With recent articles popping up on how much influencers are paid to generate sponsored content, it may explain why it may seem like our feeds are increasingly looking like a steady string of ads.
Taking a deeper look at Instagram influencers in the UK, we pulled a sample of content creators who have posted sponsored content between January and September of this year to identify the proportion of content that was sponsored.
Wearisma Insight
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This is interesting given the recent conversation around Influencer ad saturation. For instance, Bazaarvoice commissioned research into the attitudes of consumers and found that 47% of consumers felt “fatigued” by repetitive sponsored posts. It’s no secret that placing a strong emphasis on authenticity and relationship-building is key to finding success in influencer marketing. Users may not be tired of sponsored content but rather content that does not align with the influencers brand and beliefs.