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.”
Less than 24 hours after defending a video that compares sex to milkshakes and puts a woman as the perpetrator to teach high schoolers about consent, the federal government has dumped it. The video formed part of ‘Respect Matters’, a new government campaign that aims to teach children about sexual consent through education resources for […]
The Big Ideas Store, Powered by Nine, will return for its fourth year on Tuesday 11th May – and this year, they’re taking attendees sky high! Taking over the panoramic 22nd floor of Nine’s brand new HQ at 1 Denison St North Sydney, The Big Ideas Store will offer two weeks of big thinkers, big ideas, and dig deep into the big issues challenging marketers right now. More than 8,000 people […]
To demonstrate the power of your voice with Alexa – Pompeii is the latest film in the “A voice is all you need” campaign via Droga5 London. The work shows how Alexa enabled devices can help you do almost anything with your voice and continues to playfully bring this to life by colliding two contrasting […]
A resolution was passed at Coca-Cola’s annual shareholder meeting, held online, calling on the brand to increase their transparency about the role of their products in fuelling health issues among people of colour. Coke, which is headquartered in Atlanta, Georgia, was also criticised for drawing back its initial support for voting rights. Nsé Ufot, Executive […]
Iconic fuel brand Ampol has returned to the nation’s roadside launching ‘Far and Wide’ a wide scale, integrated campaign that celebrates the distance Australians travel, great and small, day-in and day-out. Created by Saatchi & Saatchi Australia and iProspect, the campaign idea centres on Australia’s sheer vastness and how it’s part of our country’s identity […]
Klarna has announced the launch of CO2 insights for all shopping purchases as part of its one per cent pledge, involving the donation of $10 million to initiatives supporting planet health. The new feature aims to democratise access to unbiased climate impact information for consumers at no cost or judgement, as a first step to […]
Nine News came out on top last night with 1,034,000 viewers according to OzTAM’s metro data, as both Lego Masters and Masterchef saw reductions in viewership after their premieres. Lego Masters had a decrease of 56,000 after Monday’s premiere while Masterchef’s audience dropped by 88,000. The shows received 782,000 and 582,000 viewers respectively. Second in the ratings […]
In his latest guest post, B&T regular Robert Strohfeldt skewers marketers’ latest buzzword – purpose… I used to flick through the various newspapers cartoons each day – reckon it would be tough trying to create a cartoon each day, based on a major news story, that is both funny and insightful. Since the PC mob […]
MILO Cereal has launched its first major marketing campaign for its newly launched Protein cereal, via independent creative communications agency Connecting Plots. Building on MILO’s brand message of fuelling active kids, the new campaign platform, ‘Beast Mode – Activated’, evolves the master brand’s focus on team sports. This aims to celebrate how MILO Protein helps […]
Flight Centre has unveiled a new look and a global brand campaign that poses a tongue-in-cheek challenge to Aussie travellers. The launch also marks the brand’s first global campaign across Australia, New Zealand, the UK, Canada and South Africa, highlighting Flight Centre’s collective travel expertise. Created by Flight Centre Australia’s in-house creative team, ‘There’s Nowhere […]
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Instagram Is Rolling Out Reels Replies, And Will Be Testing A New Feature Which Informs …
Instagram has added a few more social features to the platform, with Reels Replies being rolled out. Along with the Replies, anew feature is being tested that shows when two users are active together in the same chat.
Reels has been performing much better than perhaps even Instagram ever anticipated. The TikTok-inspired new video format (which officially claims to have absolutely no relation to the former) had some trouble really finding its footing initially. However, Reels has grown massively and while it may not be a source of the most direct competition to TikTok, it is indeed a worthy alternative.
Reels has grown to the point that it has a massive creator program attached to it, and the video format has even been migrated to Facebook with the goal of generating further user interest there. Naturally, with such a successful virtual goldmine on its hands, Instagram has been hard at work developing new features and interface updates for Reels, integrating it more and more seamlessly into the rest of the social media platform. Features such as Reels Replies are a major part of such attempts at integration.
Reels Visual Replies are essentially just what they sound like: A Reel that is being used to reply to someone. It’s a feature that’s been seen frequently across TikTok as well. Reel Replies essentially take a user’s comments, and reply to them in video format. The comment will then show up within the Reel itself as a text-box, taking up some amount of space, and showing both the user who issued said comment along with the text. The text-box is apparently adjustable, with users having the ability to move it around and change its size depending on where it obstructs one’s Reel the least.
Overall, it’s a fun addition to the Reels format, even if the credit should be going to TikTok first. At any rate, it’s an example of Instagram really utilizing Reels’ social media capabilities, outside of just serving it up as a form of entertainment.
Speaking of social media capabilities, a new feature might help alleviate one of the most common frustrations encountered across all such platforms. Isn’t it annoying when you see that a friend’s online, but isn’t replying to your chat? Sure, they’ve probably just put their phone down to run a quick errand, but there’s no way for you to know, right? Well, there sort of is now! Instagram is beta testing a new feature via which if both users are active within a chat, the platform will display that accordingly. It’s a work-around, sure, and one that’s currently being tested for usefulness, but it’s still a very nice, and even fresh, addition to the social media game.
— Yash Joshi (@MeYashjoshi) December 10, 2021
5 apps for scheduling Instagram posts on iPhone and Android
Alright, we get it. You’re an Instagram Nostradamus.
You know exactly what you want to post and when you’re gonna want to post it. Maybe there’s a meme or comment you want to make that you know will be totally relevant for a future moment or event. Or it could be that you’re an influencer and you want to make sure you keep a steady stream of content coming, so you want to schedule posts for times when you know you won’t be active (or won’t have internet access).
You’ll be happy to know there are apps that are specialized for just such situations. So listen up, InstaNostradamuses…Instagrostra…Instadam…Insta…uh…you guys (we’ll workshop it. No we won’t. We’ll probably just abandon that effort completely. You’re welcome) — these are the Instagram-post-scheduling apps for you.
While all of the iPhone apps below are free to download, they all have some in-app purchases.
We’ll start with “official partner” of Instagram, itself, Planoly — an Instaplanner that uses a grid to let you plan, schedule, and publish posts (as well as Reels) on Instagram. The app also lets you see post metrics and analytics so you can make sure your post didn’t flop.
Credit: buffer / app store
Buffer is another Instagram post scheduler that helps you plan your posts and analyze feedback once they’re published. Use a calendar view to drag and drop posts into days/time slots for easy scheduling.
Credit: preview / app store
Preview offers typical post-scheduling tools and analytics along with a few helpful extras. Get caption ideas, recommendations for hashtags, and more.
Credit: content office / app store
An Instagram post scheduler with a visual boost, Content Office allows users to plan and schedule Instagram posts while learning “marketing and visual guides to grow your brand on Instagram.” Like aesthetics and using visuals to create cohesive themes? Maybe this is the Instaplanner for you.
Content Office is available for iOS on the Apple App Store.
Credit: plann / apple store
You’ll never guess what “Plann” lets you do…
Aside from scheduling posts, get content ideas and recommendations, as well as strategy tips to ensure you’re maximizing your Instagram engagement. Ever wonder when the best time to post something is? Plann can offer you some help with that.
Social networking websites launch features to encourage users to get boosters
From Friday, users will be able to update their profiles with frames or stickers to show that they have had their top-up jab or aim to when they become eligible.
It follows on from people previously being able to show they have had their first and second jabs on certain social networking websites and apps.
TikTok also held a “grab a jab” event in London earlier this year.
I urge everyone who is eligible – don’t delay, get your vaccine or top up jab today to protect yourself and your loved ones
More than 16 million booster vaccines have now been given across the UK.
People who are aged 40 and above and received their second dose of their vaccine at least six months ago are currently eligible to have their booster.
A new campaign advert is also being launched on Friday, which shows how Covid-19 can build up in enclosed spaces and how to prevent that from happening.
Vaccines minister Maggie Throup said: “Getting your booster is one of the most important things you can do to protect yourself and your family this winter.
“It is fantastic to see some of the biggest household names further back the phenomenal vaccine rollout, allowing their users to proudly display that they have played their part in helping us build a wall of defence across the country.
“I urge everyone who is eligible – don’t delay, get your vaccine or top-up jab today to protect yourself and your loved ones.”