Characterising and Detecting Sponsored Influencer Posts on Instagram

Recent years have seen a new form of advertisement campaigns emerge: those involving so-called social media influencers. These influencers accept money in return for promoting products via their social media feeds. We gather a large-scale Instagram dataset covering thousands of accounts advertising products, and create a categorisation based on the number of users they reach. We then provide a detailed analysis of the types of products being advertised by these accounts, their potential reach, and the engagement they receive from their followers. Based on our findings, we train machine learning models to distinguish sponsored content from non-sponsored, and identify cases where people are generating sponsored posts without labelling them.