Micro-influencers dominate Instagram influencer marketing, according to the latest data from Klear. Over four-fifths of sponsored feed posts received up to 1,000 likes, indicating the account has a minimal following.

There has, however, been a small shift to work with influencers that allow brands to reach a larger audience. #Ad posts that received between 1,000 - 10,000 and over 10,000 grew 5.0pp and 0.5pp respectively. Total Instagram sponsored feed posts reached 2.1 million in 2018, with female millennials the most popular demographic.