Before analyzing the main industries that utilize influencers marketing, we need to define buyers and consumers.
Buyers are those that are acting as industrial or institutional purchasers; whereas, consumers are individuals who perform different behavior patterns during purchase process. As Sudha M. and Sheena K reported in their study, “They are eagerly observing the cues of the fashion industries with which they can set perceptions for fulfilling their needs.”

As time goes on, micro influencers are also gaining a lot of traction in influencing purchase decisions of consumers as they are generally perceived to be as authentic.
According to the results of a 2018 research survey, 67% of marketers believe that influencer marketing campaigns help them reach more targeted audiences. It is no surprise then that for some marketers, influencer marketing has an 11x greater ROI than traditional marketing mediums such as TV, print, or desktop ads (Kramer, 2018). Given these numbers, the amount of money spent on influencer marketing is expected to increase significantly, with 17% of the companies already spending over half their marketing budget on influencers, especially Instagram influencers (Bailis, 2019).

 

Given all this, I believe influencer marketing is going to have to become an even more fundamental part of the marketing strategy of most brands if they want to truly thrive in the long run.

 

As we can see from Figure 11 below, the main industries that use influencer marketing are: food (80%), lifestyle (74%), parenting (65%), beauty (52%), DIY (51%), fashion and health (47%), followed by entertainment, social media, travel, technology, advertising, and so on.

 

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Figure 11. The Share of Influencer Marketing in 16 Industries. (MuseFind, 2019)

 

Our event will focus on three main field: fashion, beauty and food.