The State of Influencer Marketing - 2018 An industry analysis of branded partnerships and the strategies that reach success - Klear
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2018
The State of
Influencer Marketing
An industry analysis of branded partnerships and the strategies that reach success
Table of Contents Executive Summary 3 2017: The Year Influencer Marketing Doubled Its Size 5 2017: Sponsored Posts Reach New Heights 7 Brands Focus on Micro-Influencers 9 Millennials Create Most of the Sponsored Posts 11 Influencer Partnerships: Top 10 Industries 12 Global Distribution of Sponsored Posts 13 Top Fashion Brands 14 Top Food & Beverages Brands 21 Top Consumer Electronics Brands 28 Top Automotive Brands 35 Top Travel Brands 42
Executive Summary
In The State of Influencer Marketing annual report, we share with you the Key Topics:
results and insights from 1.5 million Instagram #ad posts’. This report offers a * Growth of Instagram partnerships in 2017
unique viewpoint on a rapidly growing industry which doubled its size in just * Growth in times of FTC transparency guidelines
one year. This year’s edition includes selected works of influencers who have * Industry demographics.
partnered with the industry’s top brands. We hope this will help you get * Industries leaderboard
inspiration from the best performing brands when shaping your influencer * Inspirational portfolio of influencer works
marketing strategy for 2018.
Key Findings: How We Measured:
● 1,504,383 Instagram posts were tagged with #ad in 2017. * Tracking influencer partnerships on Instagram
● Influencer marketing grew by 198% in 2017. that follow the FTC guidelines and included #ad or
● Fashion and Beauty are the leading industries for partnerships. #sponsored hashtags in the caption.
● 83.9% of the #ad posts were posted by women. * Matching brands mentioned in the posts.
* Statistical analysis of trends.
The State of Influencer Marketing 2018 3
X2 Influencer marketing on Instagram doubled in 2017. Influencers published 1,504,300 Instagram posts with an #ad hashtag in 2017, compared to 767,800 in 2016. 4
2017: The Year Influencer Marketing Doubled Its Size
1.5 million #ad posts were posted during 2017, double than the previous year
There were 1.5 million posts with an #ad
hashtag on Instagram during 2017 - double
the number of posts in 2016.
The State of Influencer Marketing 2018 5
#Ad
Influencers posted
1,504,383 sponsored
posts on Instagram
during 2017.
6
2017: Sponsored Posts Reach New Heights
The new FTC guidelines set a new level of transparency, while not hurting the industry’s growth.
2017 was the year where sponsored
content reached a new level of
transparency. On September ‘17, the
Federal Trade Commission (FTC) guided
marketers and influencers to clearly
disclose their connections to the brands
they promote or endorse.
The FTC’s new guidelines of transparency
were adopted quickly. As can be seen here,
the new rules did not change the growth
trend of sponsored partnerships.
The State of Influencer Marketing 2018 7
#Love
#ad Instagram posts got
1B likes in 2017 with an
average of 682 per post.
8
Brands Focus on Micro-Influencers
Micro-Influencers were all the buzz in 2017. Marketers heard the rumor and follow through.
Micro-influencers enjoyed a lot of attention
in 2017. More companies took their first Share of Posts in the #Ad Market
steps in the field and did so by connecting Up to 10 likes 18%
with niche mid-ranged influencers.
10-100 47.5%
100-1K 24%
The data shows that almost 90% of the
sponsored posts in 2017 received up to 1K-10K 9%
1,000 Likes per post, signaling the level of 10K-100K 1%
influence involved in #ad posts. The 100K and above 0.5%
average #ad post got 682 Likes.
The State of Influencer Marketing 2018 9
Gender
83.9% of the #ad posts
were posted by women.
10Millennials Create Most of the Sponsored Posts
Young Instagrammers welcome brand affiliation in their posts. Women are the top contributors.
Millennials Create Most of the Sponsored Posts
12-17 13%
18-24 42%
25-34 30%
35-49 13%
50-64 1%
Gender Demographics
83.9% 16.1%
The State of Influencer Marketing 2018 11Influencer Partnerships: Top 10 Industries
We categorized each sponsored post by company and industry. Here are the top 10 industries that
partnered with influencers in 2017:
Fashion & Beauty & Food & Consumer
#1 #2 #3 Beverages #4 #5 Electronics
Accessories Cosmetics Automotive
#6 Travel #7 Entertainment #8 Retail #9 Tech Fitness &
#10
Wellness
The State of Influencer Marketing 2018 12Global Distribution of Sponsored Posts
The top countries in which sponsored posts were posted during 2017.
USA 49%
UK 9%
Italy 5%
Germany 5%
Canada 4%
Australia 4%
UAE 4%
France 2%
Brazil 2%
Spain 1%
The State of Influencer Marketing 2018 13Fashion
#1 #2 #3
#4 #5
* These are the most active fashion brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.
The State of Influencer Marketing 2018 141. Fashion
73% of luxury fashion brands have an active influencer marketing program.
Fashion is the no.1 category in influencer The Swedish watches company was The Opportunity of UGC
marketing on Instagram. founded in 2011. Four years later, its Fashion brands thrive on instagram.
earnings reached revenues of $220M/year According to eMarketer, 96% of US fashion
Following our research, 25% of sponsored by selling 1 million watches worldwide. brands are on Instagram and 73% of luxury
posts are for fashion & accessories brands. fashion brands have an active influencer
To raise brand awareness, Daniel marketing program. More than any other
The Daniel Wellington Sensation Wellington partners with thousands of industry, fashion greatly enjoys the power of
A fabulous example of a fast growing influencers globally. Each month, the user-generated content. People love sharing
fashion brand in influencer marketing is company gets more than 50,000 new new looks and being inspired by them. This
Daniel Wellington. The company owes a Instagram mentions from many different leads to the greatest opportunity for brands
huge part of its success to Instagram types of creators including both celebrities to encourage customers and creators to
influencers. and niche influencers. share their outfits and raise brand
awareness.
The State of Influencer Marketing 2018 15#1 Daniel Wellington
Selected Works of Influencer Partnerships
Elanna McGowan 82 Thirapat Ekbundit 75 Davina 84 Francis Dominic 86
93K 1.1K 3.7K 2.2K
“The perfect accessory to “Introducing a new icon - “I would never order a cookie, “I'm always on vacation time
this simple outfit.” The #DWClassicPetite” but I like stealing (parts of) according to my Daniel
people's cookies.“ Wellington.”
The State of Influencer Marketing 2018 16#2 Coach
Selected Works of Influencer Partnerships
Vanessa Balli 72 Jana Rose Carrero 70 Megan Welker Bravinder 66 Denise Johnson 61
186 441 118 179
“Obsessed with my new ”To be you is to be strong." - A “Heading into the weekend “Time to bring out this little
@coach bag and this color” message sewn into each Selena with this pretty little @coach” @coach cutie and explore
Grace @coach bag the town a bit!”
The State of Influencer Marketing 2018 17#3 Nordstrom
Selected Works of Influencer Partnerships
Irina Bond 76 Kristin Johns 98 Crystalin Da Silva 77 Krystal Faircloth 85
926 62K 1.1K 2K
“Sharing my favorite style of “Feeling sooo glowy with this “Photos from the Tulip Farm in “Wearing white after Labor Day
midi dress for everyday look!! ✨ All the products are this adorable dress from - Yay or Nay?!”
#momlife” from Nordstrom” Nordstrom”
The State of Influencer Marketing 2018 18#4 Lulus
Selected Works of Influencer Partnerships
Anna Rochella 86 Chelsea Lankford 84 Bree Kleintop 83 Laura Jade Stone 84
14.7K 1.2K 7.4K 15.2K
“This dress is so pretty. Lulus is “I love how many shades of Life is good ☕ #lovelulus “A cup of tea always makes you
the best place to shop for burgundy there are in this red feel better ☕ Wearing
formal occasions.” velvet Lulus jumpsuit” lulus.”
The State of Influencer Marketing 2018 19#5 forever21
Selected Works of Influencer Partnerships
Kelsey Floyd 85 Alaine Kristina Limjoco 87 Nicole Glover 62 Evelynn Escobar Thomas 67
8K 4.8 225 521
“ Boots and shirt dress Always a good time in Palm “see ya l8r @forever21 “Looking back at it in
from @forever21” Springs esp in my @forever21 #weareforever” @forever21”
cut offs “
The State of Influencer Marketing 2018 20Food & Beverages
#1 #2 #3
#4 #5
* These are the most active food and beverages brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.
The State of Influencer Marketing 2018 212. Food & Beverages
For millennials, Instagram food pictures are more than aesthetic, but are a part of their identity.
Instagram changed the way we think and As you can see from the Top 5 Food food is not just what you eat, it’s a way to
treat food. From a mundane activity, it brands, they are not seeking foodies to be define your self-identity.
became an opportunity to share parts of their ambassadors. Their teams of
your identity. influencers are people of lifestyle, sports, Meeting the New Food Values
creative, family, and entertainment. The challenge for the big food brands in
A Google survey found that when cooking today’s world is not just the high-end
at home, 27% of respondents were likely to Stunning food pictures became so ordinary aesthetics standards, but other values
share the experience of with friends. on instagram, that food brands were people now seek in their food. Organic,
looking for something completely different. local, vegan, or healthy food are are just
Food is not just for Foodies Instead of focusing on the product, they some examples of what people look for. For
Brands on Instagram consider food and encourage influencers to showcase their brands, partnering with relevant influencers
drinks as a lifestyle experience. experiences. This virtue fits millenials best: who cherish these values is a great
opportunity.
The State of Influencer Marketing 2018 22#1 McDonald’s
Selected Works of Influencer Partnerships
Hailee Lautenbach 87 Andrew Kuttler 80 Katie Stauffer 93 Matt Crump 87
1.8K 3.3K 4.5K 11.5K
“I only feed my pet seal (aka my “Skatin' through Summer “When you ask Finn what he “No dessert pairs better with
bae) the best of food” Always on board with a wants for pretty much any meal my intergalactic magical wall
#McCafe Strawberry Shake” he always says McDonald’s“ travels than a McDonald’s
McCafe Shake!”
The State of Influencer Marketing 2018 23#2 Coca-Cola
Selected Works of Influencer Partnerships
Athina Oikonomakou 92 Vasiliki Laskaraki 94 Teresa Barajas 79 Amy Purdy 89
36.8K 33.6K 4.3K 2.6K
“Summer moments with “Lost in paradise!” “In celebration of Hispanic “That one time I dressed up all
Coca-Cola & inspiration from Heritage month I have partnered crazy and danced on the top of
#crete!” with Coca-Cola” a float at Carnaval!”
The State of Influencer Marketing 2018 24#3 HelloFresh
Selected Works of Influencer Partnerships
Mary Kate Robertson 97 Katie Shelton 82 Amelia (Emmy) Jones 83 Sarah Fortune 78
25.4K 1K 2.3K 562
“John Luke and I have been “When our @hellofresh box “My kids live for helping in the “Always wanting to “help” with
having fun with @hellofresh as showed up on our porch, she was kitchen!“ dinner on @hellofresh nights.“
you can obviously tell haha!“ the one to ask to get cooking.”
The State of Influencer Marketing 2018 25#4 Oreo
Selected Works of Influencer Partnerships
Adam Goldberg 91 Chrissa Sparkles 82 Juj Winn 73 ÄL 76
2.5K 1.2K 696 948
“How good does a matcha green “My #MyOreoCreation would be “I've just been sitting at my desk “Oreo as thin as my origami
tea @Oreo cookie sound?“ Strawberry-Lavender Sundae Oreo dreaming of a vacation in the butterflies”
cookies, topped off with love!” sun...”
The State of Influencer Marketing 2018 26#5 Dunkin’ Donuts
Selected Works of Influencer Partnerships
Alyssa Amoroso 79 Krystal Faircloth 85 Sierra Furtado 98 Jeremy Cohen 83
1.2K 7.1K 170K 5.9K
“Mondays are always a bit better “y'all they have a S'MORES flavor “Give me a donut and you'll get “I am working with Dunkin’
when iced coffee is involved” for summer.” this reaction” Donuts to make it rain in NYC
on a sunny day”
The State of Influencer Marketing 2018 27Consumer Electronics
#1 #2 #3
#4 #5
* These are the most active fashion brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.
The State of Influencer Marketing 2018 283. Consumer Electronics
Consumers seek genuine reviews leaving brands on the look-out for the best influencers to share
them.
For the consumer electronics industry, support buying decision with more Long-Term Relationship
being noticed on social media is a must. knowledge. This is exactly where influencer The electronics industry evolves rapidly.
72% of Instagram users said they make recommendations comes into play. New devices are launched every day and
purchasing decisions based on products shelf lives are relatively short. Brands in this
they saw on their feed. In this industry, brands do not partner with industry partner with influencers on the
influencers just for a photo display. They long run to inform them about new
Embracing Authenticity put a huge focus on encouraging their products and upgrades. For the companies,
The buyer decision process for an partners to share a genuine first-person loyal influencers can lead to loyal
electronics product is quite different from experience. This is why it’s so common to customers.
fashion or food products. The time people see a variety of experts involved in each
take to make a decision is much longer with influencer campaign including product
more thought put into it. Consumers today reviewers, photographers, lifestyle
influencers and more.
The State of Influencer Marketing 2018 29#1 Samsung
Selected Works of Influencer Partnerships
Jim Chapman 100 Allan Dixon 95 Roman Königshofer 88 Nataly Osmann 90
64K 41K 7.9K 29.6K
“Adding the finishing touches to “Yes this is a real grizzly bear! “Exhausted but happy we made “Be free, be wild, be yourself ....
my look. My watch of choice @lgusamobile” it back to the parking lot in Cuba mood”
tonight is the Samsung gearS3” darkness... #DoWhatYouCan”
The State of Influencer Marketing 2018 30#2 Dyson
Selected Works of Influencer Partnerships
Katie Stauffer 93 Daniella Monet 98 Anissa 82 Samuel Anthony 90
8.2K 41K 1K 4.5K
“They're having just as much fun “This Dyson purifier that not only “my new Dyson cord-free has “The Dyson Pure Hot + Cool
playing with the vacuum as I am cleans the air but it cools and heats made vacuuming way more fun Link Purifier eliminates 99.97 of
using it.” the space so I can do yoga” the past few weeks” allergens and pollutants in my
home”
The State of Influencer Marketing 2018 31#3 Bose
Selected Works of Influencer Partnerships
Kirsten Alana 86 Terri 82 Dominic Loneragan 75 Atsuna Matsui 86
2.8K 2.9K 460 11.6K
“Thank you to @bose for gifting “I cannot believe the power behind “No wires, no distractions” “Playing my favorite tunes helps
me this #Soundlink Micro that this @BOSE SoundLink Micro set the vibe, especially as
made our recent picnic at The speaker it's incredible AND it's @BOSE Micro speaker has great
Old Sugar Mill so much better” waterproof” sound quality.”
The State of Influencer Marketing 2018 32#4 Canon
Selected Works of Influencer Partnerships
Amelia (Emmy) Jones 83 Morgan Phillips 90 David Clark 84 Robert & Christina 93
2.7K 10.4K 4.2K 15.2K
“I'm a long time supporter of “Patiently waiting while working “I'm constantly asked what “Spent the day shooting around
@CanonUSA and the Canon80d with @Canonusa, my #Canon80d camera I use. So for this trip town for a fun project.”
doesn't disappoint!” in my hand, the sun finally came Canon is equipping me with
out but only for a brief moment.” Canon EOS Rebel T7is...”
The State of Influencer Marketing 2018 33#5 Asus
Selected Works of Influencer Partnerships
Noémie 92 Sara 95 JNEL 85 Mark Matthews 86
37.8K 11.8K 1.2K 5.2K
“Did you see the new @asus “Today I had the opportunity to “Capturing this view in style using “Stoked I was able to set a high
phone?” test the phone brand ASUS my #ZenFone3Zoom from shutter speed for this shot
Zenfone 3 MAX 5.5-inch” @ASUSUSA” using my #ZenFone3Zoom”
The State of Influencer Marketing 2018 34Automotive
#1 #2 #3
#4 #5
* These are the most active automotive brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.
The State of Influencer Marketing 2018 354. Automotive
The tech giants fight traditional car brands for millennials’ attention and the future of car ownership.
Car ownership among young people is While both groups are fighting for buttons of who they are instead of what
declining. Millennials have a lower rate of millennials’ attention, their strategies are they own. On their influencer campaigns
car ownership than previous generations at completely different. you’ll find lifestyle experiences like LGBTQ
their age. The car industry decided to fight events, eating out and Netflix binging.
back. The traditional car brands partner with
instagram influencers to promote values Shaping a Flexible Lifestyle
Ridesharing vs. Car Ownership like the freedom to travel and living life to The automotive industry tries to win
The top 5 companies in the field reveals a its fullest with no geographical boundaries. millennials’ trust, by shaping the way they
fascinating view about the transportation think about their lifestyle and freedom. The
industry. The short list encompasess giants The ride-sharing companies are going in a top 5 brands here are a great example of
like Toyota, Kia and Mazda, alongside the different direction. Uber and Lyft attract how to show these values effectively with
new shiny ridesharing rivals, Uber and Lyft. their target audience by pushing the influencers.
The State of Influencer Marketing 2018 36#1 Kia Motors
Selected Works of Influencer Partnerships
Marta Carriedo 91 Jenna Ezarik 96 Africa Miranda 76 Ashley Outrageous 85
14K 14.8K 1.2K 488
“Check out the awesome day I “Got the chance to see the new “Another year of great designers “I linked up with
had with @KiaMotorsUSA during 2018 @KiaMotorsUSA Stinger... and a game changing addition to @KiaMotorsUSA to take the
NYFW “ and it looks absolutely amazing!” the @KiaMotorsUSA family” new #Cadenza17 for a spin”
The State of Influencer Marketing 2018 37#2 Toyota
Selected Works of Influencer Partnerships
Sam Landreth 86 Alberto Ortiz Rey 88 Dannon K. Collard 80 Marissa Pedersen 71
5.2K 5.8K 288 1.3K
“Marfa sunsets with @ToyotaUSA “The new #ToyotaCHR will make “Thank you @ToyotaUSA for “I was lucky to be driving a Land
Highlander” you fall in love, not only for its making our trip to Maggie Valley Cruiser from @toyotausa that
engine or design, but for so comfortable!” smoothly went over all the
everything that goes with it!” snow and ice”
The State of Influencer Marketing 2018 38#3 Uber
Selected Works of Influencer Partnerships
Jessica Wang 91 Tommy Lei 84 Kim Genevieve 80 John Philp Thompson 79
9.8K 2.1K 1.1K 2.8K
“Showing you how to manage “Always on the go, always on time. “Uber makes adding extra pick ups "A sneak peek into a 'typical
that holiday stress on the blog Thanks to Uber” easy w/ their new multiple day' of mine & how much I rely
with Uber today” locations” on Uber to get around!”
The State of Influencer Marketing 2018 39#4 Mazda
Selected Works of Influencer Partnerships
Goldenwoofs 80 Andrea Khoury 69 Devan 86 Erika Batista 71
702 3.2K 13.7K 196
“Woofs for a #zoomzoom “Feeling a little sporty this week in “Woke up to gorgeous Bay Area “This @mazdausa has the
weekend adventure” the @mazdausa #cx3!” skies today + The New prettiest interior, #obsessed
#MazdaCX5 To Get Me Around“ with the white leather seats “
The State of Influencer Marketing 2018 40#5 Lyft
Selected Works of Influencer Partnerships
Annabelle Fleur 93 Miles Mckenna 98 Samantha Lee 92 Ryan Minaj 96
17.5K 70.6K 27.6K 12.1K
“Thank you @lyft for getting me “HUMANS!! Round up and donate “Zooming through the big city “In honor of pride month @Lyft
to the airport on time!” your @Lyft ride to support the with @Lyft! Where is your ride?” is asking you to Round Up and
Human Rights Campaign.” Donate”
The State of Influencer Marketing 2018 41Travel
#1 #2 #3
#4 #5
* These are the most active travel brands utilizing influencer partnerships in 2017 based on the Klear Annual Review.
The State of Influencer Marketing 2018 425. Travel
Instagram is now a leading source for travel inspiration and travel influencers are the trendsetters.
Millennials are inspired to take their next hotel chains, and agencies. Although it’s Unfolding the Unknown
vacation to destinations they’ve seen on clear that no company can afford to ignore The promise in travel is for a new and
Instagram. According to an academic partnering with influencers, each brand exciting adventure. Travel encompasses the
research that analyzed travel goes in a different direction. hope for meeting new people, seeing
decision-making, 82% of the respondents stunning sceneries, and experiencing
indicated Instagram had influence on their The top travel companies partner with foreign culture. Influencers play the role of
travel planning. photographers, travelers, and even fashion helping the target audience decide where
influencers. AirBNB promote experiences, to go and what to do when they arrive.
Promising Adventures while brands like Marriott focus on
Instagram took over the travel industry. In showcasing luxurious comfort. You also
the top 5 companies you can find a variety have brands like VisitDubai, who portray
of companies, from AirBNB, to airlines, possible adventures.
The State of Influencer Marketing 2018 43#1 Airbnb
Selected Works of Influencer Partnerships
Amelia Fullarton 78 Ryan Field 85 Veronica Ferraro 96 Olya Hill 95
2.9K 9K 9.4K 26.2K
“last minute weekend escape in “Weekend well spent @airbnb” “Enjoyed the best @airbnb “We took full advantage of new
this cosy @airbnb beach shack.” experience today in Barcelona.” @airbnb experience and
escaped for an afternoon of
"us" time together mixed with
the cocktail craft class..”
The State of Influencer Marketing 2018 44#2 Delta
Selected Works of Influencer Partnerships
Carolyn Yuen Marino 71 Mariann Yip 83 Josh Fu 82 Shay Mitchell 100
1.1K 3.2K 1K 261.4K
“Thank you to @Delta and “For those who think they can’t be “I can get out there using the “Last night, I hosted the launch
@AmericanExpress for a in two places at once, think again!” Blue @Delta SkyMiles® Credit event for the new Blue @Delta
delicious evening last night with Card from @AmericanExpress..” SkyMiles Credit Card”
Chef.”
The State of Influencer Marketing 2018 45#3 Royal Caribbean
Selected Works of Influencer Partnerships
Shay Mitchell 100 Anika Morjaria 78 Dan Moore 77 Oliver Vegas 92
685.3K 2.1K 500 10.9K
Had the thrill of a lifetime last “Harmony is truly an incredible “Home sweet home. Arriving at “It's Caribbean time, for enjoy
week on board Royal Caribbean's ship!” Airley Beach, Queensland” the most beautiful beaches,
ship, Oasis of the Seas” islands and sea.... with
@royalcaribbean ”
The State of Influencer Marketing 2018 46#4 Marriott Hotels & Resorts
Selected Works of Influencer Partnerships
Christine Hsu 85 Keira 89 Kirsten Ortez 73 Peggy Dean 82
5.7K 23.5K 468 1.7K
“Let’s set sail!” “Taking in my last few moments in “Loved my stay at the “What if... all those ideas that
Bangkok. Time for some home @marriotthotels in Torrance last are born in the shower could be
time with my fur kids weekend!” effortlessly captured?”
@marriotthotels”
The State of Influencer Marketing 2018 47#5 Visit Dubai
Selected Works of Influencer Partnerships
Kenza Zouiten Subosic 99 Samantha Lee 92 Caroline Daur 97 Nina May 83
45.5K 5.4K 68.3K 9.5K
“Arabian nights. ✨ One of my “Making music video with my “Visited the desert in Dubai today “We arrived in DUBAI ❤ the
favorite moments from Dubai!“ desert guide while admiring the caught this beautiful and journey was great - Malina
breathtaking view . Dubai is special sunset “ mastered the flight wonderfully”
mesmerising. (@visit.dubai)”
The State of Influencer Marketing 2018 48Master Influencer Marketing in 2018
About Klear
Klear is an influencer marketing platform used by the
world’s leading brands and agencies.
With the power of 6 years’ worth of historical data, Klear
is proud of setting a new market standard for:
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measuring influencer campaigns.
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