Who are influencers?

In a very broad sense, according to the Cambridge Dictionary,
an influencer is

In the context of social media platforms and marketing, an influencer’s role is much more focused and refined, thus they are specifically referred to as social influencers.

A social influencer is

an individual with a following in a particular niche who has the capacity to affect purchase decisions and consumption choices of others through his/her engagement and activity on social platforms.

Do influencers really influence?

That is when we got into the rabbit hole.


Reach Influencers
and Depth Influencers

Through research, we were able to identify two main types of social
influencers, namely; Reach Influencers and Depth Influencers.

Has your brand signed up with the biggest social media star with half a million followers? Is that it? Is that all that matters?

Simply, the answer is NO.

A reach influencer is much more than the number of followers alone. As much as the number of followers is important to increase brand exposure, the level of engagement of the followers with the influencer’s content is important too. Engagement rate refers to the number of reactions a piece of content gets in the form of likes, comments and shares from his/her followers as a percentage of the total following.

Followers – checked, engagement rate – checked, got great numbers. But numbers alone would not do the job. The quality of the audience is to be considered next. The quality of followers depends on the percentage of followers from the country the influencer is based in, the audience reachability[1] , audience authenticity[2] and net audience growth rate[3].

Collaborating with reach influencers will deliver greater brand visibility and exposure to the collaborated brand as these influencers have a high number of followers and/or great rate of engagement with their quality audiences.

Is your campaign objective to increase brand consideration of your target audience in the purchase decision? Is it an expert you are looking for to recommend your products and brand to supplement the decision-making process? If yes, you are looking for a depth influencer.

A depth influencer’s appropriateness for a brand is considered based on certain specific attributes. These attributes include the authority, knowledge, position or a strong association with the brand that gives their opinions and recommendations greater value and credibility.

Eg:  A fitness coach endorsing a gymnasium

        A musician endorsing a guitar brand

Reach Influencers
and Depth Influencers

Through research, we were able to identify two main types of social
influencers, namely; Reach Influencers and Depth Influencers.

Has your brand signed up with the biggest social media star with half a million followers? Is that it? Is that all that matters?

Simply, the answer is NO.

A reach influencer is much more than the number of followers alone. As much as the number of followers is important to increase brand exposure, the level of engagement of the followers with the influencer’s content is important too. Engagement rate refers to the number of reactions a piece of content gets in the form of likes, comments and shares from his/her followers as a percentage of the total following.

Followers – checked, engagement rate – checked, got great numbers. But numbers alone would not do the job. The quality of the audience is to be considered next. The quality of followers depends on the percentage of followers from the country the influencer is based in, the audience reachability[1] , audience authenticity[2] and net audience growth rate[3].

Collaborating with reach influencers will deliver greater brand visibility and exposure to the collaborated brand as these influencers have a high number of followers and/or great rate of engagement with their quality audiences.

Is your campaign objective to increase brand consideration of your target audience in the purchase decision? Is it an expert you are looking for to recommend your products and brand to supplement the decision-making process? If yes, you are looking for a depth influencer.

A depth influencer’s appropriateness for a brand is considered based on certain specific attributes. These attributes include the authority, knowledge, position or a strong association with the brand that gives their opinions and recommendations greater value and credibility.

Eg:  A fitness coach endorsing a gymnasium

        A musician endorsing a guitar brand


Which Instagram influencer
to collaborate with?

A pool of apparent influencers, thought leaders, active and engaging Instagram users were created through nominations.

This pool of over 150 nominees were short listed by omitting public figures such as film stars, sports stars, singers, politicians and other celebrities as their influential power is gained through their profession.

This research is based on the social platform – Instagram, mainly due to its nature of crediting organic activity. Unlike Facebook, the platform does not provide an option to buy followers and the Instagram algorithm credits organic activity that results in profiles with higher activity to be seen more frequently.

The complex algorithm also discredits the use of third-party applications to build followers and gain likes. Therefore, the platform was chosen to identify the top influencers of Sri Lanka.

Number
of Followers

% of Sri Lankan
Followers

Engagement
Rates

Audience
Quality

Audience
Reachability

Audience
Growth Rate

Likes/Comment
Ratio

  1. All nominations were evaluated individually and shortlisted to create a pool of 150 apparent influencers.
  2. Each influencer was given a score based on the ranking factors.
  3. Ranking factors were given a weightage based on the relative importance that was identified through secondary and primary research.
  4. A final score was calculated through an algorithm that combined the ranking factor scores and the respective weightages given.
  5. The top 30 influencers were sorted based on the final score.

The Results

Followers

76k

Engagement Rate 8.73%
Sri Lankan Followers 70%
Audience Quality 90%
Audience Reachability 87.4%
Audience Growth Rate 12.64%

Comments / 100 Likes Ratio

1

Depth Influencer for

Women’s Fashion

Youth Lifestyle

Leisure

Followers

133.3k

Engagement Rate 3.23%
Sri Lankan Followers 80%
Audience Quality 81%
Audience Reachability 90.5%
Audience Growth Rate 3.94%

Comments / 100 Likes Ratio

1

Depth Influencer for

Consumer Electronics

Technology

Men’s Fashion

Followers

394.4k

Engagement Rate 1.56%
Sri Lankan Followers 75%
Audience Quality 76%
Audience Reachability 90.00%
Audience Growth Rate 3.89%

Comments / 100 Likes Ratio

1.2

Depth Influencer for

Women’s Fashion

Makeup

Modeling

Followers

170.8k

Engagement Rate 2.47%
Sri Lankan Followers 76%
Audience Quality 79%
Audience Reachability 88.20%
Audience Growth Rate 10.53%

Comments / 100 Likes Ratio

0.7

Depth Influencer for

Women’s Fashion

Lifestyle

Makeup

Followers

51.2k

Engagement Rate 7.01%
Sri Lankan Followers 55%
Audience Quality 88%
Audience Reachability 91.70%
Audience Growth Rate 0.27%

Comments / 100 Likes Ratio

1.4

Depth Influencer for

Travel & Leisure

Lifestyle

Women’s Fashion

Followers

51k

Engagement Rate 4.76%
Sri Lankan Followers 62%
Audience Quality 85%
Audience Reachability 88.50%
Audience Growth Rate 2.46%

Comments / 100 Likes Ratio

0.9

Depth Influencer for

Music

Women’s Fashion

Youth Lifestyle

Followers

29.1k

Engagement Rate 5.15%
Sri Lankan Followers 82%
Audience Quality 94%
Audience Reachability 92.80%
Audience Growth Rate 5.64%

Comments / 100 Likes Ratio

1.7

Depth Influencer for

Technology

Consumer Electronics

Lifestyle

Followers

89.7k

Engagement Rate 3.62%
Sri Lankan Followers 45%
Audience Quality 87%
Audience Reachability 77.30%
Audience Growth Rate 3.89%

Comments / 100 Likes Ratio

2.9

Depth Influencer for

Restaurants, Food & Grocery

Travel & Leisure

Lifestyle

Followers

47.5k

Engagement Rate 2.29%
Sri Lankan Followers 65%
Audience Quality 74%
Audience Reachability 85.20%
Audience Growth Rate 10.70%

Comments / 100 Likes Ratio

0.9

Depth Influencer for

Women’s Fashion

Travel & Leisure

Lifestyle

Followers

43.6k

Engagement Rate 3.51%
Sri Lankan Followers 53%
Audience Quality 84%
Audience Reachability 82.10%
Audience Growth Rate 0.83%

Comments / 100 Likes Ratio

1.9

Depth Influencer for

Health & Fitness

Lifestyle

Business

Followers

30.8k

Engagement Rate 7.75%
Sri Lankan Followers 54%
Audience Quality 85%
Audience Reachability 82.30%
Audience Growth Rate 10.90%

Comments / 100 Likes Ratio

0.8

Depth Influencer for

Travel & Leisure

Adventure & Entertainment

Lifestyle

Followers

167.1k

Engagement Rate 9.68%
Sri Lankan Followers 73%
Audience Quality 79%
Audience Reachability 84.40%
Audience Growth Rate 16.80%

Comments / 100 Likes Ratio

0.4

Depth Influencer for

Women’s Fashion

Family

Lifestyle

Followers

198.8k

Engagement Rate 2.09%
Sri Lankan Followers 73%
Audience Quality 71%
Audience Reachability 80.40%
Audience Growth Rate 1.88%

Comments / 100 Likes Ratio

0.7

Depth Influencer for

Women’s Fashion

Lifestyle

Makeup

Followers

31.7k

Engagement Rate 3.72%
Sri Lankan Followers 56%
Audience Quality 87%
Audience Reachability 82.20%
Audience Growth Rate 0.69%

Comments / 100 Likes Ratio

1.8

Depth Influencer for

Women’s Fashion

Childcare

Lifestyle

Followers

26.8k

Engagement Rate 5.50%
Sri Lankan Followers 67%
Audience Quality 84%
Audience Reachability 87.90%
Audience Growth Rate 0.90%

Comments / 100 Likes Ratio

2.3

Depth Influencer for

Health & Fitness

Lifestyle

Men’s Fashion

Followers

40.2k

Engagement Rate 3.67%
Sri Lankan Followers 61%
Audience Quality 80%
Audience Reachability 79.70%
Audience Growth Rate 0.11%

Comments / 100 Likes Ratio

1.2

Depth Influencer for

Women’s Fashion

Youth Lifestyle

Travel & Leisure

Followers

198.9k

Engagement Rate 0.90%
Sri Lankan Followers 63%
Audience Quality 62%
Audience Reachability 83.60%
Audience Growth Rate 5.84%

Comments / 100 Likes Ratio

1.1

Depth Influencer for

Women’s Fashion

Travel & Leisure

Lifestyle

Followers

29.6k

Engagement Rate 4.81%
Sri Lankan Followers 45%
Audience Quality 82%
Audience Reachability 77.50%
Audience Growth Rate 8.86%

Comments / 100 Likes Ratio

1.1

Depth Influencer for

Travel & Leisure

Lifestyle

Photography

Followers

48.6k

Engagement Rate 2.68%
Sri Lankan Followers 48%
Audience Quality 73%
Audience Reachability 74.10%
Audience Growth Rate 10.03%

Comments / 100 Likes Ratio

0.8

Depth Influencer for

Health & Fitness

Adventure & Entertainment

Followers

71.2k

Engagement Rate 0.97%
Sri Lankan Followers 76%
Audience Quality 67%
Audience Reachability 79.30%
Audience Growth Rate 0.22%

Comments / 100 Likes Ratio

2.6

Depth Influencer for

Women’s Fashion

Youth Lifestyle

Modeling

Followers

101.7k

Engagement Rate 3.48%
Sri Lankan Followers 48%
Audience Quality 66%
Audience Reachability 72.40%
Audience Growth Rate 2.84%

Comments / 100 Likes Ratio

0.5

Depth Influencer for

Women’s Fashion

Health & Fitness

Youth Lifestyle

Followers

279k

Engagement Rate 1.36%
Sri Lankan Followers 18%
Audience Quality 74%
Audience Reachability 90.30%
Audience Growth Rate 2.05%

Comments / 100 Likes Ratio

2.7

Depth Influencer for

Makeup

Women’s Fashion

Lifestyle

Followers

29.3k

Engagement Rate 4.30%
Sri Lankan Followers 58%
Audience Quality 69%
Audience Reachability 84.70%
Audience Growth Rate 2.78%

Comments / 100 Likes Ratio

0.7

Depth Influencer for

Women’s Fashion

Lifestyle

Restaurants, Food & Grocery

Followers

28.3k

Engagement Rate 7.75%
Sri Lankan Followers 36%
Audience Quality 72%
Audience Reachability 88.80%
Audience Growth Rate 3.93%

Comments / 100 Likes Ratio

0.3

Depth Influencer for

Women’s Fashion

Lifestyle

Children & Family

Followers

10.7k

Engagement Rate 7.37%
Sri Lankan Followers 79%
Audience Quality 74%
Audience Reachability 88.40%
Audience Growth Rate 2.27%

Comments / 100 Likes Ratio

0.5

Depth Influencer for

Women’s Fashion

Lifestyle

Restaurants, Food & Grocery

Followers

33.9k

Engagement Rate 2.78%
Sri Lankan Followers 28%
Audience Quality 78%
Audience Reachability 86.30%
Audience Growth Rate -0.26%

Comments / 100 Likes Ratio

3.1

Depth Influencer for

Restaurants, Food & Grocery

Travel & Leisure

Lifestyle

Followers

3.9k

Engagement Rate 12.12%
Sri Lankan Followers 39%
Audience Quality 87%
Audience Reachability 84.90%
Audience Growth Rate 8.07%

Comments / 100 Likes Ratio

3.9

Depth Influencer for

Men’s Fashion

Lifestyle

Modeling

Followers

33.8k

Engagement Rate 6.12%
Sri Lankan Followers 38%
Audience Quality 57%
Audience Reachability 79.60%
Audience Growth Rate 5.20%

Comments / 100 Likes Ratio

1.6

Depth Influencer for

Travel & Leisure

Adventure & Entertainment

Cameras & Photography

Followers

27.5k

Engagement Rate 4.52%
Sri Lankan Followers 64%
Audience Quality 61%
Audience Reachability 85.90%
Audience Growth Rate 1.29%

Comments / 100 Likes Ratio

0.3

Depth Influencer for

Health & Fitness

Lifestyle

Lifestyle

Followers

10.7k

Engagement Rate 3.96%
Sri Lankan Followers 46%
Audience Quality 67%
Audience Reachability 87.00%
Audience Growth Rate 5.15%

Comments / 100 Likes Ratio

1.2

Depth Influencer for

Women’s Fashion

Lifestyle

Men’s Fashion

Special Notes:

[1] Audience reachability refers to the followers of the influencer who follow less than 1,500 accounts who will have greater chances of seeing the influencer’s posts due to the low number of following count.

[2] Audience authenticity refers to the percentage of real followers vs. suspicious accounts identified through in-depth matrices.

[3] Net audience growth rate refers to the increase or decrease in followers over the past 4 weeks.

 

Disclaimer:

– The tool used for analyzing the statistics has eliminated suspicious accounts and accounts with malicious activity. This could result in a discrepancy between the numbers generated by Instagram analytics and the numbers generated through the research.

– Statistics are as of 9th of February, 2019. Back to top