• Skip to content
  • Jump to main navigation and login
  • Jump to additional information

Nav view search

Navigation

  • Home
  • Industry News
    • Advertising & Branding
    • Marketing
    • Print
    • Television & Cinema
    • Radio
    • Digital
    • Mobile
    • OOH
    • Experiential Marketing
    • WORLD ROUNDUP
    • PR
  • GCC
    • UAE
    • SAUDI ARABIA
    • OMAN
    • QATAR
    • KUWAIT
    • BAHRAIN
    • LEBANON
    • REGION
  • Interviews
  • Opinions
  • Mediavataar India
  • Newsletter

Search

Home Industry News Digital Instagram Leads as a Global Platform for Influencer Marketing

Instagram Leads as a Global Platform for Influencer Marketing

 

Influencer marketing is a powerful tactic that targets consumers where they already spend much of their time: social media. Globally speaking, Instagram is the primary platform for many influencer-brand campaigns, but it's hardly the only one.

Take China, for example. Most of the major international social networks, including Facebook, Instagram, Snapchat and YouTube, are banned by the government. That means that the country's influencers hold court on local services, of which Weibo and WeChat are the most popular.

And in the DACH region—which includes Austria, Germany and Switzerland—Instagram and YouTube are neck and neck, at least in terms of influencer marketing spending. According to Goldmedia data, sponsored content on the two platforms accounted for 34% and 31% of total influencer revenues in 2017, respectively.

Spending figures don't always tell the whole story. While Goldmedia took into account both monetary and nonmonetary compensation, such as product gifting, influencers may charge a premium for a post on a certain platform, which could inflate its share of spending.

But those findings make sense when looking at where consumers in the region follow influencers. According to a March 2018 survey by M Science for Wavemaker, social media users in Germany were just as likely to follow an influencer on YouTube as they were Instagram, each cited by 73% of respondents. Roughly half said they followed influencers on Facebook.

That said, the importance of Instagram for influencer campaigns is rising in nearly every market worldwide.

In a February 2018 survey by influencer marketing agency Activate, 88.9% of worldwide influencers said they were using Instagram for influencer marketing campaigns more than they did one year ago. Excluding posts on their feeds, Instagram Stories was the most popular tactic used for sponsored campaigns.

Instagram's rising popularity for influencer campaigns goes hand in hand with the platform's strong user growth, as marketers tend to go where their customers are.

India is one example of that. According to our latest forecast, the number of Instagram users in the country grew by an explosive 123% in 2017—the fastest growth rate worldwide. So it's no surprise that 78% of influencers in India cited Instagram as the platform that would rise in importance for influencer marketing this year, according to a December 2017 survey from influencer marketing agency Buzzoka.

Overall, we expect the number of worldwide Instagram users to rise by 18.4% to 714.4 million in 2018. Sweden will have the highest Instagram user penetration rate in the world, at 68.9% of social network users, followed by Indonesia (62.8%) and Norway (57.7%).

In the latest episode of "Behind the Numbers," eMarketer's Jasmine Enberg and Debra Aho Williamson provide an overview of the global state of influencer marketing, including spending, top platforms and the role of influencers in the path to purchase. "Behind the Numbers" is sponsored by Mower.

  By MediavataarMe News Desk 17 July 2018
Tweet
  • Be the first to comment!
  • 1
  • 2
  • 3
  • 4
  • 5
(0 votes)

Leave a comment

Make sure you enter the (*) required information where indicated. HTML code is not allowed.

back to top

More in this category:

  • AnyMind Group appoints Rubeena Singh as Country Manager, India and MENA
  • State of Online Video Advertising in Europe and Predictions for the Year Ahead
  • Anghami Becomes the First Arab Tech Company to Be Listed on NASDAQ Stock Exchange
  • Cisco Talos Reveals Top Cybercrime Tactics and Tips for Safe Online Engagement This Holiday Season
  • UAE to create new task force for digital economy

Latest from MediavataarMe News Desk

  • Sabre Corporation Named Among Best CEO and Best Company Culture Winners by Comparably
  • Tito Ribeiro presents the marketing digital trends for 2023
  • The Kalb Report Honored with the 2023 New York Festivals Lifetime Achievement Award
  • The One Club names three creative leaders to Board of Directors
  • New York Festivals Health Announces 2023 Executive Jury
  • Recommended Reading
    AnyMind Group appoints Rubeena Singh as Country Manager, India and MENA  Read more...
  • Recommended Reading
    State of Online Video Advertising in Europe and Predictions for the Year Ahead  Read more...
  • Recommended Reading
    Anghami Becomes the First Arab Tech Company to Be Listed on NASDAQ Stock Exchange  Read more...
  • Recommended Reading
    Cisco Talos Reveals Top Cybercrime Tactics and Tips for Safe Online Engagement This Holiday Season  Read more...
  • Recommended Reading
    UAE to create new task force for digital economy  Read more...

QUOTE OF THE DAY

“Good content isn’t about good storytelling. It’s about telling a true story well.” – Ann Handley

  • Most Viewed
  • Most commented
  • Aap Ki Adalat:Gautam Adani tells Rajat Sharma ‘Rahul is a respected leader, his remarks against me are only political statements’ (10774)
  • TDC Explores Latin American Typography With “Cha Che Chi” Conference (10212)
  • New York Festivals Radio Awards Announces 2023 Grand Jury (9880)
  • ZEE receives overwhelming response from advertisers for the inaugural edition of DP World ILT20 (9308)
  • Big Appetites, Smaller Wallets: Demand for Mobile Services Booms- Mobile 2023 Report (2028)

Upcoming Events

No events
Tweets by @MediavataarMENA
  • About Us
  • |
  • Disclaimer
  • |
  • Feedback
  • |
  • Advertise with Mediavataarme
  • |
  • Press Releases
  • |
  • Contact us

COPYRIGHT@Ashish Limaye, Sole Practitioner, Under Dubai Media City. POWERED BY MAXIMESS

  • Facebook

  • Twitter