B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
40%
40% -- influencer marketing budget share for global marketing budgets (2019)
Influencer marketing accounts for 40% of marketing budgets globally.
- Study focused specifically on marketers in consumer-facing brands (such as fashion, cosmetics, and travel) working directly on influencer programmes
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Lighthouse Research Team
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Source verified
Evidence graded
Value
40%
Unit
Percentage
Data Vintage
2019
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
50
Citation Chain
20
Independence
30
Methodology
45
Freshness
86
Source
Rakuten Marketing
Primary
Tier A
https://www.netimperative.com/2019/02/25/influencer-marketing-stars-earning-less-but-brands-paying-m… ↗
Source Article
Influencer marketing stars earning less (but brands paying more overall)
Social media influencers are earning two-thirds less that in 2017, but overall investment in influencer-led campaigns has almost doubled, according to new research.
The study, from Rakuten Marketing, indicates that influencer marketing now accounts for 40% of marketing budgets globally – equivalent …
Original Research
Rakuten Marketing
· Original study ↗
Methodology
Study by Rakuten Marketing
Methodology documented
Segmentation
Channelrss_feed
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Plain Text
global marketing budgets: 40% influencer marketing budget share. Source: Rakuten Marketing (2019). Via Lighthouse Intelligence -- https://lighthousedata.io/data/influencer-marketing-budget-uk-2019
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<blockquote cite="https://lighthousedata.io/data/influencer-marketing-budget-uk-2019" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>40%</strong> -- influencer marketing budget share for global marketing budgets<br><small>Source: Rakuten Marketing (2019) · <a href="https://lighthousedata.io/data/influencer-marketing-budget-uk-2019" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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