Many agencies make incorrect assumptions about the true value of an influencer and their audience based on Engagement Rate (ER) alone. This is a pitfall for brands, as ER is not an indicator of valid comments and likes. In other words, it doesn't guarantee the quality of followers.

In one of our studies, we analyzed the audience quality of a representative sample of Spain Instagram (1,340 bloggers) with a total audience of 108,732,683 followers, of which only 13.89% proved to be of real value to advertisers/brands.

Do you want even more tips, resources and guidance on how to build and execute a successful social media marketing strategy in another country? Contact the Omniki team and we will be happy to provide you with all the help and knowledge you need!