Every influencer has different follower count and engagement percentage of course, but when two different influencer has almost same follower count, what would happen to the engagement percentage?
There was a experiment in Japan for 300 influencers who has more than 30,000 followers on Instagram and result is shocking.
- follower count: A: 42,300 B: 41,200
- Impression: A: 240,000 (5,6 times more of followers) B: 5,300 (only 12% of followers)
- Reach: A: 184,00 (4,3 times more of followers) B: 3,200 (only 7% of followers)
- Engagement: A: 6,800 (16% of followers) B: 310 (only 0.7% of followers)
Even if the follower count is almost same, engagement percentage is totally different for A and B. So the most important process to do influencer marketing is to choose the right influencers for each campaign.
The characteristics of high engagement influencers
- The influencer is not only just cool or pretty, but also providing valuable and relatable contents constantly
- The influencer is not just posting daily lifestyle contents, but also posting review kind of contents for audience.
- Contents has edge
- The influencer is used to do sponsored contents and able to do legit PR contents.
The characteristics of low engagement influencers
- The influencer is all about looks and superficial.
- The influencer is not used to sponsored contents and unable to deliver valuable PR contents.
- Too much edit and photoshop
