29/04/2016
If they want conversions, that is.

Words by

Roula Abi Dib

Stop what you’re ’gramming and delete that #followforfollow tag. Turns out, we’ve all got our Instagram goals mixed up.

A survey of 2 million social media influencers by marketing platform Markerly has revealed some game-changing news. It's shown that Instagram influencers with under 1,000 followers (let's call them micro-influencers) have a like rate of about 8%. Once you climb that Insta mountain to under 10,000 followers, that number halves. To 4%.

And the ratios just keep getting worse. The study found influencers with 10k to 100k followers have a like rate of around 2.4%, while those with 1 million to 10 million followers had a measly engagement rate of just 1.7%.

Put simply, the more followers you have the less likes you get.

This not only affects everyday ’grammers, but also brands looking for their next #instacollab.

To sum it up, a jewellery label is better off collaborating with a jewellery blogger who’s followers are interested, than a big name celebrity. Although the celebrity may have millions of followers, 90% of them won’t actually care.

Now I don’t mean to brag but, with a personal like rate of 33.4%, that pretty much makes me more desirable for a brand collab than Kim K. Sweet.

But the study goes even further, suggesting influencer size may even have a negative impact on engagement. "Brands that are interested in engagement over reach and conversions over awareness, are better suited to work with micro-influencers,"said CEO and co-founder of Markerly, Sarah Ware.

So if a brand is looking for high engagement level and a specific target audience, micro-influencers are the way to go. Louboutin, hit us up.

@fashionjournalmagazine

Photography: 
Holly Engelhardt

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