|The Rise of 'Micro-Influencers' on Instagram
There’s such a thing as being too popular.
It turns out that once a social media influencer reaches a critical mass of followers, audience engagement actually begins to decrease. A survey of 2 million social media influencers by influencer marketing platform Markerly showed that for unpaid posts, Instagram influencers with fewer than 1,000 followers have a like rate of about 8 percent, while those with 1,000 to 10,000 followers have a like rate of 4 percent.
As following base continues to increase, like rate keeps decreasing. Instagram influencers with 10,000 to 100,000 followers see a 2.4 percent like rate, compared to 1.7 percent for those with 1 million to 10 million followers and more. Comment rate follows a similar pattern.
The findings apply to sponsored Instagram posts, too, which suggests the sweet spot for maximum impact is an influencer with a following in the 10,000 to 100,000 range. Call them “micro-influencers.”
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This article was published on Digiday.com. A full link to the original piece is after the story.
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