In February, brands spent $86 million on Instagram influencer marketing in the US & Canada. This is up 1% from January despite February having three fewer days. Of this, $11 million (13% of total) was lost on fake audiences.
The brands with the highest estimated influencer marketing spend were:
The brands whose sponsored posts went to audiences with the highest estimated percentage of fake followers were:
The brands whose February sponsored posts achieved the best estimated effective cost per thousand impressions (eCPM) were:
Note: All figures are estimates specific to Instagram influencer marketing in the US & Canada. The “Most Fooled” and “Most Efficient” lists include brands with estimated spend of >$10,000 in February.
Interested in more granular data? Our influencer insights and competitive intelligence reports include overall metrics and benchmarks plus brand-by-brand breakdowns of influencer spend, fake followers, and eCPM. To learn more about subscribing, or to discuss custom analysis, please contact us at email@example.com.