A new report from AI analytics platform HypeAuditor has tipped Instagram influencer marketing to grow 15 per cent in 2021 to become a $US5.8 billion ($7.4 billion) industry this year.
With more than 80 per cent of Instagram’s users aged 34 or younger, the platform is ripe for brands and marketers looking to find an engaged audience.
The continued growth of the influencer market has come despite a global pandemic.
According to HypeAuditor CEO and co-founder Alex Frolov, these influencers were able to navigate these changes and continue to engage with customers in creative ways.
“Unsurprisingly, 2020 was an extraordinary year in every sense, and the digital and social landscape continues to evolve so fast that it can be hard for even the most progressive brands to stay abreast of all changes,” said Frolov.
“The global pandemic offered unprecedented opportunities for influencer collaborations, who uniquely leveraged their platforms to drive awareness for social justice and political campaigns, and our new report reveals that whether they drove these conversations or sidestepped them, only the savviest influencers knew how to monetise them effectively.”
Local tourism gets a boost
And while the influencer marketing industry continues to boom at a global level, locally, influencers are helping drive the revival of the tourism sector.
According to the report, tree of the Top 10 most tagged and talked about brands on Instagram in Q1 2021 include ‘sydney’, ‘visitnsw’ and ‘tasmania’ official accounts.
Between January and March alone, there have been 329 Instagram posts that tagged @Sydney generating an estimated reach of 4M people, 437 tagged posts of @visitnsw reaching 3.6M people and 181 of @tasmania reaching 3.3M people.
Frolov said the data suggests Australia’s love to travel is now focused on domestic tourism opportunities and could soon extend to New Zealand.
“Australians are known globally for their love of travel and they are very fortunate to be able to go back to doing what they enjoy, which is travelling. In Q1, our analysis of influencer accounts has reflected Aussies’ state of wanderlust with a total of 947 social media posts by 390 influencers pertaining to travel, discovery and experiences, reaching close to 11M people,” Frolov said.
“With the Trans-Tasman travel bubble between New Zealand and Australia operational since April 19, we expect official Instagram accounts such as @newzealand and @australia to make it into the Top 10 most tagged and talked about brands in Q2. This is an opportunity not to be missed by travel brands for influencer collaborations, to fuel the travel boom between the two countries as well as interstate.”
Please login with linkedin to commentInfluencer Marketing
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]