the effectiveness of influencer marketing in promoting products and services on Instagram.

Author(s)	priyanka goswami, Dr. Suteekshn Singh Ranawat
Country	India
Abstract	Influencer marketing on Instagram has transformed brand communication by leveraging the trust and relatability of content creators. This study investigates the effectiveness of influencer campaigns on Instagram from 2017 to 2024, using data from over 600 campaigns analyzed via Tribe Dynamics and Launchmetrics. Findings reveal that nano- and micro-influencers (1K–100K followers) consistently drive higher engagement and ROI than macro-influencers, due to greater authenticity and audience intimacy. Additionally, emotionally resonant, storytelling-based content (transformational) outperforms informational content in user engagement. These insights reinforce parasocial relationship theory and highlight strategies for maximizing campaign performance. Recommendations include prioritizing smaller influencers, using storytelling formats (e.g., Reels, Stories), and blending influencer tiers for optimal reach and trust.
Keywords	Instagram marketing, influencer effectiveness, engagement, storytelling content, micro-influencers
Field	Sociology > Administration / Law / Management
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-06-25
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.49207
Short DOI	https://doi.org/g9rskm

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