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This week’s Mediakix blog articles covered the rise of Snapchat unboxing videos, shared an infographic for the best professional athletes on Snapchat, and divulged seven valuable tips that brands should follow when working with bloggers. We also published original research on the engagement rates of the top 200 brands on Instagram and provided readers with an inside look at this year’s VidCon digital video conference.
For our Friday roundup of influencer marketing statistics, insights, news, and trends, we take a look at Instagram’s half-billion user milestone, Zefr’s list of the top 100 influencers by engagement rate, and the projected growth of digital video advertising. We also examine Facebook’s answer to Snapchat’s popular lenses and the number of social media users who are now considered “social creators,” according to Yahoo.
For teenagers and Millennials, today’s top YouTubers have all but replaced traditional celebrities as role models and tastemakers. According to a recent Think With Google study, 60% of YouTube subscribers surveyed said they would follow advice on what product to buy from a YouTube star over the recommendation of a traditional celebrity (i.e. actors, pop stars, athletes, models, etc.).
This week, Zefr, a web analytics firm, released a list of the top 100 influencers. To populate the list, Zefr tracked 78,000 digital influencers for 90 days across YouTube, Facebook, Twitter, and Instagram, then measured each influencer’s value to brands based on engagement rates. The results were broken down into five categories—Digital A-List, Gaming, Kids & Toys, Spanish Language, and Best All-Around—each containing 20 influencers.
According to Zefr, the most valuable social media influencers (in terms of engagement rates) are:
For more information, see The Video Ink’s article on Zefr’s findings.
A recent study by eMarketer predicts that U.S. spending on digital video advertising will see double-digit growth annually through the year 2020. Though spending on television ads will grow at a much more modest clip—2.0% to 2.5% annually, eMarketer estimates—TV ad spending will continue to dominate the advertising landscape for the foreseeable future.
According to We Are Social, a global analytics firm, Americans now spend almost 2 hours each day on social media platforms, and approximately 60% of the entire U.S. population is considered an active social media users. The study also found that, for U.S. users, Facebook was used by 41% of the total population, followed by Twitter (17%), Instagram (15%), LinkedIn (11%), and Snapchat (11%).
Related Post: 5 Ways Brands Are Using Facebook Video Advertising
Though Snapchat’s growth has dominated headlines of late, Instagram has quietly added over 100 million users in less than a year, bringing the Facebook-owned photo-sharing app’s number of monthly active users (MAU) to over 500 million. According to a report by Tech Crunch, 80% of users reside outside of the United States, though the U.S.’s 100 million active Instagrammers still offers a viable marketing opportunity for brands.
Related Post: Why Your Company Needs An Instagram Marketing Strategy
One of the biggest stories coming out of VidCon 2016 was Facebook’s announcement that users will soon be able to access the MSQRD (Masquerade) app while on Facebook Live. Like Snapchat’s popular “face swap” and other lenses, MSQRD (which Facebook acquired in March) uses face-tracking and 3D mapping to create an “augmented reality” experience. The new feature, which will begin rolling out in the coming weeks, will help Facebook compete with Snapchat by drawing social media users to Facebook Live (Mashable).
Social media usage is increasing, especially as the number of people with access to the internet grows (an increase of 10%, year-on-year). A recent eMarketer study found that about one-third of the Earth’s population are now social media users; for brands, working with social media stars is quickly becoming the best way to reach this massive, growing audience.
According to Yahoo, 25.5 million social media users between the ages of 16 and 34 are now considered “social creators,” constituting one-third of all Millennials in the United States. Within this group, 4.6 million users are deemed “Socialites,” meaning they have a large social media following (an average of 1.8K followers) and are actively looking to monetize their social media presence through brand sponsorships and influencer marketing collaborations.