The Instagram social network continues to attract new users. Today, it has surpassed one billion active users worldwide. In France, 17 million people have been won over. The growing number of users, and therefore of published content. Prompted instagram to change the way in which publications are displayed in the news feed in 2016. It is therefore an algorithm that has been favored to govern. The Latvia WhatsApp Number List news feed instead of the chronological order initially established. Users, brands and influencers have not welcomed the arrival of this algorithm. And for good reason, users had the impression of missing a certain number of publications from the accounts they follow. As for the brands, they deplored a loss of commitment on their account.
A Drop in the Engagement Rate for Influencers
influencers who have between 1,000 and 5,000 followers have an average engagement rate of 8.8%. For those with between 5,000 and 10,000 followers, their rate is 6.3%. Finally, those with more than 10,000 followers have an Latvia WhatsApp Number List engagement rate of 3.6%, but this has remained stable since 2016. These results are not surprising. The fact that users feel closer to micro-influencers than to macro-influencers. Who for some have become celebrities. Micro-influencers seem to them more accessible, more authentic and more available, hence their predisposition to interact with them.
Who Is Most Affected by the Drop in Engagement Rate
According to the study, it is the tourism sector that would be most affected by the drop in the engagement rate. In just one year, the engagement rate of travel influencers has almost halved, from 8% in 2018 to 4.5% in 2019, when they traditionally recorded among the highest engagement rates . As Le Blog du Modérateur points out, another study confirms this trend, particularly for the Latvia WhatsApp Number List fashion sector. The study published in June by TrustInsights highlights a sharp drop in the engagement rate in this sector, especially since May. It would have fallen from 4.3% in mid-February to 2.4%, a drop of 44%. However, BDM points out, the study focused on a very small sample of influencers.