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.

Additional research suggests influencers with the biggest audience are not necessarily the best for brands, with micro-influencers particularly attractive because of their close personal network, authenticity and stronger brand loyalty. However, brands need to trust micro-influencers' knowledge of their particular audience.