Main stage agenda - LIVE

Instagram: the king of the authentic influencer

By MAD//Fest Editors29 October, 2018

38% of 18-35 year olds say they are most likely to follow celebrities and influencers on Instagram, dwarfing the figures of Snapchat, Facebook and YouTube, according to a report from Takumi and YouGov.

The Influencer Report found 25% of Instagram users to have made purchase directly from the app or in-store as a result of engaging with an influential account. 30% of Instagram users said they are more likely to buy a product or service if it is featured by an influencer or in an Instagram ad. This figure increased to a whopping 47% among 18-24 year-olds.

However, young people can spot inauthentic posts - 57% of 18-24 year-olds said they do not trust influencer posts that are out of context with the channel or content.

“Influencer marketing is evolving at a rapid pace, with more and more businesses now using it to tap into dedicated, engaged communities on Instagram,” says Solberg Audunsson, Takumi’s co-founder and CEO.

“What we found is that a high percentage of Instagram users are receptive to brands communicating to them through influencers and have made a purchase as a result of something they’ve seen on the platform, which demonstrates just how far we’ve come in the last few years. It has joined the dots between social media and sales, and it’s clear that there’s a huge opportunity for brands and agencies that can offer the right type of content, through the right channels.”

Download the full report here

Hear from Takumi’s Adam ‘Sven’ Williams tackle how brands can benefit from taking a customer-centric approach to influencer marketing at MAD//Fest on 29 Nov. Chat to the Takumi team on 28-29 Nov at the Takumi table in The MAD//Fest Arms.

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