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Our Studies about Influencers

AI in influencer marketing 2023 study

Discover How Artificial Intelligence is Revolutionizing Influencer Marketing!

In today’s digital age, the influence of AI cannot be overstated, transforming industries across the board. Influencer marketing, a thriving field driven by the power of content creators and online communities, is no exception. 

Our research takes a close look at the fascinating intersection of AI and influencer marketing, shedding light on the cutting-edge strategies, technologies, and trends that are reshaping the way brands and influencers connect and engage with audiences.

Do marketers consider AI a threat or an opportunity? How much are influencers embracing AI in their day-to-day work?  Find out by downloading the study for free!


TikTok has made a lasting impact in the digital world by challenging established norms. Its short video format has managed to capture the attention of not just the younger generation, but also a diverse range of audiences. As a result, there has been a significant and unavoidable shift in how people consume entertainment content and advertising.

With its massive user base of over 1 billion monthly active users, the app has become a prime platform for renowned “tiktokers” to showcase their content. These creators can rapidly propel their videos to viral status, reaping substantial profits as a result.

On the other side of the equation, brands are capitalizing on this opportunity by shifting and augmenting their influencer marketing investments on the platform.

In this study, SocialPubli examines and provides evidence of the behavior of influencers and brands, two pivotal players that have transformed TikTok into a phenomenon, completely revolutionizing the dynamics of social media networks.

IBEX 35 Social Media Study

Did you know that companies that have more than 50% of their employees on LinkedIn have, on average, 22% more interaction on their social networks than companies that do not? This revealing data is part of our Study on the Use of Social Networks by IBEX 35 Companies, carried out by SocialPubli Advocacy”, which is now available.

It proves that employees are the most powerful influencers for brands, and SocialPubli Advocacy is aware that social networks are the right channel to involve employees and collaborators in building the brand image and reputation of companies.


The video game and eSports industry has undergone a great revolution in recent years. It is estimated that by the end of 2022, advertising investment in the sector will have exceeded 1 billion dollars (WARC, “Global Advertising Trends: Opportunities in Gaming”).

Isolation measures to stop the pandemic have triggered the consumption of video games, a situation that has benefited the development of the sector, professionalization and the proliferation of content creators of all kinds.

This translates into a great business opportunity for brands and advertisers, who have a different and versatile sponsorship space (through the players’ kit, through mentions in the broadcasts, banners on the panels, automated pop-ups in chats, redirection to other social networks to participate in raffles, as official team sponsors, etc).

The possibilities are many, but for companies to successfully carry out their marketing strategies in this new map, it is crucial to know the sector and the new habits and behaviours that are developing in it. Therefore, the objective of SocialPubli through this study is to provide a realistic image of what is trending in Influencer Marketing within the Gaming sector.


Content creators have become a fundamental piece in the social media ecosystem. This means that, for brands, they are now a key tool to attract an audience that’s more engaged than ever before.

In order to create this report, we have surveyed almost 3.000 influencers from 20 different countries registered on SocialPubli’s platform, which has helped us obtain a global vision on the work of influencers and the areas in which this strategy is succeeding the most. 

Thanks to this report, we were able to acquire relevant information related to the use of social media and the content creators’ work process. Furthermore, we have gathered key indicators about which areas are better developed and ready for influencer strategies to be applied on, as well as factors that influence the most on users’ purchase decisions during special days, such as Black Friday or Christmas time. Lastly, you’ll be able to access the market’s projection and know which are the biggest challenges Influencer Marketing is currently facing.

Study of Influencer Marketing on TikTok 2021

TikTok is the social network of the moment. It has more than 600 million users, and it’s one of the fastest growing platforms in the world. TikTokers are part of a new generation of influencers who have been born exclusively through this format. It is important to know their behaviors, as they will be the ones who affect the consumption patterns and trends in the coming years.

Therefore, brands should focus their efforts on adapting their content and language to this group of users. From SocialPubli, we share with you the data obtained through a survey conducted with influencers and advertisers from different parts of the world in order to understand what the future of campaigns with TikTok influencers will be.

II Study of Advertisers with Influencers

More and more advertisers are incorporating influencer marketing as part of their regular marketing strategies. We surveyed marketers and advertisers in over 15 countries for their current opinions on the effectiveness, advantages, challenges and return on investment when it comes to influencer marketing. We saw that advertisers saw an even higher return on investment from influencer marketing than last year and are increasingly turning to nano and microinfluencers for collaborations with higher rates of engagement. We also asked advertisers on how the Covid-19 pandemic has affected their marketing strategies. Find it more in our Influencer Marketing Report from a marketers perspective 2020!

Global Micro-Influencer Report 2019

In 2018 we launched ourFirst Global Study of Microinfluencers with which we defined characteristic and fundamental elements of microinfluencers. In 2019, we developed a second study of microinfluencers with which we counted on 2.667 samples of influencers in Europe, North America and South America that form a part of our platform with whom we obtained an internal vision of them. Participating influencers were from different categories such as fashion, beauty, travel, gastronomy, and fitness.

Our Global Report of Microinfluencers of 2019 sought to obtain an internal vision of this group of influencers, which conforms to the sector with the most rapid growth in the community of influencers and with which one can generate multiple advantages.

2019 Influencer Marketing Report: A Marketer’s Perspective

Influencer marketing is increasingly gaining more importance and interest among advertisers at a global level and the internet is the advertising platform on which all advertisers want to be. Therefore, we’ve contacted 150 professionals of agencies in Europe and North American who specialize in advertising, marketing, public relations, media and social networks to obtain, firsthand, their opinion regarding influencer marketing. The results demonstrated that a high percentage of advertisers planned to maintain or increase investment in influencer marketing in 2019, proving that influencer marketing is very effective and is constantly growing.

2019 Global Fashion Influencer Study

The fashion industry has grown exponentially at the hands of social networks and have done so with the help of an important figure, the influencers. At SocialPubli we conducteda influencercase studywith over 1.000fashion influencers, located in Europe and Latin America, with experience in the fashion sector and a trajectory of advertising collaborations with various brands. Influencers gave their opinions about topics such as inspiration and style, with which we could conclude that influencers count on the confidence and support of their followers, which has permitted their fashion to speak in a personalized way.

2018 Global Micro-Influencer Study


At SocialPubli we’ve developeda studyat a global level in territories such as South American and North America to prove the efficacy of advertising created by micro and macro influencers. Through this stud we’ve been able to determine how this type of advertising is not only more economical, but also more authentic and credible. The influencer marketing stats reveal a very positive level of engagement, leaving no doubt that microinfluencersare content creators that generate effective and reciprocal communication with their followers.