We researched 7.5M Instagram accounts to create the study you could use for revenue increase from your influencers campaigns. Get the full research PDF (18 pages): How many influencers in the USA Good, Bad and Average Engagement Rate by topics Level of competitions for nano-, micro- and macro-influencers Integrations and ads research

2. About this report 3
About trendHERO 4
How many influencers are there in the USA? 5
Instagram accounts (1k and more) per 1,000 of population 6
Instagram accounts (1M and more) per million of population 6
Good, bad and average Engagement Rates 7
Average ER by city and gender 8
ER by topic 9
Levels of competition in niches 11
Nano-influencers 11
Micro-influencers 12
Macro-influencers 13
Celebrities 14
Integrations and ads 15
Which ad type is preferred by influencers? 15
Which is better for ads - post or video? 15
Did you like these data? 16
About using these data 16
Additional data needed? 16

3. About this report
For the purposes of this benchmark, we have analyzed 7.5 million Instagram profiles (from 1k
followers) from the United States.
Most of these profiles are located at California, New York or Florida:

4. About trendHERO
trendHERO is an advanced influencer-marketing tool with the following core features:
● Discovery – 90M+ accounts around the world, simple nano- and micro-influencer
search, 16 criteria (including category, location, keywords and growth)
● Analytics – fake followers and likes detection, followers and likers analysis, 90+ metrics
in report, mentions and comments analysis
● Tracking – daily statistics and followers count, ad efficiency and best time for posts
● Overlaps – identify an overall audience for your future campaign by checking unique
followers for up to five influencers
● Top 500 similar influencers – the list of similar accounts based on followings for the
most active audience of the influencer
● Ad posts – a very large database of posts and stories, with mentions
The State of Influencer Marketing report is based on data collected by trendHERO from
open-data sources. We have aggregated statistics from social media and websites to create
one of the biggest influencers databases in the world.

5. How many influencers are there in the USA?
First, we need to clarify our terms.
When we discuss Instagram profiles, we can use the terms 'account', 'influencer', 'opinion
leader', 'personal brand', 'personal blog', etc. So, for the purposes of this report, we have used
the term influencer, with the following categories:
- Nano-influencers – 2-10k followers
- Micro-influencers – 10-100k followers
- Macro-influencer – 100k-1M followers
- Celebrities – 1M and more

6. Instagram accounts (1k and more) per 1,000 of population
Instagram accounts (1M and more) per million of population

7. Good, bad and average Engagement Rates
‘Engagement Rate’ is one of the most popular metrics. Its formula and usage criteria may be
found here: What is Engagement Rate

8. Average ER by city and gender
Research reveals the
following:
We see one common trend
for influencers of all sizes.
Only influencers with 1M
followers and more have their
own picture.
Research reveals:
There is no correlation or
dependence between ER
and gender.
Content and audience are
more important, when one
considers engagement and
growth in followers.

9. ER by topic
Hint: One may use any influencer-marketing tool (such as trendHERO) to monitor any niche for
competitors. Simply create a search query, by category and location, to identify the number of
accounts with similar content.

12. Levels of competition in niches
Influencer-marketing tools permit searches by category. These categories correlate with
Instagram categories, but they do not often coincide, for several reasons. First, there is no need
for influencers to specify an exact category or choose one. On the other hand, an influencer
could call him/herself a model, but post about children, family, vacation and other lifestyle
content.
This is why influencer-marketing tools such as trendHERO use machine learning to clarify the
main topic of an account. We conducted research on the number of accounts with certain
topics, and by type of influencer.
Nano-influencers
● 'Beauty and makeup' and 'shopping and fashion' are very competitive niches for new
influencers.
● Music promotion is ideally suited to Instagram. This is partially because of the Tik-tok
mode of music distribution, as well as attempts by social networks to render IG video
more valuable for users.

13. Micro-influencers
● Beauty, shopping and music are the top three topics, but the number of food
influencers is growing.
● Fitness and animals are 'stable'.
In fact, these nine topics are the most popular overall. One might even say Instagram was
created for this type of content. Nonetheless, the category of 'other' covers 20% (i.e.,
thousands of available influencers). Thus:
1. If you wish to be an influencer, you should spend more time choosing your unique
feature for niches such as shopping and makeup. Alternatively, you could create your
own type of content. See, for example, @khaby00. This Tik-toker started by posting
videos regarding ‘stupid lifehacks’, and now he has more than 50M followers on
Instagram.
2. If you are an advertiser, you have a perfect opportunity to create a partnership
program in popular niches. Admittedly, you cannot have a full cycle of negotiations with
thousands of nano-influencers. Nevertheless, it is not impossible to create a public offer
and send it to them.

14. Macro-influencers
● Shopping and fashion is in first place.
● Marketing is in the top nine (replacing travel).
● The proportional share for 'Art and photo' is less than 5%.

15. Celebrities
● The leaders (most competitive niches) are the same.
● Sport is in fourth place, at 12%. There is, indeed, a worldwide trend for sports
celebrities to attract many followers.
● Animals are a mere 1.45%.

16. Integrations and ads
In trendHERO, one may find the Ad post feature. This is a huge database of posts and stories,
also comprising mentions. The term ‘advertising post’ does not imply that all brand mentions by
the influencer were paid for by the corresponding brands. Posts might have been made as an
act of gratitude, via influencers’ collaboration, or simply as free promotion.
Which ad type is preferred by influencers?
Which is better for ads - post or video?
Research reveals:
● Posts with mentions get
19,99% more likes than the
video average (or 44%
median)
Nevertheless, 10% of influencers
evince better statistics for video ads.
Thus, we suggest checking the
influencer, then requesting Insight
statistics in order to compare.

17. Did you like these data?
We can help you to use them to increase revenue from your influencers’
campaigns.
feedback@trendhero.io
trendhero.io
About using these data
You may use them in your articles and posts, provided you mention the
source.
Additional data needed?
You may wish to clarify a graph or make a request for additional data. You
can even receive the relevant statistics for your country. Feel free to write to
andrew@trendhero.io