Influencers are publishing more than ever. They published 15 times more editorial posts and eight times more sponsored ads on Instagram in 2018 than they did in 2016. Yet consumers are starting to pay less attention to what they post, according to a new study by social media metrics firm InfluencerDB. The problem is in part due to the influencer ecosystem itself: There are more than 500,000 active influencer accounts publishing posts around the clock. But it’s also a problem born of Instagram’s design. Its simple scrolling feed limits how much we can see at any given moment. So the more influencers post, the more our feeds are made up of white noise, and the easier it is for us to disengage.
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