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Blogg | Mediavision | Affärsutveckling och strategi för medieindustrin

Sveriges bästa företagsbloggar 2017
2018-01-18

Influencer marketing going strong and might be in for an upswing

During 2016 the Swedish influencer market had a turnover of 500 MSEK, according to IRM. This corresponds to a growth by 40%, double that of overall digital advertising revenues at around 20% growth for 2016. No figures have yet been released for 2017, but the market is likely to have grown further. And 2018 has already delivered one major industry event. German media giant Bertelsmann finally made an entry on the Nordic market by acquiring Swedish YouTube and influencer network United Screens for 120 million SEK. Looking forward, another major event is the upcoming winter Olympics, in which Discovery Networks has focused on integrating influencers in their coverage of the games. During the Olympics, influencers will be seen in both traditional outlets as well as in Snapchat, after Discovery struck a deal with the social media company in October of last year.

Furthermore, there are other signs that indicate an upswing for influencer marketing. Last week Facebook announced an update to its news feed algorithm, saying that it would now prioritize posts made by friends and family higher than those from brands and companies. Mark Zuckerberg explained that the feedback they have gotten from the community indicates that posts from media, brands and companies take up too much space in the news feed at the expense of moments that connect users to each other. He also added that he expects people to spend less time in total on the Facebook platform as a result, but that the time spent will be perceived as more valuable. Advertisements are not directly affected, but less time spent on Facebook means less exposure to ads. If companies who rely heavily on Facebook for advertising start to receive less traffic as a cause of this change, they might have to look elsewhere. Some have already expressed their concerns on the matter. This could provide an opportunity for influencers as their posts will not be affected negatively by the update.

Lastly, YouTube had several run-ins with advertisers during 2017 in regard to ads being displayed in inappropriate contexts. This caused several companies to pull their ads off YouTube. The company has since taken steps toward being perceived as brand-safe. Recently YouTube announced that it is raising the bar for channels to be able to monetize their videos, thus kicking out thousands of smaller content creators from its advertising program in the process – meaning more leverage for already established influencers.

All in all, things are continuing to look up for the influencer community and 2018 is set to set a new record year for the market.

For more information, contact Sixten Ekström, Communicator at Mediavision.

2018-01-11

Big changes in media infrastructure, content next?

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2017-12-19

Eventful 2017 for Swedish gambling market as re-regulation draws closer

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2017-12-14

Nordic TV market: Consumer transition as market competition abounds

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2017-12-07

Man vs machine: Youtube, Facebook and the advertiser backlash

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2017-11-30

AT&T’s purchase of Time Warner, Fox up for sale, and Nordic drama goes global

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2017-11-24

New gambling regulation could possibly attract operators to move off-shore

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2017-11-17

Mediavision’s e-sports analysis: Swedish gaming/e-sports viewers prefer DreamHack over LoL WC

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2017-11-06

Facebook, Snapchat, Google, and Discovery make advances in video while Spotify refocuses their video strategy

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2017-10-27

Regulatory strike against gambling advertising in Sweden while several gambling companies report strong Q3 results

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2017-10-20

Com Hem, MTG and Netflix first out of the gates in third quarter earnings season

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2017-10-13

VR popular area of investment despite slow consumer growth

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2017-10-06

Localized globalization strategy increasingly apparent among global OTT actors

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2017-09-29

Foreign based gambling firms’ growth in Sweden driven by casino, but sports betting still important

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2017-09-22

Digital streaming giants win big at the Emmy Awards and draw closer to releasing Nordic originals

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2017-09-14

Apple’s newfound focus on AR from a Nordic perspective

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2017-09-08

Swedish game developers growing rapidly and US TV actors advance on Nordic TV market

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2017-08-25

Traditional TV actors move into new areas as subscribers turn online

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2017-08-14

The Nordic TV summer, Facebook launches video services, and Disney’s acquisition of BAMTech

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2017-07-03

Facebook sänder Champions League, Google gör VR-annonser, och podcastmarknad med stark tillväxt

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2017-06-16

E-sport & gaming: E3-mässan, sommarens stora evenemang, och fördjupat samarbete mellan ESL och Intel

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2017-06-02

Sociala medier och rörlig bild, Twitter livesänder politisk debatt och Snap gör drönare

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2017-05-22

Mediavision analyserar utvecklingen bland aktörer på amerikansk TV-marknad, Q1 2017.

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2017-05-15

Händelserik start på svenskt spelår: Spelutredning och kasinospel i centrum

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2017-05-05

5 maj: Discovery Networks, Twitter, MTG, HBO, och Magine

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2017-04-28

Lokalt kontra globalt i fokus när Mediavision höll frukostseminarium

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2017-04-21

Bonnier Broadcasting genomför besparingar, Sky och HBO samarbetar, och Facebook satsar på AR 

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2017-03-29

Annonsörer fortsätter fly Youtube medan Discovery och Spotify satsar mer annonsdrivet.

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2017-03-24

E-sports event breaks viewing record, Youtube and Facebook ramp up e-sports and gaming investments.

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2017-03-17

Ny e-sport/gaminganalys, Facebook satsar på sport och Googles annonsintäkter växer

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2017-03-16

Stark säsong för Melodifestivalen

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2017-03-03

Gamla och nya medier möts och Snapchat börsnoteras

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2017-02-23

Transparens bland växande webb-TV-tjänster och blockerad piratkopiering.

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