Healthcare, Gambling, Finance: Study shows top industries that had the most effective Instagram influencer-marketing campaigns in the last quarter

The COVID-19 pandemic affected almost all the industries from every vertical. Many brands had to cut down their budgets on advertisements and influencer-marketing saw a drastic fall because of production and cost issues. However, since July 2020, Influencer-marketing seems to have rebound to some extent.

Socialbakers is a social media marketing company, and recently, it has issued some data that reveals the top ten industries that had the most efficient influencer-marketing campaigns amidst the coronavirus pandemic.

According to the data (first shared by BI) that was collected from more than 8000 brands, the efficiency of partnerships between brands and influencers on Instagram was analyzed from April till July 2020. Socialbakers define efficiency as “the difference between the engagement of an influencer’s sponsored post for the brand and the average engagement of that brand’s Instagram content (on its own, without an influencer.)”

The efficiency index of 1.00 or more is considered as a successful brand-influencer partnership. Socialbakers report suggests that during this period, the highest efficiency index of 4.99 was calculated for the healthcare industry.

Fast Moving Consumers Goods (FMCG) - The food industry had an efficiency index of 2.55, Household goods had an index of 2.46, and it was followed by Gambling with an index of 2.30. The finance sector saw the efficiency index at 2.29, the Telecom industry’s index was 2.28, Home and living at 1.67, Retail industry was at 1.63, the Beauty sector’s index was at 1.62, and FMCG Corporate was at 1.60.

On the other hand, the industries that had the lowest efficiency index in influencer-marketing campaigns include Airlines with the lowest index of 0.08, Auto industry at 0.35, Sporting goods with an efficiency index of 0.43, Retail food industry at 0.59, the Travel industry at 0.73, Software sector at 0.76, Industrial at 0.78, Fashion industry at 0.80, Services at 0.89, and Accommodation industry at 0.97.

In the last few months, it has been noticed that brands have started hiring influencers again for their campaigns and sponsored posts. Although many industries are still not fully functioning or have a lot of restrictions and limitations like Travel and Tourism, still, it seems that things are getting back towards some normalcy.

However, it looks like it is going to take some more time for everything to revive completely. All the industries need some more time to thrive again after the COVID-19 pandemic.


Illustration: Freepik

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