Influencer engagement rates 'at all-time low'

Josh Hall's picture

Engagement on Instagram 'influencer' accounts is near an all-time low, as over-crowding causes content fatigue.

This is according to new figures from InfluencerDB, which found that the engagement rate for sponsored posts dropped to 2.4 per cent in the first quarter of the year, down from 4 per cent three years earlier.

Meanwhile the engagement rate for non-sponsored posts fell to 1.9 per cent, compared with 4.5 per cent.

InfluencerDB measured the 'like-to-follower' ratio, or the average number of likes compared with the number of followers on the account.

It found that engagement is highest amongst accounts with between 1,000 and 5,000 followers, at 8.8 per cent.

But the rate is lowest for accounts with at least 10,000 followers, dropping to just 3.6 per cent worldwide.

The figures seem to back up the growing trend for marketers to spread their budget amongst a larger number of 'nano-influencers', rather than spending big on sponsored posts from highly-followed accounts.

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