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Number of Travel Influencers: Over 100K Followers
Key Takeaways
- On Influence.co, the percentage of Instagram influencers who are travel influencers is 23.3%.
- On Influence.co, the percentage of TikTok influencers who are travel influencers is 13.8%.
- The number of travel influencers that have at least 100,000 followers globally is 203,000 on Instagram and 2,277 on TikTok.
Introduction
The number of travel influencers that have at least 100,000 followers globally on Instagram and TikTok has been provided below. These figures have been triangulated by calculating the percentages from Influence.co, an influencer marketing platform with over 100,000 influencers. This platform has been assumed to be representative of the whole population because it has a good sample of influencers.
Number of Influencers With Over 100,000 Followers
1. Instagram
- According to Mediakix, the number of influencers with over 100,000 followers on Instagram ranges from 300,000 to 2 million. Taking the average of these figures, we can assume that the number of influencers with over 100,000 followers on Instagram is (300,000 + 2 million) / 2 = 1.15 million.
2. TikTok
- According to Mediakix, the number of influencers with over 100,000 followers on TikTok ranges from 3,000 to 30,000. Taking the average of these figures, we can assume that the number of influencers with over 100,000 followers on Instagram is (3,000 + 30,000) / 2 = 16,500
Percentage of Influencers Who Post Travel Content (Based on the Influence.co Platform)
1. Instagram
- On Influence.co, there are 31,383 Instagram influencers.
- Out of these 31,383 Instagram influencers, 7,298 fall under the travel category.
Therefore, on Influence.co, the percentage of Instagram influencers who are travel influencers is (7,298/31,383) = 23.3%
2. TikTok
- On Influence.co, there are 8,361 TikTok influencers.
- Out of these 8,361 Tiktok influencers, 1,150 fall under the travel category.
- Therefore, on Influence.co, the percentage of TikTok influencers who are travel influencers is (1,150 /8,361) = 13.8%
Number of Travel Influencers
1. Instagram
- On Influence.co, the percentage of Instagram influencers who are travel influencers is 23.3%.
- According to Mediakix, the number of influencers with over 100,000 followers on Instagram is 1.15 million.
- Therefore, the number of travel influencers on Instagram with at least 100,000 followers can be calculated as (23.3%*1.15 million) = 203,000
2. TikTok
- On Influence.co, the percentage of TikTok influencers who are travel influencers is 13.8%.
- According to Mediakix, the number of influencers with over 100,000 followers on TikTok is 16,500.
- Therefore, the number of travel influencers on TikTok with at least 100,000 followers can be calculated as (13.8%*16,500) = 2,277
Research Strategy
We tried to find an explicit figure for the number of travel influencers with at least 100,000 followers. However, after looking through different sources such as Statista, Travel Weekly, Washington Post and Forbes, among others, we were only able to find lists of the top travel influencers as well as statistics on how influencer marketing is done in the travel industry.
We therefore switched gears and decided to look for the number of influencers in general who have over 100,000 followers, then look for the percentage of influencers that post travel content. We were able to find the number of influencers segmented by the amount of followers on Mediakix. In order to find the percentage of these influencers that post travel content, we decided to look at different influencer marketing platforms that usually have a large number of influencers in different categories and from different social media platforms. We would then use the percentage of travel influencers in these platforms as a proxy for the whole industry, assuming that the sample provided by the influencer marketing platform is a good representation of the whole industry. We decided to use Influence.co because it has over 100,000 influencers, which is a good representative sample.
For Snapchat and Twitter, we were not able to perform the above triangulation because we were not able to find the distribution of influencers according to the number of followers.
Our assumptions and calculations have been explained in the findings above.