As of August 2017, Instagram has over 700 million monthly active users. The photo-sharing platform launched in 2010 and continues to be one of the internet’s fastest growing social media sites, outpacing Facebook, Pinterest, and Twitter.
Top social media influencers have taken note and show a preference for Instagram over other platforms. Here we’ve compiled the most important Instagram influencer statistics, demonstrating Instagram influencers‘ dominance in the marketing industry.
Influencer marketing leverages the personal connection between social media influencers and their fans and has proved to be more palatable than traditional advertising. Instagram provides a channel for these online creators to reach fans at scale and jointly an avenue for companies to advertise products to consumers through influencer partnerships.
Over the course of its first seven years, Instagram has successfully evolved with the influencer marketing industry. Notably, the platform has introduced new features and content mediums like video posts and Stories, which increasingly make it suitable for influencer marketing.
A Mediakix study estimates that total spending on Instagram influencers in 2017 amounted to $1 billion, and projects that advertisers will spend $1.60 billion on Instagram influencers in 2018 and $2.38 billion in 2019. Evidently, Instagram is growing at a prodigious rate as an effective advertising channel for brands to partner with influencers and easily share sponsored content with audiences worldwide.
Within the influencer marketing Industry, Instagram is one of the fastest growing platforms. A Mediakix study found that in 2016, 9.7 million posts included the hashtags #ad, #sponsored, #spon, or #sp. In 2018, it’s predicted that more than 21.7million sponsored posts will be published on the platform.
According to Google Trends, between August 2016 and August 2017 search interest for “Instagram influencer” has tripled. As influencer marketing rises in popularity, Instagram has positioned itself as a top platform for influencers, advertisers, and consumers.
Beyonce is currently the most expensive Instagram influencer and charges up to $1 million to share a sponsored post with her 106 million followers. Lyzabeth Lopez, a smaller influencer with 2 million followers charges between $2,000-$3,000 per post. Lastly, the smallest micro-influencers charge around $50 per post.
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A study examining found that in a single year, the top 50 celebrities on Instagram publishes an average of 58 sponsored posts, but only 7% of those posts follow FTC guidelines. As the influencer market continues to rapidly grow and brands and influencers fail to disclose sponsored posts properly, the FTC has issued warning letters to top celebrity and social media influencers. Recently, the FTC charged individual influencers for breaking disclosure rules.
Mediakix investigated the top 50 most followed Instagram influencers and found that in total the group has 2.5 billion followers. Furthermore, each influencer shares on average 45 Instagram posts a month, reaching their audiences daily and consistently.
The 10 most followed beauty Instagram influencers have a collective following of 49+ million. British star, Zoe ‘Zoella’ Sugg, has the most followers of any beauty influencer on Instagram, with 11.1 million.
A recent study found that fashion brands partner with Instagram influencers more than any other category of brand. Mediakix examined the posts of the 50 most followed Instagram influencers and found that 61% of their sponsored posts were in partnership with fashion brands. The second most popular sponsorship category was travel, making up 8% of sponsored posts.