2017: The Year of the Instagram Micro-Influencer
Business 2 Community
For many of us, 2016 was the year in which we learned what the term “Influencer” even means in relation to social media marketing. With the algorithm newsfeed changes favoring quality over chronological posting being programmed into both Facebook and Instagram this year, brands quickly turned their attentions to advocates who could get their name out there through highly shared and interactive posting.
Social Media Influencers, users on social media who have created credibility in a specific industry, shaped how no-name brands and fledging startups got their shiny new apps and products in millions of Instagram newsfeeds practically overnight. The marketing pairing made sense, but as 2016 comes to a close, brands are looking for the next best promotional (and affordable) avenue for product awareness.
In late August, influencer marketing platform Markerly conducted a survey in which they discovered that influencers with 1,000 to 10,000 followers have a much higher interaction rate than influencers who peak at the 500,000 to 1 million follower mark. The survey looked at 2 million social media influencers, and found that as an account’s follower count increases, the amount of likes decreases.
Brands are picking up on this trend and starting to pay attention to “Micro-Influencers” who although command a smaller following, have a much higher interactive rate with followers.