Instagram beats YouTube as top influencer platform as brands see rewards for better disclosure

Instagram has topped YouTube as the number one platform for influencer content – with brands heeding consumer interest and moving towards ‘honest disclosure’ of partnerships. That’s according to new research from Rakuten Marketing. The company, in its 2019 Influencer Marketing Global Survey which polled 3500 consumers and 700 marketers globally, saw Instagram cited by 65% of those polled as where they most follow influencers, beating YouTube (62%) and Facebook (62%). When it came to preferred content, video – cited by 64% of those polled – and images (61%) naturally beat out the written word (38%) according to survey respondents. More than half of those polled (53%) said they discovered new influencers on social media platforms themselves, ahead of friends and family (48%). One in three (32%) said they were influenced by giveaway offers. From a consumer perspective, 90% of those polled said they share some form of content. Two thirds (66%) said they shared content because it was interesting and different, while half said they shared to refer a friend to a brand or product. The research also explored how influencers helped continue the journey to purchase. Globally, four in five consumers said they had made a purchase recommended by an influencer by clicking on the link or image that was shared. The report noted this change in mindset. Previously, marketers believed influencers were good for building awareness but went no further. Consumers now are saying they will click through and buy if the product is right. “Influencer marketing has come a long way and understanding from consumers, brand and influencers themselves has grown,” said Anthony Capano, Rakuten managing director EMEA. “People increasingly appreciate the work and financial investment involved in making great daily content. However, this level consumer savviness comes at a price: if influencers are promoting products that aren’t a natural fit, audiences will switch off.