Instagram Influencer Marketing Activity Jumps 48%, Study Finds
By Travis Riffe • December 17, 2019
Influencer marketing activity on Instagram has surged this year as more brands partner with social media personalities to reach younger consumers on their smartphones, according to a study by social media analytics firm Klear. The number of posts with the #ad hashtag, indicating an Instagram post is sponsored, has risen 48% to more than 3 million this year. Millennials dominated influencer marketing, with more than half (54%) of Instagram influencer content created by people ages 25 to 34, while only 34% of the app’s user base is in that age group. Micro-influencers, who typically have a following of 5,000 to 30,000 on Instagram, received 90% of branded partnerships on Instagram. Additionally, the number of Instagram Stories posts per influencer has risen 20% this year to an average of 3.6 a day. Beauty was the most popular product category mentioned in Stories, making up 25% of sponsored posts, followed by 24% for fashion and 19% for food.