Unikátní statistiky Instagramu v Česku i ve světě představil v prvním bloku konference Pavel Němejc ze @socialbakers. Jedním z témat výzkumu je označování #ad #spoluprace nebo trendy v influencer marketingu. Instameet 2020, Máj 4. patro www.instameet.cz ⠀

1. Instagram v číslech
& Současné trendy
Pavel Němejc
Senior Director, Enterprise Client Success & Services

2. na sociálních sítích
Trendy

3. Total Audience
Data: Socialbakers; Time Range: May 01, 2020- July 31, 2020; Sample: TOP 500 worldwide and Czech Facebook and Instagram pages/profiles by total fans
Total Posts
Total Interactions
Worldwide Czech Republic

4. Median Interactions on FB vs. IG Evolution: Worldwide
Data: Socialbakers; Time Range: January 01, 2019 - July 31, 2020; Sample: TOP 500 worldwide Facebook and Instagram pages/profiles by total fans
Median Post Interactions
Median post interactions on Instagram have been over 23 times higher than on Facebook in the last 18 months
23x
Effect of the worldwide
COVID-19 pandemic on Instagram

5. Median Interactions on FB vs. IG Evolution: Czech Republic
Data: Socialbakers; Time Range: January 01, 2019 - July 31, 2020; Sample: TOP 500 Czech Facebook and Instagram pages/profiles by total fans
Median Post Interactions
In the Czech Republic, median post interactions on Instagram have been more than 4 times higher than on Facebook (last 18 months)
4x

6. Data: Socialbakers; Time Range: May 01, 2020 - Jul 31, 2020; Sample: TOP 500 Worldwide Facebook pages and Instagram profiles by total fans
Fashion
Ecomme
rce
Auto
Other
Fashion
Ecomme
rce
Other
Retail
Total User Engagement on Brand Profiles: Worldwide
Other
Total Interactions
80% of Total Interactions
The top 3 most engaging industries on FB each had about 14% of total interactions.

7. Data: Socialbakers; Time Range: May 01, 2020 - Jul 31, 2020; Sample: TOP 500 Czech Facebook pages and Instagram profiles by total fans
Fashion
Ecomme
rce
Auto
Other
Fashion
Ecomme
rce
Other
Retail
Total User Engagement on Brand Profiles: Czech Republic
Other
Total Interactions
Ecommerce had almost 50% of all interactions on
Instagram in Czech
Ecommerce, Retail, and Services were the Top 3 most engaging industries on both platforms

8. Stories

9. Spend on Stories Evolution
Data: Socialbakers; Time Range: July 01, 2018 - July 31, 2020; Sample: 7,821 Facebook Advertising Accounts
In July 2020, almost 11% of total advertising budget went into Stories. That's 2.6 times more than in July 2018.

10. Data: Socialbakers; Time Range: May 01, 2020 - July 31, 2020; Sample: Worldwide and Czech Facebook Ad Accounts
Instagram Stories in Czech:
- On average, 47% of Czech brand posts
on Instagram were stories; the other
53% were feed posts
- Looking closer, 53% of the stories from
Czech brands were videos
Instagram vs. Facebook Stories Spend
Average Share of Total Spend Allocated on Stories
Brands invested more than 85% of their Stories budget on Instagram.
Worldwide
Czech
Republic
Instagram Stories
Facebook Stories
Messenger Stories

11. Influencer Marketing
Aktuální Trendy

12. Evolution of #Ad Usage by Influencers
Data: Socialbakers; Time Range: April 01, 2019 - June 30, 2020 & Jan 01, 2019 - July 31, 2020; Sample: Instagram profiles associated with brands worldwide & Influencers that openly cooperated with brands
COVID-19 pandemic period and
lowering of marketing budgets
Regular peak of influencer partnerships and
#ad usage is before Christmas

13. Data: Socialbakers; Time Range: Aug 18 2020; Sample:2,654,701 Instagram business profiles of people followed by > 1000 followers
XS and S Influencers represent 94% of all influencers both in Czech and Worldwide
Instagram Influencer Split by Audience Size
Czech vs. Global Influencers
Almost 76% of global and 73% of Czech influencers have less than 10K followers.

14. Data: Socialbakers; Time Range: Apr 01, 2020 - Apr 30, 2020; Sample:8,176 Brands that openly cooperated with brands (brand mention & #ad present in the posts)
Industries
With the Highest Efficiency
Industries
With the Lowest Efficiency
Efficiency of Cooperation With Influencers on Instagram

15. Značky & Influenceři
v Česku

16. TOP čeští influenceři
Podle počtu sledujících:
1. 2. 3. 4. 5. 6.
Leoš Mareš
@leosmares
1.1M Followers
Jirka Král
@jirkakral
877.7K Followers
Anna Šulcová
@anasulcova
820.9K Followers
Ben Cristovao
@bennycristo
796.6K Followers
MenT | Jan Macák
@ment97
770.1K Followers
Monika Bagárová
@bagarovamonika
746.6K Followers
1. 2. 3. 4. 5. 6.
Jirka Král
@jirkakral
Ben Cristovao
@bennycristo
Kovy / Karel Kovář
@kovy_gameballcz
Nikola Čechová
@shopaholicnicol
Leoš Mareš
@leosmares
☄ Vláďa Kadlec ☄ (KOMIK)
@vladavideos
Podle Socialbakers Relevance Score:

17. Značky s
nejvíce
@mentions
Data: Socialbakers; Time Range: May 1, 2020 - Jul 31, 2020 Sample: Posts by czech influencers containing cooperation disclosing hashtag and a mention of a Czech brand

18. Efektivní
spolupráce s
influencery:
Česko
Seznam řazen podle
Socialbakers metriky
Influencer Cooperation
Efficiency Index
Data: Socialbakers; Data Range: May 01, 2020 - Jul 31 2020; Sample: Posts by Czech Influencers with cooperation disclosing hashtag and a mention of a brand vs. posts by the brand

19. Data: Socialbakers; Data Range: January 01, 2019 - Jul 30 ,2020, Sample: 1,753 Instagram Business Profiles of People followed by >1000 Followers from the Czech Republic
Využívání hashtagů k označení spolupráce
u Českých Influencerů

20. Influenceři - použití #Ad nebo #Spoluprace
Source: Socialbakers data; Date Range: May 01, 2020 - Jul 31, 2020; Sample: 10,288 Instagram Business Profiles of People with > 1000 Followers from the Czech Republic who posted #spoluprace
Influenceři na Instagramu podle velikosti

21. • Mikroinfluenceři s méně než 50 tisíci sledujícími tvoří zhruba 94%
všech influencerů, a to jak ve světě, tak v Česku.
• Spolupráce s influencery je efektivní v rámci nejrůznějších
odvětví, čím je odvětví složitější ke komunikaci tím influencer
marketing z hlediska engagementu funguje lépe.
• V Česku připadá na Instagram přes 85% všech placených stories.
Každá druhá placená publikace na Instagramu používá právě story
formát a každá druhá taková story (tedy každý čtvrtý placený post) je
video.
KDYŽ TO SHRNEME
• Oproti světu je v Česku Facebook stále větším médiem než
Instagram, a to jak co do velikosti publika, tak i množství značkami
vypublikovaných postů. Stejně jako ve světě už zde ale Instagram
předčí Facebook co do engagementu.
• Čeští influenceři od konce roku 2019 využívají spíše hashtag
#spolupráce než anglickou verzi #ad.

22. DÍKY!
Otázky?
Pavel Němejc
Senior Director, Enterprise Clients Success & Services