From Justin Bieber to Gigi Hadid, celebrities frequently pop up in brands’ Instagram posts. Brands love this strategy because it boosts interactions. But it turns out that some celebrities are more effective than others at generating engagement.
Bieber stirs up the most engagement, making his dramatic departure from Instagram as upsetting for brands as for teen fans. Mentioning the boyish pop star boosts interactions by a staggering 70%, according to L2’s study, which measured each celebrity’s influence by comparing brand posts including the star to posts by the same brands without them. In contrast, Instagram posts mentioning Nicki Minaj and A$AP Rocky are the least effective at garnering momentum. Despite the performers’ popularity, their presence decreases interactions by 7% and 8% respectively.
However, the study also suggests that the influencer effect may reach a threshold. Selena Gomez, Kylie Jenner, Kanye West, and Cara Delevingne all had less than 50 mentions during the study period, but boosted interactions by 56% on average. Meanwhile, Gigi Hadid appeared in more than 200 posts by 36 brands but lifted interactions by only 46%. And with the #ad hashtag increasingly pervasive, engagement could conceivably continue to decline on the platform as users become inured to branded content.