Recent studies on Instagram engagement vs followers point to a sweet spot of 10K to 100K followers on the platform to achieve maximum engagement. The reason that these ‘micro-influencers’ are garnering such a high rate of engagement is because of their niche following.
Based on a sample of two million accounts, the results are that accounts with less than one thousand followers typically receive about 8% of their following in engagements on an average post. This percentage only decreases as the following grows reaching a critical mass at around ten to one-hundred thousand followers.
These same levels of engagement also hold true for sponsored content.
What market researchers have found is that a large following does not equate large engagement with advertisers. The reason is simple. An account with twenty million followers is a large pool but the odds that someone in that pool fits the target audience is slim. Advertisers find more success advertising their products with micro-influencers that have a significant but niche following that would be interested in their product.
The payout may be larger, but it’s still more work for brands to seek out these micro-influencers. They are few and far between and they are not well known. Many may not have endorsements or sponsorship experience and will need extra guidance from brands.
This, along with Instagram’s new content display algorithm that favors quality content, promises to make micro-influencers a huge target for advertisers. Their following is more authentic, engaged, and loyal.