New Instagram “Stars”

Author: Martina Mazúchová|Date: 8. July 2020

Time spent at home during “lockdown” was interesting since it revealed who is and who is not “inspiring”. Not only did the demand for some types of consumer goods grow, but so did “the stars” in the virtual world. After deeper analysis, a lot of the influencers on Instagram have risen up to this occasion, especially those with focus on fitness, DIY and of course, those who also cooked/ “fermented”. Needless to say that we were not short on some “surprises” as well.

Our research has shown that the most trustworthy score received scientists, politicians from coalition and the President. We decided to explore this further and through our internal tool we analyzed hundreds of profiles across the entire Instagram (all profiles over 10k followers, during the period March 1 – May 24, 2020). To identify rising stars during quarantine, we looked at the growth of their fan base, the pace of their contributions, and the activity of followers in the form of likes and comments.

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Science is the WINNER and takes it all

Our analysis shows that the fastest percentage growth was seen in profiles dedicated to baking, cooking/fermenting, fitness, hiking and games. However, the popular-science profile @vedator_sk became the clear winner when it comes to rapid rise. Since the exceptional situation required a clear and accurate explanation, this was the profile that served the purpose. During the pandemic, the profile saw the steepest increase in followers with more than 500%. This was a beautiful example of that people in difficult times are looking for answers from proven sources, i.e from the scientific community, which was then confirmed in the results of our exclusive survey.

Pastry and Dough are IN

After @vedator_sk, the profiles devoted to baking and cooking grew the most. For example, @nelkafood, or @chutodnaty, which grew by more than 100% in the given period! In addition to the growth of the user base, the baking category has seen the highest user activation. From the user activity point of view, the @chutodnaty received “like” or a comment from 5% of her follower base. Needless to say, how to make yeast or bake bread is a whole new discipline that generates many questions and interactions.

Fitness centres were replaced by online trainers

The exercise/training profiles also did well, where the @patrikvi managed to grow the most by 64%. The highest activation rate at about 2% was achived by @zoraczoborova, @maros_molnar, or @durislucia.

Tourism, news and gaming

Successful were also profiles dedicated to tourism. Out of which, @alex.sash.s recorded the largest increase of 39%. When it comes to journalistic profiles, @zuzanahanzelova increased the most, by 31.2%. From the gaming profiles, @tomt_crew grew the most, by 19%. The growth was also seen in profiles that dealt with traditionally popular instagram themes such as fashion, where @veronika.vagnerova grew by 26%, or lifestyle combined with enviro themes by @viktorvincze, which grew by 24%. From the activation point of view, the most successful was gaming profile @tomt_crew.

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What kept influencers “going”

Hashtags showed what kept influencers “alive” during quarantine. Among the most frequently used were #carantena, #ruskoniejehanba, #staypositive, but also #nature or #motivation.

Nevertheless, hashtags were also indicators of influencers´ cooperation with the brands. Among the advertised brands were dm drogerie, Dr. Oetker, Budiš, Gemerka, Dedoles, Reebok, Kellys, Redbull, Zara, About You, Freshbox.sk and many others.

If you want to choose the right influencer who does not have half of the fan base in Pakistan and does not ask a fortune for cooperation, do not hesitate to contact us. 

We will help you choose the ideal one that fits your business. At the same time, thanks to our unique tool, we can analyze and evaluate the activities of influencers not only on Instagram, but also on Facebook and Youtube.

If you are interested, feel free to write to us starmedia@starmedia.sk and we will send you detailed results of our analysis. 

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