According to a new report from Launchmetrics, “mega” influencers — described as having a following between 501,000 and 1.5 million — are becoming increasingly less valuable to brands. The study finds that most advertisers and brands prefer influencers with smaller followings as micro-influencers (10,000 to 100,000 followers) are seen as the most effective partner by 46 percent of brands, while macro-influencers (101,000 to 500,000 followers) are seen as the second most valuable group.
The report also examines what is seen as the most important factor for companies, with the quality of content and engagement figures seen as key indicators of success. Elsewhere, the report finds that millennials are the biggest target audience for influencer campaigns and that Instagram is the preferred social media for these campaigns.
With thousands of young people around the world adding being an influencer among one of the “career” options, the question still remains, are these “influencers” really worth their salt? Or cold hard cash as is often the case. And what will happen when the bubble bursts and brands turn to other advertising options? Are we going to see the implosion of this so-called “career” in the next 5 years and what happens to a generation of posers and #SelfieGame wannabe’s? What will they do when they’re forced to get a “real job”? We will wait and see.