How Follower Count Impacts Influencer Engagement Rate (+ Free Report)
Which influencer is greatest in your subsequent model advertising marketing campaign: Nano, Micro, Mid, Macro, or Mega Macro?
Whereas logic means that greater is best, this isn’t all the time the case.
In truth, Later x Fohr’s Influencer Advertising and marketing Report reveals that the much less followers an influencer has on Instagram, the upper their common engagement fee.
However what does this imply in your influencer advertising technique?
We’re sharing the important thing takeaways from the Later x Fohr Influencer Advertising and marketing Report on this weblog publish. Get the complete report, at no cost, by coming into your electronic mail under:
What’s the Distinction Between Nano, Micro, Mid, Macro, and Mega Macro Influencers?
Within the influencer advertising trade, influencers are generally categorized into 5 totally different tiers primarily based on their Instagram follower depend
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Nano: 0K – 10K
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Micro: 10K-100K
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Mid: 100K – 500K
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Macro: 500K – 1M
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Mega Macro: 1M+
Later x Fohr: Instagram Follower Tiers
Every influencer tier has its personal strengths and weaknesses, so deciding which one is correct in your subsequent model marketing campaign can depend upon a number of elements.
Macro and Mega Macro influencers, for instance, have gigantic audiences — making them a fantastic selection for campaigns the place mass consciousness is vital. Their near-celebrity standing has the facility to shift a model’s notion by affiliation alone.
Nevertheless, this spectacular social clout typically comes at a price — with the worth of a sponsored Instagram publish starting from hundreds to tens of hundreds of {dollars}.
On the flip facet, Nano and Micro influencers have a a lot smaller, however typically extra focused, viewers, making them a fantastic selection for manufacturers seeking to faucet into hyper-niche communities.
And in case you’re anxious about finances, Nano and Micro influencers are sometimes a extra inexpensive selection. You possibly can work with dozens of Nano influencers and nonetheless spend lower than you’ll for a single Macro influencer publish.
Plan, schedule, and preview your Instagram posts prematurely with Later — it’s free!
How Follower Rely Impacts Influencer Engagement Charge
Engagement charges present what proportion of an influencer’s viewers is actively participating (through likes or feedback) with their content material.
This can be a precious indicator of curiosity, and can be utilized to gauge how a lot conversion energy an influencer has.
For instance, if an influencer has 100K followers and a mean engagement fee of 5%, roughly 5K folks will like or touch upon every of their Instagram posts.
Clearly not each one that likes or feedback will go on to buy a featured product, however this metric can be utilized to make a ballpark estimate.
So how does an influencer’s follower depend impression engagement charges?
The Later x Fohr report reveals that as an influencer’s follower depend will increase, the common engagement fee steadily declines.
Nano influencers, who’ve lower than 10K followers, have the best common engagement fee with 4% throughout all feed posts and sponsored ones.
Later x Fohr: Common Feed Put up Influencer Engagement Charge Per Follower Tier
Then again, Macro influencers — these with between 500K and 1M followers — have a mean engagement fee of 1.3%, which is 3x decrease than Nano influencers.
However what does this imply for model advertising?
You would possibly assume that Nano influencers, with the best engagement fee, are the plain selection.
Nicely, not so quick.
The true worth of this metric is underpinned by an influencer’s general follower depend. Nano influencers could steal the present with a 4% fee, however even with the utmost of 10K followers, that’s nonetheless solely 400 folks.
A Macro influencer, then again, will get engagement from 6,500-13,000 folks, relying on how large their follower depend is.
Later x Fohr: Nano Influencers vs Macro Influencers Infographic
So in case your purpose is to interact with a big viewers (and also you solely wish to work with a handful of influencers) larger tier influencers are the most effective wager.
Nevertheless, Nano influencers can nonetheless be a fantastic selection for influencer advertising — all of it will depend on your necessities.
Within the following part, we’re breaking down how you should utilize your distinctive necessities to tell your determination:
Which Influencer is Finest for Model Advertising and marketing?
As we’ve coated, there’s no one-size-fits-all strategy in terms of influencer advertising.
Knowledge reveals that Nano influencers sometimes carry out greatest by way of engagement, attain, save and video view charges — however in terms of elevating mass model consciousness, their restricted viewers dimension generally is a problem.
Later x Fohr: Influencer Viewers Attain vs Engagement Charge
Nevertheless, in case you’re on a good finances and seeking to faucet into small, hyper-niche audiences, working with a number of Nano influencers generally is a actually efficient technique.
For a lot of manufacturers although, coordinating dozens of Nano influencers may be logistically difficult — which is the place Micro and Mid influencers are available.
Micro and Mid influencers are large enough to have a measurable impression, however not so large that their engagement and attain charges have curtailed.
Plus, their price charges are sometimes a lot decrease than Macro or Mega Macro influencers.
Later x Fohr: Which Influencer Tier is Finest for Your Model
Nevertheless, that’s to not say Macro and Mega Macro influencers must be discounted.
For prime-budget manufacturers seeking to make a critical assertion, Macro and Mega Macro influencers are sometimes the go-to selection.
They will create a seismic shock that ripples by way of standard tradition — a recipe for mass consciousness and media decide up.
In the end, each influencer partnership has its personal set of strengths – and the precise partnership will rely in your advertising aims, target market, and finances necessities.
Later and Fohr analyzed over 3.5M Instagram posts to find how an influencer’s follower depend impacts their Instagram engagement, attain, save, and video view charges. Join now for the complete report:
