With our lives increasingly moving online and in particular the consumption of mobile technology increasing, it is no surprise that traditional marketing approaches are on the decline. And with all that time we spend online, are you aware that ⅓ of it we doodle away on social media?
Especially Instagram has seen a steep rise in users and has cracked the 600 million mark before the New Year. The very impressive fact about these stats is that the last 100 million users joined within 6 months, between June and December. Naturally, the opportunities to use Instagram as a marketing platform are increasing accordingly. By the end of 2017, the influencer marketing industry size is expected to exceed $1 billion by the end of the year and is predicted to more than double by the end of 2019.
According to a Business Insider study, ‘’Social media advertising spend will grow rapidly through 2018. It’s up 40% this year and will top $8.5 billion, growing to nearly $14 billion in 2018, a five-year compound annual growth rate (CAGR) of 18%.’’
Looking at current research regarding sponsored posts on Instagram following the FTC required hashtags, #ad, #sp, #spon, and #sponsored, the growth rates for sponsored content is on the rise. However, not all of these posts are actually promotions by a brand, many simply used by Instagrammers to raise attention. But a sample size of posts in 2017 shows that 58% were actual sponsored posts, adding to a likely 2.8 million paid for pictures, videos and stories.
As with any marketing campaign, there are endless options and ways to go about it. Here are some examples of different approaches to great campaigns:
French couple Claudia and Clement made it their mission to travel the globe. And what better account to team up with could Acer have wished for? In an ongoing sponsorship, the couple is posting breathtaking pictures of their adventures and the perfect for travel Acer Swift 5. A great idea to showcase all the handy aspects the laptop has, Acer has tapped into the rawness of true adventurists. We can trust that they know when a piece of technology is travel worthy.
Asos have been rocking Instagram for quite a while now. The global online retailer has it’s own account, of course, but the real genius behind it are their affiliate individuals. Rather than simply sponsoring posts, Asos has teamed up with influencers to run Asos related channels besides their own like @asos_debbie and @asos_oliver. Interesting about this one of a kind strategy is that pulls the influencers’ existing followers to a new account related to Asos products. Asos widens its reach significantly by utilising personal style and taste.
Shoe brand Sperry has really got the hang of influencer marketing. As every brand, they wanted their Instagram account to look truly epic. How did they do it?
Rather than creating all the content themselves, they engaged 100s of micro-influencers, who had already shared their products in their pictures (simply because they love them), to produce content for them. The result is a beautifully curated account full of real pictures of real people enjoying Sperry’s shoes.
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