Everyone knows influencer marketing is exploding, but to what extent? 

To answer this question, we’ve recently analyzed 1.5 million #ad posts and were blown away by the results. According to our study, the industry doubled its size in just one year (!) as more brands are stepping in, learning how to find influencers and work with them to reach their target audience.

After analyzing all of Instagram’s #ad posts of the year, we decided to share the top insights that show where the industry is heading in 2018. Here are the key findings and influencer marketing trends that will dominate 2018:

Influencer Marketing Doubled Its Size In One Year

Influencer marketing grew by 198% in 2017. By measuring the volume of Instagram posts tagged with the #ad hashtag in 2017 and 2016, We saw tremendous annual growth.

The trend of influencer marketing is positive and shows a constant average growth of 5% month-over-month.

#ad posts on instagram 2017 and 2016

Women Dominate Influencer Marketing

83.9% of the #ad posts in 2017 were posted by women.

The female domination of the space outweighs the general female rate among Instagram users. A comScore research from April 2016 showed that 58% of Instagram users were female.

4 - gender and age demographics
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Maturing Into Sponsorship Transparency

2017 was the year that sponsored content reached a new level of transparency.

The Federal Trade Commission (FTC) transparency shared in September new guidelines for sponsored posts, requesting relevant posts to be captioned with #ad or #sponsored for full disclosure.

Brands and agencies adopted those rules quickly. The data shows that adding new layers of transparency to the sponsored posts didn’t hurt the growth of the industry.

Volume of #Ad Posts on Instagram 2017

Influencers Keeps the Pulse on What’s Trending

The top categories of influencer partnerships reveal what’s trending right now. While Fashion and Beauty kept their domination of the industry, new entries made it to the top.

Fitness & Wellness were trending categories this year and reached the 10th place. This entry reflects the trend of consumers developing a more holistic view of living a healthy life and seeking recommendations online.

Top Influencer Partnerships Industries Leaderboard

Learn from the Industry Leaders

The State of Influencer Marketing 2018 Report shares more valuable info and examples across a variety of industries. In the report, we highlighted the top companies in each industry and examples of their influencer marketing efforts.

Download the full report to learn what the trends and insights are that will help you shape your 2018 influencer marketing strategy.
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