Influencer-sponsored posts on Instagram grew 150% between 2018 and 2019 in North America, according to a new report by Socialbakers, the AI-powered social media marketing platform.
Based on trends by more than 12 million Instagram influencers between Q1 2018 and Q1 2019, the report finds that use of Stories by brands jumped 21%, signalling the increasing adoption of the format, which enables brands to boost visibility at fairly low costs.
Images accounted for over 71% of influencer content making it the dominant format shared, followed by carousel posts (18%) and videos (10%).
As influencer marketing is on track to become a $10 billion market in 2020, the number if influencers using the #ad hashtag increased 133% in 2018.
Meanwhile, sponsored content is growing internationally with North America and Europe dominating the field.
The majority of influencers are now micro-influencers, who account for more than 80% of influencers in Asia, Europe and Latin America and 75% in North America.
The report also noted that influencers don’t lose out on interactions when posting sponsored content with 451 median interactions for posts using the #ad hashtag compared to 442 median interactions for those that did not.
Although influencer marketing is set for some significant gains over the next few years, it suffers from transparency issues due to a high level of fake engagements.