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TheStateofInfluencerMarketingKlear PDF
TheStateofInfluencerMarketingKlear PDF
The State of
Influencer Marketing
An industry analysis of branded partnerships and the strategies that reach success
Table of Contents
Executive Summary 3
In The State of Influencer Marketing annual report, we share with you the Key Topics:
results and insights from 1.5 million Instagram #ad posts’. This report offers a * Growth of Instagram partnerships in 2017
unique viewpoint on a rapidly growing industry which doubled its size in just * Growth in times of FTC transparency guidelines
one year. This year’s edition includes selected works of influencers who have * Industry demographics.
partnered with the industry’s top brands. We hope this will help you get * Industries leaderboard
inspiration from the best performing brands when shaping your influencer * Inspirational portfolio of influencer works
● 1,504,383 Instagram posts were tagged with #ad in 2017. * Tracking influencer partnerships on Instagram
● Influencer marketing grew by 198% in 2017. that follow the FTC guidelines and included #ad or
● Fashion and Beauty are the leading industries for partnerships. #sponsored hashtags in the caption.
● 83.9% of the #ad posts were posted by women. * Matching brands mentioned in the posts.
* Statistical analysis of trends.
Influencers published 1,504,300 Instagram posts with an #ad hashtag in 2017, compared to 767,800 in 2016. 4
2017: The Year Influencer Marketing Doubled Its Size
1.5 million #ad posts were posted during 2017, double than the previous year
6
2017: Sponsored Posts Reach New Heights
The new FTC guidelines set a new level of transparency, while not hurting the industry’s growth.
8
Brands Focus on Micro-Influencers
Micro-Influencers were all the buzz in 2017. Marketers heard the rumor and follow through.
100-1K 24%
The data shows that almost 90% of the
sponsored posts in 2017 received up to 1K-10K 9%
1,000 Likes per post, signaling the level of 10K-100K 1%
influence involved in #ad posts. The 100K and above 0.5%
average #ad post got 682 Likes.
10
Millennials Create Most of the Sponsored Posts
Young Instagrammers welcome brand affiliation in their posts. Women are the top contributors.
18-24 42%
25-34 30%
35-49 13%
50-64 1%
Gender Demographics
83.9% 16.1%
USA 49%
UK 9%
Italy 5%
Germany 5%
Canada 4%
Australia 4%
UAE 4%
France 2%
Brazil 2%
Spain 1%
#1 #2 #3
#4 #5
* These are the most active fashion brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.
Fashion is the no.1 category in influencer The Swedish watches company was The Opportunity of UGC
marketing on Instagram. founded in 2011. Four years later, its Fashion brands thrive on instagram.
earnings reached revenues of $220M/year According to eMarketer, 96% of US fashion
Following our research, 25% of sponsored by selling 1 million watches worldwide. brands are on Instagram and 73% of luxury
posts are for fashion & accessories brands. fashion brands have an active influencer
To raise brand awareness, Daniel marketing program. More than any other
The Daniel Wellington Sensation Wellington partners with thousands of industry, fashion greatly enjoys the power of
A fabulous example of a fast growing influencers globally. Each month, the user-generated content. People love sharing
fashion brand in influencer marketing is company gets more than 50,000 new new looks and being inspired by them. This
Daniel Wellington. The company owes a Instagram mentions from many different leads to the greatest opportunity for brands
huge part of its success to Instagram types of creators including both celebrities to encourage customers and creators to
influencers. and niche influencers. share their outfits and raise brand
awareness.
The State of Influencer Marketing 2018 15
#1 Daniel Wellington
Selected Works of Influencer Partnerships
Vanessa Balli 72 Jana Rose Carrero 70 Megan Welker Bravinder 66 Denise Johnson 61
Kelsey Floyd 85 Alaine Kristina Limjoco 87 Nicole Glover 62 Evelynn Escobar Thomas 67
#1 #2 #3
#4 #5
* These are the most active food and beverages brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.
Instagram changed the way we think and As you can see from the Top 5 Food food is not just what you eat, it’s a way to
treat food. From a mundane activity, it brands, they are not seeking foodies to be define your self-identity.
became an opportunity to share parts of their ambassadors. Their teams of
your identity. influencers are people of lifestyle, sports, Meeting the New Food Values
creative, family, and entertainment. The challenge for the big food brands in
A Google survey found that when cooking today’s world is not just the high-end
at home, 27% of respondents were likely to Stunning food pictures became so ordinary aesthetics standards, but other values
share the experience of with friends. on instagram, that food brands were people now seek in their food. Organic,
looking for something completely different. local, vegan, or healthy food are are just
Food is not just for Foodies Instead of focusing on the product, they some examples of what people look for. For
Brands on Instagram consider food and encourage influencers to showcase their brands, partnering with relevant influencers
drinks as a lifestyle experience. experiences. This virtue fits millenials best: who cherish these values is a great
opportunity.
Mary Kate Robertson 97 Katie Shelton 82 Amelia (Emmy) Jones 83 Sarah Fortune 78
#1 #2 #3
#4 #5
* These are the most active fashion brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.
For the consumer electronics industry, support buying decision with more Long-Term Relationship
being noticed on social media is a must. knowledge. This is exactly where influencer The electronics industry evolves rapidly.
72% of Instagram users said they make recommendations comes into play. New devices are launched every day and
purchasing decisions based on products shelf lives are relatively short. Brands in this
they saw on their feed. In this industry, brands do not partner with industry partner with influencers on the
influencers just for a photo display. They long run to inform them about new
Embracing Authenticity put a huge focus on encouraging their products and upgrades. For the companies,
The buyer decision process for an partners to share a genuine first-person loyal influencers can lead to loyal
electronics product is quite different from experience. This is why it’s so common to customers.
fashion or food products. The time people see a variety of experts involved in each
take to make a decision is much longer with influencer campaign including product
more thought put into it. Consumers today reviewers, photographers, lifestyle
influencers and more.
The State of Influencer Marketing 2018 29
#1 Samsung
Selected Works of Influencer Partnerships
Amelia (Emmy) Jones 83 Morgan Phillips 90 David Clark 84 Robert & Christina 93
#1 #2 #3
#4 #5
* These are the most active automotive brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.
Car ownership among young people is While both groups are fighting for buttons of who they are instead of what
declining. Millennials have a lower rate of millennials’ attention, their strategies are they own. On their influencer campaigns
car ownership than previous generations at completely different. you’ll find lifestyle experiences like LGBTQ
their age. The car industry decided to fight events, eating out and Netflix binging.
back. The traditional car brands partner with
instagram influencers to promote values Shaping a Flexible Lifestyle
Ridesharing vs. Car Ownership like the freedom to travel and living life to The automotive industry tries to win
The top 5 companies in the field reveals a its fullest with no geographical boundaries. millennials’ trust, by shaping the way they
fascinating view about the transportation think about their lifestyle and freedom. The
industry. The short list encompasess giants The ride-sharing companies are going in a top 5 brands here are a great example of
like Toyota, Kia and Mazda, alongside the different direction. Uber and Lyft attract how to show these values effectively with
new shiny ridesharing rivals, Uber and Lyft. their target audience by pushing the influencers.
#1 #2 #3
#4 #5
* These are the most active travel brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.
Millennials are inspired to take their next hotel chains, and agencies. Although it’s Unfolding the Unknown
vacation to destinations they’ve seen on clear that no company can afford to ignore The promise in travel is for a new and
Instagram. According to an academic partnering with influencers, each brand exciting adventure. Travel encompasses the
research that analyzed travel goes in a different direction. hope for meeting new people, seeing
decision-making, 82% of the respondents stunning sceneries, and experiencing
indicated Instagram had influence on their The top travel companies partner with foreign culture. Influencers play the role of
travel planning. photographers, travelers, and even fashion helping the target audience decide where
influencers. AirBNB promote experiences, to go and what to do when they arrive.
Promising Adventures while brands like Marriott focus on
Instagram took over the travel industry. In showcasing luxurious comfort. You also
the top 5 companies you can find a variety have brands like VisitDubai, who portray
of companies, from AirBNB, to airlines, possible adventures.