The rise of 'micro-influencers' on Instagram

Not every brand needs Kylie or Kendall Jenner to flog their products on Instagram. It turns out that as the number of followers rises, engagement actually decreases, according to stats from influencer marketing company Markerly. Based on a recent study by the company, CEO Sarah Ware suggested that brands that are looking for conversion rather than awareness on Instagram should collaborate with “micro-influencers” who have 10,000 to 100,000 followers. “We’ve seen some ‘micro-influencers’ on certain campaigns get up to 25 percent engagement,” said Chico Tirado, CRO of social ad platform Gnack.