The use of #ad on Instagram grew by 42 year-on-year during 2018, according to the results of research conducted by influencer marketing company Buzzoole.
The research from Buzzoole was conducted tracking the most common ‘transparency hashtags’ across the globe, using a combination of social listening tools and previous research from the first half of 2018. FYI, ‘transparency hashtags’ usually refer to #ad, #sp and #sponsored.
The analysis shows that over 2.6M influencer-generated posts were shared on Instagram in 2018, 42% more than during the previous 12 months (2,621,741 vs 1,516,349). Moreover, the total number of engagements generated from these posts reached 2.9 billion, up from 1 billion in 2017.
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According to Buzzoole, Fashion (32%), Beauty (16%) and Food & Drinks (12%) were the most active brands in influencer-generated posts in 2018.
Globally, nearly 600,000 creators were involved with brands in 2018, up 7% compared to the previous semester.