STAT OF THE WEEK:
Average amount brands pay influencers soars
New analysis by Izea – a brand that connects influencers with brands – finds that the average price being paid per post to influencers has leapt from $134.04 in 2014 to $1,642.77 in 2019.
While the average cost per sponsored post on all social platforms has risen dramatically, the steepest change has happened on Instagram. Here, the average cost for a sponsored photo post has risen a staggering 44% over the past year (2018-2019) alone.
Elsewhere, Izea’s study found that YouTube videos command a premium of four times more than that of the next highest-priced form of sponsored content.
And lest we forget the humble sponsored blog post, payments for these have increased 195-fold over the longer stretch from 2006 to 2019.
Izea’s findings were pulled from influencer marketing pricing statistics gathered over the past 13 years. These included average transactions prices brands paid for sponsored blog posts, Instagram posts, Facebook posts, tweets and YouTube videos. Worth bearing in mind, the data comprised rates charged by influencers ranging from micro-influencers to celebrities.
BRAND OF THE WEEK:
Barilla recruits foodie micro-influencers for new Alexa feature
Italian food brand Barilla has been experimenting in the digital space for some years, re-launching its website as a social network for pasta fans in 2007. The Parma-based pasta and sauces manufacturer has also made significant use of social media to engage customers, for example connecting high-profile chefs with consumers using Barilla products in their own kitchens via Facebook Live.
Now, Barilla has created Barilla Skills, an Alexa feature for Amazon Echo devices that connects users with culinary influencers, so they can cook whilst watching celebrity chef masterclasses.
Recruiting 11 renowned gourmet influencers to form a Barilla Academy, the brand has employed high-end production techniques to create several slick cookery tutorials.
According to screenshots from the Branded Content Marketing Association (BCMA), Barilla’s chosen influencers have in the region of 30,000-50,000 followers. Its best performing posts in the campaign are attracting up to 3.3% engagement rates.
PLATFORM NEWS:
Instagram confirms trial of hiding likes in U.S.
Instagram chief Adam Mosseri has confirmed that the app will test hiding likes to some users’ posts in the United States, making like counts viewable only to the post creator.
The company first begun trialling hidden likes in regions including Italy, Ireland and Australia, stating that the objective is to combat the pressures of social media and to “reduce competition” on its platform.
The feature was then rolled in countries including Brazil, Japan and New Zealand.
Extending the trial to the company’s home turf of the US has set the internet ablaze, with responses ranging from scepticism about Instagram’s motivations in Esquire to Nicki Minaj’s claim that she will stop posting on the site.
Singer Minaj, who has 107 million followers on Instagram, has tweeted “I’m not posting on IG after this week cus they removing the likes. Hmmmm what should I get into now” (sic).
Instagram has previously confirmed that in terms of measuring tools, businesses with Instagram accounts would not be affected by the changes.