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Instagram dominates influencer marketing—and it’s unlikely to let up

by | May 12, 2017 | Public Relations, Social Media

To understand the changing face of influencer marketing—and gain valuable insight into where influencers are headed—micro-influencer marketing platform #HASHOFF has released a “state of the union” report detailing key industry trends driving the increasing popularity and viability of influencer marketing. #HASHOFF surveyed hundreds of vetted influencers on its platform to understand what lies behind their passion and creativity.

With 25 percent of U.S. internet users employing some form of ad blocking, and consumers continuing to trust word of mouth over all other forms of marketing, influencer marketing is proving to be a powerful channel for targeted marketing.

The report found that micro-influencers are emerging as a critical marketing channel for brands large and small, enabling brands to grow awareness and drive sales. Brands are increasingly relying on micro-influencers to share their brand messages, since these influencers have higher engagement rates and are perceived as more passionate, creative and authentic by audiences.

Highlights from the report:

  • While most respondents work across multiple platforms, nearly all respondents (92%) selected Instagram as their #1 platform of focus, followed by Facebook.
  • The majority (56%) of influencers surveyed spend at least four hours per day on social media, and more than 20% spend 7-8 hours or more.
  • Nearly one-third of influencers have grown their audience by 20%-50% in the past year, while one-fourth have grown their audience by 50%-100%, and 17% have more than doubled their audiences.
  • Platform of choice for influencers—Last year, 80% of respondents said Instagram was #1, while this year, a full 92% cite Instagram as their top platform, a 12%-point increase. A similar number of influencers (87%) predict Instagram will remain #1 for them next year.

Instagram influencer marketing

“The time, energy, passion and creativity that goes into each influencer post is exactly why brands choose influencers to deliver content to their communities,” said Joel Wright, president and co-founder of #HASHOFF, in a news release. “These numbers not only confirm the viability and strength of the micro-influencer channel, but show that brands are increasingly aware that driving authentic and organic content over this medium increases brand-consumer engagement. Creating impactful brand experiences in a crowded media market that combines targeting, analysis and brand safety is vital for brand-consumer engagement, and the #HASHOFF platform delivers all three.”

What the influencers are saying:

“The number of followers has no relevance in this day and age, where followers and likes can be bought,” said influencer @AlishaMarie (despite having nearly 3M Instagram followers, 2.45M Twitter followers and 1.9 YouTube subscribers herself). “Content should be king.”

“Influencer marketing grows brands,” said micro-influencer @throughjakeseyes. “Even influencers with fewer than 10K Instagram followers can still have a big impact on the brand and create ROI.”

“I love Instagram for the inspiration and creativity it offers and for the real friendships I’ve made through it!” said influencer @ChrissyJPowers.

“I love Instagram because of the community. Instagram allows me to connect with locals that I would have never met otherwise,” added @EdiCaves. “As my following has grown, brands have begun to contact me about work.”

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