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Influencers are the trend makers and their use of a platform depends on how effective it is. Instagram seems to be winning the game with influencers at the moment.
Since Instagram Stories launched in August 2016, it has grown to over 250 million users world worldwide.
Now, that number has more than doubled, to 28 percent, and the majority (54 percent) of creators say that, while they are not yet able to support themselves as full-time creators, that is their goal.
Influencers could be responsible for the slowing of Snapchat’s user growth since August 2016. This could be attributed to the growth of Instagram Stories. However, Snapchat is making attempts to regain ground with brand marketers.
It is giving its advertisers the ability to include a pixel — a digital code — to make ads more trackable and targeted. Whilst it has been on the fence when it came to retargeting, it now has to embrace tactics in order to develop more sophisticated advertising models.
In 2017, influencers have proven their staying power in the world of advertising. On platforms where bots and fake followers are driving up follower counts, reliable metrics are key for both influencers and brands.
Influencers encourage brands to look at metrics beyond likes and follower counts, instead valuing engagement rates, clicks, and sales generated from influencer posts to define ROI.
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