Instagram influencers who have the most followers don’t necessarily garner the most “likes” and comments. Research from Markerly revealed that users with fewer than 1,000 followers get more “likes” and comments on average than those with more than 10 million followers.
The Markerly study, cited by Digiday, found that users with fewer than 1,000 followers received an average of 8.03 “likes” and 0.56 comments per post. Those who had between 1,000 and 10,000 followers garnered an average of 4.04 “likes” and 0.27 comments.
Interestingly, Instagram influencers who had between 1 million and 10 million followers received an average of 1.66 “likes” and 0.06 comments. This was the case for those who had more than 10 million followers as well.
In general, influencers’ influence is pretty effective. Data from RhythmOne found that average earned media value from US influencer marketing programs was 1.4 times as high in H1 2015 as the average in all of 2014, at $9.60 for every $1 spent, vs. $6.85 last year. Average earned media value was highest in the consumer packaged goods (CPG) food industry, at $14.29, followed by tourist destinations and travel ($12.54) and bath, body, skin and beauty ($12.21).