The ‘Influencer Marketing 2020’ report, published by Influencer Intelligence in association with Econsultancy, found that for approximately 6 in 10 of the digital marketers surveyed, the purpose influencer marketing serves for their business has changed drastically in the last 12 months, with 56% claiming the younger generation of consumers is proving the biggest driver of change.

The report, which stems from a survey of 1,173 marketers and separately, 500 consumers, found that digital natives have come to more firmly reject the way that influencer marketing has been conducted in recent years, and are instead demanding higher levels of authenticity and relevance from the content they consume and brands they trust.

It is not surprising therefore that close to 70% of marketers say that authenticity and transparency is key to influencer marketing success. In fact, 90% of industry respondents say that brands need to take authenticity and transparency more seriously, for it to be sustainable over the long term. Consumer attitudes are similar, with 61% expressing a preference for influencers who create authentic, engaging content.

Findings from the report underscore the shifting digital media landscape as social influencers and niche, emerging talent attach itself to the traditional celebrity endorsement space, not because of their fame or followers but purely for the influence they command online – changing the rules of engagement as we know it.

Key findings include:

  • The majority of consumers express a preference for influencers who create authentic, engaging content
  • 90% of marketers say proving authenticity is critical to the future of influencer marketing
  • 85% of marketers say engagement data is the biggest metric of success for influencer marketing
  • ‘Fake followers’ ranks as number one concern within influencer marketing
  • 61% of consumers, aged 18 to 34, have at some point been swayed in their decision-making by digital influencers
  • Micro-influencers overtake top-tier talent, and 61% of consumers say they produce the most relatable content


The report explores:

  • Where is the influencer marketing industry now?
  • What are the biggest drivers of change?
  • Case Study: Converse
  • Key trends shaping the influencer marketing landscape
  • Case Study: H&M Sport
  • Case Study: Ananya
  • Challenges
  • Case Study: Kellogg’s
  • Sponsorship disclosure
  • Measuring influencer marketing success
  • Where does the industry need to be in 2020?