The 10 industries with the most efficient Instagram influencer-marketing campaigns during the pandemic, from healthcare to gambling

  • New data from Socialbakers, a social-media marketing company, breaks down which industries have had the most efficient influencer-marketing campaigns during the pandemic.
  • Healthcare came out on top, followed by packaged foods and household goods. Airlines had the lowest efficiency.
  • Socialbakers defined "efficiency" as the engagements from an influencer's sponsored Instagram post compared to the average engagements a brand receives on its own accounts.
  • Subscribe to Business Insider's influencer newsletter: Influencer Dashboard.

In March and April, many brands slashed their influencer-marketing budgets in the face of the unknown effects of a slew of shelter-in-place orders and a global pandemic.

But in the last few months, some brands have begun to hire influencers for sponsored posts and campaigns, even in the travel and tourism industries. That doesn't, however, mean all these partnerships have been successful or efficient.

New data from Socialbakers, a social-media marketing company, looked at data from over 8,000 brands to track the efficiency of partnerships on Instagram between April and July of 2020. Socialbakers defined "efficiency" as the difference between the engagement on an influencer's branded post and the average engagement of that brand's Instagram content. In other words: Did the influencer's posts work to drive eyeballs to the brand?

Socialbakers found that healthcare, as a category, had the highest efficiency, with an efficiency index of 4.99. Airlines had the lowest efficiency during this time period, with an index of 0.08. Socialbakers said it considers any efficiency index of 1.00 or greater as the sign of a successful brand partnership.

In April, Socialbakers' data showed a decline in influencer marketing efficiency across all industries. But by July, the overall influencer marketing efficiency rate had started rebounding.

Here are the industries with the highest influencer-marketing efficiency between April and July 2020: 

  1. Healthcare: 4.99 efficiency index
  2. FMCG (fast-moving consumers goods) food: 2.55
  3. Household goods: 2.46
  4. Gambling: 2.30
  5. Finance: 2.29
  6. Telecom: 2.28
  7. Home and living: 1.67
  8. Retail: 1.63
  9. Beauty: 1.62
  10. FMCG corporate: 1.60

Here are the industries with the lowest influencer-marketing efficiency between April and July 2020:

  1. Airlines (lowest): 0.08 efficiency index
  2. Auto: 0.35
  3. Sporting goods: 0.43
  4. Retail food: 0.59
  5. Travel: 0.73 
  6. Software: 0.76
  7. Industrial: 0.78 
  8. Fashion: 0.80
  9. Services: 0.89
  10. Accommodation: 0.97

For more stories on the influencer industry, check out these Business Insider articles:

  • 'Insurance' has surged the most among Instagram influencers of any content topic during the pandemic. Here are the others with the biggest increases and decreases.
  • 'Micro' and 'nano' Instagram influencers have proven effective for many marketers, but new data suggests only a small fraction of them are working with brands
  • Influencers are seeing a rebound in travel and tourism sponsored content deals. But controversy has come with it.

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