IAB Russia and HypeFactory Released 2021 Influencer Marketing Research Overview

IAB, the leading business organization, has partnered with HypeFactory, a global influencer marketing agency, to analyze the current state of influencer marketing.

LONDON, UK, Feb. 28, 2022 /EINPresswire.com/ — Although influencer marketing in Russia still lags behind the US and European markets, it is growing rapidly. As a result, the growing market offers multiple opportunities for advertisers and content creators. In Russia, Instagram influencer marketing revenue alone increased by around 67% in 2020 compared to the previous year.

As social media becomes increasingly global and the same content trend in different countries, there will be an increasing number of influencer marketing studies in Russia. The most recent research conducted jointly by the IAB and HypeFactory revealed several information. While some of the findings are similar to trends in Europe and the United States, others reflect the importance of cultural differences in influencer marketing campaigns.

Most Russian advertisers (60%) partner with influencers in the following categories: family & kids (60%), fashion & style (52%), humor (52%), travel & sports (50%), food and gastronomy. (48%), cinema (48%), video games (48%). This is similar to global influencer marketing trends.
The Russian market is not as focused on TikTok as the US and European markets. In Russia, the most popular social media channels for influencer marketing are Instagram (83%), followed by YouTube (71%), TikTok (57%) and Telegram (48%).

The most popular advertisers using influencer marketing in Russia are in the FMCG (87%), Pharmaceutical & Healthcare (80%) and Automotive (67%) sectors. 67% of companies prefer to outsource influencer marketing to a marketing agency.

According to the research results, most respondents prefer to promote their posts in articles and stories (76%) or videos (60%). The HubSpot 2022 Social Media Report also revealed that short-form and long-form videos will be one of the most popular social media formats in 2022 and beyond.

Ad agencies and advertisers agree that the most important metrics for tracking the effectiveness of influencer marketing campaigns are reach, engagement rates, and cost per thousand (CPM).

The results of the study are based on 118 responses: 50% are advertising networks, 31% are advertisers and 19% are production companies, communication agencies, etc.

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