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Must-Know Influencer Marketing Trends 2019 Statistics by Socialbakers Introduction 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
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