{"id":1536,"date":"2016-04-12T18:17:33","date_gmt":"2016-04-12T18:17:33","guid":{"rendered":"http:\/\/markerly.com\/blog\/?p=1536"},"modified":"2016-04-12T18:17:33","modified_gmt":"2016-04-12T18:17:33","slug":"instagram-marketing-does-influencer-size-matter","status":"publish","type":"post","link":"https:\/\/staging.markerly.com\/pulse\/instagram-marketing-does-influencer-size-matter\/","title":{"rendered":"Instagram Marketing: Does Influencer Size Matter?"},"content":{"rendered":"

Reading Time: <\/span> 2<\/span> minutes<\/span><\/span>We\u2019ve talked about the power of Instagram<\/a> to brands- 300 million monthly users, almost half of which are between the ages of 16 and 24, makes up a huge consumer audience. There is no doubt that, harnessed correctly, Instagram can be a valuable tool for brands looking to engage consumers through influencers.<\/p>\n

One of the biggest mistakes a brand can make when implementing an influencer marketing campaign on Instagram is selecting the wrong influencer(s). We have an obsession with size in America \u2013 bigger always has to mean better \u2013 so it\u2019s natural to gravitate towards mega-celebrities who have tens of millions of Instagram followers as an influencer target for your brand. However, we\u2019ve just completed a new study, that showcases why this may not be your best bet.<\/p>\n

We recently analyzed more than 800,000 Instagram users, with the majority having at least 1,000 followers. This amounted to a total of approximately five million total Instagram posts that we looked at. The results may surprise you\u2013 when it comes to Instagram influencers, better things come in smaller packages.<\/p>\n

\u00a0 \u00a0 \u00a0 \u00a0 The key finding of our data is that as an influencer\u2019s follower total rises, the rate of engagement (likes and comments) with followers decreases.<\/b> Those with less than 1,000 followers generally received likes on their posts 8% of the time. Users with 10 million+ followers only received likes 1.6% of the time. There is a clear downward correlation between follower sizes and post likes.
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The data showed the same curve to be true for Instagram comments as follower sizes grow.<\/p>\n

Users with less than 1,000 followers generate comments about 0.5% of the time, compared to 0.04% for those with 10M+ followers \u2013 a difference of nearly 13X. <\/b>
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So what\u2019s the sweet spot? We believe influencers in the 10k-100k follower range offer the best combination of engagement and broad reach<\/b>, with like and comment rates that exceed influencers with higher followers. You\u2019re still getting a large audience, but you know those followers are keyed into what your influencer is all about. These micro-influencers will move the needle for your brand and cost a fraction of what you would pay a mega-celebrity.<\/i><\/p>\n

So in Instagram influencer marketing, size does matter \u2013 the best things come in small packages.<\/p>\n","protected":false},"excerpt":{"rendered":"

Reading Time: <\/span> 2<\/span> minutes<\/span><\/span> We\u2019ve talked about the power of Instagram to brands- 300 million monthly users, almost half of which are between the ages of 16 and 24, makes up a huge consumer audience. There is no doubt that, harnessed correctly, Instagram can be a valuable tool for brands looking to engage consumers through influencers. One of the…<\/p>\n","protected":false},"author":3,"featured_media":1700,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[51,106,107,108,124],"_links":{"self":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts\/1536"}],"collection":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/comments?post=1536"}],"version-history":[{"count":0,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/posts\/1536\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/media\/1700"}],"wp:attachment":[{"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/media?parent=1536"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/categories?post=1536"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/staging.markerly.com\/pulse\/wp-json\/wp\/v2\/tags?post=1536"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}