This archive report was first published on 21 November 2019.
Published on November 21, 2019, the new Instagram has brought about significant changes to the way influencers operate.
One of the key changes is the removal of likes, or rather, the ability to see likes from the audience. This move aims to reduce the obsession with likes and focus on the quality of content instead.
However, this shift has raised concerns about the influence of paid influencers, who often lack quality content and have bought followers to boost their numbers.
Studies have shown that the more followers an influencer has, the lower their engagement rates tend to be. This means that micro-influencers with organic audiences are likely to gain more traction in the industry.
Organic influencers are individuals who genuinely like the brands they promote and create content about the things they are passionate about. They may have a small following, but their authenticity and collective influence are what set them apart.
Brands can benefit from partnering with organic influencers, who are more likely to create content that resonates with their audience. By promoting more work from organic influencers, brands can control the number of influencers they work with and ensure that their content is authentic and engaging.
