Infographic: The Top Brands That Are Truly Capitalizing on Influencer Marketing

78% of fashion companies are implementing the tactic

Smaller players still have a chance to up their Instagram game. iStock Photo
Headshot of Sammy Nickalls

Anyone with an Instagram account can see that brands are utilizing influencer marketing, but which brands are really capitalizing on it? Influencer marketing platform Mavrck analyzed the categories and brands dominating the trend as well as the growth of the influencer industry overall since 2014.

Fashion and apparel is the most common category—or, as Mavrck explains, commands the highest percentage of “influencer voice”—at 36 percent of all influencers, led by watch company Daniel Wellington. Food and beverage (25 percent, Chobani) and beauty (23 percent, Pantene) follow in second and third, respectively. However, smaller players, like fitness or travel and hospitality, still have a chance to up their Instagram game.

“Due to the comparatively lower levels of influencer-generated content in the travel and hospitality industry, travel and hospitality brands working with influencers will have a relatively easier opportunity to own that share of voice and emerge as clear category leaders,” said Abby Katz, marketing manager, Mavrck.

This story first appeared in the October 15, 2018, issue of Adweek magazine. Click here to subscribe.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.