It moves fast in marketing and it can be hard to keep up if you look away if so only for a brief moment. One of the most important things to know when speaking of influencer marketing is:
What is an influencer?
It’s not an easy question to answer since influencers comes in many different shapes and sizes. They do however have one thing in common and it is that they have gathered an amount of following on their social media platforms that is of interest for brands and their target groups. An influencer is with other words a person with a certain amount of followers, that can persuade and affect their followers consumer behaviors with background of the influencers knowledge of a product or service. To get a better overview of what types of influencers there is, we have put together a summary of our definitions together with pro’s and con’s in each category. This is knowledge that should be included in your strategy.
A person with between 1.000 to 7.500 followers on their Instagram are seen as a micro influencer. We use Instagram to see how many followers a person have and how the person generally performs since Instagram gives us a fast and realistic overview of their popularity, size and values. A micro influencers followers are typically loyal and engaged in what is being posted which also means that you can expect a high engagement rate. It can be the popular girl from school, the best football player on the team or just someone that shares honest stories from their lives. The work with micro influencers lay within motivating them with products or services – not money – which makes them interesting for brands that wishes to test what influencer marketing is and that hasn’t a budget for a bigger campaign. In addition they’re also amazing on creating continuity and visibility so the brand can have an “always on” strategy. Even if they’re new to the game many of them are great content creators and can give your business attention and success. The con is that they don’t live of their work as influencers. Which means that it’s a lot of manual labor with working with micro influencers. Both in regards to present a campaign but also in measuring it’s result. There’s also the work load of delivering products.
The macro influencers comes with a bigger following. Our definition of them is that they have between 7.500-100.000 followers on Instagram. There is a risk of them having lower engagement than the micro influencers but because of their bigger following they also have a bigger reach. This means more exposure for your brand, which gives more attention to the product or service that you wish to promote. Macro influencers are like you and me, just a bit more visible due to a special hobby within for example fashion, food or travel. Many makro influencer has begun to live out of influencer campaigns and collaborations which means that it’s important to choose a person that fits in your brand universe to preserve the trustworthiness. But more important that you as a brand fit in the community they’ve built on their social media channels.
Can they really get bigger you think? And yes, they can. These mega influencers has more than 100.000 followers on their social media platforms and it’s them you search for if you really want to bring out the big guns. When you work with a mega influencer their reach will most likely be high but they will probably also have a lower engagement rate, since there are a lot more followers to engage. Mega influencers are often famous people known from something other than their rolls as influencers. They can be singers, tv-personalities, hosts or similar. Their faces awakens an immediate curiosity within the consumer and the right mega influencer can give an immediate quality stamp to your campaign. These mega influencers are more expensive to work with, which is why you as a brand do well in taking a deep dive into different data points to compare them with the amount of makro influencers you would get with the same budget. In addition it’s of course also a question of look and feel etcetera.
The definition of the three groups are somewhat generalizing since there of course is exceptions to the rules in each group. Non the less is the difference essential in your strategy when it comes to taking decisions about collaboration partners. We use to adress the issue with this mindset: “Mega influencers will start the rings in the water, makro influencers will help them spread and the micro influencers will hold them alive”. It happens relatively often that it’s not how we end up doing a campaign, BUT that depends mostly of budget, product type and KPI’s. Be sure to be critical when you work with influencers and challenge their prices but make sure to also respect their hard work. They do know their followers best.
One last advice would be, that we, as well as within all other kinds of marketing works within a funnel where the consumer should see a product at least 5-7 times. That’s important to have in mind when you’re doing an influencer campaign if you really wants to see results.