Instagram influencer engagement hovers close to all-time lows, study says

Instagram influencers have seen their engagement rates hover close to all-time lows because the Facebook-owned app becomes over-crowded with sponsored posts, per a study that analytics firm InfluencerDB shared with Mobile marketer. The engagement rate for sponsored posts fell to 2.4% in Q1 2019 from four-dimensional 3 years earlier, whereas the rate for non-sponsored posts fell to 1.9% from 4.5% for the comparable periods. The engagement rate for Instagram influencers with a minimum of 10,000 followers is steady at about 3.6% worldwide. Influencers with 5,000 to 10,000 followers have an engagement rate of 6.3% and people with a following of 1,000 to 5,000 have the best rate at 8.8%, per InfluencerDB.

The engagement rate for every business category of influencer has declined within the past year. Travel influencers, who usually have the very best engagement rates, have seen an average drop to 4.5% this year from 8 May 1945 in 2018. InfluencerDB also discovered declines for influencers in beauty, fashion, food, lifestyle and sports and fitness. The firm measures engagement with a “like follower ratio,” or the common number of likes on every Instagram post compared to the amount of followers.


The declining engagement rates for Instagram influencers, as measured by InfluencerDB, indicate many trends that mobile marketers got to contemplate when embarking on a social influencer campaign. The great news is that sponsored posts tend to come up with higher engagement than non-sponsored posts, likely because influencers put additional effort into making high-quality posts when they’re being sponsored and since Instagram’s algorithms provide higher precedence to sponsored posts, per InfluencerDB.


The bad news is that engagement rates for influencer content are declining as Instagram feeds get cluttered with sponsored posts. Whereas influencers with over 10,000 followers could facilitate to succeed in a broader audience, marketers may see higher engagement by operating with multiple “nano-influencers” who have a smaller reach among extremely dedicated followers. The typical number of influencers used in a campaign is 726, in line with a separate study by InfluencerDB, indicating that marketers are operating with nano-influencers to create scale among a wider cluster of Instagram users. However, the sheer range of sponsored posts could also be decreasing their overall engagement effectiveness.