,Must-Know Influencer Marketing Trends,Q1 2019,Introduction,Influencer marketing isnt just a new buzzword, its a social media strategy thats 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 youll receive the most recent insights on the current influencer marketing landscape. Discover which content formats are generating the most engagement, which industries influencers are partnering with and gather enough intelligence to predict what will happen next.,“As consumers are increasingly seeking out reviews and trusted voices when making purchasing decisions, a huge opportunity has been created for influencers and brands to team up to create an authentic connection with audiences,”,Yuval Ben-Itzhak, CEO, Socialbakers,2,Must-Know Influencer Marketing Trends | Q1 2019,Table of Contents,Must-Know Influencer Marketing Trends | Q1 2019,3,Engagement on Instagram,Interactions per 1k Followers,184.04,430Number of Posts,147kFollowers,4,Must-Know Influencer Marketing Trends | Q1 2019,Instagram has a smaller audience size. However, despite this disparity, Instagram users are far more engaged. Thisdemonstrates 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 taking advantage of its diverse range of formats and striking visuals.,Platform Audience, Activity, Engagement,Audience Size,Activity Volume,User Engagement,“Instagram is becoming the #1 social media platform when it comes to engagement for brands. When we look at engagement on an absolute level, 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,5,Must-Know Influencer Marketing Trends | Q1 2019,Chart Time Range: November 2018 - January 2019; Sample: 5,000 largest pages/profiles by platfrom worldwide; Source: Socialbakers data,Engagement on Instagram,Apr 18,Feb 19,0%,20%,40%,60%,80%,100%,% of Published Content,Stories,Brands Increasingly Post More Stories on Instagram,Stories on Instagram have become an invaluable source of,engagement for brands. Since March 2018, the format usage has,grown by 21%.,Increasingly more brands are utilizing the flexibility of Instagram,Stories, which allows them to boost brand visibility at low cost and,without spamming their audience.,Stories are also a great outlet for influencers to use as they can,share products or services without having to risk the integrity of their News Feed.,The Stories Format,is Growing,6,Must-Know Influencer Marketing Trends | Q1 2019,Chart Time Range: March 1, 2018 - March 17, 2019; Sample: Business IG profiles of brands that published both formats (7337 profiles); Source: Socialbakers data,Engagement on Instagram,Images are still the top content format preferred by influencers,but the gap between the formats is closing.,While in January 2017, images accounted for 91% of influencer,content, in 2019 Q1, images made up 71%, videos 10%, and,carousel posts 18% of all influencer content. With Instagrams,increasing efforts to promote IGTV, the shift to video may intensify,among content creators.,Influencers Use of Images,Videos, and Carousel Posts,Feb 17,Feb 19,0%,20%,40%,60%,80%,100%,All Post Types,Videos,Carousels,Images,Share of Influencer Posts by FormatInfluencers Post Images the Most,7,Must-Know Influencer Marketing Trends | Q1 2019,Chart Time Range: January 2017 - March 2019; Sample: Instagram profiles with > 1,000 Followers; Source: Socialbakers data,Engagement on Instagram,The Uptrend in Influencer Marketingon Instagram,8,Must-Know Influencer Marketing Trends | Q1 2019,The Growing Influencer Trend,Influencer marketing is projected to become a 10 billion dollar market by 2020. In fact, over 2018, the number of influencers using the #ad hashtag on Instagram has increased by a staggering 133%.,When looking at the growth of all Instagram posts including #ad we see a similar pattern with a 120% increase.,Feb 18,Feb 19,25K20K15K10K5K0,Influencers,Influencers,Influencers Who Used #Ad on Their PostsInfluencers on Instagram,Feb 18,Feb 19,70K60K50K40K30K20K10K0,Posts,Posts,All Instagram Posts Using #AdInfluencers on Instagram,9,Must-Know Influencer Marketing Trends | Q1 2019,Chart Time Range: January 2018 - March 2019; Sample: Instagram business profiles with > 1,000 followers; Source: Socialbakers data,The Uptrend in Influencer Marketing on Instagram,The Rise of Sponsored Content,Sponsored content on Instagram is growing across regions. In North America, over the course of 2018, sponsored content grew by over 150%.,Africa,Asia,Europe,LATAM,N. America,Pacific,Average,100%80%60%40%20%0%,Post Count,Feb 1, 2018,Aug 1, 2018,Feb 1, 2019,Increase of Sponsored Content on Instagram by RegionHalf Yearly Percent Change in Post Count,Must-Know Influencer Marketing Trends | Q1 201910,Chart Time Range: January 1, 2018 - March 31, 2019; Sample: Sponsored posts across all regions with #ad; Source: Socialbakers data,The Uptrend in Influencer Marketing on Instagram,0%,10%,< 10K Fans,< 50K Fans,< 100K Fans,< 1M Fans,> 1M Fans,20%,30%,Influencers,Share of Influencers with Posts Containing #AdInstagram Influencers by Audience Size,Our findings show that influencers with a larger following are more,likely to use #ad as opposed to smaller influencers.,26% of influencers with more than 1 million followers have used#ad in their posts.,Whos Posting #Ad More?,Must-Know Influencer Marketing Trends | Q1 201911,Chart Time Range: January 2018 - March 2019; Sample: Instagram business profiles of people with > 1,000 followers; Source: Socialbakers data,The Uptrend in Influencer Marketing on Instagram,Engagement and,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 arent,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,#Ad,Others,Median Interactions,Engagement on Influencer Sponsored ContentInteractions on Instagram Influencer Posts with #Ad,Must-Know Influencer Marketing Trends | Q1 201912,Chart Time Range: January 2018 - March 2019; Sample: Instagram business profiles of people with > 1,000 followers who posted #ad; Source: Socialbakers data,The Uptrend in Influencer Marketing on Instagram,Global Brands Are Tapping Into Sponsored Posts on Instagram,Iconic retail and beauty brands are making the most out of influencer marketing on Instagram.Daniel Wellingtons entire Instagram strategy relies on influencer-generated content which makes their content diverse and interesting.,Brands Mentioned by Influencers the MostBrands Mentioned in Influencer Posts Using #Ad,Must-Know Influencer Marketing Trends | Q1 201913,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,The Uptrend in Influencer Marketing on Instagram,Snapshot of Daniel Wellingtons Influencer-Led Instagram Feed,The Uptrend in Influencer Marketing on Instagram,Must-Know Influencer Marketing Trends | Q1 201914,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.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.,The Retail Industry Uses Influencer Marketing to Drive Sales,Total User Engagement on Branded Profiles,Fashion,Beauty,Ecommerce,Auto,Retail,Other,Fashion,Beauty,Ecommerce,Auto,Retail,Other,The Uptrend in Influencer Marketing on Instagram,Must-Know Influencer Marketing Trends | Q1 201915,Chart Time Range: July - December 2017; Sample: 33,000 Instagram profiles categorized as brands; Engagement defined as sum of all likes and comments on profiles posts; Source: Socialbakers data,Influencers by Audience Size,and Region,10KFollowers,200KFollowers,2.4MFollowers,3.6KFollowers,Must-Know Influencer Marketing Trends | Q1 201916,Three Typesof Social Media Influencers,Micro-influencers,<10KFOLLOWERSPROS:,Have a tight-knit relationship with their audience,Cover a wide range of niches,Have higher engagement and conversion rates,Are often cheaper than big influencers,Macro-influencers,<50KFOLLOWERSPROS:,Have a large, diverse audience with a broader reach,Have a well-established position within a given community,Are experienced in working with brands,Celebrities,>1MFOLLOWERSPROS:,Have a vast audience,Can achieve a great reach,Are highly professional,Can help you grow brand awareness and position your product,Already have a large marketing potential you can tap into,Influencers by Audience Size and Region,Must-Know Influencer Marketing Trends | Q1 201917,50%,60%,Asia,Europe,Latin America,North America,70%,80%,90%,100%,< 10K Fans,< 50K Fans,< 100K Fans,< 1M Fans,> 1M Fans,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,Micro Influencer Trend,Influencers by Audience Size and Region,Must-Know Influencer Marketing Trends | Q1 201918,Chart Time Range: March 7, 2019; Sample: Instagram profiles of people with > 1,000 followers; Source: Socialbakers data,5-44,AGE 3,Influencer Demographics,UNTRY USA,CO,AGE 1COUNTRY,8-24GENDER FemaleCanada,AGE 18-24,GENDER Male,COUNTRY China,GENDER Female,Must-Know Influencer Marketing Trends | Q1 201919,13-17,18-24,25-34,35-44,45-54,55-64,65+,0%,5%,10%,15%,Share of Total Influencers Followers,Females,Males,Distribution of Followers by Age and Gender of Influencer25%20%,Female influencers between the ages of 25-34 gather the largest,share of followers - 23% of all total influencer followers. Female,influencers between the ages of 18-24 take second place and,male influencers between the ages of 25-34 come third.,Influencers by Age,Influencer Demographics,Must-Know Influencer Marketing Trends | Q1 201920,Chart Time Range: Last 90 days before April 3, 2019; Sample: Instagram profiles of people with > 1,000 followers; Source: Socialbakers data,FEMALE,MALE,1M,0.5M,13-17 y/o,3M,1.4M,18-24 y/o,2.2M,2.2M,25-34 y/o,Distribution of Millenial and Gen Z Influencers, by Age and Gender,Influencer Demographics,Must-Know Influencer Marketing Trends | Q1 201921,Chart Time Range: Last 90 days before April 3, 2019; Sample: Instagram profiles of people with > 1,000 followers; Source: Socialbakers data,13-17,18-24,25-34,35-44,45-54,55-64,65+,0%,5%,10%,15%,Share of Total Influencers Followers,Females,Males,Distribution of Interactions by Age of and Gender of Influencer25%20%,When it comes to interactions distributed by age group, we see a,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.,Interactions by Age,Influencer Demographics,Must-Know Influencer Marketing Trends | Q1 201922,Chart Time Range: Last 90 days before April 3, 2019; Sample: Instagram profiles of people with > 1,000 followers; Source: Socialbakers data,vel,Tra,oga,Y,Beauty,Arts and music,Family,Photography,Influencer Interests,Mentions, and Hashtags,Fashion,Fitness,Must-Know Influencer Marketing Trends | Q1 201923,Most Common Interests of Instagram Influencers,3.6 million influencers are primarily interested in Hobbies and Activities making it the most popular interest category.However, despite some interests having less influencers, it does not mean they are less valuable.These topics are often “niche” and when leveraged correctly can have even more powerful effect on engagement.,Influencers and Interests,Influencer Interests, Mentions, and Hashtags,Must-Know Influencer Marketing Trends | Q1 201924,Chart Time Range: March 7, 2019; Sample: Instagram profiles of people with > 1,000 followers; Source: Socialbakers data,Most Popular Industries Mentioned by Influencers,There are 308,865 influencers working with Fashion brands. It is the primary industry for influencer marketing. However, the most mentioned industry by influencers is the Beauty industry with 4.9 million mentions.,Brands Mentioned by Influencers Aggregated by Industries,Influencer Interests, Mentions, and Hashtags,Must-Know Influencer Marketing Trends | Q1 201925,Chart Time Range: January 1, 2018 - March 31, 2019; Sample: Instagram business profiles of people with > 1,000 followers; Source: Socialbakers data,Advertising Habits of,Instagram Influencers,Micro influencers, with a following of 10K or less, are less likely to collaborate with a large number of different brands and industries.,Influencers with a following of 100K - 1M users collaborate across industries, work with different businesses, and mention brands in,their posts more than 2X more frequently.,0,10,40,< 10K Fans,< 50K Fans,< 100K Fans,< 1M Fans,> 1M Fans,Different Industries,2030Different Brands,Brand Mentions per Profile,Brands Mentioned by InfluencersAverage Influencer Activity on Instagram Split by Audience Size,Influencer Interests, Mentions, and Hashtags,Must-Know Influencer Marketing Trends | Q1 201926,Chart Time Range: January 1, 2018 - March 31, 2019; Sample: Instagram business profiles of people with > 1,000 followers; Source: Socialbakers data,Find Your Perfect Influencer,Influencer marketing is a powerful strategy that marketers of every industry are currently leveraging. Luckily with the right social media marketing tools, influencer collaborations dont have to be out of reach.,