Marketers in the US and Canada spent significantly more on influencer marketing in Q2 2019, according to a new report from Instascreener.
Overall, brands spent $442 million during the reporting period, up 83% year-over-year and 18% from Q1 2019.
Instagram received the highest share of influencer marketing spend at $314 million, but $58 million thereof reached fake follower.
The top ten influencer marketers on Instagram spent an average $2.7 million during the second quarter of 2019. Retailer Fashion Nova led with an estimated spend of $5.5 million, followed by Ciroc and Flat Tummy Co.
The chart highlights that a large number of influencer marketers were independent retailers and companies.
Among the most ‘fooled’ audiences where an average 50% of followers are fake were a mixture of smaller brands and consumer goods companies including GoGo squeeZ with 60% of fake followers, Wines of Sicily (54%) and American Greetings (54%).
Instascreener, which used software to analyse sponsored posts on Instagram and machine learning to identify patterns of fake followers, also found that luxury, fashion and beauty brands were the most engaging brands for influencer content.
Audio topped the list for authentic engagement with a rate of 12.7%, followed by Aerie (9.6%) and Wella Hair (8.4%).