Is Sponsored Influencer Content Losing Its Engagement Potential?

Sponsored content shared by content influencers, celebrities, and other high-clout promoters is very common on social media. Instagram, one of the fastest growing social media platforms, is the most likely platform where users will see influencer content. This trend of influencer content is at an all-time high across multiple social media platforms, video content, corporate sponsorships, and other web-based mediums.

But it looks like influencer content is likely hitting some forms of engagement and user stagnation, according to recent data complied from multiple data firms and marketing reports on the matter.

Per Mobile Marketer and InfluencerDB, the average engagement rate of influencer sponsored content on Instagram is approximately 3.6% for infleuncers with at least 10,000 followers. Additionally, travel and tourism-niche influencers experienced a drop in engagement rates over the past year: 8.9% in 2018 vs. 4.5% in 2019. In General, engagement rates from content from promotional influencers dropped from 4% in the first quarter of 2016 to 2.4% in the first quarter of 2019.

But does this trend possibly mean that businesses and brands are less likely to participate in influencer marketing?

The summary of the data from InfluencerDB indicates that users prefer “nano-influencer” or very specialized influencers with a limited following but highly passionate users or fanbases:

The bad news is that engagement rates for influencer content are declining as Instagram feeds get cluttered with sponsored posts. While influencers with more than 10,000 followers may help to reach a broader audience, marketers may see better engagement by working with multiple “nano-influencers” who have a smaller reach among highly dedicated followers. The average number of influencers used in a campaign is 726, according to a separate study by InfluencerDB, indicating that marketers are working with nano-influencers to build scale among a wider group of Instagram users. However, the sheer number of sponsored posts may be decreasing their overall engagement effectiveness.

The major takeaway from the report is that sponsored content and influencer marketing campaigns can still earn high engagement rates by targeted hyper-localized user groups. So while many larger brands may afford to partner with nationally recognized influencers, smaller brands could also take advantage of sponsored content with niche personalities and other individual partnerships.

Creating high-quality content may also be a key in improving sponsored content and ultimatley improving user engagement, based on the final findings of the report.

Marketers should always consider ramping up their overall content quality and relying on SEO techniques to generate engagement. An organic search marketing strategy allows your users to find your website or business instead of relying on an expensive and non-targeted campaign to do the same thing.

If you have any questions about SEO practices, targeting power users, and maintaining a consistent SEO content strategy please don’t hesitate to contact us for a free consultation!

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