Chances are, if you spend time on Instagram, you've come across influencer posts on the platform.
You know the kind I'm talking about -- featuring a product or service, usually with the hashtag #sponsored or #ad in the caption.
These influencers typically have hundreds of thousands of followers -- or, in the case of people like Kendall Jenner and David Beckham -- millions of followers. These macro-influencers undoubtedly have tremendous reach on Instagram to get brands in front of the eyes of their fans -- but in some cases, less is actually more.
Micro-influencer marketing has also taken hold on Instagram, where users with smaller numbers of more engaged users are activated to promote brands on a smaller scale. These influencers cost less to work with, but the jury's still out on if their impact is lesser, too.
Mediakix, an influencer marketing agency, analyzed hundreds of Instagram posts from top brands to try to uncover, once and for all, if bigger is truly better. Check out the infographic below to dig into their findings.
Originally published Sep 26, 2017 6:00:00 AM, updated June 26 2019