New research released today by the influencer marketing Social Soup has found that Instagram is a powerful channel for converting inspiration to action and purchase.
From surveying 329 Instagrammers Social Soup’s research shows that users act after seeing a post featuring a product they’re interested in, with 83 per cent reporting that they had bought products online after seeing it posted on Instagram.
When asked about their most recent Instagram inspired a purchase, 29 per cent said it was a brand they follow and 27 per cent from an Instagrammer they don’t know in real life.
Only 14 per cent of instagram inspired purchases were directly from sponsored or ad content.
Social Soup CEO Sharyn Smith said: “It’s really clear from our research that influencers are punching way above current levels of investment and brands should be investing more in the influence space if they want to drive sales.”
The research also showed that high-profile sponsored content wasn’t nearly as effective as smaller and nano influencers with a more engaged audience.
Just 3 per cent of purchases from Instagram were inspired by celebrities.
“The research underscores just how important it is to always be authentic when brands partner with influencers,” Smith said.
“In the context of influencers, it’s authenticity and engagement, not size, that matters.”
When asked about how purchases were made through Instagram, the research uncovered a pattern of behaviour as people confirmed they read comments as a way to validate purchases and searched product hashtags to see real people using the product and their experience.
Smith said: “The research uncovers how effective Instagram influencers are in driving purchase through authentic content along with the perfect blend of social proof and immediate product validation.
“It also reveals how important it is to encourage customers to create content as they play a pivotal role in the purchase ecosystem.”
“These results speak to the power of Influencer marketing, showing that Instagram users are not only following influencers and researching the products they promote, but interactions between the influencer and their followers are helping to drive purchases.”
American beer brand Pabst Blue Ribbon wants to pay drinkers to plaster their homes with ads for the brew. The oddball campaign is called “In home advertising” and, despite the fun, works more as a clever piss-take of the advertising game. Apparently the idea for the ad came about when the client complained of the […]
Media company JCDecaux announces the successful outcome of one of the largest Out-of-Home advertising contracts in Australia, as Sydney Trains appoints the company as its main advertising partner across the concourses and platforms of train stations for a term of up to ten years. The win also represents the largest individual roadside Large Format contract […]
Leading cultural insights and strategy company The Lab today announced the promotion of three senior staff members to executive positions in its Melbourne and Sydney offices. The promotions follow strong growth for The Lab, with the addition of new clients and the launch of its innovative new artificial intelligence and machine learning division, Lab AI, […]
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]
Reprise Australia CEO Maria Grivas has announced two new senior positions at the digitally-led performance marketing business that is part of Mediabrands Australia. The appointments are Grivas’ most prominent steps since taking her role in June this year. “At Reprise our mission is to help brands build and accelerate customer flow,” said Grivas. “These new […]
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]