More followers don’t automatically build trust
A two-stage study (an online survey and a laboratory EEG experiment) compared how Instagram users perceive the credibility of micro-influencers, with fewer than 10,000 followers, versus meso-influencers, defined in the article as influencers with between 10,000 and 1,000,000 followers. The micro-influencer was perceived as more credible, while the influencer with the larger audience needed stronger arguments to improve credibility.
Study at a glance
304 participants
192 in the online experiment and 112 in the EEG study
Instagram users
All followed at least one influencer
1 product
A dog leash
Between-subject design
5,000 vs. 500,000 followers; Weak vs. strong arguments
Methods used
Survey
EEG
The signal
A larger number of followers does not automatically increase consumer trust. In this study, the micro-influencer was perceived as more credible, while strong product-related arguments mattered primarily for the influencer with the larger audience.
What researchers found
-
01
The micro-influencer was perceived as more credible
Participants rated the influencer with 5,000 followers more favorably than the one with 500,000 followers, both when the post contained weak arguments (short copy, no specific product information or evidence, and only a generic enthusiastic tone) and when the arguments were strong. The strong version used longer copy and added three types of content: factual product information, specific promotional information such as a 30% discount code, hashtags and emojis.
-
02
Credibility directly increased sharing intention
Follower count and argument quality did not directly influence the intention to share or repost the content. Their effect operated through perceived credibility: the more credible the influencer was considered, the greater participants’ intention to share, repost or discuss the product online.
-
03
Strong arguments increased credibility only for meso-influencers
The credibility of the influencer with 500,000 followers increased significantly when the post contained more product information. For the micro-influencer, the quality of the arguments used in the post did not produce a significant difference.
-
04
The larger influencer’s strong message required more cognitive effort
Participants invested more cognitive effort, reflected in frontal theta activity, only when reading a strong argument from the meso-influencer, not for the micro-influencer or for weak arguments. The authors suggest that, because the meso-influencer was perceived as less credible, consumers examined the information more carefully before deciding whether the message was worth believing.
Business translation
01. Do not choose influencers based on reach alone
A smaller but credible influencer may generate more sharing per post than one with a much larger audience.
02. Focus on argument quality when working with meso-influencers
For influencers with 10,000–1,000,000 followers, require posts to include factual, verifiable information, not only visually appealing content.
03. Do not assume greater reach means greater trust
These are two different variables. Measure them separately before choosing an influencer to work with.
04. Avoid influencers with purchased followers
This practice risks undermining the very credibility you are paying for, particularly when working with higher-reach partners.
05. Test the best combination
The “strong argument” condition included longer copy, factual and promotional information, a discount, hashtags and emojis. The study cannot fully separate the effect of each individual element.
06. Combine larger influencers with micro-influencers campaigns
Meso-influencers can generate visibility, while micro-influencers can add validation and credibility within specific niches. A campaign can use the reach of one group and the perceived closeness of the other.
Source: Pozharliev, R., Rossi, D. and De Angelis, M. (2022). Consumers’ self-reported and brain responses to advertising post on Instagram: the effect of number of followers and argument quality. European Journal of Marketing, 56(3), 922–948.
NOT SURE YET?
Not sure which methodology
fits your challenge?
Tell us about your challenge and we will
help you find the right approach.