer, agency or influencer yourself. Well, know that you are in good company! Influencer marketing is the fastest growing marketing practice and media channel worldwide, expected to become a $10bn market by next year. 80% of marketers worldwide say that they plan to grow their influencer marketing spend in 2019, currently sitting on average somewhere between 4,3% and 7,6% of their total digital budget (source: eMarketer). The benefits of influencer marketing over paid media are well documented. In the USA, businesses have been making on average $6.50 for each $1 spent on influencer marketing, with the top 13% earning $20 or more (source: Tomoson). Furthermore, 60% of 18-34 years old in Africa say that their purchase decisions have been swayed by influencers on social media (source: eConsultancy). Yet, while influencer marketing has clearly matured beyond a passing trend, it still has many doubters with regards to its reliability, accountability and sustainability. Nearly all marketers and agencies face the same challenges when it comes to accurately reporting and tracking ROI: lack of benchmarks, widespread fraud and the need for manual, extremely time-consuming work to deal with these issues. We hope this report will help you with the first part: clear data and benchmarks. For the rest, we recommend that you check out our platform Humanz, which we have now officially launched in South Africa. You can find more information on it on the next page. With love, The Humanz team NUMBER OF INFLUENCERS* IN MZANZI *For simplicity, we define a potential influencer as 2073 someone with over 1000 genuine online followers. Music 1040 Nightlife 2073 417 Fitness 4514 642 1,000-4,999 1186 Nano-influencer Health 165 Motherhood 954 212 1041 Family 276 5,000 - 49,999 Micro-influencer Fashion 3811 368 4208 Lifestyle B 448 2205 Beauty 94 50,000 - 249,999 B-lister Photography 1367 139 Bloggers 853 432 869 Finance A 336 Vegetarian 34 11 250,000 - 1M A-lister Art 702 93 Food 1800 196 805 Sports 315 OVER Travel 1281 1M 203 Pets 157 34 Superstar 138470 59107 INFLUENCERS 12948 AMOUNT TOTAL 9235 1117 890 152791 69488 203 193 63 FOLLOWERS 53 1K-5K 5K-50K 50-250K 250K-1M OVER 1M All data and statistics included in this report were collected from the Humanz platform on 14 January 2019. ENGAGEMENT RATES 85% of marketers say engagement is their primary KPI for influencer marketing. 4,50% Music 0,63% Nightlife 4,04% 0,39% Fitness 5,98% 0,92% Health 5,36% 0,39% Motherhood 4,21% 0,59% 4,19% Family 0,53% Fashion 5,37% 1,57% 5,04% Lifestyle The average engagement rate in SA 1,68% is higher than the global average. 5,01% Beauty 2,78% Photography 5,71% 1,29% 5,19% Bloggers 1,02% 4,92% Finance 0,97% Vegetarian 5,85% 0,13% Art 5,13% 1,13% Food 4,15% 1,03% 6,39% Sports 0,57% Travel 5,49% 0,98% 5,39% Influencers with smaller followings Pets 0,28% have higher engagement ratios. 10,50% 10,30% ENGAGEMENT RATE PERCENTAGE 5,18% TOTAL AVERAGE 2,80% 2,07% 2,05% 1,78% 7,83% 1,48% 0,68% 0,08% FOLLOWERS 0,10% 1K-5K 5K-50K 50-250K 250K-1M OVER 1M All data and statistics included in this report were collected from the Humanz platform on 14 January 2019. IMPRESSIONS VS FOLLOWERS An influencer’s follower count does * Twitter data not yet available at the time of publishing this report" not equate to the number of human eyeballs that will see a post: Music 0,47 Nightlife 0,47 Fitness 0,42 +500 Health 0,4 Motherhood 0,47 platform algorithms, inactive Family 0,46 followers, people who follow too many people, fake followers and bots skew the results. It’s the reason Fashion 0,44 why we created the Lifestyle 0,43 Humanz-impression-score© Beauty 0,44 Photography 0,44 Bloggers 0,41 Finance 0,44 In South Africa, only 1 in 2 followers on average is likely to see a post. Vegetarian 0,43 Art 0,54 Food 0,45 Sports 0,42 Travel Influencers with bigger followings 0,4 have higher impression ratios. However, there is also huge variance Pets 0,46 within categories. 0,72 0,63 0,5 TOTAL 0,42 0,419 AVERAGE RATIO 0,427 FOLLOWERS 1K-5K 5K-50K 50-250K 250K-1M OVER 1M All data and statistics included in this report were collected from the Humanz platform on 14 January 2019. SUSPICIOUS FOLLOWERS Even influencers who have never bought followers will have bots and suspicious accounts following them. 18,13% Music 27,17% Nightlife 16,80% 18,93% Fitness 21,00% 26,09% Health 22,48% 21,72% Motherhood 17,83% 25,80% 18,32% Family 25,24% Beware of accounts with scores Fashion 20,90% much higher than these 21,06% benchmarks. 21,40% Lifestyle 20,88% 22,01% Beauty 18,44% Photography 23,91% 28,44% 22,69% Bloggers Marketers and agencies must 25,80% typically conduct manual verification 19,48% Finance on tiny samples, or rely on proxy data 23,53% to try assess how many fake Vegetarian 18,62% followers an account has. 31,04% Art 19,49% 31,40% Food 18,38% 20,49% 22,39% Sports 25,92% Travel 23,37% 22,32% Humanz analyses every single follower account to detect Pets 17,52% suspicious behaviour. 23,49% 34,60% SUSPICIOUS FOLLOWERS 23,35% 21,43% PERCENTAGE 19,27% 17,08% 16,35% TOTAL AVERAGE 11,53% 10,84% 10,05% 9,36% 20,05% 27,18% FOLLOWERS 1K-5K 5K-50K 50-250K 250K-1M OVER 1M All data and statistics included in this report were collected from the Humanz platform on 14 January 2019. We are the world’s leading data and technology company in making influencer marketing as accessible, reliable and trustworthy as other media channels. Our core product is a social intelligence tool, geared towards effective Brief Discover Manage Report influencer campaign planning and management for online merchants, marketers and agencies, looking for reliable data, tools and Filter benchmarks to carry out collaborations with content creators on Instagram, Twitter or Youtube. CLEAR FILTERS The technology behind our platform is unique, based on two main sets SOCIAL of proprietary algorithms, providing the most advanced solution on the market for the largest problems faced when dealing with influencer All marketing: accurate influencer data, fraud detection and ROI tracking. We do this by analysing not only every single influencer online, but also each and every one of their followers. Refine by Our solutions range from a free self-service tool for businesses wanting to trial influencer marketing; agency platforms aimed at INFLUENCER AUDIENCE streamlining influencer campaigns planning, management and reporting, to fully-managed service solutions. LOCATION GENDER AGE ABOUT CATEGORIES FOLLOWERS AMOUNT HUMANZ PAGE STYLE HASHTAGS Our features MENTIONS • Access influencer and audience data for ALL influencers. BIO • Plan campaigns through advanced influencer lists showing unduplicated reach, expected engagement and AVE. MINIMUM SCORE • Invite influencers privately or request bids from our marketplace. • Manage campaigns effortlessly jointly with clients from brief to final report. MINIMUM ENGAGEMENT • Chat with, approve content from, manage terms, and pay influencers. • Create competitor audience reports and review brand mentions. • Track impressions, engagement and conversions for campaigns. • Share automated audience-specific reports with clients. Sign up for a free Humanz account today on www.humanz.ai For more information on this report or the Humanz platform, find us on www.humanz.ai.
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