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Your roundup includes news about Instagram, D2C brands, digital trends, and lots more. Don’t forget to check out the Internet Statistics Database, too.

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Ad spend on Instagram Stories rises nearly 70% YoY

Socialbakers’ ‘Instagram vs Facebook Report’ has revealed that ad spend on Instagram Stories has grown nearly 70% year-on-year; accounting for 10% of total Facebook ad spend at the end of Q3 2019. In comparison to this, ad spend for Facebook Stories grew by just 0.3% YoY.

Elsewhere, the report states that the ‘Ecommerce’ category continues to rise, ranking first on Facebook and second on Instagram in terms of total interactions. On Instagram, the ‘Fashion’ category increased its engagement lead from 27.8% in Q2 to 31.9% in Q3 2019.

Finally, use of the hashtag #ad by Instagram influencers spiked by 60% by the end of Q3. Walmart was named as the number one brand associated with Instagram influencers, having amassed 1,370 mentions from 856 influencers overall.

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Influencers need 42,575 Instagram followers to earn the average UK salary

New research by inzpire.me has revealed that 42,575 Instagram followers is enough for an influencer to earn the average UK salary.

The report, which is based on data from 10,000 Instagram influencers, states that to earn £29,009 per year from branded collaborations on Instagram, an influencer needs 42,575 Instagram followers if creating eight posts and eight stories per month, or 108,200 Instagram followers if creating four posts and four stories per month.

To earn the National Living Wage (which is £16,010 per year) from branded collaborations on Instagram, an influencer needs 19,050 Instagram followers if creating eight posts and eight stories per month.

The report also states that 76% of influencers admit to working other jobs, with just 24% working solely as an influencer. However, 57% plan to be influencers for ‘the rest of their working life’, while 43% view ‘influencing’ as a temporary career choice.

influencer with coffee

Can TikTok rival Instagram for influencer marketing success?

Social media engagement and analytics a top priority for organisations in 2020

Econsultancy’s 2020 Digital Trends report, published in association with Adobe, has revealed that ‘social media engagement and analytics’ is the top digital-related priority for organisations in 2020. It was cited by 28% of CX leaders, and 32% of mainstream organisations surveyed.

Elsewhere, ‘customer journey management’ has risen to become a top three priority for CX leaders, yet it is ranked sixth for the mainstream.

80% of B2C brands believe direct-to-consumer companies are impacting their market 

A new report by the CMO Club has delved into the impact direct-to-consumer companies have made on the consumer market. 

Based on a survey of CMO Club members, including 74 responses from CMOs or heads of marketing at non-DTC brands, the report concludes that 80% of B2Cs surveyed either somewhat (49%) or strongly agree (31%) that DTC is impacting their market. The reason for this stems from DTC’s performance-based digital marketing, specifically, digital media buying (43%), social (41%) and delivering curated experiences (31%).

As a result of DTCs’ focus on measurable demand generation, 53% of B2Cs surveyed are now more focused on ensuring their marketing dollars tie directly back to ROI. The report concludes that “scaling both customer acquisition and retention to increase overall lifetime value is the new battleground that will drive continued growth.”

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What the rise of direct-to-consumer (D2C) brands means for agencies

Public perception can increase for brands that commemorate milestones

New data from YouGov has revealed that brand anniversaries can have a positive effect on consumer perception.

From Q1 to Q4 2019, Ad Awareness scores (which refers to whether someone has seen or heard an advert broadcast by a company in the past two weeks) increased for Sainsbury’s by 3.1 points, and increased for Tesco by 4 points. The two brands have been commemorating their 100 and 150 year anniversaries respectively, with television adverts and in-store promotions.

That being said, YouGov also suggests that any events which might overshadow a milestone celebration can have a markedly negative effect. This has been the case for British Airways this year, with the summer’s pilot strikes leading to a decline in its Ad Awareness score (-7.5 points).

48% of UK consumers are willing to give data to restaurants in exchange for personalisation

With changing consumer habits and the rise of delivery services, personalisation has become a critical factor in the UK’s restaurant scene. This is according to SevenRooms, which has revealed that UK consumers are increasingly willing to hand over their data to restaurants as a result.

In a survey of 2,017 adults, 48% of respondents aged between 18 and 55 said they would be willing to hand over their data to restaurants, in exchange for a personalised menu tailored to their specific needs, likes, and dietary requirements. This percentage rises to 63% among Gen Z.

Elsewhere, the survey revealed that consumers want additional technology in UK restaurants to streamline the dining experience. 25% of respondents said they want the option to pay their bill via a mobile app, 20% said they would like cardless payment options, and 14% said they want to be able to give feedback to the restaurant on a tablet at the table.