2018年Instagram意见领袖营销报告.pdf

The State of Influencer Marketing An industry analysis of branded partnerships and the strategies that reach success2018Executive Summary 32017: The Year Influencer Marketing Doubled Its Size52017: Sponsored Posts Reach New Heights 7Brands Focus on Micro-Influencers 9Millennials Create Most of the Sponsored Posts11Influencer Partnerships: Top 10 Industries 12Global Distribution of Sponsored Posts 13Top Fashion Brands 14Top Food & Beverages Brands 21Top Consumer Electronics Brands 28Top Automotive Brands 35Top Travel Brands 42Table of ContentsIn The State of Influencer Marketing annual report, we share with you the results and insights from 1.5 million Instagram #ad posts. This report offers a unique viewpoint on a rapidly growing industry which doubled its size in just one year. This years edition includes selected works of influencers who have partnered with the industrys top brands. We hope this will help you get inspiration from the best performing brands when shaping your influencer marketing strategy for 2018. Key Findings: 1,504,383 Instagram posts were tagged with #ad in 2017. Influencer marketing grew by 198% in 2017. Fashion and Beauty are the leading industries for partnerships. 83.9% of the #ad posts were posted by women.Executive Summary3The State of Influencer Marketing 2018Key Topics: * Growth of Instagram partnerships in 2017* Growth in times of FTC transparency guidelines* Industry demographics. * Industries leaderboard* Inspirational portfolio of influencer works How We Measured:* Tracking influencer partnerships on Instagram that follow the FTC guidelines and included #ad or #sponsored hashtags in the caption.* Matching brands mentioned in the posts.* Statistical analysis of trends.Influencer marketing on Instagram doubled in 2017.4X 2Influencers published 1,504,300 Instagram posts with an #ad hashtag in 2017, compared to 767,800 in 2016.There were 1.5 million posts with an #ad hashtag on Instagram during 2017 - double the number of posts in 2016. 2017: The Year Influencer Marketing Doubled Its Size1.5 million #ad posts were posted during 2017, double than the previous year5The State of Influencer Marketing 2018Influencers posted 1,504,383 sponsored posts on Instagram during 2017.6#Ad2017 was the year where sponsored content reached a new level of transparency. On September 17, the Federal Trade Commission (FTC) guided marketers and influencers to clearly disclose their connections to the brands they promote or endorse. The FTCs new guidelines of transparency were adopted quickly. As can be seen here, the new rules did not change the growth trend of sponsored partnerships.2017: Sponsored Posts Reach New HeightsThe new FTC guidelines set a new level of transparency, while not hurting the industrys growth.7The State of Influencer Marketing 2018#ad Instagram posts got 1B likes in 2017 with an average of 682 per post. 8#LoveMicro-influencers enjoyed a lot of attention in 2017. More companies took their first steps in the field and did so by connecting with niche mid-ranged influencers.The data shows that almost 90% of the sponsored posts in 2017 received up to 1,000 Likes per post, signaling the level of influence involved in #ad posts. The average #ad post got 682 Likes. Brands Focus on Micro-InfluencersMicro-Influencers were all the buzz in 2017. Marketers heard the rumor and follow through.9The State of Influencer Marketing 201847.5%Up to 10 likes10-100100-1K1K-10K10K-100K18%24%9%1%0.5%100K and aboveShare of Posts in the #Ad Market83.9% of the #ad posts were posted by women.10GenderMillennials Create Most of the Sponsored PostsYoung Instagrammers welcome brand affiliation in their posts. Women are the top contributors. 11The State of Influencer Marketing 201842%12-1718-2425-3435-4950-6413%30%13%1%16.1%83.9%Millennials Create Most of the Sponsored PostsGender DemographicsFashion & AccessoriesBeauty & CosmeticsFood & Beverages AutomotiveConsumer ElectronicsRetailEntertainment Fitness & WellnessTravel TechInfluencer Partnerships: Top 10 Industries12The State of Influencer Marketing 2018We categorized each sponsored post by company and industry. Here are the top 10 industries that partnered with influencers in 2017: #1 #2 #3 #4 #5#6 #7 #8 #9 #10USAUKItalyGermanyCanadaAustraliaUAEFranceBrazilSpain49%9%5%5%4%4%4%2%2%1%13Global Distribution of Sponsored PostsThe top countries in which sponsored posts were posted during 2017.The State of Influencer Marketing 2018Fashion14The State of Influencer Marketing 2018#1 #2 #3#4 #5* These are the most active fashion brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.Fashion is the no.1 category in influencer marketing on Instagram. Following our research, 25% of sponsored posts are for fashion & accessories brands.The Daniel Wellington SensationA fabulous example of a fast growing fashion brand in influencer marketing is Daniel Wellington. The company owes a huge part of its success to Instagram influencers. The Swedish watches company was founded in 2011. Four years later, its earnings reached revenues of $220M/year by selling 1 million watches worldwide.To raise brand awareness, Daniel Wellington partners with thousands of influencers globally. Each month, the company gets more than 50,000 new Instagram mentions from many different types of creators including both celebrities and niche influencers.1. FashionThe Opportunity of UGCFashion brands thrive on instagram. According to eMarketer, 96% of US fashion brands are on Instagram and 73% of luxury fashion brands have an active influencer marketing program. More than any other industry, fashion greatly enjoys the power of user-generated content. People love sharing new looks and being inspired by them. This leads to the greatest opportunity for brands to encourage customers and creators to share their outfits and raise brand awareness.73% of luxury fashion brands have an active influencer marketing program.15The State of Influencer Marketing 2018Daniel WellingtonSelected Works of Influencer Partnerships“The perfect accessory to this simple outfit.”“Introducing a new icon - The #DWClassicPetite”“I would never order a cookie, but I like stealing (parts of) peoples cookies.“Im always on vacation time according to my Daniel Wellington.”93K 1.1K 3.7K 2.2K16The State of Influencer Marketing 201882 Thirapat Ekbundit 75 Davina 84 Francis Dominic 86Elanna McGowan#1CoachSelected Works of Influencer Partnerships”To be you is to be strong. - A message sewn into each Selena Grace coach bag441“Heading into the weekend with this pretty little coach”118“Time to bring out this little coach cutie and explore the town a bit!”179“Obsessed with my new coach bag and this color”18617The State of Influencer Marketing 201872 Jana Rose Carrero 70 Megan Welker Bravinder66 Denise Johnson 61Vanessa Balli#2NordstromSelected Works of Influencer Partnerships“Feeling sooo glowy with this look! All the products are from Nordstrom”62K“Photos from the Tulip Farm in this adorable dress from Nordstrom”1.1K“Wearing white after Labor Day - Yay or Nay?!”2K“Sharing my favorite style of midi dress for everyday #momlife”92618The State of Influencer Marketing 201876 Kristin Johns 98 Crystalin Da Silva 77 Krystal Faircloth 85Irina Bond#3LulusSelected Works of Influencer Partnerships“I love how many shades of burgundy there are in this red velvet Lulus jumpsuit”1.2KLife is good #lovelulus7.4K“A cup of tea always makes you feel better null Wearing lulus.”15.2K“This dress is so pretty. Lulus is the best place to shop for formal occasions.”14.7K19The State of Influencer Marketing 201886 Chelsea Lankford 84 Bree Kleintop 83 Laura Jade Stone 84Anna Rochella#4Always a good time in Palm Springs esp in my forever21 cut offs “4.8“see ya l8r forever21 #weareforever”225“Looking back at it in forever21”521“null Boots and shirt dress from forever21”8K20The State of Influencer Marketing 201885 Alaine Kristina Limjoco87 Nicole Glover 62 Evelynn Escobar Thomas67Kelsey Floydforever21Selected Works of Influencer Partnerships#5Food & Beverages21The State of Influencer Marketing 2018#1 #2 #3#4 #5* These are the most active food and beverages brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.Instagram changed the way we think and treat food. From a mundane activity, it became an opportunity to share parts of your identity. A Google survey found that when cooking at home, 27% of respondents were likely to share the experience of with friends.Food is not just for FoodiesBrands on Instagram consider food and drinks as a lifestyle experience. As you can see from the Top 5 Food brands, they are not seeking foodies to be their ambassadors. Their teams of influencers are people of lifestyle, sports, creative, family, and entertainment. Stunning food pictures became so ordinary on instagram, that food brands were looking for something completely different. Instead of focusing on the product, they encourage influencers to showcase their experiences. This virtue fits millenials best:2. Food & Beveragesfood is not just what you eat, its a way to define your self-identity.Meeting the New Food ValuesThe challenge for the big food brands in todays world is not just the high-end aesthetics standards, but other values people now seek in their food. Organic, local, vegan, or healthy food are are just some examples of what people look for. For brands, partnering with relevant influencers who cherish these values is a great opportunity. For millennials, Instagram food pictures are more than aesthetic, but are a part of their identity.22The State of Influencer Marketing 2018“Skatin through Summer null Always on board with a #McCafe Strawberry Shake”3.3K“When you ask Finn what he wants for pretty much any meal he always says McDonalds“4.5K“No dessert pairs better with my intergalactic magical wall travels than a McDonalds McCafe Shake!”11.5K“I only feed my pet seal (aka my bae) the best of food”1.8K23The State of Influencer Marketing 201887 Andrew Kuttler 80 Katie Stauffer 93 Matt Crump 87Hailee LautenbachMcDonaldsSelected Works of Influencer Partnerships#1Coca-Cola“Lost in paradise!” 33.6K“In celebration of Hispanic Heritage month I have partnered with Coca-Cola”4.3K“That one time I dressed up all crazy and danced on the top of a float at Carnaval!”2.6K“Summer momentsnull with Coca-Cola & inspiration from #crete!”36.8K24Selected Works of Influencer PartnershipsThe State of Influencer Marketing 201892 Vasiliki Laskaraki 94 Teresa Barajas 79 Amy Purdy 89Athina Oikonomakou#2“When our hellofresh box showed up on our porch, she was the one to ask to get cooking.”1K“My kids live for helping in the kitchen!“2.3K“Always wanting to “help” with dinner on hellofresh nights.“562“John Luke and I have been having fun with hellofresh as you can obviously tell haha!“25.4K25The State of Influencer Marketing 201897 Katie Shelton 82 Amelia (Emmy) Jones83 Sarah Fortune 78Mary Kate RobertsonHelloFreshSelected Works of Influencer Partnerships#3“My #MyOreoCreation would be Strawberry-Lavender Sundae Oreo cookies, topped off with love!”1.2K“Ive just been sitting at my desk dreaming of a vacation in the sun.”696“Oreo as thin as my origami butterflies”948“How good does a matcha green tea Oreo cookie sound?“2.5K26The State of Influencer Marketing 201891 Chrissa Sparkles 82 Juj Winn 73 L 76Adam GoldbergOreoSelected Works of Influencer Partnerships#4“yall they have a SMORES flavor for summer.”7.1K“Give me a donut and youll get this reaction”170K“I am working with Dunkin Donuts to make it rain in NYC on a sunny day”5.9K“Mondays are always a bit better when iced coffee is involved”1.2K27The State of Influencer Marketing 201879 Krystal Faircloth 85 Sierra Furtado 98 Jeremy Cohen 83Alyssa AmorosoDunkin DonutsSelected Works of Influencer Partnerships#5Consumer Electronics28The State of Influencer Marketing 2018#1 #2 #3#4 #5* These are the most active fashion brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.support buying decision with more knowledge. This is exactly where influencer recommendations comes into play. In this industry, brands do not partner with influencers just for a photo display. They put a huge focus on encouraging their partners to share a genuine first-person experience. This is why its so common to see a variety of experts involved in each influencer campaign including product reviewers, photographers, lifestyle influencers and more. For the consumer electronics industry, being noticed on social media is a must. 72% of Instagram users said they make purchasing decisions based on products they saw on their feed. Embracing AuthenticityThe buyer decision process for an electronics product is quite different from fashion or food products. The time people take to make a decision is much longer with more thought put into it. Consumers today3. Consumer ElectronicsLong-Term RelationshipThe electronics industry evolves rapidly. New devices are launched every day and shelf lives are relatively short. Brands in this industry partner with influencers on the long run to inform them about new products and upgrades. For the companies, loyal influencers can lead to loyal customers.Consumers seek genuine reviews leaving brands on the look-out for the best influencers to share them.29The State of Influencer Marketing 2018“Yes this is a real grizzly bear! lgusamobile”41K“Exhausted but happy we made it back to the parking lot in darkness. #DoWhatYouCan”7.9K“Be free, be wild, be yourself . Cuba mood”29.6K“Adding the finishing touches to my look. My watch of choice tonight is the Samsung gearS3”64K30The State of Influencer Marketing 2018100 Allan Dixon 95 Roman Knigshofer 88 Nataly Osmann 90Jim ChapmanSamsungSelected Works of Influencer Partnerships#1“This Dyson purifier that not only cleans the air but it cools and heats the space so I can do yoga”41K“my new Dyson cord-free has made vacuuming way more fun the past few weeks”1K“The Dyson Pure Hot + Cool Link Purifier eliminates 99.97 of allergens and pollutants in my home”4.5K“Theyre having just as much fun playing with the vacuum as I am using it.”8.2K31The State of Influencer Marketing 201893 Daniella Monet 98 A n i s s a 82 Samuel Anthony 90Katie StaufferDysonSelected Works of Influencer Partnerships#2“I cannot believe the power behind this BOSE SoundLink Micro speaker null its incredible AND its waterproof”2.9K“No wires, no distractions”460“Playing my favorite tunes helps set the vibe, especially as BOSE Micro speaker has great sound quality.”11.6K“Thank you to bose for gifting me this #Soundlink Micro that made our recent picnic at The Old Sugar Mill so much better”2.8K32The State of Influencer Marketing 201886 Terri 82 Dominic Loneragan 75 Atsuna Matsui 86K