Influencers with less than 10 followers have higher engagement than celebrities on Instagram
According to reports on social networks Later and Forhr and hype Auditor, contrary to what one might imagine, influencers of the Instagram with less than 10 thousand followers generate more engagement than celebrities with millions of followers. On the other hand, influencers TikTok Those with more followers are those who get more engagement from fans.
To measure engagement, the reports took the total number of likes and comments and divided that number by the total number of followers of the profiles analyzed. Later Fohr used data from 3,5 million Instagram posts from December of last year to March of this year. The HyperAuditor report used data from 12 million Instagram accounts, as well as 5,2 million TikTok profiles and 4,5 million YouTube channels in 2020.
Engagement is important for content creators on these platforms because it is what brands and marketing companies use to determine whether an influencer is truly impacting their follower base. Taking this engagement into account, partnerships are closed.
As pointed out by Brian Freeman, CEO of Heartbeat, a platform that connects brands with small content creators, the so-called “nano“Influencers with less than 10 followers generate more engagement because they are closer to their fans. “These people are real consumers,” he says. told Business Insider last year. “These are real buyers, ordinary people.”
Business Insider also summed up Instagram engagement rates by number of followers. Profiles with 10 to 4 followers, nano influencers, had 5% to 10% engagement. Profiles with 100 to 1,4 followers (micro influencers), from 2% to 100%. From 1 to 1,3 million followers, from 1,6% to 1%. Influencers with more than 0,8 million followers had 1,6% to XNUMX% engagement on Instagram.
On TikTok, as HyperAuditor found, content creators with more than 1 million followers generate 18,6% engagement, while profiles with less than 20 thousand generate 14% to 15% of likes, comments and shares. Their report also showed that TikTok generates much more engagement than Instagram on average.
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