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Micro-influencers with fewer than 10,000 followers are now in a majority among influencers on Instagram.

A Socialbakers report analysed the activity of over 12 million Instagram influencers in the US across categories of micro, and macro, and celebrities. It found that the total amount of sponsored content posted by influencers was up 150% over 2018.

The report also states that micro-influencers in particular are not associating with big brands. This is an opportunity for SMBs and companies with limited ad budgets. Fashion brands, the most popular with 308,865 influencers working with them, garnered 1.6 million mentions. However, beauty brands, working with a smaller pool of 257,218 influencers, generated over 4.8 million mentions in 2018.

The research also finds that more than 25% of celebrity influencers (with over 1 million followers) used #Ad in sponsored posts as disclosures, a 133% increase from 2017. However, posts with or without the #Ad disclosure saw similar engagements levels.

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