Family, Parenting & Home (6%) and Sports (4%) remain the other sectors separately shown. Travel & Lifestyle respondents rebounded to 12%, closely followed by Gaming at 11%. Health & Fitness remains second with 13%. The most popular vertical represented remains Fashion & Beauty (15% of respondents), although this is down considerably from last year's 25%).
62% of those surveyed identify as part of the B2C sector (down from 70% in 2021), with the remaining 38% running B2B campaigns (up from 30%). We have seen a comparative increase in B2B businesses over B2C firms compared to last year. We merge the remaining 27% as Other, representing a wide range of occupations and sectors. 31% work at marketing agencies (including those specializing in influencer marketing), and 3% are PR agencies. 39% of our respondents considered themselves brands (or brand representatives). We surveyed just over 2000 people from a range of backgrounds.
More than 50 million people globally consider themselves content creators. Creator Economy Market Size is estimated to reach $104 Billion in 2022. By 2025, social commerce is expected to account for 17% of all ecommerce spending. That's roughly three times Amazon's average daily sales In just one day in October 2021, two of China's top live-streamers, Li Jiaqi and Viya, sold $3 billion worth of goods. The value of social commerce sales in 2022 is estimated to be $958 billion. Instagram was used by nearly 80% of the brands that engage in influencer marketing. 68% of our marketers plan to increase their influencer marketing spend in 2022. Netflix Was the Most Followed Brand on TikTok in 2021. Zara, the most mentioned brand on Instagram, has an estimated reach of 2,074,000,000. TEAM Z CYCLING FREE
There is now an equal split between monetary payment and influencers receiving free products
2021 saw a notable increase in brands paying money to influencers. 54% of the firms working with influencers operate eCommerce stores. Growth of the Influencer Marketing Industry strongly impacted by an estimated 9% YoY increase in usage of ad blocking tools, with the average global desktop ad blocking rate sitting above 43%. More than 75% of brand marketers intend to dedicate a budget to influencer marketing in 2022. Instagram influencer fraud has declined over the last few years, still 49% of Instagram Influencer accounts were impacted by fraud in 2021. The global number of Influencer Marketing related service offerings grew by 26% in 2021 alone, to reach a staggering 18,900 firms offering or specializing in Influencer Marketing services. Influencer Marketing focused platforms raised more than $800M in funding in 2021 alone, an indication of the significant growth of the industry. Influencer Marketing Industry is set to grow to approximately $16.4 Billion in 2022. The State of Influencer Marketing Benchmark Report 2022:
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