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Ariana Grande – million.
Table of contents
At present, Kim million has the slight edge over the younger Kylie, though perhaps we might see the established order changing in the not too distant future…. Sometimes, we see crossover between the worlds of Instagram royalty and real-world royalty. Their sussexroyal account reached seven figures in a mere 5 hours and 45 minutes after they joined in April Six months later, however, this was broken by Jennifer Aniston jenniferaniston — who reached the seven-figures mark in 5 hours and 16 minutes.
Both half the previous record, held by Kang Daniel , who reached 1 million followers in 11 hours and 36 minutes in early Interestingly, this account now lies dormant. Kang launched another account , as he wanted to wrest control of his feed from his agency.
Pope Francis managed the feat in 12 hours in The world of Instagram influencers, however, is not just about this top level of mega-celebrities. Socialbakers breaks down the influencer population by follower count and region. As we can see in this set of Instagram statistics, there is some variance in the influencer landscape to be found across regions. Interestingly, while the 1 million plus bracket is by far the smallest in every region covered, the , million follower bracket seems to be bigger than the 50,, bracket in every region though we might ascribe this to the huge range of possible follower counts here.
North America has the highest proportion of Instagram influencers with 10,,, 50,,, , million, and 1 million plus brackets. Asia and Europe are more or less neck and neck. Focusing on Gen Z and Millennial influencers, Socialbakers finds the largest constituency of influencers is females aged , who account for 3 million influencers Q1 Female and male influencers aged are next, at 2. It seems male influencers tend to be older as a whole, with both the and the year-old influencer brackets feature at least twice as many female as male influencers.
Twitter: Most Followers
It is also interesting to note the sheer volume of teenage influencers, at 1. While it may be the smallest of the age brackets represented here, this is a not insignificant army of Instagram influencers. Socialbakers also breaks down the demographics of Instagrammers, based on the share of the total follower count stats as of Q1 They are followed by female influencers aged We can see that from aged 35 upwards, male influencers claim a greater share of the follower count. Despite Instagram being a platform on which women enjoy greater prominence than many other social media, some old prejudices die hard.
The same trends are evident if we divide up engagement by age and gender.
Instagram user stats
The gap between and year-old female Instagram influencers is a bit smaller here. Top Instagram influencers can make huge sums of money through the platform. At the top of the list for earnings from a single post is Kylie Jenner, whose celebrity is inextricably tied in with Instagram, as well as the Kardashian reality show empire. Data source: HopperHQ. As a final note in this segment of the influencer section, it would remiss not of us not to mention one final influencer — one who lays claim to by far the most-liked post on Instagram.
With Influencers are those who hold some sort of sway over their followers — the most important to brands being the power to influence purchase decisions. Another stat pertaining to the ad hashtag Boozzle Insights, reported in Campaign Live found that the ad hashtag was used 1.
Source: Boozzle Insights via Campaign Live. In June , Instagram launched a feature which would allow advertisers to turn influencer posts into paid ads, in order to help them reach a wider audience i. Influencers can be some of the most influential actors in Instagram marketing. Some Instagram statistics, however, show that this influence may be on the wane. In Q1 , InfluencerDB stats show that the engagement rate for sponsored posts was 2. The engagement rate for organic posts had somehow fallen even lower — to 1. Trust Insights also identified a more short-term dip in engagement levels in a small sample of fashion influencers in the context of a wider drop in engagement with branded content.
Here, we saw peak engagement of 4.
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Source: Trust Insights. It seems the tail off in engagement rates has not necessarily been a gradual process. Instagram moved in January to deny that any algorithmic changes were limiting post reach. The huge increase in the volume of sponsored posts suggests the threat of oversaturation is a very real one. Engagement rates tend to be higher for influencers with smaller numbers of followers.
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This make sense given that a small, loyal following is likely to be more deeply engaged than the vast fanbase commanded by the Instagram empires of major celebrities. Of course, the flip side is, lower percentages will be higher in absolute terms for those with 10s of 1,s of followers or more. Influencer Marketing Hub Instagram engagement stats confirm this — showing that, influencers with fewer than 1, followers see engagement rates see engagement rates of 7.
This declines as we go higher up in follower counts, with those with over , only reporting engagement levels of 1. Here we are also shown engagement levels on Twitter. The takeaway here is pretty cut and dry — indeed, was anyone even asking this question? Source: Influencer Marketing Hub.
On the other hand, InfluencerDB reports the engagement rates for Instagram influencers with 1, to 5, followers stood at 8. We mentioned above that influencers with fewer followers tend to have a more engaged fanbase. Well, it turns out that brands are alive to this.
Reportedly, the average number of influencers used in a brand campaign is , according to InfluencerDB Instagram statistics. This shows that brands are more deeply committed to something like a ground war in order to achieve results, as opposed to opting for the bombing campaign of opting for a top-drawer influencer. They range from close to 2 million followers, all the way down to 20, There does not seem to be a simple relationship between follower count and interactions. DariaundDiana, with 19, followers, log around 55 interactions per follower.
This is by far the highest level there are two of them though! STHE still manages 8.
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The former is courtesy of a phenomenal work rate, with close to 17 million interactions reported in this quarter alone. It is unclear, however, if this includes smaller influencers. What we might take away from this is a reminder of the importance of tailoring marketing strategies to target audiences. In terms of influencer post formats we are seeing a decline in simple images. From this we can infer that Instagram influencers like to use Instagram. This is perhaps not as ridiculous as it sounds — the platform is an end into itself, and not simply a conduit through which users can explore their outside interests.
Accordingly, the 5, brands here were mentioned an aggregated 1. It is, however, beauty brands who claim the highest number of mentions by a slightly smaller demographic of influencers. Of course, the smaller number of brands means that each brand gets mentioned even more often, while the smaller number of influencers means that each one will mention brands more often — hammering the names home to their followers. Socialbakers reports that, the more followers an influencer has, the more likely they are to use the ad hashtag. This makes sense — for one thing, there are far fewer influencers in the upper echelons.
As we might expect, broadly speaking, the more followers an influencer has, the more brands they tend to mention on average. They are also likely to mention more different industries. Smaller influencers are more likely to be closely associated with one particular field of expertise. Climb up and we get to bigger celebrities, who may have made their name doing one thing, but whose influence is now such that even endorsements outside of this area will be impactful. That said, we see a slight decline at the very top in terms of the numbers of brands endorsed by Instagram influencers with over 1 million followers.
We might ascribe to the desire to retain an air of exclusivity — something which endorsing too many brands will erode. We might expect endorsement at this level to come at premium price point also…. Instagram influencers are not, of course, striking out on their own. The business of influencing is something done in coordination with marketers. Source: Mediakix. Perhaps that may sound extreme, but then, Instagram is among the top channels to reach certain demographics. On what networks marketers do spend their influencer marketing budgets?
The firms surveyed by Mediakix disclosed a wide variety of different influencer marketing budgets, as you can see below. Source: Instascreener. This puts it some way ahead of second-placed Ciroc vodka , which itself spent half a million dollars than third place Flat Tummy Co. Instascreener notes that mant of these top-spending brands were independent or direct-to-consumer brands, whose marketing strategy hinges no small part on influencer marketer. Data source: Instascreener. Unsurprisingly, this is a major concern for marketers using influencer marketing.
Instagram Marketing
Below, are the brands which suffered from the greatest proportion of fake followers in their influencer marketing. In more positive news, however, no brands which appeared in the Q1 equivalent of this list, reappeared in this quarter. This shows that brands are alive to challenge posed by unscrupulous actors. Influencer Marketing Hub found that nearly two-thirds of marketers have experienced influencer fraud. At the opposite end of the scale, below are the 10 brands with the highest level of authentic engagement through influencer marketing.
Automobile brands are popular on Instagram. The presence of other luxury brands: Hugo Boss, Rosewood Hotels, and Veuve Cliquot point to the aspirational nature of Instagram influencer marketing. Beauty brands and underwear brands seem to fare well here also — draw your own conclusions from that….