{"id":41689,"date":"2020-10-21T20:46:18","date_gmt":"2020-10-21T18:46:18","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=41689\/"},"modified":"2021-03-16T17:31:26","modified_gmt":"2021-03-16T16:31:26","slug":"instagram-logotype-analysis","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2020\/10\/instagram-logotype-analysis\/","title":{"rendered":"Instagram Influencer analysis: can brand logotypes and sponsored content hurt engagement?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Influencers became a hit on social media over the last few years, so it\u2019s not a surprise that so many brands are reaching out to them. Influencer marketing is considered a quick way to increase your brand\u2019s reach, as long as your influencer is relevant to your niche. But if your collaboration appears to be especially promotional, what are the chances that it will negatively impact your brand?<\/span><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">This is what we specifically wanted to check. We analyzed profiles of different content creators to see if their engagement was influenced by logotypes and sponsored hashtags. Through this analysis, we wanted to find out:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do posts with or without logotypes have better engagement? What about when they have hashtags indicating a sponsorship?<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How many posts can be categorized as discreetly marketing products (in our case they won\u2019t have logotypes)?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Thanks to our AI models, we gathered hundreds of social media posts and scanned each post for any logotypes. <\/span><b>Without these models, it would have been impossible to analyze such a large number of Instagram content creators\u2019 posts in a short amount of time by hand.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And here\u2019s just the beginning of what we found:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Only two influencers\u2019 engagement was negatively impacted by having logotypes in their posts, <\/span><b>the rest of the influencers were not affected<\/b><span style=\"font-weight: 400;\">,<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Only 40% of posts that were sponsored had logotypes<\/b><span style=\"font-weight: 400;\"> on the picture and only 13.3% of posts with logotypes had a sponsored hashtag.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But there\u2019s much more going on than just that in the article. You\u2019ll have to keep reading to see if your assumptions about influencer marketing and branding are correct. \ud83d\ude42<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s get started!<\/span><\/p>\n<h2><strong>Why use influencer marketing in the first place?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Although there are still billboards and posters around to advertise a product or service, we should keep it real. Fewer and fewer people are paying attention to these media. From a marketer\u2019s perspective, influencer marketing is a lucrative business. A <\/span><a href=\"https:\/\/www.bigcommerce.com\/blog\/influencer-marketing-statistics\/#10-most-important-influencer-marketing-statistics-for-2020\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">2019 survey<\/span><\/a><span style=\"font-weight: 400;\"> showed that <\/span><b>89% of marketers thought that ROI from <\/b><a href=\"https:\/\/www.sotrender.com\/blog\/2018\/09\/top-influencer-marketing-ideas\/\" target=\"_blank\" rel=\"dofollow noopener\"><b>influencer marketing<\/b><\/a><b> was the same or better than other marketing channels<\/b><span style=\"font-weight: 400;\">. What about their favorite platform? Instagram, of course!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By getting <\/span><a href=\"https:\/\/www.sotrender.com\/resources\/knowledge-base\/instagram\/making-money-instagram-become-instagram-influencer\/\" target=\"_blank\" rel=\"dofollow noopener\"><span style=\"font-weight: 400;\">influencers <\/span><\/a><span style=\"font-weight: 400;\">to mention, review, or promote your products, <\/span><b>you\u2019ll get certain recognition that you might not have had otherwise<\/b><span style=\"font-weight: 400;\">. If this influencer can recommend your product, or give an honest review of it, their audience will probably open your profile and check you out. Consumers are much more likely to purchase products that they know have been <\/span><a href=\"https:\/\/www.expertvoice.com\/we-trust-influencers-just-as-much-as-friends\/\"><span style=\"font-weight: 400;\">endorsed by people they trust,<\/span><\/a><span style=\"font-weight: 400;\"> whether that\u2019s an influencer, a specialist, or their own friends.\u00a0<\/span><\/p>\n<h2><strong>How can I cooperate with an Influencer to promote my brand?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Influencer marketing on Instagram has gone through many changes. It used to be common to see influencers advertising products without disclosing their partnerships with one brand. This received a lot of criticism over the years, <\/span><b>mostly because users weren\u2019t sure if the review or recommendation was genuine<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are different ways that you can make it clear that content is promotional. Instagram now gives you the option to state that your post is a paid promotion with a brand. Alternatively, other influencers add hashtags such as #sponsored or #paidad to make it clear that they are i<\/span><span style=\"font-weight: 400;\">ncentivized to post about the product to their followers.<\/span><\/p>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CFI3WhcJa3Q\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"13\">\n<div style=\"padding: 16px;\">\n<p>&nbsp;<\/p>\n<div style=\"display: flex; flex-direction: row; align-items: center;\"><\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\">View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><\/div>\n<p>&nbsp;<\/p>\n<p style=\"margin: 8px 0 0 0; padding: 0 4px;\"><a style=\"color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;\" href=\"https:\/\/www.instagram.com\/p\/CFI3WhcJa3Q\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\">When I think of someone who needs extra love and pampering, I think of new moms. #ad I can remember those first foggy days as if they were yesterday. All the time I spent dedicated to my new bundle of joy was incredibly draining. While there\u2019s so much focus on a new baby, sometimes we forget to take care of ourselves. If someone in your life is expecting a baby, let me share with you the best gift basket idea you can drop off on her porch. On your next @krogerco run, grab some fresh flowers, a bottle of wine, dry shampoo, a calming mask, chocolate, under eye brightener, hand sanitizer, and makeup removing wipes. While you\u2019re there, you can conveniently purchase a VISA gift card. Take care of mama\u2019s next take out meal or grocery delivery. To sweeten the deal, from September 9-22 you\u2019ll get 4X the Kroger fuel points on your gift card purchase. Win, win! #4xFuelPointsAtKroger<\/a><\/p>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\">A post shared by <a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px;\" href=\"https:\/\/www.instagram.com\/mego\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\"> Meg O. | Houston Blogger<\/a> (@mego) on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2020-09-15T01:20:02+00:00\">Sep 14, 2020 at 6:20pm PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Recently, the trend of <\/span><b>in-your-face logos in posts has died down<\/b><span style=\"font-weight: 400;\">. Instead, influencers and content creators now post what looks like organic content, but they talk about the product in the caption. The reason why this seems to work is because influencers are able to show the product and what the outcome of using the product can be without being aggressive.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since companies can be mentioned in all of these different ways, we wanted to know if these strategies are have any impact at all on engagement. Would it be logotypes that would make an impact? Hashtags denoting sponsorships? Or some combination of both? <\/span><\/p>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CB5kUyJpWNe\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"13\">\n<div style=\"padding: 16px;\">\n<p>&nbsp;<\/p>\n<div style=\"display: flex; flex-direction: row; align-items: center;\"><\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\">View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><\/div>\n<p>&nbsp;<\/p>\n<p style=\"margin: 8px 0 0 0; padding: 0 4px;\"><a style=\"color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;\" href=\"https:\/\/www.instagram.com\/p\/CB5kUyJpWNe\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\">AD \/ Petal-soft skin from a product powered by plants! ? The @OriginsUK Plantscription Power Serum helps my dehydrated complexion feel plumped &amp; smooth, and its packed with potent plant-based ingredients! + use my code KATELAVIE15 for 15% off on origins.co.uk \u2728 #MomentswithOrigins<\/a><\/p>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\">A post shared by <a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px;\" href=\"https:\/\/www.instagram.com\/kate.lavie\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\"> Kate Spiers<\/a> (@kate.lavie) on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2020-06-26T13:11:45+00:00\">Jun 26, 2020 at 6:11am PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">By the way, you can get definitive answers about <\/span><b>which influencers would be good brand ambassadors through a specially prepared Instagram report<\/b><span style=\"font-weight: 400;\">. The <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2019\/07\/instagram-comparative-report\/\" target=\"_blank\" rel=\"dofollow noopener\"><b>Instagram Comparison report<\/b><\/a><span style=\"font-weight: 400;\"> can tell you more about which profile gets the most engagement, which content performed best, and which hashtags would be best for future campaigns, to name just a few questions you\u2019ll get answers to.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So now, let\u2019s go over why you should be analyzing logotypes in the first place.<\/span><\/p>\n<h2><strong>Does content featuring brands and sponsorships result in lower engagement?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Whether you decide to use a <a href=\"https:\/\/www.logogenie.net\/\" target=\"_blank\" rel=\"dofollow noopener\">logo<\/a> in a deal with an influencer is ultimately up to you, but <\/span><b>you\u2019ll want to know what type of promotion would be best for your company<\/b><span style=\"font-weight: 400;\">. Sponsored content could get<\/span><b> less engagement if the post is too promotional<\/b><span style=\"font-weight: 400;\"> and not genuine, so it\u2019s good to work with an influencer who would be honest about their opinion. If you\u2019re set on a specific influencer, you could find out whether their audience would be more interested in posts with or without the logotypes included in the images.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s more, this could help brands adapt their own Instagram content. If you manage to see a decline in engagement whenever you include excessive logos, <\/span><b>then it\u2019s a sign that you should cut down to increase customer interest<\/b><span style=\"font-weight: 400;\">. Your followers will get more value out of your content because it also won\u2019t be just another ad in their feed.<\/span><\/p>\n<h2><strong>Comparison of all influencers across different analyses<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">First of all, how did we choose influencers for our analysis? Essentially, we looked for influencers and content creators who tend to review or recommend certain products or services. They generally posted content at similar rates within 90 days, had a mix of interesting promotional and organic content on their profile, and were between micro and macro level influencers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many of the influencers we\u2019ve analyzed are known for a certain skill set or other interests than being hyper-focused on being your brand ambassador. For example, although <\/span><a href=\"https:\/\/www.instagram.com\/sweetpotatosoul\/\"><b>@sweetpotatosoul<\/b><\/a><span style=\"font-weight: 400;\"> cooks, she also promotes other food items, since most of her followers are there for her and the food. Makes sense so far, right?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We divided the profiles into a few different categories so that we could show you the results across different niches. We had:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">three profiles whose primary focus was food,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">two profiles that focused on beauty,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">one that focused almost solely on fashion,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">at least three profiles that posted lifestyle content,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">and two that posted about travel.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Though keep in mind, some of these influencers overlapped with each other, and did not exclusively post about one topic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can see the full table below to see the different analyses and results we gathered.<\/span><\/p>\n<div id=\"attachment_41851\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/table-1-3.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-41851\" class=\"wp-image-41851\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/table-1-3-950x401.png\" alt=\"\" width=\"800\" height=\"338\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/table-1-3-950x401.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/table-1-3-475x200.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/table-1-3-768x324.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/table-1-3.png 1339w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><p id=\"caption-attachment-41851\" class=\"wp-caption-text\"><i><span style=\"font-weight: 400;\">Note: the asterisk (*) denotes that our statistical tests showed that our comparisons were significant, and that logotypes had a noticeable influence on engagement.<\/span><\/i><\/p><\/div>\n<h2><strong>Do posts with or without logotypes have better engagement?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Most of these profiles weren\u2019t affected by the use of logotypes. However, it looks like <\/span><b>only two profiles had significantly less engagement when they used logotypes in their posts<\/b><span style=\"font-weight: 400;\">. Specifically, this was the case for @<\/span><b>sophiaroe<\/b><span style=\"font-weight: 400;\"> and @<\/span><b>sweetpotatosoul<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In general,<\/span><b> the presence of logotypes didn\u2019t affect the engagement going on under the posts<\/b><span style=\"font-weight: 400;\">, except in the case of two influencers. It is interesting that <\/span><b>even though @johnnyjet had almost twice as many logotypes in his posts than @sophiaroe or @sweetpotatosoul, he wasn\u2019t negatively impacted like they were<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One possible explanation could be that their followers follow them to see a finished look (for @sophiaroe) or to see perfectly cooked meals with recipes underneath, and not any specific brands. Although high fashion brands are a big deal in fashion, @sophiaroe\u2019s posts are usually scenic and photogenic, and generally have her tagging a brand rather than wearing explicitly logo branded clothing like other celebrities. This could have been part of her charm and reason why her fans follow her to begin with.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alternatively, we should always consider that some other influencers out there might be getting spammed engagement or interactions that were paid for. Therefore, it might look like the number of logotypes or the promotional nature of the post might have resulted in better engagement than it actually did.<\/span><\/p>\n<h2><strong>How many posts are actually sponsored but don\u2019t have logotypes in them?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">One of the questions we wanted to answer was whether the number of logotypes and promotional hashtags present was going to be proportionate or not. This type of analysis hasn\u2019t been performed in a practical way by marketers, so <\/span><b>we decided to be the first to start answering these questions.<\/b><span style=\"font-weight: 400;\"> \ud83d\ude09 Marketers are interested in analytics, but they don\u2019t tend to perform statistical analysis to verify all of their results. In this article, we\u2019ll be putting <\/span><b>statistical testing to use to be able to draw conclusions based on our selected influencers data<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We calculated how many of the posts that the AI examined for us had a logotype, a hashtag, both or neither present. This allows us to draw conclusions about the practices of these influencers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We need to point out that there were definitely many posts that appeared to be promotional, but did not use hashtags that indicated that they were promotions. For example, @gossmakeupartist was promoting and discussing his branded products, but because he was not being paid by another party to advertise it, he did not include those hashtags. We did not include such posts in the \u201cpromotional hashtag\u201d category for this reason.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">\u00a0<\/span><b>Distributions of promotional hashtags and number of logotypes for all influencer posts<\/b><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/table-2-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-41855\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/table-2-2-950x253.png\" alt=\"\" width=\"751\" height=\"200\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/table-2-2-950x253.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/table-2-2-475x127.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/table-2-2-768x205.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/table-2-2.png 1125w\" sizes=\"(max-width: 751px) 100vw, 751px\" \/><\/a><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Only<\/span><b> 6.8% had sponsored hashtags<\/b> <b>out of all of the posts<\/b><span style=\"font-weight: 400;\"> we analyzed<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Almost<\/span><b> 20% of the posts that aren\u2019t hashtagged as sponsored still had logotypes<\/b><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Even though most posts didn\u2019t have a logotype, 5% of those without a logotype actually had a sponsored hashtag<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Close to 80% of all posts didn\u2019t have any logotypes<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These findings tell us so much about the data. First of all, almost 41% of the posts that were ads ended up having a logotype in the picture. This means that <\/span><b>close to 60% of sponsored content didn\u2019t even include a brand\u2019s logo<\/b><span style=\"font-weight: 400;\">, but showed off the results instead of the products themselves. This could be that discrete marketing we mentioned to you earlier,<\/span><b> about promotions not being as obvious or ad-like<\/b><span style=\"font-weight: 400;\">. Meanwhile, out of all posts with a logotype, <\/span><b>a massive 86.7% couldn\u2019t be counted as ads<\/b><span style=\"font-weight: 400;\"> because the influencer didn\u2019t add the right hashtag. This means that you could be missing data while only analyzing hashtags, and why you should analyze posts semantically, including images.\u00a0<\/span><br \/>\n<span style=\"font-weight: 400;\">Thanks to the AI model, we were able to detect logotypes in images. Without it, these findings above couldn\u2019t have been analyzed without the data, because let\u2019s keep it real, who has the time to look through all of those posts? <\/span><b>We wouldn\u2019t have been able to measure the marketing impact of logos without it<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p style=\"text-align: center;\"><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-4b8b03ac-a575-46fc-98b2-c6f1e39fec95\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-4b8b03ac-a575-46fc-98b2-c6f1e39fec95\" class=\"hs-cta-node hs-cta-4b8b03ac-a575-46fc-98b2-c6f1e39fec95\"><!-- [if lte IE 8]><\/p>\n\n\n\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/3842881\/4b8b03ac-a575-46fc-98b2-c6f1e39fec95\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" id=\"hs-cta-img-4b8b03ac-a575-46fc-98b2-c6f1e39fec95\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/3842881\/4b8b03ac-a575-46fc-98b2-c6f1e39fec95.png\" alt=\"Start analyzing your social media performance\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(3842881, '4b8b03ac-a575-46fc-98b2-c6f1e39fec95', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<h2><strong>Do posts with more sponsorship related hashtags get more engagement than those without these hashtags?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">To answer this question, we used the same test as for logotypes. Since neither @<\/span><b>katie<\/b><span style=\"font-weight: 400;\">.<\/span><b>lavie<\/b><span style=\"font-weight: 400;\"> nor @<\/span><b>gossmakeupartist <\/b><span style=\"font-weight: 400;\">used promotional hashtags in their posts, we could not analyze them.<\/span><\/p>\n<p><b>In general, there\u2019s no difference in engagement between posts with or without sponsorship related hashtags<\/b><span style=\"font-weight: 400;\">.<\/span> <span style=\"font-weight: 400;\">Only one profile<\/span> <span style=\"font-weight: 400;\">(@sweetpotatosoul) <\/span><b>had less comments when she had promotional hashtags<\/b><span style=\"font-weight: 400;\">. The AI indicated that the @sweetpotatosoul profile had more posts with no hashtags and no logotypes than expected, and she had slightly fewer posts that had hashtags but no logotypes present. Other than that, the rest of her results appeared to be in the expected range.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Looking back at the previous results, we saw that she had less logotypes than some others. That might sound surprising, but this really shows us that it\u2019s about the \u201cfit\u201d of the audience and the products being promoted. Luckily, our AI model managed to detect the worst posts in terms of engagement and we further analyzed the content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So here\u2019s what might have gone wrong for a profile like @sweetpotatosoul\u2019s.<\/span><\/p>\n<div data-tooltip=\"October 21, 2020 at 3:36:19 PM UTC+2\">\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CFu8AzCph1O\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"12\">\n<div style=\"padding: 16px;\">\n<div style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\">View this post on Instagram<\/div>\n<p><a style=\"color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;\" href=\"https:\/\/www.instagram.com\/p\/CFu8AzCph1O\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\">Happy National Coffee Day! #ad I quit drinking coffee when I was pregnant, and since then, I never adopted my daily habit back. And let me say, coffee is even better and more special when you don\u2019t drink it everyday. On the other hand, @theoatyeah creamer has me considering starting up the habit again. It\u2019s so yummy! I used @theoatyeah Oatmeal Cookie creamer to make a coffee cake with an oat streusel topping and enjoyed that with my first cup of coffee in many months. Topped with the Oatmeal Cookie creamer, of course ? . IMO plant-based creamers are now better than dairy ones. So if fear of quitting your favorite dairy-based creamer has stopped you from becoming vegan, it\u2019s time to let that go, my friend!<\/a>A post shared by <a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px;\" href=\"https:\/\/www.instagram.com\/sweetpotatosoul\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\"> Jenne\u0301 Claiborne<\/a> (@sweetpotatosoul) on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2020-09-29T20:11:54+00:00\">Sep 29, 2020 at 1:11pm PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Here, she is obviously promoting something that was ready made, and that she didn\u2019t need to get creative with. But let\u2019s compare that to her usual posts&#8230;<\/span><\/p>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CDe_ovApqLC\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"13\">\n<div style=\"padding: 16px;\">\n<div style=\"display: flex; flex-direction: row; align-items: center;\"><\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\">View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><\/div>\n<p><a style=\"color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;\" href=\"https:\/\/www.instagram.com\/p\/CDe_ovApqLC\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\">Tempeh Tikka Masala is perfect for any time of year. I just made it in the Instant Pot for lunch, and now I feel so nourished and happy ? It calls for vegan yogurt, but I didn\u2019t have any, so I used more coconut milk ? Perfection! Link to the recipe is in my bio! #veganrecipes #sweetpotato https:\/\/sweetpotatosoul.com\/2018\/12\/tempeh-tikka-masala-easy-instant-pot.html<\/a>A post shared by <a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px;\" href=\"https:\/\/www.instagram.com\/sweetpotatosoul\/?utm_source=ig_embed&amp;utm_campaign=loading\" target=\"_blank\" rel=\"noopener\"> Jenne\u0301 Claiborne<\/a> (@sweetpotatosoul) on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2020-08-04T22:32:56+00:00\">Aug 4, 2020 at 3:32pm PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><span style=\"font-weight: 400;\">This is what a typical post looks like for @sweetpotatosoul. She usually posts a picture of a finished meal along with the recipe underneath. From time to time, she\u2019ll post a picture of herself or her child. It\u2019s possible that her audience just doesn\u2019t care so much about sponsorships and recommendations, but her actual ability to create great food.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But how can we summarize the content she posted?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">78.3% of all her posts had 0 logotypes, and 21.7% had 1 or more<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">28.3% of her posts featured a promotional hashtag, so at least this amount of posts were purely promotional.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The impact seems to be mostly neutral when you look at our influencers overall, so it is still worth trying to use logotypes. As brands that want to include influencers in your marketing campaigns, <\/span><b>you should keep track of how an individual influencer\u2019s engagement changes with the presence of logotypes<\/b><span style=\"font-weight: 400;\">. Still, to draw such a conclusion, you might want to compare whether your engagement has changed by comparing posts with and without promotional content every so often. Even if you don\u2019t have promotional hashtags present, you can still have an analysis instantly performed to detect logotypes to draw conclusions. \ud83d\ude09<\/span><\/p>\n<h2><strong>How did we detect logos? An explanation of Sotrender\u2019s logotype detection model<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">First of all, why do you need to use machine learning to simplify this task? The easy answer is that it\u2019s time saving. By using a logotype detection model, it cuts the amount of hours you would otherwise spend on looking at every profile\u2019s pictures and label it as having a logotype or not. The overall benefit of using these models in general is that <\/span><b>you can track how often brands and products appear in visual content on social media.<\/b><span style=\"font-weight: 400;\"> That way, you can analyze how often you versus your competition end up getting seen on social media, and who is coming out on top.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sotrender\u2019s logotype detection model can be used to analyze the frequency of logotype use, placement, and size. It can also generate metadata for social media images, which can then be used in another machine learning model (e.g. popularity prediction model).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The logotype detection model we use is made up of two parts: the universal logo detector (trained using the Logos in the Wild dataset) and the descriptor generator. To simplify things, the structure of our system looks like this:<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/logo-detection-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-41693\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/logo-detection-1-950x547.png\" alt=\"\" width=\"828\" height=\"477\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/logo-detection-1-950x547.png 950w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/logo-detection-1-475x273.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/logo-detection-1-768x442.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/logo-detection-1.png 1376w\" sizes=\"(max-width: 828px) 100vw, 828px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">In the first step, the image goes through the universal logo detector, which then generates bounding frames that will define the locations for potential logos. The descriptor generator describes the new, cut up images (where the logos could be located) with number vectors. They get classified by comparing descriptors of potential logos with a brand reference descriptor. The gist of it is that this <\/span><b>model looks for similar descriptors for similar images, and different descriptors for different images so it can classify them accurately<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><span style=\"font-weight: 400;\">You can see how it works with real images like this one:<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/supreme1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-41695\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/supreme1.png\" alt=\"\" width=\"640\" height=\"427\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/supreme1.png 640w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/supreme1-475x317.png 475w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">And how it can recognize the logotypes as belonging to a specific brand like this:<\/span><\/p>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/ford_img.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-41697\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/ford_img.png\" alt=\"\" width=\"800\" height=\"450\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/ford_img.png 800w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/ford_img-475x267.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/ford_img-768x432.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">This is a <\/span><i><span style=\"font-weight: 400;\">very<\/span><\/i><span style=\"font-weight: 400;\"> short and simplified summary of how we can get it done.<\/span><\/p>\n<h2><strong>Subtle advertising, or going all in?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">So as you can see, posts that featured logotypes had similar engagement for most influencers as those without logotypes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019ve done your research on a specific influencer and find that their performance meets what your standards,<\/span><b> it\u2019s probably the case that including branding in their posts won\u2019t have a negative impact.<\/b><span style=\"font-weight: 400;\"> That way, evaluating your potential campaign reach, engagement, and views will also be straightforward.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Promotional hashtags didn\u2019t make much of a difference for our influencers in terms of engagement, except in the case of a contest or giveaway. If you\u2019re planning on running a contest, consider using some type of hashtag so that you can easily compare the engagement and reach of the post to determine whether the contest was a success or not. However, we are creating new opportunities that make it so much easier with image recognition. Hashtags used to be a must, <\/span><b>but analyzing your campaign and content will be easier with an AI model<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We have two pieces of advice for you here. Firstly,<\/span><b> come up with a list of influencers who could represent your brand.<\/b><span style=\"font-weight: 400;\"> We can help you with analyzing them with our <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2019\/07\/instagram-comparative-report\/\" target=\"_blank\" rel=\"dofollow noopener\"><b>Instagram Comparison<\/b><\/a><b> report and decide on the best influencer for your brand<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you start cooperating, monitor engagement over time under the influencer\u2019s posts. If the engagement, especially under sponsored content, declined, brainstorm what could be changed or improved. Maybe your logotype was shown too many times and the promotional content could be more subtle? Maybe there was no healthy balance between promotional and organic content on the influencers profile? Think about all these aspects before continuing your collaboration. <\/span><b>After all, no one wants to waste money on promotion<\/b><span style=\"font-weight: 400;\">, but the influencer should also care about their followers and staying trustworthy.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember, most posts don\u2019t have logotypes as the center of attention. It might be better for your brand to show off the benefits of using your products or services. As some experts say in-your-face advertising is over, and organic, helpful, and insightful content is in. <\/span><b>As long as you or your brand ambassadors are providing value to your followers, it\u2019s the first step to raise interest in your brand.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">If the brand or product is completely unrelated to the influencer, then you have wasted both your resources and their followers\u2019 time. Influencer marketing is important, but you should always try to find the best match between your company, your audience, and the influencer.<\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Influencers became a hit on social media over the last few years, so it\u2019s not a surprise that so many brands are reaching out to them. Influencer marketing is considered a quick way to increase your brand\u2019s reach, as long as your influencer is relevant to your niche. But if your collaboration appears to be [&hellip;]<\/p>\n","protected":false},"author":131,"featured_media":41721,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1779,1789,2273],"tags":[615,893,2931,2939,3089,3091],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Can logotypes and sponsored content hurt social media engagement?<\/title>\n<meta name=\"description\" content=\"Brands seek out Instagram influencers to increase the reach of their brand. 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But can promotional content with logotypes and hashtags hurt engagement?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sotrender.com\/blog\/2020\/10\/instagram-logotype-analysis\/\" \/>\n<meta property=\"og:site_name\" content=\"Sotrender Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Sotrender\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-21T18:46:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-03-16T16:31:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/joshua-rawson-harris-L2kkaayv3YY-unsplash-950x633.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"950\" \/>\n\t<meta property=\"og:image:height\" content=\"633\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Iva Djuki\u0107\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Sotrender\" \/>\n<meta name=\"twitter:site\" content=\"@Sotrender\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Iva Djuki\u0107\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"17 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.sotrender.com\/blog\/2020\/10\/instagram-logotype-analysis\/\",\"url\":\"https:\/\/www.sotrender.com\/blog\/2020\/10\/instagram-logotype-analysis\/\",\"name\":\"Can logotypes and sponsored content hurt social media engagement?\",\"isPartOf\":{\"@id\":\"https:\/\/www.sotrender.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.sotrender.com\/blog\/2020\/10\/instagram-logotype-analysis\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.sotrender.com\/blog\/2020\/10\/instagram-logotype-analysis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2020\/10\/joshua-rawson-harris-L2kkaayv3YY-unsplash.jpg\",\"datePublished\":\"2020-10-21T18:46:18+00:00\",\"dateModified\":\"2021-03-16T16:31:26+00:00\",\"author\":{\"@id\":\"https:\/\/www.sotrender.com\/blog\/#\/schema\/person\/80bc7a9ac23c606fcf234ecb3e8cd518\"},\"description\":\"Brands seek out Instagram influencers to increase the reach of their brand. 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