Is Everyone on Instagram an Influencer?

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Article by Blake Droesch
From eMarketer

More than 500,000 active influencers are operating just on Instagram, according to a study by InfluencerDB.

That’s 39% of all Instagram accounts with more than 15,000 followers. And among this group of active Instagram influencers, 81% have followings between 15,000 and 100,000 users.

With so many options, marketers can find influencers who closely match their brand’s ethos. But it also means the influencer field is at risk of becoming oversaturated, which presents several challenges to marketers.

“While the increase has definitely led to more available influencers to work with, brands need to be careful,” said Jessica Dooley, US social practice lead at Mindshare.

“The emergence of influencer marketing into a scalable channel has increased a brand’s liability to fraud and potential controversy. Now more than ever, it is paramount that any influencer activation is rooted in a more rigorous evaluation process.”

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