THE RISE OF THE MICRO INFLUENCER: Is there now such thing now as being too popular on Instagram?

Where marketers were once more concerned with followers and likes, it seems now with Instagram’s bid to become socials most authentic platform, one of the key measures to deem real success now is engagement!

A survey of 2 million social media influencers by influencer marketing platform Markerly showed that for unpaid posts, Instagram influencers with fewer than 1,000 followers have a like rate of about 8 percent, while those with 1,000 to 10,000 followers have a like rate of 4 percent. This supports the growing notion that once a social media influencer reaches a critical mass of followers, audience engagement actually begins to decrease.

Agencies are increasingly switching up their approach to working with influencers, opting for those with a lower follower rate in exchange for a higher engagement percentage. Our latest infographic explores why!

Our consumer lifestyle PR team specialise in connecting everyday brands with everyday people across four core sectors; Consumer Lifestyle PRFood PRRetail PR and Sport, Health & Wellbeing PR. More information on these areas of knowledge and the work we do with micro influencer pr can be found at