Sponsored posts using influencers on Instagram may be losing their appeal as engagement rates dropped 2.4% during Q1 2019 down from 4% in Q1 2018.
According to new research by InfluencerDB, non-sponsored post engagement also decreased to 1.9% from 4.5% during the measurement period.
The findings demonstrate an overall decline in influencer marketing effectiveness as Instagram is becoming saturated with related posts. However, it’s evident that sponsored posts are overall more effective that those which are non-sponsored.
Engagement rates for Instagram influencers with around 10,000 followers remained steady at 3.6% globally, whilst influencers with 5,000 to 10,000 followers saw engagement rates of 6.3%.
Meanwhile, micro-influencers with followers between 5,000 to 1,000 followers had the highest rate at 8.8%, which highlights that marketers may be able to boost engagement by working with smaller influencers.
Meanwhile, engagement rates for every influencer industry category dropped in 2019. Travel influencers saw some of the highest engagement rates with the average drop to 4.5% in 2019 down from 8% in 2018.
Categories including beauty, fashion, food, lifestyle and sports & fitness all noted declining engagement rates.
Although Instagram recently added tools which enable brands to reshare influencer posts, the study demonstrate that marketers may need to diversify their influencer and creator pool to attract further engagement.