It is no secret to anyone that they came to radically change online marketing. These content creators who have managed to capture the attention of thousands or even millions of followers and thereby bring brands closer to customers and potential customers.
And it is precisely for this reason that one of the metrics that is most taken into account when carrying out a campaign is its number of followers… However, a new study suggests that this figure is far from being proportional to the rate that these opinion leaders can achieve.
The lower the number of followers, the higher the engagement rate
According to the results of a study carried out by , a Spanish influencer marketing company, the success of the results of influencer marketing campaigns is not guaranteed by the largest number of followers.
And it is that although the volume of interactions usually increases linearly the higher the number of followers that an influencer may have, the same does not happen with the engagement ratea figure that, according to this research, decreases as the influencer has a larger network of followers.
In the case of this study, the engagement rate has been obtained by applying the formula x100. Thus, the report, based on the results of the campaigns carried out through this technological platform, ensures that while influencers with between 3,000 and 10,000 followers (also known as micro-influencers) obtain an engagement rate of 8.21, from the 50,000 followers this figure is reduced to practically half: between 4.1 and 4.39.
In fact, this engagement rate drops to 2.34 in influencers from 10 million followersand even 1.46 in the case of having more than 50 million followers.
But beware, since this result is not intended to ensure that the loyalty of the public of the most popular influencers is lower, but rather, proportionally, the overall interaction with your audience is lower since many more people follow you.
Great campaigns with micro-influencers
The key is that micro-influencers become engagement rate leaders because they They work with very specific niches. something that is attractive to their followers and of course to the brands that can meet the needs of this audience with their products or services.
Thus it is usually more profitable, both qualitatively and quantitatively, to hire several micro-influencersthat have fewer followers, but much more segmented than an influencer with 500,000 followers, but with a more dispersed audience and whose interaction rate will be lower, and of course, where the cost will be much higher without achieving a high impact.
“A brand can invest a large amount of money in a campaign guided solely by the number of followers of the influencer, but the interaction that it will obtain in return will not be equivalent, not even remotely, to the cost that it will suppose to contract that collaboration”Explain Xavier Yuste, CEO and co-founder of Binfluencer.
Influencer marketing continues to expand
In Spain, only on Instagram, there are more than 52,000 influencers with more than 3,000 followers under the categories of Creators and Celebrities and Publishers, the most demanded by brands that carry out digital campaigns, according to data from Binfluencer. In accordance with , investment in ads on Instagram has doubled compared to 2017, an increase that has been exponential, since during the last quarter of 2018 it reached a 43% increase compared to the previous quarter.
Furthermore, according to , estimated advertising spend on Instagram by 2020 will exceed $8 billion globally. So when choosing the influencer for your campaigns, don’t just look at their number of followers, and improve your engagement rate by measuring the results of your campaigns.
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