State of Instagramers report: 84% of paid posts are female

Le marketing influence more than a trend is here to stay. As content creators continue to build a new industry with their paid posts, Instagram's adoption rates are impossible to ignore - 96% of brands have integrated Instagram into their influencer marketing strategy.

That means that Instagram has become the channel to observe trends in the influencer marketing industry , and to understand its growth, the influencer marketing platform clear launched the study “The State of Influencer Marketing 2019”.

Paid Instagram posts increased 48% in 2019

In their study, more than 3 million paid publications (those that included the hashtag #ad ) on Instagram around the world in 2019 were analyzed , and with which the growth rates of this booming industry are revealed, the demographics of the influencers, as well as their activity overall and by category.

This research revealed that in 2019, paid Instagram posts increased 48% . In total, in 2019, 3014,87 paid publications have been published including the #ad hashtag on Instagram across the world, an accelerated growth considering that in 2018, #ad hashtag activity increased by 39%.

This means that more and more brands are integrating influencer marketing into their strategy, and as you can see, the increase is accentuated especially during the last four months of the year.

84% of paid posts on Instagram are created by women

Women dominate the world of influencer marketing, Or at least that's what this research shows us, since 84% of those posts with the #ad hashtag were created by female influencers. A curious fact, knowing that in the world, the user base of Instagram is made up of 52% women against 48% men.

In terms of age, millennials are the leaders of influencer marketing : 54% of all paid content was created by influencers aged 25 to 34. To give you an idea, 34% of users worldwide are between 25 and 34 years old, meaning they are not the majority. The age group that follows the most active influencers on Instagram is between 18 and 24 (31%).

90% of influencer marketing campaigns were conducted with micro-influencers

The microphone - influencers are increasingly in demand: content creators who have a niche audience with between 5000 and 30000 subscribers dominate Instagram campaigns, while producing content for niche audiences who have also achieved high engagement . they have fairly affordable rates.

Additionally, the study found that 89% of all paid Instagram posts containing the hashtag #ad received over 1000 likes per post, showing the level of influence of micro-influencers.

US, UK and South Korea: the kings of influencer marketing

Among the countries most active in their influencer marketing campaigns, The United States leads by a large margin, as it got 42% of the total sponsored posts on Instagram in 2019, however, that percentage has decreased from the 49% you had last year.

They are followed by South Korea and the United Kingdom , with 11% each. It should be noted that this year new players have entered the influencer marketing market in force, emerging countries which have seen their activity take off in the influence sector on social networks .

Among them, South Korea, which in a short time managed to position itself as the second most active country and only after the United States, saw its activity with influencers grow by 620%. The other countries that have taken off are the United Arab Emirates, with growth of 430%, followed by Canada (increase of 370%) and Sweden (360%).

Fashion, travel and fitness capture 16% of influencer marketing industry

On Instagram, an image says more than a thousand words, and with these images, users are inspired to get a new look, to find the new heavenly place they will go on their next vacation, or to get inspired and live a life. healthier, like this one. they find diets or exercises that they can follow.

It is no wonder that 16% of the influencer marketing industry leans towards the fashion, travel and fitness categories, followed by beauty, art, motherhood and food.

Stories are an integral part of influencer marketing campaigns

Every day, more and more influencers are using stories as part of paid content on Instagram, an adoption that increased by 19,5% in 2019. While in 2018 influencers published an average of 3 stories per day , the average is now 3,6 stories per day.

However, an important finding of the study is that 25% of paid stories on Instagram target content related to beauty brands, followed by 24% for brands related to fashion and 19% related to food.

3 new influencer marketing trends of 2019

The study also shares with us three major trends that stood out in 2019 in paid posts on Instagram. These trends are:

• Ethical Marketing.More and more influencer campaigns take advantage of the emotions and values ​​of users, to convey the ethical and moral values ​​of brands through their campaigns.

• Emerging Markets.As influencer marketing grows, more markets will be present, including emerging markets, as it is a very profitable channel.

• Reuse the creations.Due to the accessibility and rapid changes of this channel, 69% of brands reuse material created by influencers because, in addition to producing affordable content, they also reach a highly targeted audience.