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Sponsored Posts on the Rise: Insta Influencers Grew By 39% in ’18

Instagram influencer marketing is growing fast and shows no signs of slowing down. According to the State of Instagram Influencer Marketing Report created by influencer marketing platform Klear, there were over 2 million sponsored posts on Instagram last year, a 39 percent year-over-year increase. It counted 2.1 million posts in 2018, up from 1.5 million in 2017.

Sponsored PostsThis wasn’t the first time Insta influencer marketing exploded, as 2017 was also a high-growth year.

These sponsored posts are getting more involved, with influencers using new tools to make their content enticing. Klear found that 34 percent of these posts were Instagram Stories, while 66 percent were standard posts. Instagram Stories took off right away after the feature’s August 2016 debut, and Stories are now viewed by 400 million people daily.

“As the industry matures, influencers are leveraging new tools to create more authentic and engaging content. High on the list are Instagram Stories, which have become central to influencer campaigns,” the report says.

The yearly report also looked at who Instagram influencers are, and found the space dominated by women, micro-influencers, and millennials. Women made up 84.6 percent of influencer posts last year, a slight (0.7 percent) increase over 2017. Similarly, micro-influencers made up 84 percent of posts. Brands like working with micro-influencers partly because they’re more affordable. As for millennials, they made up 54 percent of sponsored posts.

Most sponsorships happen in the lifestyle, fashion, and beauty categories. The United States is far and away the largest country for sponsorships, getting nearly half of the activity both in 2018 and 2017. But Brazil, currently the third largest market, is coming on strong. Its sponsorship activity grew by 332 percent year-over-year. Canada, Japan, and Spain are the next fastest growers.

Klear got its numbers by tracking and analyzing 2.1 million Instagram feed posts that displayed the hashtag #ad for the calendar year 2018. Download the full report for free (registration required).


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