Skip to main content

Table 3 Engagement across influencer categories

From: A content analysis of Canadian influencer crisis messages on Instagram and the public’s response during COVID-19

Influencer Category Total Followers Average COVID Posts/Total (%) Average Number of Comments Average Number of Loves Average Number of Replies Average Post Engagement Rate (%)
News Media 1,606,400 32.04 15,743 423,220 34 0.64
Politicians 4,581,800 29.10 46,719 1,779,969 14 2.94
Public Health and Government 185,452 55.47 1,523 29,986 13 0.78
Science Communicators 1,204,787 39 1,680 94,542 161 2.87
Brand Influencers and Celebrities 52,584,000 4.11 12,633 5,680,071 19 5.04