Influencer Marketing & eCommerce: U.S. Leads in Instagram Engagement

Authenticity builds connection – this is why influencer engagement has become an essential part in modern marketing portfolios, especially for eCommerce brands. Discover to what extent brands in different countries engage with influencers on the most popular influencer platform: Instagram.

The Evolution of Influencer Marketing

Influencers have become one of the most powerful marketing concepts for brands in the digitized world.

The roots of influencer marketing can be traced back to the early days of celebrity endorsements, when actors, singers, and other renowned personalities were contracted to use branded products to lend their credibility to brands.

With the rise of social media, a new type of influencers emerged – everyday individuals, people like you and me with the power to appeal to a mass audience thanks to their high authenticity as relatable peers.

Instagram: The Most Popular Influencer Platform in eCommerce

As retail is becoming more online driven – the global eCommerce market is expected to reach revenues of US$3.64 trillion in 2023 according to Statista Market Insights – the significance of influencer marketing rises as well, as brands have long recognized the potential influencers have in building authenticity and boosting sales.

Instagram has emerged as the frontrunner among influencer marketing platforms. Its visually-driven format, huge user base, and engagement-focused features provide an ideal playground for brands to collaborate with influencers. According to the State of Influencer Marketing 2023 report published by HypeAuditor, 79% of marketing specialists run Instagram influencer campaigns.

HypeAuditor also dives into the differences of Instagram influencer activities between countries. The analysis reveals a clear leader.

For their country comparison, HypeAuditor analyzed the number of brand accounts on Instagram which were mentioned at least 50 times by at least 20 influencers over the course of 90 days, and set the number against the total number of Instagram accounts to identify the relevance that popular brand accounts have on Instagram in the respective country.

United States Dominates with 6,786 Popular Instagram Brand Accounts

The United States has by far the highest number of popular Instagram brand accounts. 6,786 Instagram accounts of brands were mentioned more than 50 times by influencers in the United States.

With 2%, those brand accounts also account for the highest share in total Instagram accounts among the countries in this comparison. Instagram influencer marketing is thus most popular in the United States.

Share of Popular Brand Accounts in Total Instagram Accounts

All other countries are far behind. Second-placed Brazil has almost twice as many frequently talked-about Instagram brand accounts as third-placed UK, but with 2,232, the number is more than three times smaller than in the United States.

In terms of the share of brand accounts with high engagement in total Instagram accounts, most of the countries in the comparison also lag behind the U.S. – except for India, which exhibits a share exactly as high as the U.S., namely 2%.

Balancing Influencer Strategies: Paid vs. Organic Mentions

The report does not differentiate between paid and organic mentions. This distinction can significantly affect the interpretation of the data. Paid mentions may offer quick visibility and potential reach, but organic mentions reflect a deeper connection between influencers and brands, resulting in more authenticity.

Understanding the balance between paid and unpaid mentions can provide a more comprehensive view of the effectiveness of influencer marketing strategies.

Still, brands looking to expand their influencer marketing activities globally are well advised to invest in countries like the U.S. or India, where influencer brand engagement is high. Europe’s great economies Germany, France and Italy still have a long way to go.

Influencer Marketing & eCommerce: Key Takeaways

Influencer marketing, rooted in celebrity endorsements, has evolved with Instagram emerging as the top platform, especially as eCommerce brands recognize its power in building authenticity and driving sales.

Instagram's Dominance: 79% of marketing specialists run influencer campaigns on Instagram, making it the leading platform for influencer marketing in the eCommerce sector.

U.S. Leads in Brand Engagement: The U.S. boasts 6,786 popular brand accounts on Instagram, with these accounts constituting 2% of total Instagram accounts, indicating the highest influencer marketing popularity.

Paid vs. Organic Mentions: While the report doesn't distinguish between these, understanding the balance is crucial as organic mentions often signify a deeper, more authentic connection between influencers and brand