Among midsize influencers with dedicated, highly engaged followers, Instagram is king for influencer marketing, according to Bloglovin’, a company that connects influencers with brands and relevant audiences.
Some 2,500 micro-influencers who use Bloglovin’s lifestyle platform were surveyed. According to Activate by Bloglovin’, micro-influencers have 100,000 or less followers, established influencers have 200,000 or more followers, and mega influencers have one million to over 2 million followers across all platforms such as Facebook, Twitter and Instagram.
A majority (59 percent) of micro-influencers surveyed feel that Instagram is the most effective platform when engaging with their target audience. Facebook is still relevant, with 18 percent of influencers who say it’s the most effective platform to engage their target audience. Only 1 percent of influencers find that Snapchat is the most effective in engaging their audience. Half of the influencers surveyed, however, noted that Snapchat is their new favorite social media platform.
Half of the influencers (50 percent) feel that Instagram is their best platform for branded collaborations. Facebook came in second, but much lower, at 10 percent.
Some 54 percent of influencers surveyed have worked with brands on sponsored blog posts, making it the most popular method of influencer marketing. This is followed by 42 percent with Instagram collaborations, 32 percent with Facebook promotions and 29 percent with Twitter promotions.
Thirty-four percent of influencers said that brands don’t have a realistic understanding about how much influencer marketing costs. The majority of micro-influencers (84 percent) charge less than $250 for one branded Instagram post, and 97 percent charge less than $500. Eighty-seven percent of influencers charge under $500 per branded blog post. Ninety percent of influencers have fees below $250 per branded post, and 83 percent of influencers charge less than $150 for a branded tweet.
According to the influencers surveyed, brands in fashion (37 percent), beauty (24 percent) and food (12 percent) have the highest engagement on Instagram. Brands in retail (3 percent), home design (3 percent) and fitness (5 percent) are perceived as lower in engagement on Instagram, according to micro-influencers.
The study found the most popular fashion or beauty brands that influencers follow on Instagram are H&M (36 percent), Sephora (35 percent) and Zara (20 percent).
Further, new additions to popular platforms are having an impact with influencers. Facebook Live is the biggest new social trend among influencers (33 percent), followed by Instagram’s Boomerang (27 percent).
Influencers said they’re joining new platforms to expand their audience (46 percent) or express themselves creatively in a new way (40 percent). Only 7 percent said they joined a new platform to make money, enforcing the fact that influencers are not all about making money.
More than half (53 percent) of influencers have never promoted a post on their social platform before. Of those influencers who have promoted posts, 18 percent believe Facebook-boosted posts are the most effective, followed by Facebook native ads (11 percent) and Instagram native ads (8 percent).
“While the influencer industry is exploding, a lot of brands are unaware what the best practices are,” said Rohit Vashisht, president of Activate by Bloglovin’, Blogovin’s own influencer marketing platform. “By surveying our micro-influencers, we’re able to share primary insights that marketers really need to pay attention to in order to put together impactful campaigns.”
Bloglovin’ partners with such brands as Burberry, Campbell’s, Dolce & Gabbana Fragrances, Gucci, H&M, and Nars with native advertising and influencer marketing campaigns. Bloglovin’, founded in 2007, has offices in New York and Stockholm and connects more than 8 million users with influencers.