Key Metrics for Instagram Influencer Marketing 2024
Posted: Mon Jan 20, 2025 5:00 am
20.4 % of the world's total population has an Instagram profile and uses it. By 2024, the number of users that marketers can target with Instagram ads will increase by around 334 million . This data confirms the growing trend of brands to invest in creating marketing campaigns on Instagram, especially in collaboration with influencers.
The main objective of marketing experts when developing marketing campaigns with influencers on Instagram, with 86% of consensus , is to boost brand visibility and recognition. In addition, 74% of these professionals seek to reach a new audience or a specific audience, 69% seek to strengthen the brand image and 46% seek to boost sales . It is important to mention that 61% of consumers place more trust in influencer recommendations compared to content promoted by brands (38%).
On the other hand, while some industries are suffering from economic crises due to global political events, the influencer marketing sector has continued to grow strongly in recent years . The industry is now worth over €19.52 billion . This compares to €1.557 billion in 2016 and €8.888 billion in 2020.
Recommended reading: Earned Media Value: A Fundamental Element of Influencer Marketing
Another trend we are currently seeing in the influencer marketing industry is a shift in mindset towards collaborations with influencers with smaller accounts. For a long time, the only metric that influencers paid attention to was the number of followers. But that is no longer the case as brands have realised how valuable micro-influencers can be. Nano -influencers are also gaining ground on social media, as they have the highest engagement rate of all at 8.1% . Read about the rise of nano-influencers on Kolsquare’s influencer marketing blog.
Finally, when looking at the figures for consumer habits versus influencer marketing campaigns, there is a positive balance, as 51% of professionals say that influencer marketing has helped them attract customers . 60% also believe that KOL-generated content brings more engagement and higher conversions than branded content.
It’s also interesting to note that 87% of users responded and “acted” on product recommendations . That is, they followed the brand, visited the website, or actually purchased said products. And as a fun fact, while half a million KOLs use Instagram as their preferred platform, a quarter of sponsored posts on Instagram focus on fashion. This is followed by food, entertainment, and baby products – who would have thought?
Strategies to boost your influencer marketing campaigns on Instagram 2024
These are some of the key points that companies on Instagram can apply for future influencer marketing strategies on this social network:
Select the right influencer : One of the first actions is to look for the profiles of influe chairman email database cers who have an audience that aligns with your target audience and whose values and style resemble those of your brand. As we mentioned at the beginning of this post, Kolsquare has a platform for identifying the best influencers for your campaigns.
Set clear goals : Before starting a campaign, it's important to be clear about what you hope to achieve. Brand awareness or recognition, reaching a specific audience, gaining new followers, increased traffic to your Instagram profile, or increasing sales can be some of the goals you can set for your collaboration.
Use the various formats that the platform offers you: Using a variety of formats on your Instagram profile such as images, videos, carousels or Reels allows you to offer your audience more engaging content and therefore increases the chances of generating interactions with your followers. With this variety, you can reach different segments of your audience. Some may enjoy and generate better responses by watching videos from their favorite brands, or creative Reels that include good transitions; while others may prefer more detailed carousel posts or Instagram stories. By using a variety of formats, accompanied by good descriptions and the right hashtags, you can maximize your reach and ensure that your content resonates with a wide range of followers.
Be consistent: Statistics and data show that Instagram profiles that post more regularly are more likely to have better results in engaging with their audiences. Instagram favors accounts that post regularly. The algorithm tends to show more often the content of business accounts on Instagram that have frequent activity. Test this out over a period of time, and post consistently to see the results for yourself.
Stay relevant by staying up to date with trends: Instagram highlights and recommends trends, especially for users who search for content through hashtags . By being part of trends, you can increase the visibility of your content. Our recommendation is that part of your collaboration posts take trends into account and always accompany them with hashtags, as this will help you attract new followers to your Instagram profile and turn them into potential customers for your brand on this social network.
The main objective of marketing experts when developing marketing campaigns with influencers on Instagram, with 86% of consensus , is to boost brand visibility and recognition. In addition, 74% of these professionals seek to reach a new audience or a specific audience, 69% seek to strengthen the brand image and 46% seek to boost sales . It is important to mention that 61% of consumers place more trust in influencer recommendations compared to content promoted by brands (38%).
On the other hand, while some industries are suffering from economic crises due to global political events, the influencer marketing sector has continued to grow strongly in recent years . The industry is now worth over €19.52 billion . This compares to €1.557 billion in 2016 and €8.888 billion in 2020.
Recommended reading: Earned Media Value: A Fundamental Element of Influencer Marketing
Another trend we are currently seeing in the influencer marketing industry is a shift in mindset towards collaborations with influencers with smaller accounts. For a long time, the only metric that influencers paid attention to was the number of followers. But that is no longer the case as brands have realised how valuable micro-influencers can be. Nano -influencers are also gaining ground on social media, as they have the highest engagement rate of all at 8.1% . Read about the rise of nano-influencers on Kolsquare’s influencer marketing blog.
Finally, when looking at the figures for consumer habits versus influencer marketing campaigns, there is a positive balance, as 51% of professionals say that influencer marketing has helped them attract customers . 60% also believe that KOL-generated content brings more engagement and higher conversions than branded content.
It’s also interesting to note that 87% of users responded and “acted” on product recommendations . That is, they followed the brand, visited the website, or actually purchased said products. And as a fun fact, while half a million KOLs use Instagram as their preferred platform, a quarter of sponsored posts on Instagram focus on fashion. This is followed by food, entertainment, and baby products – who would have thought?
Strategies to boost your influencer marketing campaigns on Instagram 2024
These are some of the key points that companies on Instagram can apply for future influencer marketing strategies on this social network:
Select the right influencer : One of the first actions is to look for the profiles of influe chairman email database cers who have an audience that aligns with your target audience and whose values and style resemble those of your brand. As we mentioned at the beginning of this post, Kolsquare has a platform for identifying the best influencers for your campaigns.
Set clear goals : Before starting a campaign, it's important to be clear about what you hope to achieve. Brand awareness or recognition, reaching a specific audience, gaining new followers, increased traffic to your Instagram profile, or increasing sales can be some of the goals you can set for your collaboration.
Use the various formats that the platform offers you: Using a variety of formats on your Instagram profile such as images, videos, carousels or Reels allows you to offer your audience more engaging content and therefore increases the chances of generating interactions with your followers. With this variety, you can reach different segments of your audience. Some may enjoy and generate better responses by watching videos from their favorite brands, or creative Reels that include good transitions; while others may prefer more detailed carousel posts or Instagram stories. By using a variety of formats, accompanied by good descriptions and the right hashtags, you can maximize your reach and ensure that your content resonates with a wide range of followers.
Be consistent: Statistics and data show that Instagram profiles that post more regularly are more likely to have better results in engaging with their audiences. Instagram favors accounts that post regularly. The algorithm tends to show more often the content of business accounts on Instagram that have frequent activity. Test this out over a period of time, and post consistently to see the results for yourself.
Stay relevant by staying up to date with trends: Instagram highlights and recommends trends, especially for users who search for content through hashtags . By being part of trends, you can increase the visibility of your content. Our recommendation is that part of your collaboration posts take trends into account and always accompany them with hashtags, as this will help you attract new followers to your Instagram profile and turn them into potential customers for your brand on this social network.