Influencer marketing has become a powerful, albeit hotly debated, strategy to reach consumers on social media apps such as Instagram and YouTube.
Sponsored posts now account for 34% of total influencer revenues on Instagram, according to research by Goldmedia. Meanwhile, sponsored posts accounted for 31% of YouTube influencer revenues and 13% of Facebook influencer revenues.
Goldmedia analysed data from 1,000 influencers and professional interviews to gain a better understanding of influencer marketing in Germany, Austria and Switzerland.
Goldmedia further predicted that influencer marketing in the DACH region would grow 20% to 2020 reaching the billion euros mark. Current estimates suggest influencers in the area generated €560 million in 2017.
Meanwhile, a study by Activate found that Instagram was quickly becoming a leading platform for influencer marketing with 88.9% of influencers globally citing it as a platform they now use more than they did 12 months ago.
Instagram Stories were the most popular sponsored campaign type (55.4%), followed by Story highlights (26%) and polls (15.9%).