There are lots of platforms for Influencers to work on: Twitter, Facebook, YouTube, TikTok, Linkedin, SnapChat, LinkedIn, Whatsapp, WeChat, FlipBoard, etc, and yet Instagram is winning by far.
In fact, a recent study by Mediakix showed 89% of marketers choosing Instagram as their preferred social media platform.
And what about influencers themselves?
Yes, YouTube makes the most money for Influencers these days:
Nevertheless, Instagram is most popular!
According to an ANA survey, Facebook (86%) and Instagram (84 %) were the leading social media platforms for Influencer Marketing. But Instagram is much more influential in terms of generating leads (36% vs 20% for Facebook, the next closest competitor).
This Instagram Influencer market today is huge — more than $1 B. By the end of 2019, it will exceed $2B according to Mediakix.
Why is Instagram so dominant? For starters, it has over 900M active monthly users. And these users are more likely to be in coveted demographics than Facebook’s older users. As a result, leading Instagram influencers can earn thousands of dollars per post on Instagram. So of course they choose Instagram as their main platform. Add in free unlimited video (IGTV), and Influencers have a huge creative and financial stake in the platform.
The creative and community-oriented features on Instagram such as videos and stories are easy to use and make it easier for people to connect and engage. Instagramers also report that the ability to tag people in comments is both easy to use and increases virality, which makes it a perfect platform for community builders (= Influencers)!
In addition, while Facebook is used for family and friend connections and political battles, Instagram dominates for lifestyle and culture. Because it is visually focused, it makes it easy for users to find interesting new people and posts based on algorithmic recommendations and a visual gallery.
The hashtag system also makes it easier for people to find and follow people/pets/brands, and for Influencers to reach new followers. Influencers can also use hashtags in comments and stories to increase the virality of their posts.
Did you know?
- Instagram followers have a huge reach: the top 50 Influencers have a total of 2.5B followers.
- Top Instagramers earn up to $500k/year
- Influencer marketing is a $1B industry
- There are 14.5M sponsored posts on Instagram each year
- 50% of people on Instagram interact with Influencers there
Again, with so many opportunities to create great content and reach followers, why wouldn’t #Influencers love IG?
Instagram is also more open for micro-Influencers looking to build their following compared to platforms like YouTube. Why? Because videos on Instagram are shorter and don’t require as much of an investment as YouTube sponsored videos. Consumers prefer this too — stories and live videos on Instagram are shorter and easier to consume, especially if you’re already on IG to connect with friends.
And since Instagram is the social platform where younger people — especially people in their teens and 20s — spend their time, a brand would be foolish not to engage them there. It is time to recognize that Instagram Is A Powerhouse For Gen Z Influencer Marketing.
SMI* = Social Media Influencers