Influencer #Ad campaigns on Instagram are up by 44 per cent in 2018

Influencer #Ad campaigns on Instagram are up by 44 per cent in 2018

Research from influencer marketing firm Buzoole has revealed that #ad campaigns are more popular than ever in 2018.

The company took a look at sponsored content running across various media platforms and found that Instagram posts featuring #ad and #sponsored have grown 44 per cent in the first half of the year. 

The study also unveiled fashion to be the biggest revenue generator on Instagram, accounting for 33 per cent of all sponsored content. 

Fashion is followed by the beauty and food sectors, both sitting at 13 per cent.

Image: Buzzoole

Significant growth

According to Buzzoole, 1.5 million posts tagged with #ad were posted to Instagram throughout 2017.

58 per cent of those were shared in the second half of the year which is when companies are most likely to dip into their marketing budget. 

“The influencer marketing industry is booming. It isn’t just about projections, the data we have collected shows that marketers continue to double down on investment. The challenges we are now working on are helping marketeers answer the big questions around attribution, measurement and transparency to justify continued budget shifts," says Buzoole CCO Ian Samuel. 

Buzzoole's research into the sector is still ongoing - the current numbers don't include Instagram Stories, which has seen a significant burst in users in the past year. 

Image: Buzzoole


Danielle Partis is editor of and former editor of She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.