Kaizen’s influencer marketing report: Understanding engagement

Kaizen’s influencer marketing report: Understanding engagement

Influencer marketing has become an integral part of many brands marketing strategies over the last few years, and with an industry worth billions of dollars – we can expect to see the continued growth of the influencer and how consumers interact with brands on social media.

In our latest report, we discover how different influencers depending on their following size can affect engagement rates – from the biggest to the smallest – and also how interests in travel, fashion, and fitness can all affect that important percentage mark.


The key highlights from the report found:

  • Travel is the most engaging topic in our combined analysis, with an overall rate of 3.36%
  • Nano influencers receive the highest engagement in general with an average of 4.32%
  • Health & fitness had the lowest engagement score overall, with a rate of 2.78%
  • Mega and macro accounts are five times larger than nano accounts, making them a popular choice for brand awareness and visibility
  • Over the past few years, nano influencers have remained the most demanded influencer tier due to their high engagement and niche following 


You can read the full report here, and discover how influencers’ engagement rates can differ depending on account size and interest.

Earlier this month, Instagram released three tips on how to maximise your influencer marketing strategy, and after analysing hundreds of influencers and creating our own campaigns for brands we decided to pull together some tips that you can use to bolster your influencer marketing efforts:

  1. Choosing the right talent – Don’t get sucked in the vanity metrics of likes, comments, and followers! When choosing an influencer for your content, think about your audience and who will have a natural affinity towards your brand or product.
  2. Create a solid brief – You can avoid a lot of confusion and hassle with a well-prepared brief, of course, things change but if you set your goals in black and white and ensure the influencer and brand is aware of the approach you can save yourself tons of time and questions.
  3. Allow influencers to make creative decisions – Yes, you do need to provide a strong and clear brief for influencers to follow, but you also need to allow them to tap into their creative approach. They know what works best for their audience, so don’t be reluctant to trust them.


If you’re interested in influencer marketing or digital PR for your brands, check out some of our work and get in touch with us today.

By Casey Paul - 24/05/2021


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