Smaller Influencers Generate Nearly 5 Times More Engagement Than Big Celebrities

The general perception surrounding influencers is that bigger is better, but in spite of the fact that this is the case, it turns out that micro and nano influencers can offer exponentially higher ROI than massive influencers such as Kim Kardashian. It should be noted that Kim Kardashian charges a hefty $1.69 million for a single post on Instagram, but hardly 1% of her followers interact with her posts. This makes her a far less valuable investment than might have been the case otherwise.

With all of that having been said and now out of the way, it is important to note that influencers who have between 1,000 and 5,000 followers tend to get an engagement rate of 4.84%. That just goes to show that smaller influencers are not just more affordable, but they are also able to give brands better results.

Smaller influencers are important because of the fact that this is the sort of thing that could potentially end up allowing brands to target niches instead of going for mass appeal. The small niche followings they have allow them to specialize greatly, and hyper targeted audiences have a propensity to be more passionate about any and all products that are being offered.

It also bears mentioning that smaller influencers appear more trustworthy with all things having been considered and taken into account. Followers are more likely to assume that they are not just in it for the money, and this leads to them engaging with their content at twelve times the rate that Kim Kardashian can provide.

According to a report that was recently released by Influencer Marketing Hub, just 19% of brands are willing to work with influencers who have between 100,000 to 1 million followers. As for celebrity bloggers, they are a priority for just 12% of brands. It will be interesting to see where things go from here on out. The trajectory of the industry appears to be headed towards a more democratic and diversified influencer ecosystem where even the smallest of creators can get the chance to earn a decent living from their work.

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