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According to a recent study by software and data insights company Launchmetrics, “mega” social media influencers (those with a following between 501,000 and 1.5 million) are actually less valuable to brands than those who have a smaller number of followers.

The study claims huge followings can often work against influencers, with nearly 46 percent of major brands preferring to work with “micro” influencers (those with a following between 10,000 and 100,000). Falling close behind were “macro” influencers (101,000-500,000 followers), with 34 percent of major brands opting to work with this demographic.

The study also revealed that in addition to follower counts, an influencer’s content is considered the most important factor ahead of engagement. This means while likes, shares, and comments are helpful to influencers, many brands prefer to look at the quality of content and not the quantity of its engagement.

Unsurprisingly, millennials were considered the biggest target audience for influencer marketing and Instagram the preferred platform to launch a social campaign.

For more on this, visit Fashionista.

In other news, LVMH’s CEO Bernard Arnault is officially the richest person in fashion

  • Source: Fashionista
  • Main & Featured Image: Nataliya Petrova / NurPhoto / Getty Images

A Berlin-based gal from Brum.

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