Maisie Lloyd
Maisie is the Digital Content Manager at Intelligency, handling all things creative for the agency. Her experience centres around the production of digital content, pertaining to graphic design, writing copy, and video and audio content.
A report produced by Sprout Social revealed that changing algorithms have diluted follower impact for influencer marketing. One key finding that has been particularly revealing is that 60% of Instagram Reels now reach an audience where more than 70% of viewers do not follow the account posting.
Another metric that stands out from their findings is that a brand or influencer’s following doesn’t influence the majority of social users to follow an account. With a mere 17% of people noting they use followers to also follow an account. Whereas a majority of social users (80%) state influencer need to fully utilise a product, to belive endorsement is authentic.
Algorithms change exposure possibilities
Algorithms are adjusting, with followers no longer seeing just the accounts they follow. Instead, platforms have opted to display content that caters to their users’ interests. This adjustment means exposure doesn’t depend on a follow, but rather on what users engage with, including:
- Watched content
- Likes
- Shares
- Comments
- Searches
- Saves
This approach depends on users’ behaviour rather than defaulting to accounts they’ve connected with on a basic level (following and subscribing). Certain platforms like Meta and TikTok use a hybrid model, balancing followed accounts’ content with a mix of content they’ve engaged with.
How this impacts influencer-based marketing strategies
In the report, it was identified that 75% of marketers are using and increasing marketing budgets to incorporate influencers into their strategy. But it begs the question: how do strategies need to change to accommodate the changes in relevance around follower counts?
Brand awareness and reach
The approach to influencer marketing has to adapt to accommodate evolving algorithm models. The strategy then has to shift to consider the kind of brand awareness and reach a collaborative campaign can achieve. An increased reach for a brand positions them to reach entirely new audiences.
Having reach can then assist with creating brand awareness, especially when content is repeatedly positioned to non-following audiences. Brand awareness in itself is a powerful tool; it’s crucial in creating opportunities to convert viewers into customers.
The size of an influencer’s following doesn’t matter
Quality matters over quantity in these scenarios. So strategies no longer need to focus on influencers with larger audiences. In fact, nano and micro influencers can offer stronger connections through their smaller, but often more engaged audience.
Investing in campaigns where multiple smaller influencers are used can have just as much impact as those with larger audiences.
Quality of content
Algorithms prioritise displaying content that piques users’ interests and prompts engagement. In terms of influencer campaigns, the quality of the content plays a massive role in a piece of content’s success.
If follower counts aren’t necessarily influencing people to follow or trust an account, brands need to place greater emphasis on the credibility of an endorsement.
An influencer who genuinely uses and understands a product can communicate its benefits more convincingly. This makes choosing collaborators based on genuine brand alignment increasingly important.
Rethinking what makes an influencer valuable
Follower count is no longer a reliable measure of an influencer’s value. Brands need to look beyond audience size and prioritise reach, content quality and authenticity. Ultimately, a successful influencer campaign is less about how many people follow a creator and more about how effectively they can influence those who see their content.
