Author: Franz Malten Buemann

I’ve always been a little leery of proclaiming anything “the best.” I never declared anyone my best friend as a kid because I was afraid my other friends might assume I thought less of them.
So it was a little difficult for me to come up with just one “best” advertisement of all time—which is why there are 18 in this post instead.

But why are these some of the best ads of all time?
Because of the impact they had on brand growth and because they hit on some universal truth that makes them memorable years after they first began. In fact, some of us might not have even been alive when these campaigns first aired.
But to know what makes an advertisement great, you must first understand what an advertisement is.
Advertisements

Types of Advertisements

Advertising Campaign

The Best Advertising Campaigns of All Time (And What Made Them Successful)
Nike: Just Do It.
Coke: Share a Coke
Absolut Vodka: The Absolut Bottle
Anheuser-Busch: Whassup (1999)
Miller Lite: Great Taste, Less Filling (1974)
Always: #LikeaGirl (2015)
Volkswagen: Think Small (1960)
Google: Year in Search (2017)
Dos Equis: The Most Interesting Man in the World (2006)
California Milk Processor Board: Got Milk? (1993)
Metro Trains: Dumb Ways to Die (2012)
Apple: Get a Mac (2006)
Clairol: Does She or Doesn’t She? (1957)
De Beers: A Diamond is Forever (1999)
Old Spice: The Man Your Man Could Smell Like (2010)
Wendy’s: Where’s the Beef? (1984)
Procter & Gamble: Thank You, Mom (2012)
KFC: “FCK” (2018)
Use These Advertisement Examples to Inspire Your Own Ads

Advertisements
Advertisements promote products, services, or campaigns through written or visual messages. Businesses can pay the owner of a channel or platform that reaches a similar audience to broadcast these messages. Two of the biggest challenges in advertising are measuring the value of the advertisement and ensuring it resonates with the right people.

As you can imagine, there are many types of advertisements—all of which run in different mediums, on different channels, and have different goals in mind for their business. People can advertise anywhere, and today’s best type of ad might not be the best type tomorrow. 

Types of Advertisements
Here are four basic examples of advertising from the past few centuries (yikes), from earliest to latest.

1. Print Advertising
The first print ad ran in England in 1472, according to Infolinks. Since then, this type of advertising has become available in newspapers, magazines, brochures, billboards, flyers, and similarly portable methods of carrying a brand’s message to its ideal end user. In this ad method, the advertiser pays the publisher to place their ad in the publication.
2. Radio Advertising
United States radio stations launched their first commercial broadcasts in 1920. And while we might all drive around with our iPhones plugged in for music these days, don’t let that fool you.
Radio is still a viable marketing and advertising platform today for expanding the reach of sponsored events and new products. In this ad method, the advertiser pays the radio station to play their ad during designated breaks between music or a radio show.
3. Television Advertising
Television ads originated in the 1940s with the promotion of practical items and political campaigns. Advertisers can now use television to promote food, toys, stores, business services, and more—both to local TV channels and to national broadcast networks. In this ad method, the advertiser pays the TV network to show their ad during designated breaks in the network’s regular programming.
4. Internet Advertising
Internet advertising took root in the mid-1990s with the launch of “banner” advertisements for various telecommunications companies. 
Marketers place these ads in interstitial spots on a webpage. Basically, advertisers pay the website owner to place their ads in exposed spaces peripheral to the website’s own content. 
But that’s just the tip of the iceberg. Internet advertising has gone on to include video, search engine marketing, sponsored social media posts, and more.
In essence, the advertising types listed above have evolved dramatically since their inception. What were once quite one-dimensional messages now carry clever, funny, or profound undertones that make the ads memorable years after they first ran.
So how do you create an advertising strategy that resonates? Well, this post should help with that as we explore how we can learn from ads and campaigns. 
But, first, an important distinction:

Advertising Campaign
An advertising campaign is a group of similar ads with a unified tone or message. The advantage of a campaign over a standalone ad is the ability to push the same idea in different ways, across multiple mediums, and for a longer period of time without getting too repetitive or stale for the audience.

Featured Resource: Advertising Campaign Planning Kit
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Use HubSpot’s free Advertising Campaign Kit to plan out your advertising project and learn more about which advertising type is the best for your project. 

The Best Advertising Campaigns of All Time (And What Made Them Successful)
Without further do, here they are in no particular order: 18 of the best advertisements of all time and the lessons we can learn from them.

1. Nike: Just Do It.
Ad Campaign: Print, Television, Internet

Source: brandchannel
Did you know that once upon a time, Nike’s product catered almost exclusively to marathon runners? Then, a fitness craze emerged, and the folks in Nike’s marketing department knew they needed to take advantage of it to surpass their main competitor, Reebok. (At the time, Reebok was selling more shoes than Nike). And so, in the late 1980s, Nike created the “Just Do It.” campaign.
It was a hit.
In 1988, Nike sales were at $800 million; by 1998, sales exceeded $9.2 billion. “Just Do It” was short and sweet yet encapsulated everything people felt when exercising—and people still feel that feeling today. Don’t want to run five miles? Just Do It. Don’t want to walk up four flights of stairs? Just Do It. It’s a slogan we can all relate to: the drive to push ourselves beyond our limits.
The Lesson
When you’re trying to decide the best way to present your brand, ask yourself: what problem are you solving for your customers? What solution does your product or service provide? By hitting on that core issue in all of your messaging, you’ll connect with consumers on an emotional level that is hard to ignore.

2. Coke: Share a Coke
Ad Campaign: Print

Big brands are often hard-pressed to do something ground-breaking when they’re already so big. So, what did Coca-Cola do to appeal to the masses? They appealed to individuals by putting their names on each bottle.
The Share a Coke campaign began in Australia in 2011 when Coca-Cola personalized each bottle with the 150 most popular names in the country. Since then, the U.S. has followed suit, printing first names across the front of its bottles and cans in Coke’s branded font. You can even order custom bottles on Coke’s website to request things like nicknames and college logos.
This was a breaking story across the marketing and advertising industry. It enchanted many consumers, but it confused others. Why make something temporary so personal? 
Either way, Coke received immediate attention for this campaign. Pepsi even released some sassy counter-ads shortly after the campaign launched. Theirs focused on mocking the bottle names, questioning how people truly felt when they got the wrong name.
The Lesson
Coke fans are regular buyers, and the company fully leaned into that sense of individual ownership. Wondering what name you’ll get out of the vending machine was a fun thrill in and of itself—even if it isn’t yours, it encourages you to “share a Coke” with whoever’s name is on the front.

3. Absolut Vodka: The Absolut Bottle
Ad Campaign: Print

Source: Burning Through Journey Blog
Despite having an ambiguous shape, Absolut made its bottle the most recognizable bottle in the world. Its campaign, which featured print ads showing bottles “in the wild,” was so successful that it didn’t stop running for 25 years. It’s the longest uninterrupted ad campaign ever and comprises over 1,500 separate ads. So, as the saying goes, “If it ain’t broke, don’t fix it.”
When the campaign started, Absolut had a measly 2.5% of the vodka market. When it ended in the late 2000s, Absolut was importing 4.5 million cases per year or half of all imported vodka in the U.S.
The Lesson
No matter how boring your product looks, you can still tell your story in an interesting way. Let me repeat: Absolut created 1500 ads for one bottle. So, don’t feel afraid to be determined and differentiate your product in the same way.

4. Anheuser-Busch: Whassup (1999)
Ad Campaign: Television
 

 
When’s the last time an advertisement literally changed the way we talk to one another? Allow me to answer that question with another question: “Whassup?!”
This series of commercials, which first appeared in late 1999, features a group of friends connecting on a group phone call (not very common anymore, huh?) while drinking beer and “watching the game” on TV.
It starts gently: “What are you doin’?” Someone asks. “Watching the game, havin’ a Bud” (a Budweiser), someone replies. As more friends pick up the phone, hilarity ensues: “WHASSUP!?” is yelled back and forth, becoming a classic catchphrase and an icon of beer-drinking culture that constantly ran on sports networks over the next few years.
The Lesson
The ad took pop culture by storm during the Super Bowl in 2000, and you can still hear its echoes today. Why? Anheuser-Busch showed us just how silly and informal an ad can be without ruffling feathers or going off-brand. Dare to celebrate your audience’s absurdities. The more genuine your ad is, the more valuable your product is.

5. Miller Lite: Great Taste, Less Filling (1974)
Ad Campaign: Print, Television

Source: BuildingPharmaBrands blog
Think it’s easy to create a whole new market for your product? The Miller Brewing Company (now MillerCoors) did just that with the light beer market—and dominated it. The goal of the “Great Taste, Less Filling” campaign was getting “real men” to drink light beer, but they were battling the common misconception that light beer can never actually taste good.
Taking the debate head-on, Miller featured masculine models drinking their light beer and declaring it great tasting.
The Lesson
For decades after this campaign aired, Miller Lite dominated the light beer market it had essentially created. What’s the lesson marketers can learn? Strive to be different. If people tell you there isn’t room for a product, create your own category so you can quickly become the leader.

6. Always: #LikeaGirl (2015)
Ad Campaign: Television, Internet
Always, the feminine product brand, hit a home run with this advertisement, not because it went viral after the commercial ran in the 2015 Super Bowl, but because it was a groundbreaking message that hundreds of millions of people repeated long after the campaign was over.
The campaign began as a commercial explaining the stigma behind playing sports “like a girl”—implying that the boy’s way is better or correct. By the end of the ad, the message is both clear and inspiring: girls are just as fit and capable as boys are, particularly during puberty—a stage of life that’s extremely important to Always and its women’s products.
The message is now a holistic initiative by Always and a hashtag that’s still used on social media today.
The Lesson
Acknowledge not just your audience but the challenges they face—especially the ones that reflect your time or culture. Not every societal issue is off-limits to marketers and advertisers. Take a stand on the ones you know your audience supports, and you’ll access a customer base that identifies with your passion.

7. Volkswagen: Think Small (1960)
Standalone Ad: Print

Source: design shack
Many marketing and advertising professionals like to call Volkswagen’s “Think Small” campaign the gold standard. Created in 1960 by a legendary advertising group at Doyle Dane & Bernbach (DDB), the campaign set out to answer one question: how do you change people’s perceptions not only about a product but also about an entire group of people?
See, Americans always had the propensity to buy big American cars—and even 15 years after WWII ended, most Americans were still not buying small German cars. So what did this Volkswagen advertisement do? It played right into the audience’s expectations. You think I’m small? Yeah, I am. They never tried to be something they weren’t.
The Lesson
That’s the most important takeaway from this campaign: don’t sell your company, product, or service as something it’s not. Consumers recognize and appreciate honesty.

8. Google: Year in Search (2017)
Ad Campaign: Internet
 

 
This isn’t the oldest or most well-known advertisement on our list, but it’s become the most powerful over its nine-year (and still going) existence. So powerful and so true you forget it’s an advertisement.
Year in Search began in 2009 as “Zeitgeist,” a written report of the public’s most common Google searches over the previous 12 months. The following year, Google adapted it for a three-minute video. Since then, it’s been a bold, yearly reminder of how much we depend on Google for information on the news and events that give the entire world pause. Check out the company’s latest video from 2021 above.
The Lesson
Remind your customers how much you care that they care. These stories elicit a variety of emotions but ultimately unite everyone—no matter what Google products they might like—through an uplifting message of how our usage of the company reflects the best in all of us.

9. Dos Equis: The Most Interesting Man in the World (2006)
Ad Campaign: Television, Pre-roll

Source: The Open Field
You know who he is. The man smokes Cuban cigars, surrounds himself with beautiful women, and drinks Dos Equis beer.
Cooling down indulgent vices, such as beer, desserts, or luxury items, is key to creating a successful campaign. And The Most Interesting Man in the World is one of the coolest commercial guys out there.
At the end of every commercial, he says: “I don’t always drink beer, but when I do, I prefer Dos Equis. Stay thirsty, my friends.”
The Lesson
The hilarious hyperbole employed in this campaign makes it memorable the next time viewers head out to buy some beer. And even though Dos Equis recently replaced The Most Interesting Man with a new actor, the original actor’s popularity in meme culture will never decline because of his short, sweet, and memorable tagline—and the cool dude vibe it makes viewers harken back to.

10. California Milk Processor Board: Got Milk? (1993)
Ad Campaign: Print

Source: Broward Palm Beach New Times
Thanks to the California Milk Processor Board’s “Got Milk?” campaign, milk sales in California rose 7% in just one year. But the impact ran across state borders, and to this day, you still can’t escape the millions of “Got [Fill-in-the-Blank]?” parodies.
Note, though, that the ad didn’t target people who weren’t drinking milk; it instead focused on the consumers who already were.
The Lesson
It’s not always about getting a brand-new audience to use your products or services. Sometimes, it’s about getting your current audience to appreciate and use your product more often. Turn your audience into advocates, and use marketing and ad content to tell them why they should continue enjoying the product or service you’re already providing.

11. Metro Trains: Dumb Ways to Die (2012)
Ad Campaign: Internet, Radio

Yes, you read that right: Dumb Ways to Die.
In Melbourne, Australia, Metro Trains wanted to convey a simple message: no horsing near train tracks. Disorderly conduct could lead to injuries or even death. Still, instead of typical warning signs or announcements inside train stations, Metro Trains came up with Dumb Ways to Die, a song that has garnered 157 million YouTube views since it debuted in 2012.
The song is, unsurprisingly, about dumb ways to die. For example, poking a grizzly bear with a stick or taking your helmet off in outer space. 
Frankly, it features a catchy little chorus you won’t be able to stop humming to yourself (because singing it is a little morbid): “Dumb ways to die, so many dumb ways to die.”
At the end of the video, after you’ve watched adorable cartoon characters dying in the dumbest of ways, you get to the moral of the story: there are many dumb ways to die, but the dumbest possible way would be if you died while standing on the edge of a train platform, drove through a railroad sign, or tried to cross over a train track.
The video ad went viral on YouTube. The song was available on iTunes and even played over the radio with an accompanying ad.
The Lesson
This beloved, now-famous campaign communicates a simple idea in a creative and memorable way—and you don’t feel you’re being nagged the way some public service announcements do. Consider using creativity to convey your message if your subject matter is grim or boring.

12. Apple: Get a Mac (2006)
Ad Campaign: Television
 

 
While there have been many great Apple campaigns, this one takes the cake. The video above is just one of a series of iterations of this campaign, and the Mac vs. PC debate ended up being one of the most successful campaigns ever for Apple. The company experienced 42% market share growth in its first year with its help. These commercials tell Apple’s audience everything they need to know about the product without being overt.
The Lesson
Just because your product does some pretty amazing things doesn’t mean you need to hit your audience over the head with it. Instead, explain your product’s benefits in a relatable way, so consumers can see themselves using it.

13. Clairol: Does She or Doesn’t She? (1957)
Standalone Ad: Print

Source: Current360
The first time Clairol asked this question in 1957, the answer was 1 to 15—as in, only 1 in 15 people were using artificial hair color. Just 11 years later, the answer was 1 of 2, according to TIME Magazine. The ad was apparently so successful that some states stopped requiring women to denote hair color on their driver’s license. You know you’ve hit a nerve when your ad campaign changes things at the DMV.
Clairol did the opposite of what most marketers would do: they didn’t want every woman on the street running around saying they were using their product. They wanted women to understand that their product was so good that people couldn’t tell if they were using it or not.
The Lesson
Sometimes, simply conveying how and why your product works is enough for consumers. Showing becomes more effective than telling.

14. De Beers: A Diamond is Forever (1999)
Ad Campaign: Print, Television

Source: BBC News
In 1999, AdAge declared De Beers’ “A Diamond is Forever” the most memorable slogan of the twentieth century. But the campaign, which proposed (pun very much intended) the idea that no marriage would be complete without a diamond ring, wasn’t just riding on the coattails of an existing industry. De Beers actually built the industry. It presented the idea that a diamond ring was a necessary luxury.
According to the New York Times, N. W. Ayer’s game plan was to “create a situation where almost every person pledging marriage feels compelled to acquire a diamond engagement ring.”
The Lesson
Advertising can make a relatively inexpensive product seem luxurious and essential.

15. Old Spice: The Man Your Man Could Smell Like (2010)
Ad Campaign: Television, Internet

Source: Coloribus
The very first part of Old Spice’s “The Man Your Man Could Smell Like” campaign, created by Wieden + Kennedy and launched in February 2010, was the following commercial. It became a viral success practically overnight:
That video has over 51 million views as of this writing. Several months later, in June 2010, Old Spice followed up with a second commercial featuring the same actor, Isaiah Mustafa. Mustafa quickly became “Old Spice Guy,” a nickname Wieden + Kennedy capitalized on with an interactive video campaign in which Mustafa responded to fans’ comments on Facebook, Twitter, and other social media websites with short, personalized videos.
In about two days, the company had churned out 186 personalized, scripted, and quite funny video responses featuring Mustafa responding to fans online. According to Inc, these videos saw almost 11 million views, and Old Spice gained about 29,000 Facebook fans and 58,000 new Twitter followers.
“We were creating and sending miniature TV commercials back to individual consumers that were personalized, and we were doing it on a rapid-fire basis,” Jason Bagley, former creative director at Wieden + Kennedy and a writer for the campaign, told Inc. “No one expects to ask a question and then be responded to. I think that’s where we broke through.”
 

The Lesson
If you find your campaign’s gained momentum with your fans and followers, do everything you can to keep them engaged while keeping your messaging true to your brand’s voice and image.

16. Wendy’s: Where’s the Beef? (1984)
Ad Campaign: Print, Television

Source: AdSoft Direct
Is it enough to say this campaign was successful because it featured a giant hamburger bun and a cute set of old ladies? No? I didn’t think so.
Wendy’s took a more daring approach in this advertising campaign: it targeted its competitors. The simple phrase “Where’s the beef?” was used to point out the lack of beef in competitors’ burgers—and it quickly became a catchphrase that encapsulated all that was missing in their audience’s lives.
While you can’t predict when a catchphrase will catch on and when it won’t, Wendy’s (wisely) didn’t over-promote their hit phrase. The campaign only ran for a year, allowing it to gently run its course.
The Lesson
Be careful with your campaign successes and failures. Just because you find something that works doesn’t mean you should keep doing it repeatedly to the point it’s played out. Allow your company to change and grow, and you may find that you can have even greater success in the future by trying something new.

17. Procter & Gamble: Thank You, Mom (2012)
Ad Campaign: Television

Seriously, you wouldn’t expect a household and cleaning products company commercial to pull at the heartstrings like that, would you? Lately, though, Procter & Gamble (P&G) has launched some of the best ads we’ve ever seen from the consumer goods industry.
That’s because P&G identified the story behind the story of Olympic athletes—the stories of the supportive moms who pushed these world-class athletes throughout their entire lives leading up to that crowning moment. And yes, they probably had to do a lot of laundry and cleanup along the way (presumably using P&G products).
The Lesson
Make your audience cry (just kidding). The season or time period of your ad is important. But even if you run an ad during the Olympic Games, like P&G did, make sure it has longevity and a message that can influence people no matter when or where they see it.
Emotional and nostalgia marketing are powerful tactics to get people to make buying choices, so if there’s a bigger, more universal story behind your product or story, tap into it—and showcase it front and center.

18. KFC: “FCK” (2018)
Standalone Ad: Print

The ad above isn’t just an empty bucket of KFC with the company’s letters jumbled around. It’s also not a normal, unprompted promotion of fried chicken.
This ad is an apology and perhaps the most creative one of all time.
In February 2018, KFC’s business in the U.K. ran out of chicken. You read that right: a poultry company ran out of poultry. It’s not every day that a business stumbles upon the most ironic PR crisis in company history, so when it happens, all eyes are on the business’s response. Well, we’re happy to report that KFC stuck the landing.
With the help of the creative agency Mother London, KFC took out a full-page ad in Metro, the U.K.’s newspaper, rearranging its three famous initials to create a hilarious, albeit explicit, response to its product shortage. The ad depicts a KFC bucket that reads, “FCK”—as if to say, “FCK, this is embarrassing.” (You can fill in the missing letter…)
Beneath this design, the company apologizes for what it realizes is an inexcusable, if not slightly funny, failure.
The Lesson
No business is above a good old-fashioned sorry. And if you can laugh at yourself in the process, you’ll only make it better. KFC’s ad shows how to combine humility, class, humor, and ultimately company pride in a message that can help you bounce back from the bad press—and even come out the other side with a net-positive result for your brand.

Use These Advertisement Examples to Inspire Your Own Ads
Advertising is one of the most important aspects of any business, and it can be a make-or-break factor in terms of success. 
What makes a great advertising campaign? It must be memorable, catchy, and above all else, it must effectively sell your product or service. 
With careful planning and execution, your next advertising campaign could be the one that takes your business to new heights.

 

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.
Artificial intelligence tool ChatGPT has been the center of debate online because there are still so many unknowns when it comes to using AI. 
Is it ethical? Will it eliminate jobs? How can marketers use it to their advantage? 
Ryan Reynolds is offering a potential answer to the latter in his latest ad for Mint Mobile.

In the video, Reynolds shares the ad criteria provided to ChatGPT and reads the AI-generated script directly to the camera. He finishes the read calling the technology “mildly terrifying, but compelling.”
Reynolds is no stranger to jumping on trending topics quickly through his media company Maximum Effort. Past examples include:

The 2019 Aviation Gin ad that served as a response to the infamous Peloton wife controversy was released immediately after the original commercial went viral. 
The now-pulled 2021 Peloton ad starring actor Chris Noth aired just days after his character Mr. Big was killed off of the “Sex and the City” reboot “And Just Like That…” On the show, the character suffered a heart attack after riding a Peloton.

Back to Mint Mobile. Though we don’t know if Reynolds really used ChatGPT to generate the Mint Mobile script, the video offers a glimpse into how marketers can use AI tools to streamline their efforts and describes how many people feel about the possibilities of artificial intelligence — mildly terrified but compelled. 
Marketing Snippets
The latest marketing news and strategy insights.
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Revamp your social media marketing strategy with one of these data-backed recommendations.
Meta restricts ad targeting for teenage users. 
How often should you post on social media? The HubSpot Blog ran an experiment to find out.
Influencer marketing: 30+ key statistics you need to know in 2023. 
TikTok rolled out a talent manager portal to help facilitate brand deals within the platform.
Are marketers planning to leave Twitter in 2023? Here’s what a new survey had to say.

What is Gray Hat SEO? Grey-Hat SEO is best explained in the context of White-Hat SEO and Black-Hat SEO. So let us first define the two extremes.  White Hate SEO is your regular by-the-book SEO. You are optimizing your website while strictly following the rules and guidelines. It is ethical and unproblematic. Good guy stuff. …
The post Grey Hat SEO: How To Avoid Crossing The Line In The Search For Marketing Results appeared first on Benchmark Email.

This is a very specific problem, but if you use Eloqua and would like to have it work with Zapier (even though Eloqua does not have a native integration with Zapier) then you can check out this video which shows you how you can get it to work. https://www.youtube.com/watch?v=XEuS7PyfxFA submitted by /u/fezziwig219 [link] [comments]

submitted by /u/Padmnabh [link] [comments]

With so many changes coming to Twitter, many wonder if marketing on the platform could be impacted in 2023. 

While we at HubSpot can’t say for sure what the future holds for Twitter, we surveyed over 100 marketing professionals to get their perspectives on whether they’d still use the platform going forward. 
Here’s what we found.

Will marketers keep their brand on Twitter in 2023?
When we asked if marketers plan to move their brand off Twitter in 2023, 66% of respondents said “no.”
Though most respondents said they have no plans to move their brand off the platform, 71% said they plan to spend less time on Twitter.
Will marketers use alternatives to Twitter in 2023?
As Twitter goes through its changes, other platforms like Mastodon, Hive Social, and Cohost have risen in popularity as alternatives to Twitter. With that in mind, we asked marketers if they plan on using other platforms as an alternative to Twitter in 2023.
In our survey, 67% of respondents said they do not plan on using other platforms, while 33% do. 

Have Twitter’s recent changes impacted marketers’ experiences on the platform?
When asked if their experience on the app has shifted since Twitter’s recent changes, 29% of marketers had a neutral response saying their experience on the platform has stayed the same. 
About 34% of marketers responded negatively, saying their experience on the app has worsened. Many of these respondents cited their concerns with the app’s security and lack of censorship toward hate speech. 
A quarter of responses were positive, with many respondents saying they still prefer the app over other platforms like Facebook and Instagram. Finally, the remaining 12% had mixed reviews concerning their experience on the platform, with many respondents saying they want to see how the platform develops before deciding whether they want to leave Twitter. 

So, is Twitter ‘dying’?
According to our survey, it doesn’t seem like marketers are looking to leave Twitter en masse anytime soon. But according to a report cited in The Guardian, the social media platform is predicted to lose over 30 million users over the next two years. 
In the report, a principal analyst at Insider Intelligence, Jasmine Enberg, says there won’t be a singular event that ends Twitter. 
“Instead, users will start to leave the platform next year as they grow frustrated with technical issues and the proliferation of hateful or other unsavory content,” she said. 
Enberg also predicts Twitter’s much smaller staff may not be able to combat issues with the site’s infrastructure or content moderation. 
Though Twitter may face some challenges in the future, marketers don’t seem to be in a rush to abandon the platform. 
Our advice: If Twitter continues to be a successful channel for your marketing efforts, there’s no real need to leave the platform now. If the platform has changed too much for it to be a viable part of your marketing strategy, then there are other alternative platforms you can consider leveraging. 

 

Influencer marketing harnesses the power of word-of-mouth — and scales it via social media. As a result, it’s become a leading marketing strategy in 2023.
Here, we’ve rounded up 31 stats to give you a better picture of the influencer landscape, its effectiveness, and the platforms that get the most traction in this space.
Let’s dive in.

Table of Contents
The Influencer Marketing Landscape
Influencer Marketing Effectiveness
Micro Influencer Stats
Influencer Marketing on Instagram
Influencer Marketing on TikTok
Influencer Marketing on YouTube
Influencer Marketing on Facebook
Influencer Marketing Budgets
What is influencer marketing?
With influencer marketing, brands employ online influencers to promote their products or services. This makes influencers the middleman between brands and their audience.
While a recommendation from a friend or family member is valuable, it’s only a one-to-one interaction. But with influencers, this interaction could happen with hundreds, thousands, or even millions of people.
Plus, influencers work hard to gain their audience’s trust, making their recommendations more persuasive than other forms of advertising.

For all the reasons above, influencer marketing has become one of the fastest-growing marketing strategies today. So, if you’re looking to tap into new audiences online, working with influencers can be a powerful way to do just that.
Types of Influencers
Influencers fall into different tiers of “celebrity,” typically based on their audience size. The three most common types are macro, micro, and nano. Let’s take a closer look at each.
Macro influencers
Macro influencers are a step down from traditional celebrities and mega-influencers. They have a prominent online presence, commanding anywhere from 100,000 to 1 million followers. In addition, they have a broader audience than micro and nano influencers because they cover a range of topics (instead of niching down).
Micro influencers
More than half of marketers who invest in influencer marketing work with micro-influencers. A micro influencer has between 1,000 to 100,000 followers. Their content typically revolves around a specific topic, passion, or niche, making them respected experts in their field.
Nano influencers
Nano influencers have the smallest audience of the three, but typically spark the most engagement. These influencers have less than 1,000 followers and operate within a super niche community. They’ve built an active and loyal community who are susceptible to recommendations.

Typically, nano influencers work with brands for little to no pay, instead receiving free products in exchange for a review or endorsement on social media.
31 Influencer Marketing Stats to Know in 2023
The Influencer Marketing Landscape
1. In 2022, the influencer market in the U.S. was valued at a record 16.4 billion.
2. 1 in 4 marketers currently leverage influencer marketing.
3. 72% of Gen Z and Millennials follow influencers on social media.
4. 89% of marketers who currently engage with influencer marketing will increase or maintain their investment in 2023.

5. 17% of marketers plan to invest in influencer marketing for the first time in 2023.
6. 38% of marketers say generating sales was their top goal for influencer marketing in 2022.
Influencer Marketing Effectiveness
7. 50% of Millennials trust product recommendations from influencers. This drops to 38% for product recommendations from celebrities.

8. 92% of marketers believe that influencer marketing is an effective form of marketing.
9. 33% of Gen Z-ers have bought a product based on an influencer’s recommendation in the past three months.
Micro Influencer Stats
10. Micro-influencers generate up to 60% more engagement than macro influencers.

11. 44% of marketers say that the biggest benefit of working with micro-influencers is that it is less expensive.
12. 56% of marketers who invest in influencer marketing work with micro-influencers.

Influencer Marketing on Instagram
13. Instagram was the most-used influencer marketing platform in the United States in 2022.
14. 72% of marketers used Instagram for influencer campaigns in 2022. This number is predicted to grow by 4.1% in 2023.
15. There were 3.8 million posts tagged with #ad on Instagram in 2021.

16. Lifestyle and beauty were the most popular categories among global Instagram influencers in 2021.
17. In 2021, 86% of marketers from the United States enabled shoppability functions in their influencer marketing campaigns on Instagram.
Influencer Marketing on TikTok

18. 45% of marketers used TikTok for influencer marketing campaigns in 2022. This number is predicted to grow by 4% in 2023.
19. A TikTok from a macro-influencer (someone with 100,000 to 1 million followers) receives 38,517 views on average.
Influencer Marketing on YouTube
20. 28% of consumers from the United States report following at least one virtual influencer on YouTube.
21. Dance, music, and gaming were the most popular categories for YouTube influencers in 2021.

22. YouTube micro influencers (those with 100,000 to 1 million followers) have the highest engagement rates on the platform.
23. In 2021, YouTube was the most popular platform to watch gaming influencers for users in the United States and Great Britain.
Influencer Marketing on Facebook

24. 52% of marketers used Facebook for influencer marketing campaigns in 2022.
25. Influencer videos accounted for 60% of video views on Facebook in the United States in 2022.
Influencer Marketing Budgets
26. In 2022, 39% of marketers invested 10 to 20 percent of their marketing budget into influencer marketing.
27. On average, businesses generate $6.50 in revenue for every $1 invested in influencer marketing.
28. In 2022, influencer marketing spend jumped from 3.69 billion to 4.14 billion in the U.S.
29. The average price per post from a TikTok mega-influencer (someone with 1+ million followers worldwide) was $1,034 dollars in 2021.
30. The average price per post from an Instagram mega-influencer (someone with 1+ million followers worldwide) was $1,200 minimum in 2021.
31. The average price per sponsored video from a YouTube mega-influencer (someone with 1+ million followers worldwide) was $2,500 minimum in 2021.
Over To You
We hope this round up gives you a better picture of the influencer marketing landscape in 2023, as well as a glimpse into the platforms that can take your influencer campaigns to the next level.