Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Instagram Leads as a Global Platform for Influencer Marketing

But not in every country, and China has its own players

Influencer marketing is a powerful tactic that targets consumers where they already spend much of their time: social media. Globally speaking, Instagram is the primary platform for many influencer-brand campaigns, but it's hardly the only one.

Take China, for example. Most of the major international social networks, including Facebook, Instagram, Snapchat and YouTube, are banned by the government. That means that the country's influencers hold court on local services, of which Weibo and WeChat are the most popular.

And in the DACH region—which includes Austria, Germany and Switzerland—Instagram and YouTube are neck and neck, at least in terms of influencer marketing spending. According to Goldmedia data, sponsored content on the two platforms accounted for 34% and 31% of total influencer revenues in 2017, respectively.

Spending figures don't always tell the whole story. While Goldmedia took into account both monetary and nonmonetary compensation, such as product gifting, influencers may charge a premium for a post on a certain platform, which could inflate its share of spending.

But those findings make sense when looking at where consumers in the region follow influencers. According to a March 2018 survey by M Science for Wavemaker, social media users in Germany were just as likely to follow an influencer on YouTube as they were Instagram, each cited by 73% of respondents. Roughly half said they followed influencers on Facebook.

That said, the importance of Instagram for influencer campaigns is rising in nearly every market worldwide.

In a February 2018 survey by influencer marketing agency Activate, 88.9% of worldwide influencers said they were using Instagram for influencer marketing campaigns more than they did one year ago. Excluding posts on their feeds, Instagram Stories was the most popular tactic used for sponsored campaigns.

Instagram's rising popularity for influencer campaigns goes hand in hand with the platform's strong user growth, as marketers tend to go where their customers are.

India is one example of that. According to our latest forecast, the number of Instagram users in the country grew by an explosive 123% in 2017—the fastest growth rate worldwide. So it's no surprise that 78% of influencers in India cited Instagram as the platform that would rise in importance for influencer marketing this year, according to a December 2017 survey from influencer marketing agency Buzzoka.

Overall, we expect the number of worldwide Instagram users to rise by 18.4% to 714.4 million in 2018. Sweden will have the highest Instagram user penetration rate in the world, at 68.9% of social network users, followed by Indonesia (62.8%) and Norway (57.7%).

In the latest episode of "Behind the Numbers," eMarketer's Jasmine Enberg and Debra Aho Williamson provide an overview of the global state of influencer marketing, including spending, top platforms and the role of influencers in the path to purchase. "Behind the Numbers" is sponsored by Mower.

PRO subscribers also have access to our latest forecast for worldwide social network users, which includes Facebook, Instagram and Twitter.

And look out for our upcoming companion report on the state of influencer marketing in China.

Not a subscriber? Find out more here.