Instagram is now the leading platform to view influencer content, according to Rakuten's 2019 influencer marketing survey.

The survey gathered data from 3,500 consumers and 700 marketers globally working directly on influencer programmes.

The results showed Instagram is the most commonly used platform to view influencer content at with 65 per cent of respondents naming it as their preferred social destination. It beat out YouTube by 3 per cent.

It also highlighted that video is the preferred content format, with 64 per cent of respondents marking it as a preferred media. Images came in at 61 per cent, and the written word at 38 per cent.

On the 'gram

Anthony Capano, managing director EMEA at Rakuten Marketing, commented on the research and the data gathered.

“Influencer marketing has come a long way and understanding from consumers, brands and influencers themselves has grown, Capano said.

"People increasingly appreciate the work and financial investment involved in making great daily content. However, this level of consumer savviness comes at a price: if influencers are promoting products that aren’t a natural fit, audiences will switch off… It’s about being authentic. Brands must prioritise partnering with influencers that align with their brand values. Influencers must prioritise promoting products that align with their own ‘brand’ or risk losing their audience.”

The survey from Rakuten Marketing explored how influencers help consumers purchase items they see from campaigns. 81 per cent of people admitted to buying something via a link that was shared by an influencer. Most consumers said they can trust an influencer that openly partnered with a brand, especially a big one.