Instagram Analysis: Micro vs Nano Influencers

I haven’t reached the level of a Nano or Micro influencer myself but I’ve always been curious about what actually helps people grow on Instagram, especially at those competitive early stages. So, I decided to do something different: no more listening to vague advice or boring videos with no real proof. Instead, I turned to real data.

I analyzed Instagram performance specifically for Nano (5k–10k followers) and Micro (10k–50k followers) influencers using scraped post and follower data. The goal? To uncover what really drives likes and engagement based on facts, not fluff.

You might say I could use this insight someday if I decide to become an influencer too. But for now, I’ll say this: I’m just a swordsman, not a warrior. I’ve forged the blade, but if you’re ready to grow your audience or build a brand here’s your sword. Be the warrior.

This article breaks down the results of my analysis from content type and timing to caption length and tagging strategy so you can skip the guesswork and focus on what works.

My goal was to uncover what works and what doesn’t when it comes to increasing likes and engagement on Instagram. I used real post and follower data, extracted through the Apify Instagram Post Scraper and Follower Count Scraper. After collecting the data in JSON format, I cleaned it by removing unnecessary fields like media links and comment threads. I also calculated key engagement metrics such as hashtag, mention, and tag counts before converting everything into a structured CSV for deeper analysis.

Once I loaded the data into Power BI, I performed additional preprocessing—removing irrelevant columns, creating binary flags for attributes like captions, music, and location, and unpivoting several variables for better comparison. I also established relationships between posts and follower data to track engagement trends more precisely.

Here’s what I discovered.

Access the report here: LINK

1. Product Type vs. Likes Count

The type of content posted significantly affects engagement. For Micro influencers, video clips dominated, making up 86.5% of total likes, while feed posts and IGTV videos lagged behind. In contrast, Nano influencers saw 60% of their likes come from feed posts, with clips contributing less than 40%. This reveals a clear pattern—Micro influencers perform better with short-form videos, while Nanos excel with photo-based content. As an aspiring influencer or brand, tailoring the content format to match the audience’s expectations at each tier can make a big difference.

2. Day of the Week vs. Likes

Timing your posts matters. I found that Micro influencers perform best when posting on Thursdays, which saw the highest volume of likes, followed by Wednesdays. For Nano influencers, the distribution was more balanced, with Fridays showing a slight edge. This means Micro influencers should strategically post on Thursdays for maximum reach, whereas Nano influencers can expect consistent performance throughout the week, especially around weekends.

3. Do Hashtags, Mentions, or Tags Increase Likes?

While it’s tempting to use many hashtags or tag lots of people to boost reach, my analysis showed that over-tagging leads to reduced engagement. Both Nano and Micro influencers saw a drop in likes when hashtags, mentions, or tagged users exceeded five per post. This suggests that audiences may perceive excessive tagging as spammy. Instead, I found that keeping tags focused and relevant is the best approach to increase authenticity and engagement.

4. Likes Distribution by Post Attributes

Certain attributes noticeably impact likes. Posts that included music and captions consistently performed better than those without. Among Micro influencers, pinned posts showed slightly higher engagement as well. Interestingly, whether or not a post was sponsored or part of a paid partnership had little impact on engagement. This implies that creative storytelling and multimedia elements (like music) are more effective than promotional tags. The key takeaway here is to invest in content quality over just promotional intent.

5. Weekly Posts vs. Likes Over Time

When I examined how posting trends evolved over time, I noticed a sharp spike in likes for Micro influencers during 2020, likely due to the pandemic's boost in screen time. However, their engagement has since declined, despite a steady posting frequency. Nano influencers, by contrast, demonstrated steady growth in engagement over the years, even without major spikes. This tells me that Nano influencers build a more stable, loyal audience, while Micros might benefit more from short-term bursts of visibility.

6. Length of Caption vs. Likes

Caption length plays a surprisingly strong role in post performance. Micro influencers received the highest likes with short captions (1–100 characters), while Nano influencers did better with medium-length captions (201–500 characters). This suggests that while Micro audiences prefer concise messaging, Nano audiences engage more with contextual or story-like captions. Extremely long captions (over 1000 characters) underperformed for both tiers. The takeaway? Be brief if you’re a Micro; tell a story if you’re a Nano.

7. Tier vs. Total Likes

Looking at total engagement, Micro influencers garnered around 261K likes, while Nano influencers received 88K likes. Although Micros clearly have a broader reach, Nano influencers may have higher engagement rates relative to their follower base. This means Micros are excellent for wide exposure, while Nanos are ideal for authentic, trust-based brand partnerships. As a creator or marketer, choosing the right tier depends on whether you value volume or connection more.

Conclusion

To sum it up, this analysis highlights how Nano and Micro influencers can tailor their content strategies to drive better engagement—from choosing the right content type and post timing to optimizing caption length and tag usage. Whether you're aiming for consistent growth or planning viral moments, these insights can help you make more informed decisions backed by data.

If this work resonated with you and you believe I’ve demonstrated strong skills in Power BI and data storytelling, feel free to reach out. I’m open to opportunities whether it’s for a conversation, a collaboration, or a potential interview. Always happy to connect and discuss how data can drive real impact.

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