The study noted that the fashion categories (33%), beauty (13%) and food and drinks (13%) were among the most mentioned and together make up 60% of worldwide sponsored content production.
Based on engagement rates, sponsored content and other verticals, the research further identified that 559,000 creators were involved in the process resulting in a total 988 million interactions. Posts fetched an average 1,000 engagements.
“The influencer marketing industry is booming,” explained Ian Samuel, Chief Commercial Officer at Buzzoole. “It isn’t just about projections, the data we have collected shows that marketers continue to double down on investment. The challenges we are now working on are helping marketeers answer the big questions around attribution, measurement and transparency to justify continued budget shifts.”
Back in 2017, a total of 1.5 million #ad posts were shared on Instagram mostly during the last half of the year. Thus, we could expect a similar trend in 2018, and see a boost in sponsored posts in the last two quarters.
Buzzoole added that the study was far from finished. Additionally, Instagram Stories was not considered.