Instagram is the Most Popular Platform for Influencer Recommendations

Recent Expert Market Research study shows that Instagram is the most popular platform for users to engage in for product recommendations. Instagram holds the largest share of 54.30%. Recent developments like Instagram’s enhanced e-commerce features and the popularity of YouTube shorts present evolving strategies in influencer marketing.

The influence of social media is increasing day by day for consumers. To understand this further, Expert Market Research conducted a survey encompassing over 60,000 participants from major cities in India. This study conveys insights into the platforms where users engage with influencers the most for product recommendations.

The study showed that Instagram is the leading platform used for influencers. People are using Instagram the most Instagram to follow influencers for product recommendations holding a share of 54.20%. this is followed by YouTube having a share of 34.35%. Whereas other platforms such as Facebook and Twitter hold a smaller share of 1.53% and 0.76% respectively. However, around 9.16% of respondents are there as well who reported that they never followed an influencer’s recommendations.

Many factors contribute to Instagram's dominance in the influencer marketing space. These factors are a visually extensive user base, an engaging format, and a robust influencer network. There are various features on Instagram like Stories, Reels, Shopping, and other diverse tools offered to influencers to promote products effectively. YouTube is a video-centric platform that allows long-form content for in-depth product reviews and tutorials significant.

Influencers have learned Instagram's algorithm which influences their engagement success on the platform, emphasizing Shares, Saves, and Comments. Many small creators are making product recommendation videos on Instagram which is supported by a recent shift towards promoting smaller creators in Explore. Short and attention-grabbing texts are used in short videos to gain more attention of the audience. To improve e-commerce capabilities Instagram recently introduced new shopping features within Reels and Stories. Users can make purchases directly from those links aimed at maximizing the growing trend of social commerce.

Also, YouTube launched YouTube Shorts which has become an effective shortcut for reaching new shoppers. It has become a top short-form video platform used for finding new brands and products. Initially, viewers are drawn to it for quick, entertaining content, but they often stay to explore new brands and products.

In conclusion, the study by Expert Market Research highlights the prominent role of Instagram and YouTube in influencer marketing for product recommendations whereas Facebook and Twitter hold little shares. The dynamics of influencer marketing are always changing making it necessary to stay in tune with trends and recent developments. Brands are leveraging these by hiring influencers who are up to date with the trends.