The proportion of influencer adverts labelled correctly according to the regulator’s guidelines is up by 6.8% month-on-month.
CORQ’s analysed 1,821 adverts across 15,000 influencer Instagram accounts posted in February 2024 and found 55.8% were signposted using the Advertising Standards Authority-approved #ad, while 44.2% were tagged with PR, gifted and affiliate. The top three commercial posts of the month were: Michael Timbs X Red Bull Racing, Sabina Trojanova X Tourism Ireland and Anoushka Anastasia X Boots.
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Meanwhile, creators of colour continue to produce a large proportion of the most engaging work. Last month, 45% of the most engaged organic posts were by this group as was 30% of the top adverts. Female creators who have audiences of 100K to 500K and are aged 25- to 34-years-old dominated across commercial and organic content.
Fashion adverts accounted for the greatest volume of top influencer adverts in February, with work from both the affordable and luxury sectors of this industry performing well. Technology and entertainment brands followed and as with January, drove the highest audience engagement rate, hitting an average of 28.8%.
Entertainment content was also significant in top organic content of the month as 24% of the most engaged 50 posts were comedic skits and conversation-led formats.
By Sara McCorquodale, CEO and founder of CORQ. To access CORQ’s February data analysis and our full range of intelligence, sign up for you free seven-day trial here.
