UK Influencer Marketing: Insights from Fashion & Style. A snapshot of the data and the factors driving performance on Instagram

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1 UK Influencer Marketing: Insights from Fashion & Style A snapshot of the data and the factors driving performance on Instagram January 2018

2 Highlights 29% 30m 2.2% of Instagram sponsored posts estimated total spend engagement rate The Fashion & Style vertical is the largest on Instagram, representing over a quarter of all sponsored posts on the platform in 2017 We estimate that around 30m was spent on sponsored Instagram posts in the Fashion & Style vertical in the UK in s best performing posts were shot outdoors and featured clothing products e.g. trousers, shirts & tops and skirts 2017 s best performing brands were Sabo Skirt, Nasty Gal and Ted Baker 2017 s best performing influencer was Alexandra Emily The average engagement rate on these posts was 2.2%, making it the second highest performing vertical on the platform These influencers brand sponsored Fashion & Style posts underperformed their non-branded posts by 13% Smaller influencer accounts achieved higher average engagement rates than influencers with millions of followers. Accounts with 10-25k followers achieved an average engagement rate of 2.5% Our methodology We analysed 6,000 brand sponsored Instagram posts within the Fashion & Style vertical published in 2017, from a representative sample of 600 UK-based influencers. These posts achieved on average 1.5k likes. The influencers we analysed ranged in account sizes from 5k - 4.3m followers, generating post engagement numbers (likes + comments) from 26 to 140k. All posts analysed have been tagged according to our bespoke taxonomies, capturing features like post types, the focus of the post, products and places featured, with strict quality control on all tagging. CampaignDeus Instagram Influencer Marketing Report 2018 Fashion and Style 2

3 Fashion and Style 2.2% average engagement rate in 2017 Engagement rate 2.2% Average followers 71k Average comments 28 Average sponsored posts per month per influencer 1.1 Average likes 1,495 Branded vs non-branded ER -13% The Fashion & Style vertical is the largest on Instagram, representing over a quarter of all sponsored posts on the platform We estimate 30m was spent on sponsored Instagram posts in the Fashion & Style vertical in the UK in 2017 The average engagement rate on these posts was 2.2%, making it the second highest performing vertical on the platform They achieved on average 1.5k likes per post, 39% more than the Food & Drink vertical, for example Fashion & Style influencers branded posts perform 13% worse than their non-branded content CampaignDeus Instagram Influencer Marketing Report 2018 Fashion and Style 3

4 Performance has built across the year... Most activity in this vertical was during the late summer / early autumn, during which time 750 posts were published per month Avg. monthly engagement rates built over the year, peaking in November. # posts # Branded Posts Analysed By m onth Jan 2017 Apr 2017 Jul 2017 Oct % Avg. Engagement Rate 2.3% Engagement rate 2.1% 1.9% 1.7% Jan 2017 Apr 2017 Jul 2017 Oct 2017 CampaignDeus Instagram Influencer Marketing Report 2018 Fashion and Style 4

5 Men s Fashion The best performing sub-vertical The best performing subvertical within Fashion & Style was Men s Fashion Men's Fashion Subvertical Performance Relative to Fashion & Style Avg. Men s Fashion posts outperformed the Fashion & Style vertical average by 15% High Street Online Only Retailer High End posts were the poorest performing, with 11% lower average engagement than the Fashion & Style benchmark Department Store High End -10% 0% 10% % from Avg. Deep dive into Men s fashion Top 5 products Top 5 brands Top 5 influencers 1 Trousers 2 Jeans 3 Trainers / Sneakers 4 Outerwear 5 Shirts & Tops 1 WEEKDAY 2 New Look 3 Superdry 4 G-Star RAW 5 Dune London 1 Kofi Mc Calla 2 Joey London 3 Mani Fresh 4 Robin James 5 Rowan Row CampaignDeus Instagram Influencer Marketing Report 2018 Fashion and Style 5

6 Post-level attributes CampaignDeus collects data on post attributes across a variety of categories: Type Focus Product Places e.g. product promotion, brand promotion, competition e.g. full influencer, friends & family, product only e.g. sponsored products, featured products, other items seen in shot e.g. where the posts are shot (on a beach, in a hotel ) 15% Post Type Performance Relative to Fashion & Style Avg. Post type (excl. product promotion) 10% 5% Unsurprisingly, 80% of posts had some kind of product promotion featured 0% Posts without product placement tended to perform 6% worse -5% Link to Purchase Discount Codes Content Promotion Brand Ambassador Competition / Giveaway Brand Promotion Only Event Promotion The best performing posts in terms of engagement included hyperlinks to a purchase channel or discount codes Post focus The best performing posts featured a shot of the influencer or family and friends These performed 53% better than posts featuring just the sponsored product CampaignDeus Instagram Influencer Marketing Report 2018 Fashion and Style 6

7 Products 60% of posts in the Fashion & Style vertical included sponsored clothing items (the remainder featuring shoes, accessories etc.) These are the best performing product types, with an average engagement rate of 2.3%. Jewellery performs least well A third of clothing posts featured sponsored Shirts & Tops. The best performing featured Trousers CampaignDeus Instagram Influencer Marketing Report 2017 Fashion and Style 7

8 Places Outdoors works better than Indoors CampaignDeus tag every sponsored post with the places featured We can report on the performance of brand-sponsored posts shot on beaches vs. shot in the street vs. shot in a bedroom A consistent result within the Fashion & Style vertical is that posts shot Outdoors outperform those shot Indoors The best performing were shot in the Street Top 5 places to shoot Fashion & Style posts 1 Street 2 Bedroom 3 Park 4 Restaurant / Café 5 Staircase CampaignDeus Instagram Influencer Marketing Report 2018 Fashion and Style 8

9 Influencer attributes Followers Accounts with fewer followers tend to get higher average engagement rates Accounts with 10-25k followers had an average engagement rate of 2.5%, compared to large accounts with 1m+ followers, which had an average engagement rate of 1.9% Age Gender Younger influencers tend to achieve higher engagement rates than older ones 85% of influencers in our database are female There is no significant difference in performance between male and female influencers Avg. Engagement Rate 2.1% Female 2.2% Male CampaignDeus Instagram Influencer Marketing Report 2018 Fashion and Style 9

10 Top 10s 2017 Influencers Name Engagement rate Instagram page Alexandra Emily 7.9% Freddy Cousin-Brown 7.7% SunBeamJess 7.7% Shelley Morecroft 5.9% Kofz Kaccalla 5.7% Rachael Clifton 5.7% Georgia India 5.2% Jamie Genevieve 4.8% Joey London 4.7% Robin James 4.6% Brands Name Engagement rate Instagram page Sabo Skirt 3.0% Nasty Gal 2.8% Ted Baker 2.8% New Look 2.8% Puma 2.7% Lulus 2.7% Coach 2.6% Superdry 2.5% Pretty Little Thing 2.5% H&M 2.4% CampaignDeus Instagram Influencer Marketing Report 2018 Fashion and Style 10

11 CampaignDeus CampaignDeus is a datafocused tech company, providing independent influencer campaign benchmarking, data and reporting to brands and agencies CampaignDeus does not manage campaigns or work on behalf of influencers. We therefore retain complete independence Our data collection process combines AI with quality-controlled human tagging, ensuring unrivalled granularity and accuracy, helping brands and agencies make better influencer investments Get in touch... info@campaigndeus.com W CampaignDeus Instagram Influencer Marketing Report 2018 Fashion and Style 11