We predict that the market size for in�uencer marketing will exceed $8 billion in 2020, based on the current value of spon-sored posts. With the in�ux of Instagram Stories and IGTV, brands are investing even deeper into in�uencer content and relationships more than ever. Instagram’s overall users have

grown tremendously over the last four years. In the in�u-encer category, it is micro-in�uencers that have seen the most sustained growth in brand partnerships. At the same time, the fashion industry continues to dominate with in�u-encers as the most popular vertical.

HOW BIG IS INFLUENCERMARKETING IN 2018?

STATE OF THE INDUSTRY REPORT

2013

0.00

2.00

4.00

6.00

8.00

10.00

12.00

14.00

16.00

2014 2015 2016 2017 2018 2019 2020

$0.01 $0.10 $0.48

$2.65

$4.17

$5.67

$7.00

$8.08

When we look at the Earned Media Value (EMV) of all sponsored posts over the last few years, we see a constant increase in spending for in�uencer marketing campaigns and activities.

EMV is the value of the exposure that brands receive from partnering with in�uencers for sponsored posts.

We calculate our standard EMV using a value of $5 CPM; though a range of $3-10 has been reported, and is projected here.

By 2020 – or sooner –in�uencer marketing will become an $8 billion business on Instagram.

HIGH RANGE: $16.16 billion USD using a CPM value of $10, the highest reported value in our research

MID-RANGE: $8.08 billion USD using a CPM value of $5, the amount In�uencerDBuses as a standard reference CPM

LOW-RANGE: $4.85 billion USD using a CPM value of $3, the lowest reported CPM.

INSTAGRAM INFLUENCER MARKETING GLOBAL SPEND

INSTAGRAM INFLUENCER MARKETING GLOBAL SPEND

800 000 000 SEP ‘17800 000 000 SEP ‘17

700 000 000 APR ‘17

600 000 000 DEC ‘16

500 000 000 JUN ‘16

400 000 000 SEP ‘15

300 000 000 DEC ‘14

200 000 000 MAR ‘14

150 000 000 SEP ‘13

130 000 000 JUN ‘13

100 000 000 FEB ‘13

90 000 000 JAN ‘13

Sources: Instagram, TechCrunch, Statista

NUMBER OF MONTHLY ACTIVE INSTAGRAM USERSFROM JANUARY 2013 TO JUNE 2018

NUMBER OF DECLARED SPONSORED POSTS ON INSTAGRAM BASED ON KEYWORDS AND HASHTAGS (JAN ‘13 - JUL ‘18)

1000 000 000 JUN ‘18

INSTAGRAM USER GROWTH

In�uencer marketing is particularly e�cient on Instagram.* With regular updates and state-of-the-art features, the photo-and video-sharing app managed to constantly increase their monthly active user base since the launch in 2013. In June 2018, 1000 million people used the social media platform on a monthly basis and 75 million active users consume content on Instagram day by day.** And there’s no end in sight.

* https://www.emarketer.com/content/instagram-is-the-leading-platform-for-in�uencer-marketing?ecid=NL1002** http://www.reviewwind.com/from-2010-to-2018-the-growth-of-social-media

MONTHLY ACTIVE USERS ON INSTAGRAM

GROWTH OF DECLAREDSPONSORED POSTS

The number of sponsored posts on Instagram increased signi�cantly over the past years. For this analysis, we examined Instagram posts published between January 2013 and July 2018. We

�nd posts that indicate paid partnerships or sponsored posts by using one of sixty-eight hashtags indicating a sponsorship such as #ad, #commercial, #sponsored and keywords in

the post description in 15 di�erent languages or the Instagram Paid Partnership label.

500 000

400 000

300 000

200 000

100 000

0JAN ‘13

PROMO AD SPONSORED PROMOTE PROMOTION OTHERS

MAY ‘13 SEP ‘13 JAN ‘14 MAY ‘14 SEP‘14 JAN ‘15 MAY ‘15 SEP ‘15 JAN ‘16 MAY ‘16 SEP ‘16 JAN ‘17 MAY ‘17 SEP ‘17 JAN ‘18 MAY ‘18

DISTRIBUTION OF SPONSORED INSTAGRAM POSTS BETWEEN INSTAGRAM TOPICS

SPONSORED INSTAGRAM POSTS BY TOPICS SINCE 2015

THE MOST ACTIVE VERTICALS ININFLUENCER MARKETING

Looking at all sponsored posts on Instagram, the fashion vertical clearly takes the throne on Instagram. With 25% of all sponsored posts revolving around this topic, fashion brands are the most active industry on Instagram when it

comes to investing in in�uencer marketing. Coming in second and third, beauty and food follow with 12% and 11% of all sponsored Instagram posts. Of all verticals, the tech-nology sector invests the least on sponsored posts, with just 1% of posts.

10%

BABY

10%

HUMOR

7%

BEAUTY

5%

ART

5%

TRAVEL

3%

HOLIDAY

3%

ANIMALS

2%

FITNESS

2%

SPORT

2%

AUTOMOTIVE

2%

DECOR

1%

TECHNOLOGY

25%

FASHION

12%

FOOD

11%

ENTERTAINMENT

10%

0

5 000

QTR 1

JAN

FEB

MA

R

AP

R

MAY

JUN

AP

R

AU

G

SE

P

OC

T

NO

V

DEC

QTR 2

2015

QTR 3 QTR 4 QTR 1

JAN

FEB

MA

R

AP

R

MAY

JUN

AP

R

AU

G

SE

P

OC

T

NO

V

DEC

QTR 2

2016

QTR 3 QTR 4 QTR 1

JAN

FEB

MA

R

AP

R

MAY

JUN

AP

R

AU

G

SE

P

OC

T

NO

V

DEC

QTR 2

2017

QTR 3 QTR 4 QTR 1

JAN

FEB

MA

R

AP

R

MAY

JUN

AP

R

AU

G

QTR 2

2018

QTR 3

10 000

15 000

20 000

25 000

30 000

35 000

40 000

FASHION BEAUTY FITNESS FOOD

Of all Instagram accounts with over 15,000 followers, 39% are active in�uencers. The rest are brand channels, aggregators or fan channels.

Almost 1/3 of all Instagram channels are micro-in�uencers, with fewer than 100K followers. Mega-in�uencers with over 5 million

followers account make up less than one percent of all in�uencers.

Looking at in�uencer ranges, we see that micro-in�uencers (15,000 - 100,000 followers) are accountable for a majority of sponsored Instagram posts.

Total accounts on Instagramwith over 15,000 followers:

1,418,755

Total Active In�uencerson Instagram

558,462

39%

81%

15%

2%

1%

1%

15K -100K

100K - 500K

500K - 1M

1M - 5M

> 5M

INFLUENCERS BY REACH

SPONSORED INSTAGRAM POSTS BY REACH

0

20 000

QTR 1

JAN

FEB

MA

R

AP

R

MAY

JUN

AP

R

AU

G

SE

P

OC

T

NO

V

DEC

QTR 2

2015

QTR 3 QTR 4QTR 1

JAN

FEB

MA

R

AP

R

MAY

JUN

AP

R

AU

G

SE

P

OC

T

NO

V

DEC

QTR 2

2014

QTR 3 QTR 4 QTR 1

JAN

FEB

MA

R

AP

R

MAY

JUN

AP

R

AU

G

SE

P

OC

T

NO

V

DEC

QTR 2

2016

QTR 3 QTR 4 QTR 1

JAN

FEB

MA

R

AP

R

MAY

JUN

AP

R

AU

G

SE

P

OC

T

NO

V

DEC

QTR 2

2017

QTR 3 QTR 4 QTR 1

JAN

FEB

MA

R

AP

R

MAY

JUN

AP

R

AU

G

QTR 2

2018

QTR 3

40 000

60 000

80 000

100 000

120 000

140 000

160 000

180 000

100K - 500K 500K - 1M 1M - 5M > 5M15K - 100K

Micro-in�uencers began taking o� in the second half of 2015, and have continued to outpace the rest of the in�uencer scene in number of posts. In�uencers with between 500K-1M followers and 1M –5M followers have had equal success in brand partnerships over the last few years.

DATA-DRIVEN INFLUENCER MARKETING SOFTWARE

At In�uencerDB, we’re on a mission to make in�uencer marketing simple, transparent and data-driven, so that companies can transform the way they do business to harness the power of digital in�uencers.

Like what you see here? Brands and agencies use our software to �nd in�uencers and analyze critical metrics, such as audience demographics and engagement. To learn more about how to identify authentic in�uencers and avoid fraudulent Instagrammers, schedule a consultation with one of our in�uencer marketing specialists

METHODOLOGYFor this analysis, we examined Instagram posts published in the time period of January 2013 to July 2018 which have been labelled as paid partnerships by the use of 68 sponsoring-

hashtags such as #ad, #commercial, #spon in 15 di�erent languages. The graphic for “In�uencers by reach” considered posts from January 2013 - August 2018.

This infographic -HOW BIG IS INFLUENCER MARKETING IN 2018? –was written and produced by In�uencerDB, in�uencerdb.com. Registry court: District court Münster, Germany |

Commercial register number: HRA 10239 | VAT ID: DE 305433819. Published: November 21, 2018.

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