State of Instagrammers report: 84% of paid posts are made by women

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Influencer marketing, more than a trend, is here to stay. As content creators continue to create a new industry with their paid posts, Instagram adoption rates are impossible to ignore: 96% of brands have incorporated Instagram into their influencer marketing strategy. This means that Instagram has become the channel to observe trends in the influencer marketing industry , and to understand its growth, the influencer marketing platform Klear has launched the study “The State of Influencer Marketing  ”.


Paid posts on Instagram increased by 48% in  
Their study analyzed more than 3 million paid posts (those that included the ad hashtag ) on ​​Instagram worldwide during  , revealing the growth rates of this burgeoning industry, the demographic data of the influencers, as well as their global activity and by category.This research has revealed that during  paid posts on Instagram increased by 48% . In total, during  , 3,014,87 paid publications were published that included the ad hashtag on Instagram around the world, an accelerated growth if we take into account that during  the activity of the ad hashtag increased by 39%. This means that more brands are incorporating influencer marketing into their strategy, and as you can see, the increase is accentuated especially during the last four months of the year.
84% of paid posts on Instagram are created by women
Women dominate the world of influencer marketing, or at least that is what this research shows us, since 84% of these posts with the hashtag ad have been created by female influencers. A curious fact, taking into account that worldwide the Inst Email Data agram user base is made up of 52% women versus 48% men. In terms of age, millennials are the ones leading the way in influencer marketing : 54% of all paid content was created by influencers whose ages range from 25 to 34 years old. To give you an idea, worldwide 34% of users are between 25 and 34 years old, that is, they are not the majority. The age range that follows the influencers with the most activity on Instagram ranges from 18 to 24 years old (31%).
90% of influencer marketing campaigns were carried out with micro-influencers
Micro -influencers have grown in demand: those content creators who have a niche audience with between 5,000 and 30,000 followers dominate Instagram campaigns, since in addition to producing niche content for audiences with whom they have achieved great engagement, they also They have quite affordable rates. In addition, the study has found that 89% of all paid posts on Instagram that contain the ad hashtag have received over 1,000 likes per post, which demonstrates the level of influence that micro-influencers have.

United States, United Kingdom and South Korea: kings of influencer marketing
Among the countries that are most active in their influencer marketing campaigns, the United States leads by a wide margin, as it obtained 42% of the total sponsored posts on Instagram in  , however, this percentage decreased compared to 49%. % obtained last year. South Korea and the United Kingdom follow far behind, with 11% each. It is worth mentioning that this year new players arrived strongly in the influencer marketing market, emerging countries that have seen their activity take off in the social media influence sector. Among them, South Korea, which in a short time managed to position itself as the second most active country and only after the United States, saw its activity with influencers grow by  %. Other countries that have taken off are the United Arab Emirates, with a growth of 430%, followed by Canada (370% increase) and Sweden (360%).


Fashion, travel and fitness capture 16% of the influencer marketing industry
On Instagram an image says a thousand words, and with these images users are inspired to achieve a new look, to find the new paradise place they will go to on their next vacation, or to obtain inspiration and lead a healthier life, so They find diets or exercise routines that they can follow. It's no surprise that 16% of the influencer marketing industry leans towards the fashion, travel and fitness categories, followed by beauty, art, motherhood and food.\



Stories become an integral part of influencer marketing campaigns
Every day more influencers use stories as part of paid content on Instagram, an adoption that has increased by 19.5% in  . While in  influencers published an average of 3 stories a day, now the average is 3.6 stories per day. However, an important finding of the study is that 25% of paid stories on Instagram are destined for content related to beauty brands, followed by 24% for brands related to fashion, and 19% related to food.

3 new trends in influencer marketing in  
The study also shares three big trends that have stood out during  in paid posts on Instagram. These trends are:

Ethical marketing.  More influencer campaigns are taking advantage of the emotions and values ​​of users, to transmit the ethical and moral values ​​of the brands through their campaigns.
Emerging markets.  As influencer marketing expands, more markets will be present, including emerging markets since it is a highly profitable channel.
Reuse creatives.  Due to the affordability and rapid changes of this channel, 69% of brands reuse the material created by influencers since in addition to producing affordable content, they also reach a highly targeted audience.