Instagram Stories integral to influencer marketing

Instagram Stories are integral to influencer marketing, a report by Tribe Dynamics has found.

In its 2020 Influencer Brand Survey Report, the tracking service reported that close to 80% of brands agreed posting on Instagram stories had ‘significantly’ impacted influencer content about their brand.

The research also discovered that more than 60% of influencers have used the stories feature ‘much more frequently’ over the past year.

Tribe Dynamics has said that the best way for a brand to leverage Instagram stories would be for them to share more story content on their own channels, and encourage influencers to share unsponsored content about their brand.

As well as this, marketing teams are turning to TikTok for content. Along with the 35% of influencers claiming they have used the platform more frequently in the last year, 35% of brands with influencer marketing teams said they have a dedicated group for its TikTok content.

“There’s no question that 2020 has proven a particularly eventful year for the influencer economy – not to mention every other economy,” says a spokesperson from Tribe Dynamics.

“New platforms like TikTok are rapidly capturing consumers’ attention, while others such as Instagram stories have graduated from emergent trends to established staples of brands’ and influencers’ storytelling toolkits.”