Using Bloggers to Advertise on Instagram

August 21, 2018 / Taylor Kilduff

Instagram is one of the world’s most popular and fastest growing social media platforms, and is used by nearly a third of American internet users. Steinhart and Gierl conducted a study that measured the effect of different modes of Instagram advertising on consumer responses. What their study revealed was that participants gave higher product evaluations when bloggers are used by the company to advertise their products (clothing and earrings in this case), and lower product evaluations when the companies posted the advertisements directly. The study also revealed that consumers gave the best product evaluations where the blogger's posts were either explicitly marked as an ad and when they were not marked as an ad. When the post was vaguely marked as an add, consumers gave lower product evaluations.

Takeaway for Managers:

If you are trying to promote your brand on Instagram, it may be worth it to use a blogger to advertise your product. This study lends support to the notion that advertising through blogger posts is the optimal way to promote one’s product to consumers through Instagram advertisements, and managers should always attempt to optimize the effect that particular advertisements have on their product and brand.


Steinhart, T., & Gierl, H. (2018). Me, Myself or the Blogger? How to Use Instagram as a Content Platform to Promote Products from the Company’s Perspective. Advances in Advertising Research IX, 43-56. doi:10.1007/978-3-658-22681-7_4