Influencers Are The Force You Need By Your Brand’s Side
Make no mistake, big influencers come with bigger price tags. Where this might be a wall for small brands, it also gives them the opportunity to leverage Micro and Macro -influencers for their digital marketing and brand building - which quite honestly has many more benefits AND costs less.
Micro and Macro influencers are people or media groups of reputation with relevant highly niche markets. In early 2016, 90% of posts by influencers were done by those with less than 1 million followers. Now, companies are aiming towards 20-30 influencers with smaller followings.
First, a simple understanding of 4 terms are in order:
- A person who has the power to influence many people, as through social media or traditional media.
An Influencer can be a broad term, especially when there are different groups in terms of their power of influence and how many people they reach. Influencers are defined in three groups because each category has its own benefits. It’s not only about the rates but also brand awareness, reach and engagement.
The biggest group are the micro-influencers. It turns out that once a social media influencer reaches a critical mass of followers, audience engagement actually begins to decrease. Micro-influencers hold around 500 to 10,000 followers. The drive for one post is around 25% - 50% as they’re able to connect with the audience one on one. This is why micro-influencers are a good asset as their followers are interested in their personal opinions, which in turn, results in a higher engagement rate. These dialogs are really important for brand engagement. Their target group will be influenced immediately and that’s something a brand, as a third faction, would find hard to do. The best part of micro-influencers is the affordability.
This group of influencers has around 5% to 25% engagement per post and their following ranges from 10,000 – 1 million followers. They have a strong connection with a certain spectrum like fashion, travel, business, lifestyle and so on. Although the engagement rate is lower than what micro-influencers get, macro-influencers can reach up to 10 times more people. This results in more exposure towards your brand and people talking about the product you are promoting. A Macro-Influencer was once a Micro-Influencer that has simply grown their sphere of influence, following and reputation.
These influencers could be a social media celebrity (for example: The Blonde Salad, fashion & beauty blogger) or a celebrity with a social media account. They have over 1 million followers but only receive around 2% - 5% engagement. If you want to work with a celebrity influencer, you really need to ask yourself if this is the right way for your brand. Is your brand more local orientated instead of global? Do you want more people to know your brand and have a real connection with it or just the celebrity you are associating with? Not all of the target market of consumers you’re after may like the person/influencer you are associating with. Not only does working with Mega-Influencers come at a high cost… but they usually don’t put in the personal time to really help your particular brand or business and interact with their audience regarding it.
A key benefit to micro and macro-influencers is the personal nature of these accounts. They often have more focused content on their page which allows them to offer more relatable and attainable content than mega-influencers, thus allowing brands to identify and engage more distinct audiences. The use of micro and macro influencers also results in a significantly higher engagement rate than when using mega-influencers, particularly with the millennial target that see them more as peers than celebrities.
According to a recent Ad Age study, Instagram accounts with less than 1,000 followers have a “like” rate of approximately 8%, while accounts with 1,000 to 10,000 followers have a rate of 4%. Since the engagement rate is much higher when using micro and macro influencers and the cost is much lower than engaging a mega-influencer, it is a safe assumption that the ROI of the partnership will likely be higher.