Influencer marketing platform HypeAuditor has released data revealing the brands with the highest number of organic and paid tags or mentions on Instagram from influencers during the fast half of the year.
The data reveals that department stores such as Kmart, Target and Big W and Australia’s big supermarkets, Woolworths and Coles, lead the pack when it comes to influencer marketing. Kmart Australia tops the list with 2.79,000 mentions by more than 700 influencers, followed by Woolworths raking in 2.05 mentions from 616 influencers.
The influencer marketing industry, according to HypeAuditor data, will be worth more than $22 billion by 2025, therefore presenting an enormous opportunity for brands and influencers alike.
The top 10 accounts including reach, followers, mentions and the number of influencers promoting them:
Alexander Frolov, CEO and co-founder of HypeAuditor said: “The adoption of influencer marketing in Australia is still in its infancy compared to other countries.
"According to our data, Australia engages with far less influencers than other markets, such as the UK and the US for example. Kmart Australia tops the Top 10 list with 717 influencers posting about the brand in 6 months and that’s in contrast with UK’s number 1 brand, Zara which partnered with 2,680 influencers or the top brand in the US Target which partnered with 12,110 influencers in the same time period.
"Aussie brands have some catching up to do when it comes to influencer marketing and we predict that in the next couple of years, more and more brands will turn to influencer marketing as they increasingly turn to e-commerce."
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