Description
Gambling/iGaming Instagram Marketing Inventory List 2023, containing 2461 accounts related to gambling.
Research Goals and Objectives
- Collection of Instagram accounts related to gambling topics;
- Popularity evaluation of Instagram accounts in the gambling community;
- Formation of a dataset that ranks gambling-related Instagram accounts.
Research Methodology
Instagram accounts were collected via open sources using the following search methods:
- Open Google Search;
- Account search on Instagram itself;
- Instagram account collection via other social media: YouTube, Twitter, Telegram, Discord, Twitch, TikTok, Reddit, and Facebook.
The collected accounts’ popularity was evaluated based on the following metrics:
- Social Blade
- Total Grade — a visual representation of the "Social Blade Rank" (or SB Rank), based on a particular account’s rating, compared to the rest of the database;
- Engagement Rate (ER) — a metric based on the particular account’s 16 latest images according to the public Instagram API.
Disclaimers
The study contains accounts that take part in the formation of the gambling community. The study did not specifically collect gambling-only accounts. The list includes bloggers and streamers who write about gambling or are known to engage in gambling activities. The collected information does not claim absolute completeness and is intermediate in the planned research cycle.
Addendum
For visualization convenience, “Follower” numbers are averaged to these values:
- “<10k” — accounts with less than 10,000 followers;
- “10k - 100k” — accounts with over 10,000 but less than 100,000 followers;
- “100k - 1m” — accounts with over 100,000 but less than 1,000,000 followers;
- “>1m” — accounts with over 1,000,000 followers.
For visualization convenience, “Total Grade”1 values are averaged as follows:
- “TBD” — remains the same;
- “D” — concatenates Total Grades with the following values: D+, D;
- “C” — concatenates Total Grades with the following values: C+, C, C-;
- “B” — concatenates Total Grades with the following values: B+, B, B-;
- “A” — concatenates Total Grades with the following values: A++, A+, A, A-.
For visualization convenience, “Engagement Rate (ER)”2 values are averaged as follows:
- “-” — accounts with no available data;
- “<10%” — accounts with an Engagement Rate lower than 10%;
- “10% to 20%” — accounts with an Engagement Rate ranging between 10% and 20%;
- “20% to 30%” — accounts with an Engagement Rate ranging between 20% and 30%;
- “20% to 30%” — accounts with an Engagement Rate ranging between 20% and 30%;
- “30% to 40%” — accounts with an Engagement Rate ranging between 30% and 40%;
- “40% to 50%” — accounts with an Engagement Rate ranging between 40% and 50%;
- “>50%” — accounts with an Engagement Rate higher than 50%.
For visualization convenience, “AVG Comments” values are averaged as follows:
- “<100” — accounts with less than 100 AVG Comments;
- “100 - 1k” — accounts with between 100 and 1,000 AVG Comments;
- “1k - 10k” — accounts with between 1,000 and 10,000 AVG Comments;
- “>10k” — accounts with over 10,000 AVG Comments.
For visualization convenience, “AVG Likes” values are averaged as follows:
- “<1k” — accounts with less than 1,000 AVG Likes;
- “1k - 10k” — accounts with between 1,000 and 10,000 AVG Likes;
- “10k - 100k” — accounts with between 10,000 and 100,000 AVG Likes;
- “>100k” — accounts with AVG Likes over 100,000 AVG Likes.
Additional labels and abbreviations used in this study:
- “DM” - Direct Messages, the ability to send private messages inside the platform.
Additionally:
- 84 accounts were banned/deleted during dataset collection.
Conclusions
For the “Conclusions” section, the data is sorted into several groups as can be seen below.
During the study, a dataset of 2461 Instagram accounts associated with gambling was formed.
This includes 1798 accounts with available Social Blade statistics.
Followers:
- 1 account with no followers;
- 1175 accounts with less than 10,000 followers;
- 445 accounts with between 10,000 and 100,000 followers;
- 152 accounts with between 100,000 and 1,000,000 followers;
- 25 accounts with over 1,000,000 followers.
Total Grade:
- 56 accounts with the “TBD” rank;
- 264 accounts with the “D” rank;
- 1038 accounts with the “C” rank;
- 436 accounts with the “B” rank;
- 4 accounts with the “A” rank.
Engagement Rate:
- 40 accounts with no available data, marked as “-”;
- 1317 accounts with an Engagement Rate lower than 10%;
- 287 accounts with an Engagement Rate over 10% and under 20%;
- 95 accounts with an Engagement Rate over 20% and under 30%;
- 32 accounts with an Engagement Rate over 30% and under 40%;
- 8 accounts with an Engagement Rate over 40% and under 50%;
- 19 accounts with an Engagement Rate higher than 50%.
AVG Comments:
- 447 accounts with no comments;
- 1160 accounts with fewer than 100 AVG Comments;
- 157 accounts with between 100 and 1,000 AVG Comments;
- 32 accounts between 1,000 and 10,000 AVG Comments;
- 2 accounts with over 10,000 AVG Comments.
AVG Likes:
- 39 accounts with no likes;
- 1369 accounts with fewer than 1,000 AVG Likes;
- 260 accounts with between 1,000 and 10,000 AVG Likes;
- 112 accounts with between 10,000 and 100,000 AVG Likes;
- 18 accounts with over 100,000 AVG Likes.
Contact:
- 130 accounts that do not accept DMs;
- 1668 accounts that accept DMs.
Heat table that showcases the ratio of accounts based on their “Total Grade” and “Followers” numbers.
| Grade/Followers | <10k subs | 10k - 100k subs | 100k - 1m subs | >1m subs |
| D | 264 | 0 | 0 | 0 |
| C | 874 | 164 | 0 | 0 |
| B | 0 | 270 | 145 | 21 |
| A | 0 | 0 | 0 | 4 |
| TBD | 38 | 11 | 7 | 0 |
- “Total Grade B” dominates all “Followers” sections except for “<10k subs”;
- “Total Grade A” is only presented in the “>1m subs” section;
- High social activity leads to an increase in the number of followers;
- Notice the increase in “Total Grade” that corresponds to an increase in follower numbers.
Heat table that showcases the ratio of accounts based on their “ER” and “Follower” numbers.
| ER/Followers | <10k subs | 10k - 100k subs | 100k - 1m subs | >1m subs |
| - | 30 | 8 | 1 | 0 |
| <10% | 872 | 322 | 101 | 22 |
| 10% - 20% | 177 | 77 | 32 | 1 |
| 20% - 30% | 51 | 27 | 15 | 2 |
| 30% - 40% | 26 | 4 | 2 | 0 |
| 40% - 50% | 6 | 2 | 0 | 0 |
| >50% | 14 | 5 | 1 | 0 |
- “Engagement Rate <10%” dominates all “Followers” sections;
- “Engagement Rate >50%” is present in all slices except “>1m subs”;
- The average real Engagement Rate is 3%. An ER value above 10% is one of the indicators for activity manipulation. The issue of studying ER and its deviation causes will be considered in a follow-up research.
Same table but only including accounts with “ER” numbers of up to 10%.
| ER/Followers | <10k subs | 10k - 100k subs | 100k - 1m subs | >1m subs |
| 0% - 1% | 239 | 125 | 30 | 6 |
| 1% - 2% | 150 | 56 | 18 | 3 |
| 2% - 3% | 109 | 34 | 9 | 3 |
| 3% - 4% | 96 | 21 | 9 | 1 |
| 4% - 5% | 72 | 13 | 9 | 5 |
| 5% - 6% | 55 | 20 | 8 | 2 |
| 6% - 7% | 52 | 12 | 6 | 1 |
| 7% - 8% | 42 | 15 | 4 | 1 |
| 8% - 9% | 34 | 16 | 5 | 0 |
| 9% - 10% | 23 | 10 | 3 | 0 |
- Most accounts do not fall within the average established ER level of ~3% and have a reduced ER of only up to 2%.
Now let us have a quick look at the 663 accounts with no available Social Blade stats.
Followers:
- 8 accounts with no followers;
- 631 accounts with less than 10,000 followers;
- 19 accounts with between 10,000 and 100,000 followers;
- 5 accounts with between 100,000 and 1,000,000 followers;
- 0 accounts with over 1,000,000 followers.
Contact:
- 116 accounts that do not accept DMs;
- 547 accounts that accept DMs.
Future Goals and Extensions
- Search for account contact details;
- Search for advanced user engagement metrics;
- Account activity field categorization;
- Analysis of marketing trends and promotional flyers;
- Identification of regional affiliations;
- Showcase of advertising pricing models;
- Expansion of the general account list, as well as regional lists for Asia & Pacific, MENA.
The listed and other additions will be added in planned expansions and subsequent research cycles.
To order an extended research, please contact us at sales@data40.com.
1The total grade is a visual representation of the "Social Blade Rank" (or SB Rank), based on a particular account’s rating, compared to the rest of the database.
2The engagement rate is a metric based on the particular account’s 16 latest images according to the public Instagram API.
