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According to a Banklesstimes.com data presentation, 2021 saw an uptick in demand for sponsored content over social media. That presentation showed that consumer appetite for such content grew by 26.7%.
Banklesstimes.com’s analysis sought to help firms understand the possible shifts within the influencer industry. It based its conclusions on data from tracking ad campaigns published by the different social media platforms.
Clamoring for sponsored content
One visible trend was the clamor for sponsored content. That, in turn, saw the sites carry about 3.8 million adverts between them. Contrastingly, they'd published around 3 million such ads in 2020.
Banklesstimes.com pinned that growth to several factors, the first of which is the impact of the Stories feature. Social media sites are embracing that element, a fact that's bumped up the uploading of Sponsored Stories by 34%.
On average, the Influencers would post twelve sponsored stories weekly in 2020. This figure rose to sixteen in 2021, pointing to the increased popularity of stories due to how engaging they can be.
The role of micro-influencers
Further, Banklesstimes.com’s analysis revealed the growth of the micro-influencer community. These had a market share of 89% in 2020 which they grew to 91% a year on.
Micro-influencers are popular with marketers because their engagement rates are higher than their big-name peers. Moreover, they’re more affordable compared to renowned ones. They typically charge roughly $350 for Instagram posts, while their videos go for about $550 each. Again they charge a reasonable $180 for Stories.
Instagram bosses the social media ads scene
Instagram takes the prize for those seeking an effective advertising medium. It accounts for 94% of all social media ad campaigns. Meanwhile, TikTok and YouTube attracted thirteen and ten percent of ad traffic.
That said, TikTok continues attracting micro-influencers in their droves. Statistics indicate that nearly 38% of the platform's sponsored posts and commercial content came from influencers with an under 50K following.
