Even with a slow return to normality, it seems that some marketing tactics have slowed, including Instagram partnerships with Celebrities and Influencers. In June, we released an analysis of sponsored content on Instagram for Fashion, Beauty, and other Luxury brands from February to May. We discovered a consistent decrease in this kind of digital activity. We updated our study, adding data from June to August, and these are the key takeaways of our research on Instagram partnerships.

INSTAGRAM PARTNERSHIPS FROM JUNE TO AUGUST

Based on the DMR Group panel of more than 25K selected Social Accounts relevant for Fashion, Beauty, and other Luxury brands, we discovered that Sponsored Content registered an average decrease of -42% from February to August. Engagement and Reach decreased on average by -54% and -55, respectively. In February, there were 1,045 total sponsored posts and in August, there were 699 (-33%). We can highlight recovery from June, but results are still very far from February. Data also shows a positive spike of Engagement and Reach in July. This is the result of some effective collaborations with celebrities like US singer and actress Selena Gomez and Brazilian actress Bruna Marquezine. 

During the monitored period, EMEA registered the highest average fall in Sponsored Posts on Instagram: -51%. The Americas and APAC had lower average decreases by -27% and -34% respectively. By sector, on average, Fashion suffered the highest reduction of Instagram partnerships, followed by Watches & Jewels, and Beauty. Fashion achieved a peak in Engagement and Reach in July thanks to Selena Gomez. Watches & Jewels gained positive results in July and August due to brands’ collaborations with celebrities including Indian actress Disha Patani and US model Hailey Bieber. Meanwhile, June was a good month for Beauty with top posts by celebrity Khloe Kardashian and model Emily Ratajkowski.