The 2019 study about Macro and Middle influencers. A study made on 4446 influencers by https://www.influence4you.com

1. 04/06/2019
Micro and Middle
INFLUENCE MARKETING
in 2019

2. Who are the micro and middle influencers in
2019?
How do they handle partnerships?
How does influencer activity differs between
countries and languages?
4446
influencers
61 countries
6 languages
Dates of the survey : 01/03/2019 to 16/04/2019 – sample : influencers on the Influence4You influence marketing platform

3. Who is Influence4you?
The leading influence marketing platform and
agency in Europe (based in Paris)
40 experts
More than 5000 influence marketing
campaigns in Europe, North and South
America
Probably the best campaign management
platform (demo video here)
To know more : www.influence4you.com

4. 1720
2066
660
[Study sample]
4446 influencers from 6 different countries and 6 languages answered our survey
91
506
607
607
966
1669
Dates of the survey : 01/03/2019 to 16/04/2019 – sample : influencers on the Influence4You influence marketing platform
- Respondents split by audience size - - Respondents split by language -
50 k followers
10 k followers

5. Who are
influencers?
28 y.o
on average
78%
between 18 and 35
y.o
2016
median year for
an influencer having started
their
influencer activity
21%
are parents

6. 28 yo
28 yo
26 yo
27 yo
29 yo
29 yo
4%
35%
42%
15%
4%
1 - <18 2 - <25
3 - <35 4 - <45
5 - >45
28 y.o average
78% are between 18 and 35
… Even portuguese and spanish speaking
countries have younger influencers
Influencers age: a homogeneous population…
Average influencer age: 28 years old

7. INSTAGRAM
the preferred social network for influence
marketing
4%
9%
20%
23%
24%
27%
37%
40%
58%
96%
Twitch
Tik Tok
Linkedin
Blog
Pinterest
Snapchat
Youtube
Twitter
Facebook
Instagram
Total général
- Which social media network are you on? -
96%
of influencers are
present on Instagram

8. …with many differences worldwide
Youtube Twitter Facebook Pinterest Twitch Snapchat Tik Tok Blog Linkedin
German speaking 30% 27% 61% 27% 6% 38% 11% 14% 28%
Spanish Lat American 33% 53% 62% 17% 1% 24% 13% 4% 11%
English speaking 48% 60% 69% 42% 7% 36% 9% 34% 37%
Brazil 35% 31% 55% 14% 2% 13% 4% 8% 7%
Spain 37% 54% 59% 24% 3% 23% 13% 22% 23%
French speaking 42% 37% 53% 24% 5% 35% 10% 27% 17%
Italian 29% 34% 73% 25% 2% 21% 6% 25% 29%
Portugese 37% 36% 66% 31% 4% 21% 3% 21% 16%
Total 38% 42% 60% 25% 4% 28% 9% 23% 20%
[Analysis] - Which languages outperform others on social networks?
Youtube
Snapchat
Snapchat
Pinterest
TikTok
Twitter
Facebook
Linkedin Youtube
Twitter
Pinterest
Snapchat
Blogs
Linkedin
TikTokLatam
Base 100 : Instagram

9. Influencers fit into many sectors…
8%
10%
13%
14%
15%
21%
26%
37%
53%
59%
63%
69%
Gaming
High-tech
Parents
Pets
Humor
Deco
Sport
Food
Travel
Beauty
Fashion
Lifestyle
- What is the main theme of your account? -
Lifestyle, fashion, beauty and
travel is a favorite theme for
more than 50% of influencers!

10. …but with differences between languages
Lifestyle Fashion Beauty Travel Food Sport Deco Humor Pets Parents High-tech Gaming
German 76% 62% 43% 64% 37% 32% 20% 16% 13% 9% 7% 5%
English 79% 65% 58% 61% 38% 24% 16% 12% 13% 13% 7% 8%
Spanish 64% 66% 63% 54% 32% 27% 17% 17% 14% 9% 3% 5%
French 72% 63% 61% 49% 43% 27% 30% 14% 14% 18% 18% 12%
Italian 68% 66% 54% 62% 30% 25% 11% 9% 15% 11% 9% 3%
Portuguese 60% 55% 55% 49% 33% 26% 12% 26% 14% 9% 3% 5%
Total 69% 63% 59% 53% 37% 26% 21% 15% 14% 13% 10% 8%
Beauty, food,
deco, parents,
high-tech
Lifestyle
Travel
Sport
Humor
Fashion
Beauty
Fashion
Travel
Lifestyle
[Analysis] - Which sector is preferred by language?

11. Do they create their legal
BUSINESS STRUCTURE?
27%
of influencers have have
made their influence
activity into a business
…but after reaching
50k followers, almost
50% have a
business structure
Differences between
countries seems to
be linked to leagal
constraints

12. 73%
19%
8%
No status
Independant worker
Company
Most micro and middle influencers do not have a business
structure behind their influence activity – split by audience size
- Is your influencer activity based on a
business structure? -
27% have a
business structure
57
%
24
%
19
%
72%
21%
7%
73%
13%
14%
50 k
10 k
- Split by audience size -
660
2066
1720

13. Micro and middle influencers are mainly individuals without businesses behind their activity
- split by country
- Is your influencer activity based
on a business structure? -
73%
19%
8%
No status
Independant worker
Company
27% have a business
structure
22%
24%
25%
35%
36%
18%
- Is your influencer activity based on a
business structure (% of yes responses)?

14. Do they receive
FREE
PRODUCTS?
10k
seems to be
the pivot point
Micro and middle
influencers with
more than 10k
followers receive
many free products
English, Portuguese
and Italian speaking
countries are more
accustomed to sending
influencers free
products, than French
ones

15. Micro and middle influencers with more than 10k followers
receive many free products
- Do you receive free products from brands? -
3%5%
18%
31%
43%
74%
5%4%
16%
36%
39%
16%
10%
25%
32%
17%
75%
49%
Often / very often receive free products
50 k
10 k
- Split by audience size -
660
2066
1720
9%
7%
20%
33%
31%
1 - Never
2 - Very rarely
3 - Rarely
4 - Often
5 - Very Often
64% often / very often
receive free products

16. English, Portuguese and Italian speaking countries are more
accustomed to sending influencers free products, than French ones
60%
62%
71%
63%
70%
70%
- Do you receive free products from brands? - - Do you often or very often receive free products? -
9%
7%
20%
33%
31%
1 - Never
2 - Very rarely
3 - Rarely
4 - Often
5 - Very Often
64% often / very often
receive free products

17. Are they often invited to
EVENTS?
Brand events with micro
and middle influencers
are popular in English
speaking countries … but
less so in Spanish ones
Influencers with
more than 50k
followers are invited
to brand events

18. 39%
17%
17%
17%
10%
1 - Never
2 - Very rarely
3 - Rarely
4 - Often
5 - Very Often
56% never (or very
rarely) go to brand
events
Influencers with more than 50k followers are invited to brand events
- Have you ever been invited to
an event hosted by a brand? -
20%
15%
19%
25%
21%
35%
33%
18%17%
21%
11%
55%
16%
16%
10%
3%
51%
71%
Often / very often attend brand events
50 k
10 k
- Split by audience size -
660
2066
1720

19. Brand events with micro and middle influencers are popular in English
speaking countries … but less so in Spanish ones
59%
55%
43%
69%
50%
44%
- % of influencers that never (or very
rarely) go to brand events -
- Have you ever been invited to
an event hosted by a brand? -
39%
17%
17%
17%
10%
1 - Never
2 - Very rarely
3 - Rarely
4 - Often
5 - Very Often
56% never (or very
rarely) go to brand
events

20. Do they often do
PAID PARTNERSHIPS?
Amongst influencers with
more than 50k followers,
55% regularly engage in
paid partnerships. Size
seems to be the key
factor
Compared to other
countries, paid
parternships are done
almost twice as much in
English speaking
countries

21. 32%
12%
21%
23%
12%
1 - Never
2 - Very rarely
3 - Rarely
4 - Often
5 - Very Often
35% Often (or
very often) do
paid partnerships
Amongst influencers with more than 50k followers, 55% regularly
engage in paid partnerships
6%
9%
20%
32%
33%
55%
22%
12%
24%
30%
12%
42%
52%
14%
18%
12%
4%
15%
Often / very often do paid partnerships
50 k
10 k
- Split by audience size -
660
2066
1720
- Do you participate in paid
partnerships? -

22. Compared to other countries, paid parternships are done almost twice
as much in English speaking countries
~32%
37%
NS
36%
33%
57%
- Do you participate in paid
partnerships? -
- % of influencers that regularly do paid
partnerships -
32%
12%
21%
23%
12%
1 - Never
2 - Very rarely
3 - Rarely
4 - Often
5 - Very Often
35% Often (or very often)
do paid partnerships

23. 6%
34%
30%
12%
18%
13%
37%
27%
10%
13%
0 1-2 3-4
5-6 6 +
50% do more than 3
partnerships per month
50% of influencers do more than 3 partnerships per month with a large variation in number
seen for those with more than 10k followers
4%
32%
30%
14%
20%
64%
24%
44%
21%
6%
5%
60%
33%
% that do more than 3 partnerships per
month
50 k
10 k
- Split by audience size -
660
2066
1720
- How many partnerships do you
do each month? -

24. 77% of micro and
middle influencers earn
less than €1000 per
year via partnerships
Above 50k
followers, more
than 55% earn
more than 1 k€ and
15% > 10k€
English and German
speaking market are the
more profitable for
influencers
Community size
has a deep
impact on this
stat

25. 55%38%
5%1%1%0%
93%
10%
36%
25%
14%
12%
3%
25%
50%
16%
6%3%0%
34%
43%
13%
6%
3%1%
0
1 - 0-500€
2 - 1 000-5 000€
3 - 5000-10 000€
4 - 10 000-50 000€
5 - 50 000 +
77% earn less than
€1000 per year
77% of micro and middle influencers earn less than €1000 per year via
partnerships
but amongst those with more than 50k followers, 54% earn more than €1000
46%
75%
% earning less than €1000 / year
50 k
10 k
- Split by audience size -
660
2066
1720
- How much do you earn per
year from partnerships? -

26. For influenceurs with more than 10k followers (only)
English speaking influencers earn more than other countries
70%
63%
NS
75%
73%
55%
- % of influencers that earn less than €1000 per year -
34%
43%
13%
6%
3%1%
0
1 - 0-500€
2 - 1 000-5 000€
3 - 5000-10 000€
4 - 10 000-50 000€
5 - 50 000 +
77% earn less than €1000
per year
- How much do you earn per
year from partnerships? -

27. 65%
of influencers have
more partnerships
than last year
German, French
an Spanish
speaking
countries have
more traction
Community size
has no impact
on this stat
…and only
11% less

28. 3%9%
24%
40%
24%
2%7%
22%
46%
23%
4%
7%
28%
46%
15%
3%
8%
24%
45%
20%
1 - Strongly decreased
2 - Decreased
3 - Remained constant
4 - Increased
5 -Strongly Increased
65% of influencers
see an increase in
partnerships and
11% a decrease
Only 11% of influencers say they have less partnerships than last year
(and 65% more)!
66%
69%
61%
%age of influencers having a increase in
partnerships
50 k
10 k
- Split by segment of followers -
660
2066
1720
- Would you say partnerships
have increased or decreased? -

29. German, French an Spanish speaking countries seems to be the more dynamic markets
in terms of influencers partnerships
69%
72%
62%
67%
61%
65%
3%
8%
24%
45%
20%
1 - Strongly decreased
2 - Decreased
3 - Remained constant
4 - Increased
5 -Strongly Increased
65% of influencers see
an increase in
partnerships and 11% a
decrease
- Would you say partnerships
have increased or decreased? -
- %age of influencers that see an increase in partnerships -

30. But there is a clear cultural
gap : French, English and
German are very transparent
(>95%)…
but less the case for Spanish and
Portuguese speaking countries
(<70%)
82%
of influencers clearly
indicates their
partnerships
Size of
community
doesn’t impact
this percentage

31. 6%
11%
24%59%
1 - No
2 - Most of the case no
3 - Most of the time
4 - Yes Always
83% of influencers
clearly indicates
their partnerships
83% of influencers clearly indicates their partnerships
5%
13%
27%
55% 82%
6%
12%
26%
56% 82%
6%
8%
21%
65%
86%
%age of influencers having a increase in
partnerships
50 k
10 k
- Split by segment of followers -
660
2066
1720
Are you transparent with your
community?

32. But there is a clear cultural gap : French, English and German are very transparent … but less
the case for Spanish and Portuguese speaking countries
94%
97%
64%
67%
91%
95%
6%
11%
24%59%
1 - No
2 - Most of the case no
3 - Most of the time
4 - Yes Always
83% of influencers
clearly indicates their
partnerships
Are you transparent with your
community?
- %age of influencers are transparent
with their community -

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INFOGRAPHY
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