This week in influencer marketing news, new Sharablee research revealed branded content from influencers increased 21 percent, a survey from Obviously found TikTok and Reels were the most popular short-form video platforms in August, Socialbakers ranked the industries with the most efficient influencer marketing campaigns during the pandemic and more.
TikTok (68 percent) and Reels (52 percent) were the two most popular short-form video platforms among influencers in August, according to Obviously’s survey of 875 influencers.
Why it matters: Despite its nascence and lack of originality compared with TikTok, Instagram Reels could add $2.5 billion in yearly incremental ad revenue for Facebook by 2020, according to Jefferies analysts.
Branded content from influencers was up 21 percent in July from March across Facebook, Instagram and Twitter, according to Shareablee.
Why it matters: Shareablee’s research shows sponsored posts reached 57 million in July, a fivefold increase since March. Still, general influencer posts decreased 12 percent between April and June.
Socialbakers analyzed data from over 8,000 brands to discover the most efficient influencer marketing campaigns on Instagram between April and July, with “efficiency” defined as the engagements from an influencer’s sponsored Instagram post compared to the average engagements a brand gets on its own accounts.
Why it matters: At an efficiency index of 4.99, healthcare had the highest influencer marketing efficiency during the pandemic, followed by fast-moving consumer goods food at 2.55 and household goods at 2.46. Industries with the lowest influencer marketing efficiency include airlines (0.08), auto (0.35) and sporting goods (0.43). Socialbakers observed a drop in influencer marketing efficiency across all industries, but figures started bouncing back by July.
A new Socialbakers survey shows that as of July, about 40 percent of all brand collaborations on Instagram in 2020 were with micro-influencers, those with a follower count between 10,000 to 50,000.
Three TikTok creators say they’re earning just a few dollars a day for videos with tens of thousands of views from the platform’s recently launched $1 billion creator fund.
According to the latest 2020 Kids Digital Insights study which surveyed 4,480 children, 59 percent of kids are making purchase requests associated with an influencer in APAC, while content creators influenced 55 percent of parents buying an item because it was associated with that content creator.
Publicis Groupe’s MSL implemented a plan to close the influencer pay gap that includes four measurable commitments, including adding 10,000 BIPOC influencers to its platform through 2021 and launching technology with opt-in collection of influencer demographic data to track diversity and improve discoverability of BIPOC influencers.