This week, we take a deeper dive into Instagram, looking at key news updates for the platform, as well as how one of its influencers helped an orange become an internet sensation. Here’s a summary of the top influencer marketing news, compiled by RhythmOne’s influencer team.
CAMPAIGNS TO WATCH
The rise in fame of Sumo Oranges—the “easy-to-peel,” characteristically sweet orange, was showcased in all its glory thanks to in-store branding and some help from Instagram. Influencer marketing has helped transform this previously unheard of fruit into a rising star. When Instagram Fashion Director Eva Chen started regularly posting about the fruit to her 1.1 million followers—showcasing it’s easy-to-peel rind—Sumo Oranges started appearing all over IG feeds, turning the niche citrus into an internet sensation.
Takeaway: When bold branding combined with a product that’s visually appealing, accessible, and easy to showcase, influencers can help provide a viral boost to raise awareness and increase sales.
MarTech Series outlined a Buzzoole report, which highlighted how the number of posts incorporating #ad on Instagram grew 42% worldwide from 2017 to 2018. The study examined the most popular transparency hashtags globally, which include #ad, #sponsored and #sp.
Takeaway: The data shows how influencer marketing continues to grow as a key strategy for businesses. Fashion, beauty, and food & drink were the most mentioned product sectors in the influencer-generated posts, accounting for 60% of global sponsored content on Instagram.
The Verge reported Instagram is testing a new video scrubbing feature, which allows video playback, fast forward and rewind in user feeds. The ability is already available for IGTV, but has not yet rolled out in Stories or regular feeds. The test suggests Instagram might roll out video playback more broadly sometime in the future.
Takeaway: The new feature would likely impact how users consume video content on their feeds, with average watch time per user increasing as a result.
This article contains forward-looking statements. In some cases, you can identify forward-looking statements by the words “may,” “will,” “expect,” “intend,” “plan,” “objective,” “anticipate,” “believe,” “estimate,” “predict,” “project,” “potential,” “continue” and “ongoing,” or the negative of these terms, or other comparable terminology intended to identify statements about the future. All statements other than statements of historical fact are statements that could be forward-looking statements, including, but not limited to, statements about the potential and effectiveness of influencer marketing. These forward-looking statements are subject to risks and uncertainties, assumptions and other factors that could cause actual results and the timing of events to differ materially from future results that are expressed or implied in the forward-looking statements. Factors that could cause or contribute to such differences include the dynamic and rapidly evolving sector, as well as the highly competitive industry that RhythmOne operates in, which make it difficult to evaluate prospects. These and other risk factors are discussed in RhythmOne’s Annual Report for the period ended March 31, 2018. The forward-looking statements in this press release are based on information available to RhythmOne as of the date hereof, and we assume no obligation to update any forward-looking statements.