There’s no denying that influencers, brand ambassadors and experts can be a powerful marketing tool across social media, blogs, and websites.
We talked recently about how to choose good influencers, but equally important when choosing the right people to work with, is what kind of influencer is best for your brand.
There are huge varieties in the world of influencers, from those with 1,000 followers, up to celebrities with millions. The cost of these varies hugely, but don’t always assume that the macro influencers will get the best results.
Equally, there are a range of experts who work across similar platforms, with engaged followers who may be able to leverage different marketing messages for you.
Let’s take a look at the possibilities out there and the pros and cons of each option:
Micro influencers are classed as those with 1,000 to 10,000 followers. They tend to be ‘normal’ people who don’t make their living from being an influencer. Quite often the micro influencers are also bloggers.
- Niche audiences - Micro influencers often serve a more niche interest group, for example, they may focus on parenting, with a focus on preschool children, home education, special needs, etc. So if you are targeting a particular group of parents or families, micro influencers can be a great way to reach them.
- Better engagement rates – a study by Hello Society showed that micro influencers’ engagement rates are 60 per cent higher than highly popular accounts. An engaged audience is far more valuable than reaching thousands of followers who simply scroll past your branded post.
- Better interaction – Due to smaller numbers, micro influencers tend to have better, or at least more personal interaction. They have the time to respond to comments and enter conversations with followers about your products.
- Affordability – Micro influencers tend to be a more affordable way to reach your target consumers. This can often mean that as a brand you are able to work with a number of micro influencers within your budget, enabling you to either reach different interest groups, or higher numbers of the same niche.
- Smaller reach – there’s no getting away from the fact that a post on a micro influencer’s account will not have as high a potential reach as their macro counterparts.
- More research – With one billion monthly active users on Instagram, there are going to be a lot of micro influencers to look through in order to find the right ones for your brand. And numbers predict there being more with a smaller following than with a huge following, so you will need to set aside some time for research.
Macro influencers are those with 10,000+ followers on any particular social media platform. Quite often these individuals count being an influencer as their career and are likely to be well known in many homes.
- Reach – If you want to reach large numbers, macro influencers are the way forward
- Professional – Macro influencers will always deliver the brief, they are often very talented photographers, or even use a professional photographer for brand work, and are likely to have stylish and professional settings, props and equipment to make the most of your product.
- Broad interest – Due to their follower numbers, macro influencers tend to focus on a wide range of categories and more general interests such as lifestyle, fashion, interiors etc, thus appealing to a broader section of the population. So if you’re looking for less targeted reach, this is the way to go.
- Expensive – Due to their huge reach, macro influencers can be an expensive addition to your marketing plans.
- Lower engagement – Despite larger follower numbers, the engagement rate on large accounts tends to be much lower.
- Lower interaction - When you have large numbers of comments coming in and are posting regularly, it can become very difficult to personally reply to them all.
Experts / Power Influencers
Experts / Power Influencers in particular fields are often now active social media users, often with large, and very dedicated followers.
- Credibility – Having an expert viewpoint on products, issues, or campaigns, will help improve credibility due to the objective opinion.
- Niche audiences – Those following experts will by nature have a very keen interest in their area of expertise. This enables you to carefully target specific consumers.
- Engaged following – At Fundamentally Children, our average post engagement is much higher than average rates, and creates conversation and debate.
- Understanding of your industry – Experts in your sector will understand everything about your business, the market place and your aims for your campaigns.
- Wider marketing – An expert’s comment and reviews can be a valuable tool across wider marketing campaigns, including PR, advertising and promotional materials, as well as social media.
- Smaller following – Experts are unlikely to have millions of followers, so if you are after a huge reach, they may not be able to meet that goal.