Instagram posts tagged with #spon or #ad grew 44 per cent in the first half of 2018, Influencer marketing company Buzzoole revealed today.
The Italy-based company analysed the growth of influencer campaigns across social media – looking at stats such as the number of pieces of sponsored content created by creators, the overall engagement driven by influencer-generated content, and the verticals that have invested the most in this space.
What Buzzoole found was that globally more than 559K influencers were involved and produced an overall engagement of 988 million. It also deduced that fashion (33 per cent), food & drink (13 per cent) and beauty (13 per cent) were the most mentioned brand categories; accounting for nearly 60 per cent of all global sponsored content.
Speaking on the study, Buzzoole CCO Ian Samuel said: “The influencer marketing industry is booming. 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.”
