Social media app Instagram has become the primary platform for influencer marketing globally, according to data from Goldmedia in association with eMarketer.

Looking at the DACH region – which includes Austria, Germany and Switzerland; Instagram was the most popular social platform in terms of influencer marketing spending with a 34% share of influencer’s revenue generated via sponsored posts in the region. YouTube was a close second (31%) followed by Facebook (13%), Snapchat (6%) and Twitter (3%).

Instagram continues to be popular worldwide with the platform recently reaching over one billion users while also launching its long-form video service IGTV to compete with the likes of YouTube in the digital video space.

That being said, the importance of Instagram for influencer marketing campaigns is rising by the minute with research from influencer marketing agency Activate finding that 89% of global influencers were using Instagram more for influencer marketing campaigns than they did a year ago.

In addition, Instagram Stories were the most popular content used for influencer campaigns.

Meanwhile, Instagram’s user growth continues to increase in different countries with the number of users in India growing by 123% in 2017 while 78% of influencers cited the social media platform as the most relevant platform for influencer marketing in 2018.

In terms of Instagram user penetration, Sweden is set to have the highest rate globally at 68.9% followed by Indonesia (62.8%), Norway (57.7%), Australia (55.4%)and Singapore (53.2%).

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