Micro-influencers post 67% more sponsored content than larger influencers

Recent data from Emplifi sheds light on the evolving dynamics between influencers and sponsored content. The 2024 State of Influencer Marketing Report, released on October 10, 2024, offers crucial insights for brands looking to optimize their social media partnerships and e-commerce outcomes.

One of the most striking findings from the report is the correlation between an influencer's audience size and the amount of sponsored content they post. Contrary to what many might expect, micro-influencers—those with 10,000 followers or fewer—are publishing significantly more sponsored posts than their larger counterparts. In fact, these smaller influencers post 67% more sponsored content than influencers with over 100,000 followers.

Susan Ganeshan, CMO of Emplifi, explains this trend: "Micro-influencers are often more budget-friendly for brands. They typically have closer relationships with their audiences, which can lead to more authentic brand partnerships, higher engagement, and better conversion rates."

The report also reveals interesting patterns in the types of content shared by different influencer tiers:

• Micro-influencers (fewer than 10,000 followers) are the only group that publishes more photos than videos.
• Larger influencers (100,000+ followers) have embraced video content, with nearly 60% of their posts being videos.

This shift towards video content among larger influencers aligns with broader social media trends favoring dynamic, engaging formats.

Interestingly, Emplifi's data shows no significant difference in engagement between sponsored and non-sponsored posts from influencers on Instagram. This finding challenges the notion that audiences are less receptive to sponsored content, suggesting that well-executed partnerships can resonate just as effectively as organic posts.

The frequency of sponsored posts peaks during the months leading up to the holiday season, highlighting the importance of timing in influencer marketing strategies. However, the report notes a slight year-over-year decrease in sponsored posts on Instagram, likely due to economic factors resulting in tightened marketing budgets.

The report also analyzes how brands of different sizes approach influencer collaborations:

• Smaller brands on Instagram tend to collaborate with at least three macro-influencers for every micro-influencer, aiming to increase exposure and brand visibility.
• Larger brands often work with as many as 10 micro-influencers for each macro-influencer, tapping into niche audiences while maintaining broad reach.

As the holiday season approaches, Ganeshan advises brands to optimize their influencer strategies: "Brands have a unique opportunity to leverage a mix of influencer sizes that can help extend their reach and improve engagement. Combining larger influencers for wide exposure with smaller, niche influencers for deeper engagement and conversions ensures brands don't overlook any opportunity or rely too heavily on a single strategy."

Key Statistics:

• Micro-influencers post 67% more sponsored content than larger influencers.
• Approximately 7% of influencer content on Instagram is sponsored.
• Nearly 60% of posts from influencers with 100,000+ followers are videos.
• Smaller brands collaborate with at least 3 macro-influencers for every micro-influencer.
• Larger brands work with up to 10 micro-influencers for each macro-influencer.

Methodology

Emplifi's report classifies influencers on Instagram into the following categories based on follower count:

• XS (Micro): Up to 10,000 followers
• S: Up to 50,000 followers
• M: Up to 100,000 followers
• L: Up to 1 million followers
• XL: More than 1 million followers

Emplifi is a leading customer experience platform that empowers brands to deliver meaningful, connected experiences across digital channels. Through data-driven insights and AI-powered tools, Emplifi helps brands optimize social media performance and elevate their influencer marketing strategies.

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