By: Nick Baklanov- Influencer Marketing Expert – HypeAuditor – In-Depth Instagram and YouTube Analytics, Saint Petersburg, Russian Federation
We divided influencers into groups based on keywords in their profile description:
- Climate change,
- Zero Waste,
- Plastic Free,
- Sustainable living.
Separately we analyzed instagram account of Greta Thunberg.
- Zero waste and Sustainable living are the most popular eco themes for instagram influencers of four topics that have been studied.
- All topics except Climate change have more female influencers, than male.
- Core audience of eco influencers are women between 18 and 34 years old.
- The USA and The UK have the largest number of eco influencers.
- Influencers from Climate change niche have the biggest average ER among all eco influencers, but still their ER is lower than The Worldwide average.
- Greta Thunberg is the most influential environmental activist in the world.
Instagram influencers in Climate Change topic
Climate Change is the defining issue of our time and we are at a defining moment. From shifting weather patterns that threaten food production, to rising sea levels that increase the risk of catastrophic flooding, the impacts of climate change are global in scope and unprecedented in scale. Without drastic action today, adapting to these impacts in the future will be more difficult and costly.
Number of influencers: 209
Keywords in bio: climatechange,climate change,climate strike, climatecrisis, climateaction ,climateactivism, climate activist
Distribution of Climate Change influencers by Tiers
We break down influencers into four main influencer tiers by the number of Instagram followers:
Mega-influencers & Celebrities (over 1M followers)
Macro-influencers (100K – 1M followers)
Micro (5K-20K followers) and
Mid-tier influencers (20K-100K followers)
Nano-influencers (1K-5K followers)
Climate Change influencer’s profile: age & gender: 57.6% male, 42.4% female
Core influencers in Climate Change are men aged between 25 and 34 years old.
Total audience of 209 influencers from Climate Change niche is 3 933 902 followers.
Core audience are male and female between 18 and 34 years old.
Instagram influencers in Zero Waste topic
Zero Waste is a set of principles focused on waste prevention that encourages the redesign of resource life cycles so that all products are reused. The goal is for no trash to be sent to landfills, incinerators, or the ocean.
Number of influencers: 690
Keywords in bio:
zero waste, zerowaste ,nowaste, 0waste, goingzerowaste, minimalwaste, zerowasteliving , lowwastelifestyle, zerowastelife, zeroemission
45.2% of influencers in Zero Waste niche are Mid-tier influencers with followers between 5 and 20K and 42.5% of influencers are Micro-influencers with followers between 1 and 5K..
Zero Waste influencer’s profile: age & gender: 24% male, 76% female.
Core influencers in Zero Waste niche are women aged between 25 and 34 years old.
Instagram influencers in Plastic Free topic
Plastic never bio-degrades so every piece ever made lasts forever! Massive quantities of disposable plastic pose a serious threat to our health and future generations.
Plastic pollution is one of the biggest problems we face as a species. Petroleum based plastics pollute the air, water, and food. The Plastic Free Challenge is an effort to demonstrate to the world that we do not need to rely on disposable plastics.
Number of influencers: 362
Keywords in bio:
plasticfree, packagefree, plasticpollution, plasticpollutes, plasticalternative, nomoreplastic, low impact
Plastic Free Influencer’s profile: age & gender: 29% men, 71% women
Core influencers in Plastic Free niche are women aged between 25 and 34 years old.
Instagram influencers in Sustainable Living topic
Sustainable living is a lifestyle that attempts to reduce an individual’s or society’s use of the Earth’s natural resources and personal resources. Practitioners of sustainable living often attempt to reduce their carbon footprint by altering methods of transportation, energy consumption, and diet.
Number of influencers: 709
Keywords in bio:
sustainable living, ethicalfashion, sustainablefashion, consciousconsumer, sustainable fashion, sustainableliving, greenliving, consciousconsumer
Sustainable Living Influencer’s profile: age & gender: 19% male 81% female
Core audience in Sustainable Living niche are women aged between 25 and 34 years old.
Greta Thunberg (born 3 January 2003) is a Swedish teenage environmental activist on climate change whose campaigning has gained international recognition.
Number of influencers: 1
Keywords in bio: Climatestrike, fridayisforfuture
After the Greta Thunberg speech on Monday opened the United Nations Climate Action Summit her Instagran account gained 3 260 029 new followers in one week. That made her instagram account one of the fastest growing accounts in the world.
Total audience of Greta Thunberg account is 8.5M followers.
Core audience are female between 18 and 34 years old.
Greta Thunberg account has more followers than all accounts in any niche combined.
That makes her the most influential environmental activist in the world.
Greta Thunberg’s account engagement rate is 7.85%.
It is almost 3 times that of average ER of influencers’ account from eco niches and 8 times that of average worldwide er for mega-influencers (1.01%).
Audience is highly engaged into Greta’s content and her account can be an effective tool to promote ecological ideas that will be heard not only in the narrow niches like Climate Change (where Greta has 35 mentions) but all over the world.
The full survey is available here.