Influencer Marketing Archives - Stellar https://stellar.io/tag/influencer-marketing/ Turn big data into big stories Wed, 15 Apr 2026 04:55:20 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.5 https://stellar.io/wp-content/uploads/2022/02/cropped-Stellar_Logo_Deepblue-32x32.png Influencer Marketing Archives - Stellar https://stellar.io/tag/influencer-marketing/ 32 32 Influencer Marketing Trends 2026 https://stellar.io/resources/influence-marketing/trendguide2026/ Wed, 28 Jan 2026 06:57:43 +0000 https://stellar.io/?p=36865 Trend Guide 2026 7 trends. 20+ experts. Practical lessons for gaining influence in 2026. In 2026, influencer marketing will enter a new phase of maturity. Brands will no longer be content with simply launching campaigns: they will build truly creative systems, connected to commerce, driven by data and AI, with increasing demands for brand safety […]

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Trend Guide 2026

7 trends. 20+ experts. Practical lessons for gaining influence in 2026.

In 2026, influencer marketing will enter a new phase of maturity. Brands will no longer be content with simply launching campaigns: they will build truly creative systems, connected to commerce, driven by data and AI, with increasing demands for brand safety and accountability.
This guide deciphers what is really changing, what is working today, and how to transform complexity into measurable results.

*Stellar Tech will use your contact information to provide products and services to you. This information will be used in accordance with our data management policy. You can unsubscribe any time.

What will you find in this Trend Guide?

  • how AI is reigniting creativity without increasing brand risks
  • how brand safety AIneeds to be approached concretely in an AI-driven world
  • why Gen Z’s search behavior is changing and why content must be rethought
  • how influencer marketing no longer works in silos, but holistically
  • and how data can be used strategically to maximize effectiveness, relevance, and impact
Download the Trend Guide

Brought to you by

Stellar Tech revolutionizes influence marketing with powerful solutions designed for digital and communications professionals. Our Stellar platform streamlines every aspect of influencer marketing campaigns – from influencer identification to success report to optimization – giving you complete control over your influence marketing strategy.

Our mission is simple: democratizing influence marketing. We make transparent, understandable and accessible to everyone.

Discover the most recent insights

Download Trend Guide

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]]> AI in Influencer Marketing Survey 2025 https://stellar.io/resources/influence-white-paper-studies/ai-in-influencer-marketing-survey-2025/ Tue, 28 Oct 2025 08:05:04 +0000 https://stellar.io/?p=35606 AI in influencer marketing 2025 survey 936 voices. 5 markets. One question for influencer marketing professionals and content creators: how do they actually use AI? So to answer it, we went straight to the source. Because while everyone’s talking about AI, we wanted to know what’s actually happening with AI. The real adoption rates. The […]

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AI in influencer marketing 2025 survey

936 voices. 5 markets. One question for influencer marketing professionals and content creators: how do they actually use AI?

So to answer it, we went straight to the source. Because while everyone’s talking about AI, we wanted to know what’s actually happening with AI. The real adoption rates. The actual tools. The honest fears. The unexpected opportunities.

This isn’t another think piece. It’s data.

From DACH to Benelux, from agencies to solo creators, we mapped how AI is reshaping influencer marketing right now. Not in some hypothetical future, but today.

Ready for answers? Download the full report below.

*Stellar Tech will use your contact information to provide products and services to you. This information will be used in accordance with our data management policy. You can unsubscribe any time.

What will you find in this survey?

  • 936 real voices — 42.3% content creators and 57.7% marketing professionals from agencies, brands, and creator management companies
  • 5 markets, 5 different realities — How AI adoption varies from DACH to Benelux plus insights from France, Spain, and Canada
  • The full AI toolkit breakdown — Which tools actually get used (spoiler: ChatGPT dominates, but the rest is fragmented), for what tasks, and how often
  • Benefits vs. fears, unfiltered — What saves time, what sparks creativity, what keeps people up at night
  • The gaps nobody talks about — Between professionals and creators. Between daily users and skeptics. Between hype and reality.
  • What's next — Where the industry thinks AI is heading, and what needs to happen for trust to keep up with tech
Download the White Paper

Brought to you by

Stellar Tech revolutionizes influence marketing with powerful solutions designed for digital and communications professionals. Our Stellar platform streamlines every aspect of influencer marketing campaigns – from influencer identification to success report to optimization – giving you complete control over your influence marketing strategy.

Our mission is simple: democratizing influence marketing. We make transparent, understandable and accessible to everyone.

Discover what 936 industry insiders really think about AI

Download the White Paper

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]]> The complete 2025 guide to Instagram formats and content types https://stellar.io/resources/influence-marketing-blog/guide-instagram-formats-content/ Thu, 12 Jun 2025 09:02:27 +0000 https://stellar.io/?p=13389 The complete guide to content formats and types on Instagram Photos, videos, carousels, but also reels, stories or even lives… When you publish content on Instagram, you’re spoilt for choice when it comes to format – and location. But in the midst of all these different types of posts, you may find yourself wavering in […]

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The complete guide to content formats and types on Instagram

Photos, videos, carousels, but also reels, stories or even lives… When you publish content on Instagram, you’re spoilt for choice when it comes to format – and location. But in the midst of all these different types of posts, you may find yourself wavering in your content strategy: would a video be more effective than a photo? Should it be a post or a story? And why not a live broadcast? 

With the plethora of different formats and locations on Instagram, we’ve prepared this Stellar guide dedicated to the different types of posts on Instagram, their advantages and disadvantages. The answers to all your questions are in the following lines!

Want to discover all the latest influencer marketing trends?

Find out all there is to know about social media trends, strategies and features this year.

Download white paper

What are the different types of formats on Instagram in 2025? 

Among the types of formats that your posts can adopt on Instagram, there are three main categories: photos, carousels and videos. Over the years, Instagram and its algorithm have largely evolved these different types of content and their respective performances on the network. So, what can we say about these formats today?

The photo: the ultimate Instagram post

The photo is indeed the basic format on Instagram. When it was created in 2010, the idea was above all to show people’s daily life in its most beautiful light: pretty shots of one’s breakfast, family walks, or incredible landscapes. By emphasizing the immediacy of shared moments (hence its name), the Instagram platform also developed stories, an ephemeral and spontaneous format.

Today, Instagram photos are much more than that: they serve as a branding tool, both personal and professional. Brands share photos of their products, artists post their photos, drawings or graphic illustrations, and influencers show and define their brand image through photos of their daily lives.

What format for Instagram photos?

Instagram photo sizes vary between 3 formats:

  • Square format: 1080 x 1080 pixels (ratio 1:1)
  • Landscape format : 1080 x 566 pixels (ratio 1,91:1)
  • Vertical format : 1080 x 1350 pixels (ratio 4:5)
  • Instagram profil grid: 1080 x 1350 pixels (ratio 4:5)

Advantages & disadvantages

Advantages

Disadvantages

Effective personal and professional branding tool.                                      

Has less organic reach than other Instagram formats (reels)

The easiest and fastest format to create

Less and less effective format to stand out and attract followers’ attention

 

Did you know?
Instagram profile grid photos switch from square to vertical format!

As of January 2025, Instagram is permanently abandoning its iconic square format for profile grids in favor of a portrait format. This change, announced by CEO Adam Mosseri, marks the end of an era for the social network that had built its identity around square photos.

Of course, you can still post square photos on Instagram. But to keep your Instagram profile grid aligned, opt for the 1080 x 1350 px portrait format (4:5 ratio) from now on.

The carousel: the Instagram post that engages

If dating apps have taught us one thing, it’s that users love to swipe. And when your followers swipe through your carousel on Instagram, they spend more time there: the platform’s algorithm then understands that it’s qualitative content and will tend to value it over other formats. This is also probably why the carousel is the type of post that generates the most engagement on Instagram right now.

The carousel can feature a mix of photos and/or videos. So it can be useful for many aspects of your Instagram strategy: showcasing an entire product line, expressing your creativity with aesthetically pleasing and consistent content, or storytelling with photo dumping.

Note that since August 2024, you can now share up to 20 photos and videos in your Instagram carousels. You can also add music to your carousels if you’d like!

What format for Instagram carousels?

The image formats for Instagram carousels are the same as for photos or videos. So you have the choice between 3 image sizes:

  • Square format: 1080 x 1080 pixels (ratio 1:1)
  • Landscape format : 1080 x 566 pixels (ratio 1,91:1)
  • Vertical format : 1080 x 1350 pixels (ratio 4:5)
 

When it comes to Instagram carousel videos, there are a few format specifications to consider as well:

  • Minimum video length: 3 seconds
  • Maximum video length: 60 seconds
  • Maximum weight: 3.6 GB
  • Recommended format: .mp4
 

Advantages & disadvantages

Advantages

Disadvantages

Offers a wide range of content creation possibilities

Requires more time and preparation than a single photo

Format that generates the most engagement on Instagram

  

Organic format valued by Instagram’s algorithm

  

The video: the scroll-stopper

Two seconds: that’s the average time you have to catch users’ attention on social networks. So to retain them when you post, you need what’s called a “scroll-stopper“; in other words, a post that’s impactful enough to make users stop scrolling. 

Today, video is the best way to keep users’ attention on Instagram. Not to mention that video on Instagram can take many different forms: reels, stories or lives, each type of video can be very useful in your content strategy. Whether it’s to increase your brand awareness, engage with your community or grow it, right now, video is king on social media.

Note that now, if you want to post a video on your Instagram news feed, it will automatically be shared as a reel. This means that it will still appear on your feed, but it will also be able to reach a wider audience by appearing as a suggestion to other users.

What format for Instagram videos?

The format of Instagram videos must respect a certain ratio in terms of proportions if you want them to remain as they are when you publish them. Otherwise, the platform will resize your videos, and you might be faced with a zoomed-in video or one surrounded by black bands. The ratio to respect is the following:

  • Instagram video format:  between 1080 x 566 pixels (ratio 1,91:1) and 1080 x 1920 pixels (ratio 9:16)
 

How long should Instagram videos be?

When it comes to the length of Instagram videos, this will depend on the type of content you post. So you will find different maximum lengths allowed for your videos: 

  • Reel: 10 minutes
  • Story: 60 seconds
  • Live: 60 minutes
  • Advertisement: 60 seconds
 

Just like other content types, there are also some additional specifications required for videos:

  • Maximum size: 3.6 GB
  • Minimum FPS: 30 frames per second
  • Recommended format: .mp4
 

Advantages & disadvantages

Advantages

Disadvantages

Offers a wide range of content creation and  storytelling possibilities

Requires time and a certain mastery of tools and codes

Format that best captures users’ attention

The video must attract attention from the first few seconds to work well

Format that generates the most organic reach on Instagram

 

The Stellar Tip: How to post a GIF on Instagram?

You like memes and you want to publish a GIF in post or story on Instagram? You can! Since the acquisition of Giphy by Facebook in 2020, you can post GIFs on Meta social networks. 

To do so, you’ll need to download the Giphy app on your mobile device and select the “share” option for the image of your choice. If you want to post a GIF you’ve created, you’ll need to upload it to Giphy first. Be careful it must be longer than 3 seconds, the minimum length for videos on Instagram.

What are the different types of content on Instagram in 2025?

After this overview of the types of formats (photo, carousel or video) that it is possible to use on Instagram, it seems relevant to look at the different types of content you can publish on the platform. Just like formats, content types are diverse and varied, and also have a range of advantages and disadvantages when it comes to establishing an effective and relevant content strategy. 

On Instagram, there are 6 different major content categories: news feed posts, reels, stories, lives, guides, and Instagram shopping.

The feed: the essence of Instagram content

Posts on your news feed, wall, or feed, are the essence of your Instagram account. These posts are found on your profile as a grid, in thumbnail size, and appear on the news feeds of your followers. Harmony is therefore usually the order of the day: when users arrive on a profile, they feel the look & feel of the brand, the influencer or the person who owns the account. The publications on the wall are therefore essential to develop your content strategy, in order to build the image and the universe of your brand.  

The objective of the Instagram wall: to encourage users to follow the brand, the company or the influencer by subscribing to his account. At a glance, the DNA elements of the brand or personality must be able to stand out from the feed: tone, credibility, expertise, aesthetics, interests…

But in-feed posts can also appear in other places on Instagram: in the “explore” section, for example, or when users search for one of the hashtags you’ve associated with your post. To increase your visibility and organic reach, it is therefore important to develop an effective hashtags strategy, coupled with a tags strategy (location, people, pages…).

The advantages & disadvantages

Advantages

Disadvantages

Allows to create and consolidate a harmonious and coherent brand image.                                                                 

Requires additional work on content strategy to keep the feed aesthetically pleasing, engaging and consistent over the long term

It highlights your brand and allows you to improve your image

Requires an effective hashtags and tags strategy to work well organically

The reels: the “TikTok” Instagram post

Introduced in 2020 to compete with the TikTok platform, the reels feature allows you to create short videos, to which you can add filters, effects, music, and other creative tools. It is possible to include reels in the classic news feed, where photos and carousels are displayed, but these videos will also be displayed on your profile in a dedicated tab. 

One advantage of this format is that it allows your videos to appear when users are browsing other reels; like TikTok, they automatically scroll below each other. Since recently, reels are also favored by the Instagram algorithm in the “explore” or search section. They therefore allow to reach a wider audience organically.

Note that since July 2022, it is possible to boost reels – previously, they could only be broadcast organically. Be careful though: only reels shorter than 60 seconds and in 9:16 format (1080 x 1920 pixels) can be sponsored on Instagram. If you’re thinking of posting an organic reel, it can be up to 10 minutes long.

Advantages & disadvantages

Advantages

Disadvantages

Reach a larger audience organically                                                                      

Requires time and a certain mastery of tools and codes

Increases engagement with the community

The real thing must attract attention from the first few seconds to work well

Allows a lot of creative freedom

 

The story: the ephemeral publication to engage

The story is the most ephemeral and instantaneous Instagram publication, as it will only remain accessible for 24 hours organically. Stories appear at the top of users’ news feed, with the most recent ones first: it is therefore a format that requires a more regular publication than the others, ideally once a day, to reach its audience. 

A big advantage of the story is that it does not need to be as elaborate as other Instagram formats. It can contain photos or videos, but also stickers, GIFs, links, or even interactive elements such as questions or polls that your followers can answer. 

If you want to reach a wider audience, it is possible to set up a paid strategy by boosting a publication or with ads. Coupling this sponsorship with a hashtags and tags strategy will allow these stories to be shared organically. 

Also note that if you want your story to last, you can add it to your highlights: the ideal is to create a few categories of highlights, each with a particular theme (about, products, news, behind-the-scenes…).

The advantages & disadvantages

Advantages

Disadvantages

Allows great visibility

Requires regular, even daily publication to keep in touch with users

Very dynamic format, simple to create, which values authenticity and immediacy

 

Increases engagement with the community with interactive and fun elements (polls, questions, gifs, music,…)

 

Arouses users’ curiosity through its ephemeral and immersive nature

 

Allows users to re-share posts or stories from other accounts and encourage reciprocity

 

The live Instagram post

Live, or live posting (also called “inline” on Instagram help pages), is a type of story on the platform. As the name suggests, it allows you to share live content with your users; you can also use filters or effects during your live. Connected users can then interact with you, by liking or commenting on your post. 

The live stream appears, like stories, at the top of your followers’ news feed. The only difference is that it stays at the top of the feed throughout your live stream, with the “live” mention as a bonus and as a notification to your followers. Once the live video is finished, you can extend its broadcast as a classic story for 24 hours, or re-share it as a reel. It is also possible to upload your video to republish excerpts, for example, but you should know that comments and likes will not appear.

The advantages & disadvantages

Advantages

Disadvantages

Allows you to create a very high level of engagement with the community by interacting live

May be subject to unforeseen events and lower image quality

Allows you to go live with other users in a Live Room 

Cannot be boosted

Positioned at the top of the stories throughout the broadcast

 

The guide: the little-known Instagram post

Introduced in 2020, Instagram’s “guide” feature allows you to gather different publications, yours or other users’, into a single post. Unlike other formats, the guide doesn’t appear in the grid of your feed; it’s under a different tab on your profile. To encourage your followers to check it out, you can always share it in a story. 

There are three types of Instagram guides:

  • locations, to gather posts by geolocation,
  • products, to offer your products or those of other users,
  • and publications, where you have the freedom to choose the posts you share.

 

Note that if you want to publish an Instagram guide, you’ll need to go to your profile and click the “+” in the top right corner, as this feature is not available from the homepage.

The advantages & disadvantages

Advantages

Disadvantages

Quick and easy to create, as you only need to collect already created publications

Does not appear in the news feed

Allows you to collect and share consistent and quality content

May seem redundant to users who have already seen the publications collected in the guide

Feature not yet widely used, which could help you stand out

 

Instagram shopping : the post to sell

The Instagram shop is a part of the platform dedicated to selling products. In order to appear in the shop section, you will first need to set up your Instagram Shopping and create a Facebook catalog. Then, you can add your products to your store by tagging them on your posts. All types of posts can be added: feed, stories, reels, and even lives. 

When you tag a post with a shopping tag, users who click on it are redirected to your product’s page. There, they will find a description, an image, the price, and a link to your website to buy the product. For stories tagged with shopping, users are invited to swipe up to view the product sheet.

The advantages & disadvantages

Advantages

Disadvantages

Easy to use once the configuration is done

Highly competitive publications

Allows you to redirect users to your sales page directly

Difficulty to reach new users organically

 

Requires some time to set up

Stellar's point of view :

What is the best type of content to post on Instagram?

 

As we’ve seen in this article, Instagram is full of opportunities to publish creative, engaging and authentic content on its platform. But then, what type of post to publish for an effective marketing strategy? 

In reality, there is no single answer to this question. The type of post you choose will depend on your objectives and your community. The important thing is to publish regularly enough, vary your content, test and track the performance of your posts. The best judge is your community, and how they interact with your content. 

That said, it is possible to draw some broad lines on the type of post to publish according to your objectives:

  • For personal branding: the feed
  • To increase the organic reach of your publications: reels
  • To increase engagement: stories and lives
  • To generate sales or leads: the shop

If you’re looking to set up an influencer campaign on Instagram, be sure to check out our comprehensive guide to the KPIs you should use to learn how to set up and track your goals effectively.

Take your influencer marketing to the next dimension

Try it for free

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]]> White Paper 2024 AI & Influencer Marketing https://stellar.io/resources/influence-white-paper-studies/white-paper-ai-and-influencer-marketing/ Wed, 30 Oct 2024 16:33:32 +0000 https://stellar.io/resources/influence-marketing/white-paper-influencer-marketing-trends-2024-copy/ Decoding AI’s Impact on Influence Marketing A complete map of opportunities, ethics, and challenges ahead From predictive analytics to virtual influencers, AI is revolutionizing every aspect of creator marketing.  Our white paper provides a comprehensive map of opportunities, ethics, and challenges ahead, helping you navigate this technological revolution with confidence. Through insightful interviews and case […]

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Decoding AI's Impact on Influence Marketing

A complete map of opportunities, ethics, and challenges ahead

From predictive analytics to virtual influencers, AI is revolutionizing every aspect of creator marketing. 

Our white paper provides a comprehensive map of opportunities, ethics, and challenges ahead, helping you navigate this technological revolution with confidence.

Through insightful interviews and case studies, discover how brands, agencies, and content creators can harness AI’s power while maintaining authenticity and trust.

Fill out the form below and receive your white paper by email.

Stellar Tech will use your contact information to provide products and services to you. This information will be used in accordance with our data management policy. You can unsubscribe any time.

What will you find in this white paper?

The Complete Analysis of AI in Influence Marketing

1. AI's Current Impact on Influence Marketing

  • Comprehensive overview of AI technologies already powering influence marketing platforms
  • Real-world applications in campaign optimization, creator selection, and performance analysis
  • Case studies showcasing successful AI integration in influence strategies

2. Opportunities

  • Analysis of AI-powered tools transforming data analysis, content creation and campaign management
  • Deep dive into virtual influencers and their impact on the industry

3. Challenges Ahead

  • Ethical considerations and potential risks
  • Guidelines for maintaining authenticity in an AI-driven landscape
  • Environmental impact and sustainability challenges

4. The Regulatory Landscape and Future Outlook

  • Detailed analysis of the EU AI Act and its implications for influence marketing
  • Framework for responsible AI adoption in influence strategies
Download the White Paper

Why download this white paper?

  • The Most Comprehensive Analysis of AI in Influence Marketing
    Understand how AI is reshaping the industry and what it means for your business.
  • Practical Guidelines for AI Integration
    Learn how to leverage AI tools while maintaining authenticity and trust.
  • Expert Insights and Real-world Examples
    Benefit from the perspectives of industry leaders, including brands, agencies, and creators.
  • Navigate the Regulatory Landscape
    Prepare for the EU AI Act and ensure compliance in your AI-powered campaigns.
Download the White Paper

Brought to you by

Stellar full Logo - Influencer marketing platform

Stellar Tech revolutionizes influence marketing with powerful solutions designed for digital and communications professionals. Our platform streamlines every aspect of influencer marketing campaigns – from influencer identification to success report to optimization – giving you complete control over your influence marketing strategy.

Our mission is simple: democratizing influence marketing. We make transparent, understandable and accessible to everyone.

Discover the impact of AI on influencer marketing

Download the White Paper

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]]> Influencer brief: How to write an efficient influencer brief? (+ template) https://stellar.io/resources/influence-white-paper-studies/how-to-write-an-efficient-influencer-brief/ Thu, 08 Feb 2024 15:22:11 +0000 https://stellar.io/?p=24962 How to write an efficient influencer brief? (+ free template) When working with influencers for your marketing, a well-prepared brief is essential for a successful campaign. This brief should be short but complete, providing only the essential information. Knowing what information to include can be difficult. To help you make your future influencer campaigns even […]

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How to write an efficient influencer brief? (+ free template)

When working with influencers for your marketing, a well-prepared brief is essential for a successful campaign. This brief should be short but complete, providing only the essential information.

Knowing what information to include can be difficult. To help you make your future influencer campaigns even more successful, we’ve created a downloadable brief template for your influencer collaborations.

Fill in the form below and receive your free influencer brief template by mail!

Stellar will use your contact data to offer you its products and services. This information will be used in accordance with its data management policy. You can unsubscribe at any time.

Why is it important to prepare efficient influencer briefs?

For your influencer marketing campaigns, creating a brief is a crucial step in ensuring a successful collaboration.

  1. Influencer brief ensures clear understanding of campaign objectives.

    The brief conveys the ambition of your influencer marketing campaign, detailing precisely the products or services to be promoted, the key messages to be communicated, the target audiences, and the expected results.

  2. The influencer brief plays a crucial role in maintaining the consistency of your brand’s image.

    By sharing your vision and values, the brief guides the influencer in the creation of content, consolidating your company’s identity and image in a seamless way.

  3. The influencer brief is one of the key guarantors of compliance with the rules.

    The brief reminds influencers of their legal and ethical obligations, explicitly stating paid partnerships, demanding transparency towards the audience, and ensuring compliance with laws relating to advertising and product promotion.

  4. Influencer briefs upstream of performance reports.
    As for performance measurement, drawing up a brief also helps to define clear performance indicators (KPIs), making it easier to evaluate campaign results. The brief focuses on campaign objectives, and can also propose concrete examples of KPIs and metrics, reinforcing the rigor of performance evaluation.

Wondering what information is essential for an effective brief?

We have thought of everything and created a brief template for you to complete. This turnkey tool is designed to optimize your future collaborations with influencers.

Download the Brief

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]]> White Paper 2024 Influencer Marketing Trends https://stellar.io/resources/influence-white-paper-studies/white-paper-influencer-marketing-trends-2024/ Tue, 09 Jan 2024 07:00:52 +0000 https://stellar.io/resources/influence-marketing/white-paper-10-influencer-marketing-trends-2023-copy/ Discover the 2024 Influencer Marketing Trends Responsibility, adaptability, creativity: these are the keystones of influence marketing for 2024. To approach this year with confidence, our white paper “2024 Influence Marketing Trends” delves into the strategies that will make all the difference, innovations to adopt, and pitfalls to avoid. Discover how brands, agencies, influencers, and platforms […]

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Discover the 2024 Influencer Marketing Trends

Responsibility, adaptability, creativity: these are the keystones of influence marketing for 2024.

To approach this year with confidence, our white paper “2024 Influence Marketing Trends” delves into the strategies that will make all the difference, innovations to adopt, and pitfalls to avoid.

Discover how brands, agencies, influencers, and platforms are adapting to create campaigns that are more conscious, connected, and creative!

Fill out the form below and receive your white paper by email.

Stellar will use your contact information to provide products and services to you. This information will be used in accordance with our data management policy. You can unsubscribe any time.

What will you find in this white paper?

The 3 Major Trends in Influence Marketing 2024

1. Responsible and transparent influence

  • An in-depth analysis of the latest European, French, and Belgian legislations on transparency
  • The impact of these changes on strategies for brands, agencies, and influencers
  • Insights on the integration of societal, environmental, and moral values in influence campaigns and their growing importance within communities
  • This trend will help you build responsible, authentic, and credible campaigns , essential for maintaining the trust of your target audiences and increasing their engagement.

2. The latest trends of social media

  • Key figures, trends, and new features of each social platform and tips for effectively leveraging them in your influence marketing strategies.
  • Strategic advice illustrating how to diversify your communication channels and formats according to the latest trends in influence marketing.
  • Examples of successful influence campaigns that marked 2023 across various channels.
  • This trend will help you expand your audience, boost engagement, and increase the effectiveness of your campaigns by leveraging the complementarity of platforms for more coherent and impactful influencer marketing.

3. Artificial Intelligence in influence

  • A detailed overview of the evolution of artificial intelligence in the field of influence marketing and the integration of AI tools such as predictive analysis, machine learning, and generative AI.
  • Analysis of the benefits, risks, and opportunities related to integrating AI into influence marketing strategies as a brand, agency, or influencer.
  • An in-depth observation of the opportunities and risks associated with the use of virtual influencers in marketing strategies.
  • This trend will offer you advice and methodologies for effectively integrating AI into your influence marketing strategies to better understand your audience, generate more engaging content, optimize the ROI of your campaigns...
Download the White Paper

Why download this white paper?

  • The 3 Trends of Influence Marketing 2024, Decoded and Analyzed
    Decipher the key trends that will shape the landscape of influence marketing and understand how they will impact your strategies.
  • Actionable Tips for Your Influence Marketing Campaigns
    Apply concrete strategies and tactics to improve the effectiveness of your campaigns, with practical advice tailored to current trends.
  • Insights from 18 Industry Experts
    Benefit from the advice and perspectives of renowned experts for a comprehensive and nuanced view of the challenges and opportunities of influence marketing in 2024.
Download the White Paper
Vladimira Durisova, responsible influencer marketing expert European commission

We have noticed a lack of awareness among influencers regarding their online activities. Many influencers do not realize that when they regularly engage in commercial online activities, such as advertising or selling goods or services, they are considered as traders in the European Union and have numerous legal responsibilities.

Vladimira Durisova

Legal Advisor – Application of Consumer Law
European Commission

Aline Lemaire, marketing director coca cola

In the digital age, social networks have become an indispensable tool for creating and maintaining authentic relationships with our consumers. Each platform offers a unique opportunity for interaction and engagement, requiring a deep understanding of its cultural codes to create meaningful and engaging content.

Aline Lemaire

Aline Lemaire, Marketing Director BENELUX
The Coca-Cola Company​

Evelien Stellar Lab influence marketing director

Influencers bring authenticity and can reach a specific target audience. This powerful combination of specific targeting and authenticity is, in my opinion, something you cannot achieve with any other form of digital media.

Evelien Meskens

Influence Director Belgium
Stellar Lab

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Stellar innovates in the field of influence marketing by providing solutions for digital and communication professionals. These solutions enable effective launching, analyzing, and optimizing media and influence campaigns on social networks.

Our mission: to democratize influence marketing by making it transparent, understandable, and accessible to everyone.

Discover all the 2024 influencer marketing trends

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]]> The future of campaign reporting: quantitative and qualitative indicators https://stellar.io/resources/influence-white-paper-studies/the-future-of-campaign-reporting-quantitative-and-qualitative-indicators/ Thu, 06 Jul 2023 15:26:05 +0000 https://stellar.io/?p=24035 The future of campaign reporting: quantitative and qualitative indicators Measuring your results and maximizing your return on investment are at the heart of your strategic thinking. And that’s where marketing metrics come in, providing valuable information on the performance, profitability and efficiency of marketing decisions. In this guide, you’ll discover the different metrics used in […]

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The future of campaign reporting: quantitative and qualitative indicators

Measuring your results and maximizing your return on investment are at the heart of your strategic thinking. And that’s where marketing metrics come in, providing valuable information on the performance, profitability and efficiency of marketing decisions.

In this guide, you’ll discover the different metrics used in influencer marketing, from traditional KPIs to more sophisticated qualitative and quantitative measures.

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Use our guide to discover

  • Quantitative performance indicators for influence
  • Qualitative performance indicators for influence
  • The influencer's role in gathering perceptions and sentiments about your marketing campaign, brand and products
  • How to carry out comprehensive qualitative and quantitative analyses with Stellar Tech's campaign reports


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]]> How La Redoute organizes and measures its influence campaigns with the Stellar tool https://stellar.io/resources/influence-case-study/success-story-la-redoute-stellar/ Wed, 29 Mar 2023 15:49:33 +0000 https://stellar.io/?p=9186 Hoe La Redoute How La Redoute organizes and measures its influence campaigns with the Stellar tool See case study La Redoute, a leading fashion and home furnishing brand, relied on Stellar to review its influencer marketing strategy, especially during its special “Black Friday” campaign. The goal: To ensure the effectiveness and ROI of its actions […]

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Hoe La Redoute How La Redoute organizes and measures its influence campaigns with the Stellar tool

See case study

La Redoute, a leading fashion and home furnishing brand, relied on Stellar to review its influencer marketing strategy, especially during its special “Black Friday” campaign. The goal: To ensure the effectiveness and ROI of its actions and improve the synergy and productivity of its teams, by removing the boundaries between Branding and Performance.

80 influencers 

Reach : 39 millions

100K clicks

Objectives

Today, companies active on social networks and in influence marketing like La Redoute face a multitude of challenges: ensuring the achievement of a large number of objectives via creative and authentic campaigns, measuring performance and profitability of their actions, while maximizing the time and efforts of internal teams for greater productivity.

At La Redoute, the influence canal is managed within the marketing department by two teams that have distinct objectives: the Brand team (visibility, brand image, engagement) and Performance (traffic, conversion) which traditionally launched different campaigns. From 2021, the brand and its strategic and affiliate partner Awin decided to undertake actions with more synergy and a collaborative approach between the teams. They also wanted to find a solution to homogenise the KPIs on a model tailored to La Redoute and above all to analyse the results and profitability of their campaigns.

For Black Friday and the end of the year holiday periods, the two actors searched for a software to launch a unique influencer campaign with allowing the two marketing team to:

  • create visibility for the brand and its promotional offers
  • generate web traffic and sales on the different categories of its e-commerce site
  • eliminate the borders between Brand and Performance with common campaigns
  • automate actions to be more efficient and remain competitive in its sectors
laredoute-awin

Campaign

For its Black Friday and end-of-year celebrations operation, La Redoute  launched an influence campaign on Instagram by collaborating with more than 80 ambassadors focused on the family, fashion and/or the art of living.

In less than 4 weeks thanks to the Stellar tool along with a structured and collaborative work between the Brand and Performance teams, the 80 influencers were easily :

  • identified
  • analyzed
  • activated
  • monitored

How La Redoute has improved its results thanks to Stellar?

Leader in France and Benelux and used in around thirty countries, Stellar enables La Redoute to identify the right ambassadors, analyze their profiles and audiences, plan and manage their campaigns and measure their impact via : automatic monitoring of content, metrics collection according to different KPIs and calculation of ROI (Return On Investment), EMV (Earned Media Value) and efficiency metrics (e.g. CPC, CPE).

With its tool, Stellar has concretely enabled La Redoute to :

  • Access a search engine and a powerful analysis tool to find relevant influencers, map them according to their universe and categorise them according to specific criteria – the audiences reached, the objectives they are likely to achieve according to their average statistics (reach, engagement rate, click-through rate).
  • Organise projects and communications with influencers in a collaborative and transparent way so that all teams have a global vision of the actions. A common database of influencers enables better management of activities and avoids duplication of contacts and activations.
  • Make cost and performance forecasts upstream of campaigns thanks to a dedicated feature, in order to guarantee maximum impact of influencers’ content.
  • Report on cross-social media campaigns: fast and efficient automated content monitoring, with a detailed view of achieved KPIs, reached audiences and profitability, for every campaign but also for every social network and influencer.

Results
 

  • An exceptional reach of 39 millions
  • 726 000 engagements
  • 100 000 clicks
  • 14% ROI

This collaboration has generated incredible results for Stellar and La Redoute. The “Les Cas d’Or” 3 prizes awarded to Stellar marks the fruitful culmination of this partnership. 

By automating and improving processes, La Redoute has significantly increased its partnerships with the most relevant and successful influencers. Influencer loyalty has been strengthened thanks to optimal communication, a direct relationship and the promotion of the influencer as an ambassador or premium partner.

A balance has finally been found between Brand and Performance investments, now based on product content and return on investment.

Beyond an optimal distribution of budget spend, the implementation of a cross-media measurement specific to La Redoute has made it possible to obtain a global and undissociated view of campaign performance.

The new processes have been extended to the entire marketing department. Learning new work methodologies was facilitated by Stellar and made it possible to rethink all endogenous and exogenous initiatives with the common base of a collaborative spirit at the service of performance.

The implementation of Stellar at La Redoute has made it possible to better organize our services and our organization within the marketing and communication department. We were able to more easily unify our strategies, have common projects and work much more collaboratively.
Anna FaureHead of Media, La Redoute
Anna Faure

Want to know more about how Stellar can help you reach for the stars? Let's talk!

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]]> Top 10 influencer marketing trends in 2023 https://stellar.io/resources/influence-marketing-blog/top-10-influencer-marketing-trends-2023/ Tue, 14 Feb 2023 08:39:36 +0000 https://stellar.io/?p=17060 We have undeniably seen the meteoric rise of influencer marketing in recent years. Indeed, in France, it is now the second channel with the most interesting ROI after social ads according to the survey conducted by le BDM. And if 2022 has seen this phenomenon grow so much, 2023 will undoubtedly see it grow even […]

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We have undeniably seen the meteoric rise of influencer marketing in recent years. Indeed, in France, it is now the second channel with the most interesting ROI after social ads according to the survey conducted by le BDM. And if 2022 has seen this phenomenon grow so much, 2023 will undoubtedly see it grow even more.

In order to guide you in this new era, and following the success of the first edition, we decided to renew the White Paper experience. Based on our expertise and experience as a software and service provider, we are unveiling our predictions on “Influencer Marketing Trends 2023”.

Predictions that have been validated and/or challenged by 40 influencer marketing and social media experts from different countries and backgrounds: brands, agencies, agents, media, tech leaders, legal experts, and influencers. Our ecosystem is denser than it seems, and it therefore seemed important this year again to gather the opinions of all who animate it and contribute to its evolution and elevation, together in a single document.

Here is an article that summarizes the 10 influencer marketing trends of 2023. We invite you to download our free white paper to learn more about the subjects.

Download the White Paper

Trend 1: Legislation and accountability

In 2023, influencer marketing will continue to structure itself in order to preserve the trust capital of influencers. In order to do so, compliance with the legal framework in force will become a priority, with controls of the application of the rules by competent organizations, but also by brands, agencies and influencers themselves, becoming more regular. A triple responsibility, moral, social and societal, will also guide content creators in their choice of partnerships.

Our experts : Alexandre Bigot – Joly, Alix Grousset, Florie Bodin, Mohamed Mansouri

Trend 2: Creator economy

Influencers are gaining power and are establishing themselves as key players in the influencer economy. Sponsorship, product placement, co-creation… Brands are snapping up these content creators with impressive ROI. At the same time, influencers are becoming aware that their sources of income can be multiple and are becoming less dependent on partner brands. Creating their own business, monetizing via social networks, opening up to the NFT market… No doubt that 2023 will be a turning point for the Creator Economy.

Our experts: Milkywaysblueyes – Claire Marnette, MaVieDePapaGay, Emilie Dupuis

Trend 3: Value campaigns

If committed influencers have already been emerging for a few years on social networks, this year they will become the spokespersons of their commitments by participating in large-scale campaigns and events alongside advertisers. This is a boon for brands when we know that consumers now prefer brands that are leaders in environmental, social and economic sustainability. Getting your brand commitments heard through an influencer marketing strategy will be a winning combination in 2023.

Our experts: Maude Legendre, Antoine un Handicapé, Louise Revert, Emilie Cabanié, Victorine Boyer

Trend 4: "Short" videos

While TikTok videos, YouTube Shorts and Instagram Reels will remain staples, they seem to be lengthening and moving towards longer formats. In this sense, advertisers need to rethink the length of messages and rethink the ad space sold. In 2023, the lengthening of video content and the diversification of formats will give you more creative possibilities for your influencer marketing campaigns.

Our experts: Poopi, Charlène Dubois, Charlène Testé, Laetitia Joubert, Nicole Hall

Trend 5: LinkedIn: B2B or B2C?

LinkedIn continues its quest for influencer marketing and will become a must-have for brands in 2023. While B2B campaigns will obviously remain the majority, the social network will surprise with the launch of B2C campaigns more and more frequently. Whether you want to launch a B2B or B2C campaign, you’ll have to play by LinkedIn’s rules, both in the choice of influencers as well as in the formats of sponsored posts.

Our experts: Jonathan Chan, Dorith Naon, Julien Morisson & Clifford Mahu, Christopher Piton

Trend 6: Lives

The quest for authenticity is why live content continues to win the hearts of users. Whether on Twitch, Instagram, LinkedIn or TikTok, the interactivity and proximity created by Lives will indeed seduce users. But to achieve such results, you’ll need to launch campaigns that are in line with the rules of the game of the live format.

Our experts: Manon Loge, Julien Brassine, Wizhum

Trend 7: Social Commerce

Happy young woman with shopping bags in a smartphone, online shopping and sales concept, blank copy space

Social Commerce continues to grow, boosted by the new e-commerce and online payment features of social networks. However, to increase their revenues in 2023, brands will have to consider influencer marketing as part of their social commerce strategy. Live Shopping, AR/VR, QR Code, Conversational Commerce… The possibilities are numerous.

Our experts: Anthony Rochand, Eva Schumacher, Sandrine Corman, Amanda Medina 

Trend 8: Affiliate influencer marketing

Affiliate marketing is and will remain in 2023 the marketing strategy with the most interesting remuneration model. A godsend for brands when you know that results are multiplied tenfold when affiliate marketing is combined with an influencer marketing strategy. Affiliate link, promotional code, Amazon Program… Influencers are waiting for you.

influence et affiliation

Our experts: Ramy Kay, Marine Jonkers, Maddy Pourpadin, Anthony Forge

Trend 9: Virtual worlds

Virtual worlds are building the metaverse of tomorrow, announced as the digital revolution of our era, questioning the development of influencer marketing in these environments. If Web3 is still being defined, one thing is certain: the new generations are “meta-ready” and ready to invest in these worlds where brands are already launching successful marketing initiatives. The challenge, from 2023, will be to reduce the distance between real and virtual with a hybrid world where the virtual will enrich the reality.

Our experts: Damien D’Ostuni, Pierre Nicolas Hurstel, Christopher Calice, Simon Foucher

mondes virtuels

Trend 10: Communities and gamification

More than ever, the year 2023 will be characterized by the growing involvement of consumers in influencer campaigns. The most creative and daring actions will be the ones that call upon influencers and their communities: the involvement of each one will create an emotional link that will generate a strong engagement rate, an increase in loyalty and potentially in conversion.

Our experts: Marine Dart, Sammy Albon, Damien Roux, Christopher Calice, Cerise Aubert Truchefaud

Our white paper in a few words...

Influencer marketing is constantly evolving. In 2022, and more than ever in 2023, the industry will be more demanding.

As the pace of change accelerates, we bring you an in-depth analysis of the 10 trends that will shape influence and social media in our White Paper. Each trend is illustrated with:

  • Comprehensive literature review
  • Hard-hitting figures and real-life examples
  • Opinions of 40 social media and influence experts
  • The “Marketer’s To Do” with tips to apply to your strategies

Stellar will use your contact information to provide products and services to you. This information will be used in accordance with our data management policy. You can unsubscribe any time.

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]]> The optional Instagram Likes: what impact on influencer marketing and Stellar campaign reports? https://stellar.io/resources/influence-marketing-blog/instagram-likes-optional-influence-marketing/ Thu, 09 Feb 2023 13:42:52 +0000 https://stellar.io/le-jaime-devient-optionnel-sur-instagram-quels-sont-les-impacts-sur-le-marketing-dinfluence-copy/ Influencers can now hide their likes count: what does that mean? On 26th May 2021, the Head of Instagram, Adam Mosseri, announced that Instagram users could now hide their likes on their posts and in their own feed [1]. Instagram had been testing this feature for more than a year. The goal was to shift the […]

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Influencers can now hide their likes count: what does that mean?

On 26th May 2021, the Head of Instagram, Adam Mosseri, announced that Instagram users could now hide their likes on their posts and in their own feed [1].

Instagram had been testing this feature for more than a year. The goal was to shift the focus from the like counts to the actual content and interactions without affecting the user experience.

According to Mosseri, given the strong reactions both in favor and against this change, Instagram decided to leave the decision to hide likes up to each content creator [2] [3].

In short:

Instagram users:
  • can hide their likes count on some or all of their posts (including reels).
  • can hide the likes in their feed, so they will not see the likes count on anyone else’ posts.

Instagram Business users

  • can access the number of likes gathered on a post by checking their Analytics.

 

Why would Instagram allow influencers to hide their likes?

This change is meant to draw the audience’s attention on the content rather than numbers but also to alleviate the pressure to perform for content creator.
On the one hand, Instagram wants to create a healthier environment where the worth of a post is not limited to the number of likes it generates. This is a response to the frequent criticism that Instagram (and social media in general) reinforces toxic expectations, especially for a younger audience who tends to conflate self-worth and visible “success” on the platform [4] [5].

Youtube implemented a similar change to “promote respectful interactions” on the platform by making the dislike count invisible (10th November 2021) [6] [7]. According to the Youtube team, this new feature is designed to foster a more supportive environment, especially for smaller creators [7].

On the other hand, Instagram claims that they want to foreground creative content and authentic interactions. This trend too is noticeable on most major social platforms, currently promoting originality rather than popularity. Some platform, such as Snapchat and Tiktok, are even investing directly into their users to offer them greater creative freedom as they would not rely on external actors to finance their work (Snapchat’s Spotlight, TikTok’s Creator Fund)  [8].

Many analysts also point out that one of the convenient sides-effects of this decision is to directly cut down the impact of fakes likes. Ever since the like became such a valuable metric, Instagram struggled to guarantee the authenticity of interactions measurements as fakes accounts and bots were commonly used to boost posts engagement [4] [9]. With the hidden likes, Instagram is reducing the impact of this “vanity metric” and forces marketeers to focus on other elements of engagement.

What is the impact on Influence Marketing?

Instagram only launched this new feature after a long testing period, once it was proven to have a minimal impact on users interactions. However, if this change does not affect the influencer-audience dynamics, it certainly shakes things up in the brand-influencer balance. Let’s be honest, the likes count was one of the most important metrics to assess an influencer’s profile. Fortunately, brands and marketeers have other, more reliable, elements to lean on.
 
Here are some of the metrics to keep an eye on:
  • Followers evolution
  • Comments
  • Stories interactions
  • Clicks
  • Reposts
  • Shares
  • Saves

This change may also prompt brands to favor long-term collaborations with trustworthy ambassadors. This entails investing more time in selecting influencers who truly align with the brand ethos but guarantees a greater return of investment. It matches with Instagram’s ambitions to favor creators who produce quality content that truly captures the audience attention.

 

Better content and less focus on trends should encourage more genuine interactions on the platform. Users will naturally gravitate towards publications and influencers who share their interests which, in turn, can only boost engagement.

 

Instagram wants to favor this type of more direct communication between influencers and their audience. After all, the most successful format on the app is the Story. These ephemeral short videos generate a lot of engagement, although they do not show the number interactions to viewers. Like with the new hidden likes, influencers can access these data in their Analytics.

 

What is the impact on influencers?

As established earlier, this change has a very little impact on the influencers’ relationship with their audience. However, many influencers were quick to realize that their Engagement Rate would likely be impacted by this change. It is common knowledge for professional content creators that this metrics is considered by brands when selecting influencers for campaigns.

This is likely one of the reasons why Instagram decided to leave the choice up to the influencer.
 
So far, this behavior remains fairly marginal amongst influencers. However, it is obvious that some of them are testing this new feature, usually hiding their likes counts on a few specific posts. At any rate, influencers still have access to these performance data. They are not left in the dark as to how their content is perceived and can choose to share these data with a selection of collaborators

How does the Stellar platform adapt?

Stellar always puts its expertise in the field of digital marketing to the service of your campaigns! We always keep up to date with the latest news in the influencer marketing and social media industry to adapt our platform. That’s why we quickly found a suitable solution.

WE NOTIFY YOU

We make it easy for you to spot the influencers who hide their likes on their post.
We also point out clearly which metrics are susceptible to be affected by this choice.

WE GARANTY ACCURACY

We ensure the accuracy of our metrics calculations.

The Engagement and Engagement Rate were both directly impacted by this change. When hidden likes are spotted on recent posts, our system automatically adapts the calculation to make sure we only include relevant posts that will not skew the Engagement of the influencer.

If influencers choose to hide their likes count on all of their publications, we make sure to point it out to you.

WE ADVISE ON BEST PRACTICE

Influencers are well-aware of the importance of the Engagement metrics for the brands they collaborate with. Hence, we noticed that influencers usually spontaneously avoid hiding their likes on their sponsored posts.

If Stellar indicates that one of your ambassadors has hidden their likes on one of your campaigns posts, we recommend that you simply reach out and ask them to provide you with the number of likes obtained on all the publications that interest you (including reels). Then you can manually enter the number of likes in your campaign on the Stellar tool and get a detailed and accurate report.

 

We may tend to forget it because they have become so intertwined with our daily lives, but social media are a very recent phenomenon. It is therefore no surprise that they will keep evolving, sometimes quite unexpectedly. The Stellar platform evolves along with them and continues to provide the best support in your collaborations with influence.

References list

[1]
A. Mosseri, “Mosseri,” Instagram, 26 May 2021. [Online]. Available: https://www.instagram.com/p/CPVlyAFpJPH/. [Accessed 16 november 2021].
[2]
A. Mosseri, “Mosseri,” Instagram, 27 May 2021. [Online]. Available: https://www.instagram.com/p/CPY7F3DpIXE/. [Accessed 16 November 2021].
[3]
Instagram, “Blog: Giving People More Control,” Instagram, 26 May 2021. [Online]. Available: https://about.instagram.com/blog/announcements/giving-people-more-control. [Accessed 16 Novembre 2021 ].
[4]
T. Mazurel, “Insights – Instagram marketing hidden likes,” Ink-co, [Online]. Available: https://ink-co.com/insights/instagram-marketing-hidden-likes/. [Accessed 16 November 2021].
[5]
R. S. f. P. Health, “#Status of Mind,” RSPH, 2017. [Online]. Available: https://www.rsph.org.uk/about-us/news/instagram-ranked-worst-for-young-people-s-mental-health.html. [Accessed 17 Novembre 2021].
[6]
Youtube , “An Updade to Dislikes on Youtube,” Youtube , 10 November 2021. [Online]. Available: https://blog.youtube/news-and-events/update-to-youtube/. [Accessed 24 November 2021].
[7]
Youtube, “TeamYoutube,” Twitter, 10 November 2021. [Online]. Available: https://twitter.com/TeamYouTube/status/1458482029817860096. [Accessed 2021 November 24].
[8]
B. Haddad, “La fin du like: la creator economy va-t-elle tuer l’influence,” Marketing, no. 232, pp. 39-48, 2021.
[9]
Iconosquare, “Instagram souhaite cacher les likes, conséquences et avantages,” Business.ladn, 18 octobre 2019. [Online]. Available: https://business.ladn.eu/experts-metiers/digital/social-media-digital/community-management/instagram-cacher-likes-consequences-avantages/. [Accessed 16 November 2021].
[10]
CreatorIQ, “Less than 3% of Instagram Creators Are Hiding Public Like Counts,” CreatorIQ, 05 August 2021. [Online]. Available: https://www.creatoriq.com/blog/less-than-3-of-instagram-creators-are-hiding-public-like-counts. [Accessed 17 November 2021].

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