Instagram Marketing: Does Influencer Size Matter?
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 – bigger always has to mean better – so it’s natural to gravitate toward mega-celebrities that have tens of millions of Instagram followers as an influencer target for your brand. We’ve just completed a new study, however, that showcases why this may not be your best bet.
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, and the results may surprise you – when it comes to Instagram influencers, better things come in smaller packages.