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The State of Influencer Marketing 2019


Table of Contents

Executive Summary Double-Digit Growth in 2018 The Rise of Instagram Stories Women Continue to Dominate Influencer Marketing Brands Focus on Micro-Influencers Brazil, Canada and Japan had the highest YoY growth of Instagram sponsored feed posts Lifestyle & Fashion Industries Lead the Way The New Standard in Influencer Marketing

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Executive Summary Methodology:

2018 was a big year for Instagram

We hope this report will enrich your

influencer marketing with influencers

understanding of the state of

posting over 2.1 million sponsored

Instagram influencer marketing and

posts on the platform - 39% more than

help you make thoughtful decisions

Instagram sponsored posts

the year before.

in 2019.

worldwide that included #ad

â—?

Analyzed over 2.1 million

hashtags between Jan 1 - Dec 31, As the industry matures, influencers are

This report is brought to you by Klear,

leveraging new tools to create more

the leading influencer marketing

authentic and engaging content. High

platform for Fortune 500 brands and

on the list are Instagram Stories, which

agencies.

2018 â—?

Performed a statistical analysis of trends and demographics

have become central to influencer

using our SIGIR award-winning

campaigns (1 in 3 Instagram sponsored

influencer measurement

posts is a Story).

technology

In addition, women, micro-influencers and millennials continue to dominate the space posting the highest number of sponsored posts on Instagram.

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6 Key Findings 1. Instagram influencer marketing grew by over 39% in 2018 2. 1 out of 3 sponsored posts is an Instagram Story 3. 84.6% of sponsored posts were posted by women 4. 84% of sponsored posts were posted by micro-influencers 5. Brazil, Canada and Japan had the highest YoY growth of Instagram sponsored posts 6. Lifestyle and Fashion are the leading industries for Instagram branded partnerships

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Key Finding #1

Instagram influencer marketing grew by over 39% in 2018, worldwide.

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Instagram influencer marketing grew by over 39% in 2018

234 226

thousands feed posts with the #ad hashtag were posted on Instagram during . 166

164

170

175

179

184

185

154

feed posts with the #ad

137

141

hashtag were posted on Instagram during . ↗ Over 39% YoY Growth

Jan

Feb

Mar

Apr

May

Jun 2017

Jul

Aug

Sep

Oct

Nov

Dec

2018

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Key Finding #2

1 out of 3 sponsored posts is an Instagram Story.

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The Rise of Instagram Stories

400 million people view Instagram Stories every day. The feature took instagram by storm and influencers adapted quickly. Our data shows that in 2018, 1 out of 3 Instagram sponsored posts was an Instagram Story.

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Key Finding #3

Women posted 84.6% of sponsored posts in 2018.

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Women Continue to Dominate Influencer Marketing

Women rule the influencer marketing kingdom. Female creators are the top

Gender Demographics 84.6%

15.4%

contributors accounting for almost 85% of sponsored content published on Instagram in 2018. This is a .7% increase from last year.

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Key Finding #4

Micro-influencers posted 84% of sponsored posts in 2018.

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Brands Prefer Micro-Influencers Over Celebrities

With highly engaged communities and affordable price tags, micro-influencers dominated influencer marketing programs in 2018. The data shows that 84% of 2018 sponsored feed posts received up to

Likes

Share of Posts in the #Ad Market

Up to 1k

84%

1k-5k

12%

5k-10k

2%

Over 10k

2%

1,000 Likes per post, demonstrating the level of influence.

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Millennials Posted Over 50% of Sponsored Posts

Millennials Create Most of the Sponsored Feed Posts 12-17

3%

18-24

30% 54%

25-34 35-49 50-64

12% 1%

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Key Finding #5

Brazil, Canada and Japan had the highest YoY growth of Instagram sponsored posts.

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Fastest Growing Countries in 2018

Brazil

332%

Canada

248%

Japan

151%

Spain

137%

Indonesia

123%

The Netherlands

81%

United Kingdom

78%

India United States

60% 39%

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Global Distribution of Influencer Marketing

United States United Kingdom Brazil Canada India Japan Spain Mexico South Africa Australia 10%

30%

50%

% of Total Sponsored Feed Posts 2018

2017

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Key Finding #6

Lifestyle and Fashion are the leading industries for branded partnerships.

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Lifestyle & Fashion Lead the Way

Lifestyle

#6 Home & Interior Design

#2 Fashion

#7 Photography

Beauty

#8 Parenting

#4 Travel

#9 Fitness & Wellness

#5 Food

#10

Gadgets & Accessories

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The New Standard in Influencer Marketing Klear is the leading influencer marketing platform for Fortune 500 brands and agencies. Powered by award-winning influencer measurement technology, Klear is setting a new market standard for finding social creators, assessing influence and measuring ROI.

Learn more at klear.com

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Influencer Marketing  

Conoce un poco mas de esta estrategia de marketing denominada "Influencer Marketing" sus repercusiones, alcances y posibilidades. https://w...

Influencer Marketing  

Conoce un poco mas de esta estrategia de marketing denominada "Influencer Marketing" sus repercusiones, alcances y posibilidades. https://w...

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