Must-Know Influencer Marketing Trends 2019 Statistics by Socialbakers Introduction

Influencer marketing isn’t just a new buzzword, it’s a social media strategy that’s here to stay. Increasingly more brands are seeing the value of this trend and are eager to implement influencer marketing into their own social media strategies. As the report reveals, businesses across industries and regions are scaling their investment in sponsored content.

In this study you’ll receive the most recent insights on the current influencer marketing landscape. Discover which content formats are generating the most engagement, which industries influencers “As consumers are increasingly seeking out reviews and are partnering with and gather enough intelligence to predict what trusted voices when making purchasing decisions, a huge will happen next. opportunity has been created for influencers and brands to team up to create an authentic connection with audiences,”

Yuval Ben-Itzhak, CEO, Socialbakers

Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 2 Table of Contents

Engagement on Instagram 4-7 Influencers by Audience Size and Region 16-18 Platform, Audience, Activity and Engagement 5 Three Types of Social Media Influencers 17 Stories Format 6 Instagram Influencers Across the Globe 18 Influencer Posts by Type 7 Influencer Demographics 19-22 The Uptrend in Influencer Marketing on Instagram 8-15 Influencers by Age Group 20 Influencers and #Ad Use 9 Influencers by Generation 21 The Rise of Sponsored Content 10 Interactions by Influencer’s Age 22 Influencers and Sponsored Posts by Audience Size 11 Influencer interests, Mentions, and Hashtags 23-26 Engagement and Sponsored Content 12 Influencers and Interest 24 Global Brands and Influencer Marketing 13 Most Common Industries Mentioned by Influencers 25 Daniel Wellington Use Case 14 Advertising Habits of Instagram Influencers 26 Retail Industry and Influencer Marketing 15 Conclusion 27

Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 3 184.04 Interactions per 1k Followers

147k 430 Followers Number of Posts

Engagement on Instagram

Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 4 Engagement on Instagram Audience Activity User Size Volume Engagement

Platform Audience, Activity, Engagement

Instagram has a smaller audience size. However, despite this disparity, Instagram users are far more engaged. This demonstrates that Instagram is the go-to platform for capturing quality engagement within smaller communities.

With such large user engagement and activity, Instagram has become the prime channel for influencer marketing. Influencers are easily able to use the platform to collaborate with brands “Instagram is becoming the #1 social media platform when it comes to taking advantage of its diverse range of formats and striking engagement for brands. When we look at engagement on an absolute level, visuals. Instagram has a lot more engagement for brands than Facebook, despite having a significantly smaller audience size. As a result, we see businesses leveraging Instagram for advertising more than ever before.”

Yuval Ben-Itzhak, CEO, Socialbakers

Chart Time Range: November 2018 - January 2019; Sample: 5,000 largest pages/profiles by platfrom worldwide; Source: Socialbakers data Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 5 Engagement on Instagram

The Stories Format Brands Increasingly Post More Stories on Instagram is Growing 100% 80%

Stories on Instagram have become an invaluable source of 60% engagement for brands. Since March 2018, the format usage has grown by 21%. 40%

Increasingly more brands are utilizing the flexibility of Instagram 20% Stories, which allows them to boost brand visibility at low cost and without spamming their audience. % of Published Content 0% Apr ‘18 Feb ‘19 Stories are also a great outlet for influencers to use as they can Stories share products or services without having to risk the integrity of their News Feed.

Chart Time Range: March 1, 2018 - March 17, 2019; Sample: Business IG profiles of brands that published both formats (7337 profiles);Source: Socialbakers data Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 6 Engagement on Instagram

Share of Influencer Posts by Format Influencers Post Images the Most

100% Influencer’s Use of Images,

80% Videos, and Carousel Posts

60% Images are still the top content format preferred by influencers, but the gap between the formats is closing. 40%

All Post Types While in January 2017, images accounted for 91% of influencer 20% content, in 2019 Q1, images made up 71%, videos 10%, and carousel posts 18% of all influencer content. With Instagram’s 0% increasing efforts to promote IGTV, the shift to video may intensify Feb ‘17 Feb ‘19 among content creators.

Videos Carousels Images

Chart Time Range: January 2017 - March 2019; Sample: Instagram profiles with > 1,000 Followers; Source: Socialbakers data Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 7 The Uptrend in Influencer Marketing on Instagram

Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 8 The Uptrend in Influencer Marketing on Instagram

Influencers Who Used #Ad on Their Posts Influencers on Instagram

25K 20K 15K 10K

Influencers 5K The Growing 0 Influencer Trend Feb ‘18 Feb ‘19 Influencers

Influencer marketing is projected to become a 2.38 billion dollar All Instagram Posts Using #Ad market this year. In fact, over 2018, the number of influencers Influencers on Instagram using the #ad hashtag on Instagram has more than doubled with 70K an increase of 56%. 60K 50K When looking at the growth of all Instagram posts including #ad 40K we see a similar pattern with a 53% increase. 30K Posts 20K 10K 0 Feb ‘18 Feb ‘19 Posts

Chart Time Range: January 2018 - March 2019; Sample: Instagram business profiles with > 1,000 followers;Source: Socialbakers data Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 9 The Uptrend in Influencer Marketing on Instagram

The Rise of Sponsored content on Instagram is growing across regions. In North America, over the course Sponsored Content of 2018, sponsored content grew by over 150%.

Increase of Sponsored Content on Instagram by Region Half Yearly Percent Change in Post Count

100%

80%

60%

40%

Post Count 20%

0% Feb 1, 2018 Aug 1, 2018 Feb 1, 2019

Africa Asia Europe LATAM N. America Pacific Average

Chart Time Range: January 1, 2018 - March 31, 2019; Sample: Sponsored posts across all regions with #ad; Source: Socialbakers data Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 10 The Uptrend in Influencer Marketing on Instagram

Share of Influencers with Posts Containing #Ad Instagram Influencers by Audience Size

< 10K Fans

< 50K Fans Who’s Posting #Ad More?

< 100K Fans Our findings show that influencers with a larger following are more likely to use #ad as opposed to smaller influencers.

< 1M Fans 26% of influencers with more than 1 million followers have used #ad in their posts. > 1M Fans

0% 10% 20% 30%

Influencers

Chart Time Range: January 2018 - March 2019; Sample: Instagram business profiles of people with > 1,000 followers;Source: Socialbakers data Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 11 The Uptrend in Influencer Marketing on Instagram

Engagement on Influencer Sponsored Content Interactions on Instagram Influencer Posts with #Ad

Engagement and #Ad Sponsored Content

Influencer marketing has become so prominent, the Advertising Standards Agency has created a guide for how to display sponsored content on social media.

Though influencers are increasing their use of #ad, they aren’t Others seeing any effect on their level of interactions. In fact, sponsored and non-sponsored content receive nearly the same engagement.

0 100 200 300 400

Median Interactions

Chart Time Range: January 2018 - March 2019; Sample: Instagram business profiles of people with > 1,000 followers who posted #ad;Source: Socialbakers data Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 12 The Uptrend in Influencer Marketing on Instagram

Brands Mentioned by Influencers the Most Brands Mentioned in Influencer Posts Using #Ad

BRAND INDUSTRY FOLLOWERS # MENTIONS # INFLUENCERS

Daniel Wellington Fashion 4,609,834 20,873 7,242

iDeal Of Sweden Fashion 407,063 2,146 1,052 Global Brands Are

Walmart Retail 1,721,354 1,779 966 Tapping Into Sponsored

REVIEW Fashion 37,144 1,799 855 Posts on Instagram

Target Retail 3,710,641 2,085 817 Iconic retail and beauty brands are making the most out of nike Sporting Goods 86,247,075 1,569 812 influencer marketing on Instagram.

NA-KD.com Ecommerce 2,007,865 1,800 745 Daniel Wellington’s entire Instagram strategy relies on influencer-generated content which makes their content diverse Campaign Home & Living 12,457 2,221 739 and interesting. Sephora Retail 17,192,897 1,275 738

Amazon Ecommerce 1,472,467 1,204 688

Chart Time Range: January 1, 2018 - March 31, 2019; Sample: Instagram posts with #ad published by profiles of people with > 1,000 followers;Source: Socialbakers data Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 13 The Uptrend in Influencer Marketing on Instagram

Snapshot of Daniel Wellington’s Influencer-Led Instagram Feed

Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 14 The Uptrend in Influencer Marketing on Instagram

Total User Engagement on Branded Profiles The Retail Industry Uses Influencer Marketing to Drive Sales Beauty Auto Retail Fashion Ecommerce Other

Traditional retail chains have been struggling in recent years with holiday sales slowly declining.

Major retailers such as Nordstrom are turning to influencer marketing to help spark buzz and drive online sales. Beauty Auto Retail Fashion Ecommerce Other According to Socialbakers data, the retail industry is on top of their engagement game, earning their place in the top 5 most engaging industries on facebook and Instagram.

Chart Time Range: July - December 2017; Sample: 33,000 Instagram profiles categorized as brands; Engagement defined as sum of all likes and comments on profile’s posts;Source: Socialbakers data Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 15 3.6K Followers

2.4M Followers 10K Followers

200K Influencers by Followers Audience Size and Region

Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 16 Influencers by Audience Size and Region

Micro-influencers Macro-influencers Celebrities Three Types >1K >100K >1M of Social Media FOLLOWERS FOLLOWERS FOLLOWERS Influencers PROS: PROS: PROS: Have a tight-knit relationship Have a large, diverse Have a vast audience with their audience audience with a broader reach Can achieve a great reach Cover a wide range of niches Have a well-established position within a given Are highly professional Have higher engagement and community conversion rates Can help you grow brand Are experienced in working awareness and position your Are often cheaper than big with brands product influencers Already have a large marketing potential you can tap into

Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 17 Influencers by Audience Size and Region

Micro Influencer Trend

The majority of Instagram influencers fall into the micro category, meaning they have less than 10K followers. Latin America holds the record for having the most micro influencers while North America has the most celebrity influencers who have a following of 1 million or more.

Instagram Influencers Split by Audience Size

Asia

Europe

Latin America

North America

50% 60% 70% 80% 90% 100%

< 10K Fans < 50K Fans < 100K Fans < 1M Fans > 1M Fans

Chart Time Range: March 7, 2019; Sample: Instagram profiles of people with > 1,000 followers;Source: Socialbakers data Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 18 AGE 18-24 AGE 35-44 COUNTRY USA COUNTRY China

GENDER Female GENDER Male

AGE 18-24 GENDER Female COUNTRY Canada

Influencer Demographics

Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 19 Influencer Demographics

Distribution of Followers by Age and Gender of Influencer

25%

20% Influencers by Age 15%

Female influencers between the ages of 25-34 gather the largest 10% share of followers - 23% of all total influencer followers. Female influencers between the ages of 18-24 take second place and 5% male influencers between the ages of 25-34 come third.

Share of Total Influencers’ Followers of Total Share 0% 13-17 18-24 25-34 35-44 45-54 55-64 65+

Females Males

Chart Time Range: Last 90 days before April 3, 2019; Sample: Instagram profiles of people with > 1,000 followers;Source: Socialbakers data Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 20 Influencer Demographics

Distribution of Millenial and Gen Z Influencers, by Age and Gender

FEMALE 1M 3M 2.2M

13-17 y/o 18-24 y/o 25-34 y/o

MALE 0.5M 1.4M 2.2M

Distribution of Interactions by Age of and Gender of Influencer

25%

20% Interactions by Age 15%

When it comes to interactions distributed by age group, we see a 10% similar pattern. Female influencers 25-34 receive the largest share of interactions, but engagement for female influencers between the ages of 18-24 takes a close second place. 5%

Share of Total Influencers’ Followers of Total Share 0% 13-17 18-24 25-34 35-44 45-54 55-64 65+

Females Males

Photography Yoga

Arts and music Travel Influencer Interests, Mentions, and Hashtags

Fashion

Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 23 Influencer Interests, Mentions, and Hashtags

Most Common Interests of Instagram Influencers

INTEREST # INFLUENCERS

Hobbies & Activities 3,606,707 Business & Industry 3,048,177 Influencers and Interests Arts & Music 2,699,837 3.6 million influencers are primarily interested in Hobbies and Family & Relationships 2,292,634 Activities making it the most popular interest category. Shopping & Fashion 1,938,758 However, despite some interests having less influencers, it does Online 1,612,175 not mean they are less valuable.

Entertainment 1,543,643 These topics are often “niche” and when leveraged correctly can have even more powerful effect on engagement. Social Media 1,503,995 Photography 1,364,574 Food & Drink 1,122,972

Brands Mentioned by Influencers Aggregated by Industries

INTEREST # MENTIONS # INFLUENCERS # BRANDS

Fashion 4,919,069 2,045,016 5,717

Beauty 9,579,842 1,873,032 3,696

Most Popular Industries Ecommerce 2,662,289 827,526 3,277

Mentioned by Influencers Retail 1,421,052 546,149 3,472

Electronics 1,672,622 385,666 1,592 There are 308,865 influencers working with Fashion brands. It is the primary industry for influencer marketing. However, the most Sporting Goods 1,257,924 355,499 1,227 mentioned industry by influencers is the Beauty industry with 4.9 million mentions. Services 924,305 275,069 4,389

Auto 636,044 245,069 1,567

FMCG Food 477,899 224,985 2,318

Retail Food 324,056 218,541 1,931

Chart Time Range: January 1, 2018 - March 31, 2019; Sample: Instagram business profiles of people with > 1,000 followers;Source: Socialbakers data Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 25 Influencer Interests, Mentions, and Hashtags

Brands Mentioned by Influencers Average Influencer Activity on Instagram Split by Audience Size

< 10K Fans Advertising Habits of < 50K Fans Instagram Influencers

< 100K Fans Micro influencers, with a following of 10K or less, are less likely to collaborate with a large number of different brands and industries. < 1M Fans Influencers with a following of 100K - 1M users collaborate across industries, work with different businesses, and mention brands in > 1M Fans their posts more than 2X more frequently.

0 10 20 30 40

Different Industries Different Brands Brand Mentions per Profile

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Must-Know Influencer Marketing Trends 2019| Statistics by Socialbakers 27 Socialbakers is the trusted social media management partner to thousands of enterprise brands and SMBs. Leveraging the largest social media data-set in the industry, Socialbakers’ audience first social media marketing platform helps brands large and small ensure their investment in social media is delivering measurable business outcomes. With over 2,500 clients across 100 countries, Socialbakers is the leading social media management platform. Socialbakers has been a Facebook Marketing Partner since 2011, a Pinterest Marketing Partner since 2017 and a LinkedIn Marketing Partner since 2017. Socialbakers was named in the 2018 Inc. 5000 list of the fastest- growing private companies in Europe.