Micro-influencers becoming more popular on Instagram

An overview of Instagram sponsored feed posts by number of likes between 2018 and 2019.

Micro-influencers dominate Instagram influencer marketing, according to the latest research from influencer marketing platform Klear. Nearly 90% of sponsored Instagram feed posts received up to 1,000 likes, indicating the account has a small following.

This is an increase from the 84% recorded in 2018, suggesting marketers are shifting their influencer strategy to those with a smaller but more authentic following. For example, adidas successfully drove subscriptions to its grassroots football community by partnering with local team captains rather than players at the unattainable top-level of the sport.

Furthermore, while the reach of micro-influencers is...

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