Influencer marketing has proven extremely effective. When brands choose the best influencers to partner with, they will earn more than 5 times what they spent partnering with them.
That is the first challenge: finding the right kinds of influencers who can help the brand achieve useful results. Especially when you have a choice of five different styles of influencers:
- Mid-tier influencers
So, how can you figure out the influencers are right for your brand? You take the time to get to know each one, understand their differences, and balance the advantages against your company objectives.
To get you started here’s some background stuff for influencers.
Nano-influencers, with the lowest number of followers, provide advertisers with a limited presence and, most likely, a smaller one. What marketers miss in reach, they make for in interaction rates. With an engagement rate of 8.8%, nano-influencers have the highest engagement rate of any influencer category. Since this style of influencer’s content is hyper-authentic and customized for the viewer, advertisers partnering with them should expect a unique experience.
Nano-influencers are far more cost-effective than their higher-ups, so brands with small capital may want to start with them. As they grow their fanbase, some nano-influencers don’t even charge labels and partnerships with brands.
Despite the fact that micro-influencers have a far smaller audience than mega-influencers, marketers perceive this category to be much more successful in terms of interaction and confidence. Since micro-influencers have a close relationship with their fans and are more niche-focused, this is the case. A commodity initial by a micro-influencer is more likely to be buy by 82% of customers.
Micro-influencer content is less refined than macro- or mega-influencer content, but it can sound more natural. Depending on the company’s priorities, this could have an effect on the level of success a brand has in influencer marketing.
Despite the fact that mid-tier influencers do not have star status, they are an influential community of content producers who are valued by their fans. This form of influencer, with audiences of 50K to 500K, provides advertisers with a wider presence and marginally higher interaction than macro- or mega-influencers. Each post is credible and recognizable because the content is clear but not out-of-touch.
Mid-tier influencers likely spent years ascending the ranks from nano-influencer to mid-tier influencer, rather than using fame for a swift rise to the top. They have a lot of content creation skills and are more linked to their audience.
Celebrities, TV stars, athletes, and thought leaders who have a smaller following of 500,000 to 1 million fans are examples of macro-influencers. Since they can use their celebrity to attract social media followers, advertisers can plan to pay a premium—though not as much as mega-influencers. With this sort of influencer, advertisers may still hit a broad audience, but they do not get the interaction rate they want. This is assigned to the above-stated supporter to interaction ratio.
Brands would normally perceive macro-influencer content to be more professional-looking than micro- or nano-influencer content. Some brands may discover that this is a better match for their target market and goals.
Mega-influencers are widely popular on social media due to their celebrity status, with over a million followers. They’re really involved on social media sites where their target demographic hangs out, and they get a lot of interaction. This is what makes them appealing to advertisers looking to use influencer marketing—and also why they are so pricey.
Although mega-influencers have a huge following, surveys show that as the number of followers grows, so does the rate of interaction. The commitment rate for Instagram influencers with more than 10 million followers is just 1.6 percent.
Learn More About Influencer Marketing
Check out the science behind influencer marketing if you really want to dive into the nitty-gritty of deciding. Which forms of influencers would work well for your digital marketing campaign. Alternatively, you can enroll in the Specialized Social Media Marketing Training Course. Discover advanced techniques for influencer marketing, content marketing, analytics, and more.