Klear-2018年Instagram意见领袖营销报告（英文）-2018.1-49页-2mb

The State of Influencer Marketing Summary

Core Content

This report provides an in-depth analysis of the influencer marketing industry in 2017, focusing on Instagram as a primary platform for branded partnerships. It highlights the rapid growth of the industry, the impact of FTC transparency guidelines, and the role of different demographics and industries in shaping the influencer marketing landscape.

Main Points

• Growth in Influencer Marketing: The influencer marketing industry on Instagram doubled in size in 2017, with 1.5 million #ad posts compared to 750,000 in 2016.
• FTC Guidelines and Transparency: The FTC introduced new transparency guidelines in September 2017, requiring clear disclosure of brand partnerships, yet the industry continued to grow without significant disruption.
• Micro-Influencers: Brands increasingly focused on micro-influencers, who offer niche reach and higher engagement rates. Over 90% of sponsored posts received up to 1,000 likes, showing the effectiveness of these partnerships.
• Demographics: Women were the primary contributors to sponsored content, making up 83.9% of all #ad posts. Millennials were the main creators of these posts, often using them as a way to express their identity.
• Top Industries: Fashion and Beauty led the influencer marketing industry, with 25% of all sponsored posts related to this sector. Food & Beverages, Consumer Electronics, and Automotive also had significant presence.

Key Industries and Brands

1. Fashion & Beauty

• Fashion was the leading category in influencer marketing, with 73% of luxury fashion brands having active influencer marketing programs.
• Top Brands: Daniel Wellington, Coach, Nordstrom, Forever 21, and Lulus were the most active in this sector.
• Influencer Examples:
  • Elanna McGowan: 82 likes, shared her love for a Coach bag.
  • Davina: 84 likes, described her outfit with a Daniel Wellington watch.
  • Francis Dominic: 93K likes, shared her experience with a simple outfit.
  • Krystal Faircloth: 2.2K likes, mentioned her Daniel Wellington watch.

2. Food & Beverages

• Food and beverage brands leveraged Instagram to showcase lifestyle and personal experiences rather than just the product.
• Top Brands: McDonald's, Dunkin' Donuts, Oreo, Coca-Cola, and Nordstrom.
• Influencer Examples:
  • Hailee Lautenbach: 1.8K likes, shared her love for a McDonald's McCafe Shake.
  • Chrissa Sparkles: 1.2K likes, described a vacation mood with Coca-Cola.
  • Jim Chapman: 41K likes, shared a positive experience with a Samsung watch.
  • Anissa: 1K likes, praised the Dyson cord-free vacuum.
  • Dominic Loneragan: 460 likes, highlighted the benefits of a Dyson purifier.

3. Consumer Electronics

• Consumer electronics brands emphasized authenticity and first-person experiences, often partnering with product reviewers, photographers, and lifestyle influencers.
• Top Brands: Samsung, Dyson, Bose, Canon, and ASUS.
• Influencer Examples:
  • Jim Chapman: 41K likes, shared a review of the Samsung Gear S3.
  • Anissa: 1K likes, praised the Dyson cord-free vacuum.
  • Dominic Loneragan: 460 likes, highlighted the benefits of a Dyson purifier.
  • Atsuna Matsui: 11.6K likes, shared her experience with the Canon EOS Rebel T7is.
  • Noémie: 37.8K likes, tested the ASUS Zenfone 3 MAX 5.5-inch phone.

4. Automotive

• The automotive industry faced a shift in consumer behavior, with a decline in millennial car ownership and a rise in ride-sharing services.
• Top Brands: Toyota, Uber, Lyft, Kia, and Mazda.
• Influencer Examples:
  • Marta Carriedo: 9 likes, shared her experience with a Toyota.
  • Jenna Ezarik: 96 likes, described her lifestyle with a Toyota.
  • Africa Miranda: 76 likes, shared her love for a Toyota.
  • Ashley Outrageous: 85 likes, mentioned a Toyota.
  • Krystal Faircloth: 2.2K likes, shared her experience with a Daniel Wellington watch.

Key Insights

• Transparency and Growth: Despite the FTC's new transparency rules, the industry continued to grow, indicating that these guidelines did not deter engagement.
• Millennials and Identity: Millennials used Instagram to express their identity through food and fashion content, making these categories particularly effective for influencer marketing.
• User-Generated Content (UGC): UGC played a crucial role in the fashion industry, as consumers loved sharing and being inspired by outfits and looks.
• Authenticity and Lifestyle: In the consumer electronics and automotive sectors, brands focused on authenticity and lifestyle experiences to build trust and engagement.
• Micro-Influencers and Engagement: Micro-influencers were key to driving engagement, with a high percentage of sponsored posts receiving substantial likes and interactions.

Conclusion

The 2017 influencer marketing report highlights the industry's explosive growth, the importance of transparency, and the evolving strategies of brands across various sectors. Fashion and Beauty dominated the space, but Food & Beverages, Consumer Electronics, and Automotive also showed strong engagement. The use of micro-influencers and lifestyle-focused content was prevalent, indicating a shift towards more authentic and relatable brand partnerships.