1、1 State of Instagram Influencer Marketing in 2020 Level-up your influencer marketing strategy and grow your brand on Instagram in 2020! 2 Table of Contents Introduction Chapter 1: How Quality Outperforms Quantity on the Instagram Grid Chapter 2: The Impact of Hashtags on Engagement Chapter 3: Unders
2、tanding Worldwide Best Times to Post on Instagram Chapter 4: Nano, Micro or Macro? How to Choose an Instagram Influencer Chapter 5: The Globalization of Influencer Marketing Conclusion 3 5 18 27 34 44 48 3 Influencer marketing is big business. And if youre a brand looking to grow, you need to be on
3、the pulse of whats new. On Instagram, and beyond. Thats why were here. INTRODUCTION As we enter a new decade, weve put together the most compre- hensive and definitive guide for influencer marketing. By analyzing Later & Fohr user data, behavior trends, and thousands of Instagram posts, were sharing
4、 the evolution of the influencer marketing industry, and forecasting whats to come. Get ready to level-up your Influencer marketing strategy and grow your brand on Instagram in 2020! INTRODUCTION 4 Fohr is a world-class influencer marketing agency, running campaigns for top brands all over the globe
5、. Their platform offers tools available for brands to run campaigns in-house and leads the influencer industry through education, opportunities, technology, and events. Later is the worlds #1 Instagram marketing platform. We help you plan and publish your posts, and give you super simple software to
6、 create a beautiful feed. And best of all our plans are really affordable (starting at $0.00). BROUGHT TO YOU BY STATE OF INFLUENCER INSTAGRAM MARKETING IN 2020 How Quality Outperforms Quantity on the Instagram Grid CHAPTER ONE 6 Its been a big year for Instagram. From likes disappearing from posts,
7、 to IGTV becoming the go-to platform for video series, the rules to posting to your grid have changed in 2019. As always, Instagram influencers were the first to sit up and take notice of these changes. By analyzing Fohrs international influencer database, weve discovered some key trends to keep in
8、mind for 2020! How Quality Outperforms Quantity on the Instagram Grid CHAPTER ONE HOW QUALITY OUTPERFORMS QUANTITY ON THE INSTAGRAM GRID 7 Influencers Are Posting to the Grid Less Frequently Posting content to your grid takes time and effort influencers know that every post has an impact on their en
9、gagement rate, and their overall grid aesthetic. After analyzing the data, we identified that influencers posting schedules are shifting, with their post frequency becoming less and less. NUMBER 1 YEAR FEED POSTS 20019 2020*PROJECTED 0 1 2 3 4 3.3 2.9 2.72.7 2.3* NUMBER OF INSTAGRAM FEED
10、POSTS PER WEEK By 2020, Fohr predicts that influencers will be posting to their grid around twice a week! And thats not just Instagram influencers with a large following who HOW QUALITY OUTPERFORMS QUANTITY ON THE INSTAGRAM GRID 8 0 1 2 3 4 5 6 7 8 NUMBER OF FOLLOWERS POSTS PER WEEK 1MIL+500K-1MIL25
11、0-500K100-250K50-100K25-50K0-25K FEED POSTS PER WEEK BY NUMBER OF FOLLOWERS are posting less. Almost all influencers, regardless of their follower count, are predicted to share less content to their grid each week. The exception to the trend is influencers with 250-500k followers. These mid-tier inf
12、luencers are the only ones projected to increase their posting frequency for 2020! And its the influencers who post to their feed almost every day, like Victoria from In The Frow, who are creating a strong advantage over their Instagram competitors as their posts appear in their followers feeds more
13、 often. HOW QUALITY OUTPERFORMS QUANTITY ON THE INSTAGRAM GRID 9 For brands, this can make a real difference when it comes to deciding who to work with on a campaign or project. While not every brand needs to work with a high-posting influencer to make an impact, knowing how often they plan to post
14、to their grid can help you better negotiate a campaign package. As posting frequency decreases, make sure to have a clear goal with what you want to achieve with a sponsored influencer post. With less on the grid, every post has greater importance in achieving your campaign goal. Influencers will be
15、come more selective in what they post to their grid so pay attention to their aesthetic, content topics, and style before pitching to work with them. Balance out your campaign include more Instagram Stories, videos, or IGTV content to make sure youre reaching audiences on a variety of Instagram chan
16、nels. INFLUENCER MARKETING TIPS FOR 2020 HOW QUALITY OUTPERFORMS QUANTITY ON THE INSTAGRAM GRID 10 Influencers are Crafting Longer Captions It used to be all about the visuals, but now Instagram captions are taking center stage for influencers on the platform. You might have spotted influencers like
17、 Jenna Kutcher and Elise Darma sharing lengthy captions on their posts to give greater insight into their world or to share their knowledge. Take for example officiallyquigley the content creator is known for sharing in-depth posts with her 240K followers, and that trend doesnt change when it comes
18、to her sponsored posts. NUMBER 2 But just how long, is a long caption? HOW QUALITY OUTPERFORMS QUANTITY ON THE INSTAGRAM GRID 11 Well, according to the research by Fohr, the average caption length has more than doubled since 2016. And by 2020, our feeds will be filled with an average caption length
19、of 405 characters which averages out to be 65-70 words! YEAR AVERAGE CHARACTERS PER POST 142 199 281 336 405* 200192020*PROJECTED 0 100 200 300 400 500 INSTAGRAM CAPTION LENGTHS HOW QUALITY OUTPERFORMS QUANTITY ON THE INSTAGRAM GRID *The number of characters doesnt include hashtags. 12 Ca
20、nadian-based influencer Sarah Nicole Landry from thebirdspapaya writes captions for her sponsored posts that are an optimum length to draw in users, while sharing plenty of product information: HOW QUALITY OUTPERFORMS QUANTITY ON THE INSTAGRAM GRID For 2020, we expect to see the long-form Instagram
21、captions trend grow, with influencers turning to their feed posts to create mini-blog entries for their audience. As in-depth captions are successfully competing with the bite-size snippets of Instagram Stories, influencers are using the space to tell captivating, personal and more emotive stories.
22、For brands, this can be a really opportunity for storytelling that goes beyond product information, and builds a much stronger brand affinity with your influencers audience. 13 Engagement Rates are Higher on Posts with Longer Captions The good news is that longer influencer captions result in higher
23、 engagement rates, which means a greater return for brands investing in an influencer marketing strategy. The data shows that influencers posts with longer captions generally had a higher engagement rate than those with a shorter caption showing that the longer the caption, the better the engagement
24、! NUMBER 3 CAPTION LENGTH (CHARACTERS) ENGAGEMENT PERCENTAGE 2% 3% 4% 5% 6% 1-500100-2500-100 2% 1.98% 2.98%2.94% 4.74% 5.08% 5.36% 5.97% HOW INSTAGRAM CAPTION LENGTH IMPACTS ENGAGEMENT For influencers, a higher engagement rate on their posts not only means that their content is hittin
25、g the mark with their audience, but it also helps with their overall discoverability. HOW QUALITY OUTPERFORMS QUANTITY ON THE INSTAGRAM GRID 14 The more engagement a post gets, the more likely it will appear on the Explore page or higher up in their followers feeds. For brands, a higher engagement r
26、ate is a good indicator of a great partnership that will yield good returns! HOW QUALITY OUTPERFORMS QUANTITY ON THE INSTAGRAM GRID 15 NUMBER 4 Its Not Just About an Influencers Aesthetic Anymore We all know how important having a strong Instagram aesthetic is for an influencer. And whether youre a
27、brand or influencer, having a curated Instagram aesthetic is one of the best ways to grow your account, build a following, and show off your brands unique style and tone. tyfrenchalexandrapereria HOW QUALITY OUTPERFORMS QUANTITY ON THE INSTAGRAM GRID 16 But the fact is, a great aesthetic doesnt alwa
28、ys mean higher performance on a post per post basis. Often, its the actual content of a post that will drive the best results. So what types of content get the most reach, engagement, and saves on the Instagram grid? Lets find out: ENGAGEMENT 10% 8% 6% 4% 2% 0% IMAGE TYPE sun ocean bag shoes jewelry
29、 baby architecture wedding menswear dress makeup pet car outfi t lay fl at drinking bikini couple landscape jeans glasses fi tness abs group food close interiors parenting hair text plant selfi e beauty IMAGE CONTENT PERFORMANCE ON INSTAGRAM What weve learned is that parenting, plants, and selfie po
30、sts achieve the highest engagement, while sun, ocean, bags, and shoes shots tend to get the lowest. When it comes to reach and saves, we see a similar pattern. Parenting, beauty, selfies, and text (including meme posts!) deliver the best results. HOW QUALITY OUTPERFORMS QUANTITY ON THE INSTAGRAM GRI
31、D 17 So if youre ready to brief in an influencer campaign in 2020, it could be worth keeping these trends in mind to boost your campaigns performance! When choosing influencers to work with for your campaign, try to find influencers who naturally tend to write longer captions. If our predictions are
32、 right (and we think they are!) longer captions will really pay off for brands in 2020! Provide writing prompts to your influencers and brand ambassadors. If you can give them some inspiration on what to write about in their caption, youre guaranteed to get your brand message across. Not sure where
33、to find an influencers engagement rates? Fohrs platform showcases an influencers top-performing Instagram posts (even sponsored posts)! INFLUENCER MARKETING TIPS FOR 2020 HOW QUALITY OUTPERFORMS QUANTITY ON THE INSTAGRAM GRID STATE OF INFLUENCER INSTAGRAM MARKETING IN 2020 CHAPTER TWO The Impact of
34、Hashtags for Engagement 19 Instagram has gone through a lot of changes in the past year, including new features, tools, and a whole new video platform. But one thing that has stayed the same is the importance of hashtags on Instagram. Using relevant, targeted hashtags on your posts is still one of t
35、he best ways to get discovered by new audiences on Instagram. And for brands working with influencers, this can translate into more engagement, more followers, and more customers for your business. Weve crunched the numbers on influencers feed posts to see how they use hashtags in their captions, an
36、d weve noticed a few trends that will be big news for 2020! The Impact of Hashtags for Engagement CHAPTER TWO THE IMPACT OF HASHTAGS FOR ENGAGEMENT 20 Influencers are Using More Hashtags Hashtags arent going anywhere in 2020 in fact, were going to see more of them. Weve tracked the numbers over the
37、last 4 years, and the average number of hashtags in an influencers post has almost quadrupled! NUMBER 1 0 1 2 3 4 5 6 7 8 YEAR AVERAGE NUMBER OF HASHTAGS 2.29 3.43 7.62 8.00 20019 INSTAGRAM HASHTAG USAGE With this in mind, its a great time to start planning your influencer campaigns for 2
38、020 and having a branded hashtag to go with it! A branded hashtag is a hashtag thats unique to your company it can be as simple as your company name, tagline, or the name of one of your products or campaigns. THE IMPACT OF HASHTAGS FOR ENGAGEMENT 21 Or it can be a hashtag that has nothing to do with
39、 your brand name, but has everything to do with your brand identity! One successful way to optimize your hashtags for influencers marketing is to create a specific campaign name with your influen- cer or brand ambassador. Take for example hair accessories brand Scunci, and their collabo- ration with
40、 fashion influencer SincerelyJules. With the branded hashtag of #SincerelyScunci appearing on every sponsored post, Julies followers were quickly and easily able to see all images and videos of their collaborated products in action! THE IMPACT OF HASHTAGS FOR ENGAGEMENT 22 Not only is this a great w
41、ay to categorize an influencers branded content, but it encourages Instagram followers to use your branded hashtag in their posts and stories which is key to getting discovered on Instagram by new audiences. If people love your product or service and want others to know about it too, a branded hasht
42、ag is a real asset to growing your following! THE IMPACT OF HASHTAGS FOR ENGAGEMENT 23 Influencer Posts with Hashtags Get More Engagement Just in case we havent convinced you of the importance of hashtags, heres one more key finding that will definitely change your mind: Instagram posts that include
43、 hashtags get more engagement. And thats not all. After analyzing influencer posts that contain hashtags, the data shows a greater number of hashtags actually equals a higher engagement rate! NUMBER 2 NUMBER OF HASHTAGS ENGAGEMENT RATE 0% 1% 2% 3% 4% 5% 6% 10+10-155-102-50-2 HOW INSTAGRAM HASHTAGS I
44、MPACT ENGAGEMENT Note: Other Instagram changes and updates like a new algorithm and Explore page could also contribute to increasing engagement rates over time. THE IMPACT OF HASHTAGS FOR ENGAGEMENT 24 When we look at how engagement rate has grown since 2016 in correlation with the number of hashtag
45、s being used, its clear that hashtags will continue to be a huge asset for brands on Instagram in 2020. In 2019, posts with the same number of hashtags (10+), are now reaping the benefits of almost 6% engagement rate a great sign that your hashtags are working and your post is landing in the right a
46、udiences feeds! INSTAGRAM SWEET SPOT: 10+ HASHTAGS PER POST! THE IMPACT OF HASHTAGS FOR ENGAGEMENT 25 Influencers with Less Than 25K Followers Benefit the Most from Hashtags So we know hashtags are valuable, but when do they have the most impact? According to Fohr data, profiles with less than 25K f
47、ollowers reaped the most benefit by adding hashtags to their posts, with more engagement and more followers as a result. 25K followers + 10+ Hashtags = More Engagement + More Followers! So if youre a micro-influencer looking for new ways to grow your following, having a strong Instagram hashtag stra
48、tegy could be a fast-pass to a boosted follower count! NUMBER 3 theesperanzamaria via Fohr THE IMPACT OF HASHTAGS FOR ENGAGEMENT 26 And for brands, this little tidbit could help you hone in and find the perfect influencers to work with for your campaign. If your influencer marketing budget is tight,
49、 working with micro- influencers isnt just cost efficient, but it could lead to great results in your engagement and potential follower count too! Especially if you choose to run a long-term campaign with an influencer as their followers grow, so will yours! Nows the time to get your hashtag strategy ready for 2020! Dont know where to start? Check out our FREE Instagram Hashtag Strategy Guide! Never miss an op
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