This post is the preface for our forthcoming 6-part case study series, "Instagram Influencer vs. Brand Channel Engagement Rates" where we share original market data and actionable insights. For the remainder of the series, latest news, and trends on top Instagrammers, YouTubers, Facebook creators, & Snapchatters, subscribe to our industry digest newsletter!
Top Instagram Influencers vs. Brand Channel Engagement Rates: A 2016 Marketing Case Study Series
With the recent launch of Instagram Stories (a near copy-cat of rival Snapchat’s Stories), Facebook-owned Instagram is once again cementing its position as a dominant social media app and top publishing platform for brands, influencers, and users alike. In June 2016, Instagram reached 500 million monthly users with 300 million daily users, doubling upon itself in just 2 years. Since debuting Stories, Instagram has launched “Events” (a Snapchat Live-like feature), and users can now zoom in on all photos and videos.
Shortly after the launch of Instagram Stories, several top social media influencers lauded this new functionality as it enables them to post the type of popular Snapchat content all on one platform with added discoverability and audience reach benefits. Brands, too, have been quick to adopt Instagram Stories using it similarly to Snapchat yet reaching much more expansive audiences on their Instagram brand channels.
With a bevy of added features, functionality, and a large monthly active user base, it is likely that both brand and influencer channels will experience an increase in Instagram engagement rates. While there are several studies that exist detailing brands' engagement rates on Instagram, there is little to no data that demonstrate how top Instagram influencers' engagement rates compare.
This information is of value and significance to marketers seeking to advertise on Instagram with influencer marketing as a viable alternative to Instagram's native advertising options and/or to build/supplement a brand's owned media efforts.
in blog, Branded Content With Influencers, Fashion Influencers, Influencer Marketing, Influencer Marketing Case Studies, Influencer Marketing News, Influencer Marketing Statistics, Instagram Influencers, Social Media Influencers, Sponsored Content With Influencers