Casablanca- Micro-influencers (less than 100,000 followers) constitute a 63% share of Instagram influencers, reveals a recent study on influence in Morocco having as its main objective the in-depth analysis of more than 1,000 instagram accounts.

This study, which focused on two main areas, namely audience analysis and account categorization and analysis of engagement rates, also shows that 21% of influencers are macro-influencers (between 100,000 and 500,000 subscribers), 6% are mega-influencers (between 500,000 and 1 million subscribers), while celebrities (more than 1 million subscribers) represent 10% of influencers.

In addition, the study, conducted by the digital agency TNC Thenext.Clic, notes that among the 185 million subscribers accumulated by all the influencers studied, 68% are attached to the celebrity segment, while 51% of accounts belong to women against 33% to men. However, both accumulate the same number of subscribers.

Regarding the analysis by language, the study highlights that 86% of the accounts use the Arabic language, while in terms of content 33% of the accounts relay Lifestyle content, followed by 14% of Fashion content and 11% of music content.

As for the average engagement rate, measured by the total interactions over the total views of the publications, it is 12.22%, according to the study, which notes that the category "Religion" and "Gaming" have the highest engagement rate with 27% and 19% respectively.

In addition, the agency recommends brands to target the profile of Instagrammers to recruit new customers or promote their products, to observe the power of their community and to look at the engagement rates generated by their daily posts.

"What remains is to ensure a good connection between the digital message and the message in the physical store to build customer loyalty," recommends the Agency.

Founded in 2010 in Casablanca, TNC - Thenext.click is a digital agency specializing in the digital support of brands and the deployment of platforms. It develops key services that address current and future issues of advertisers, on digital and multi-channel.