The current trend in online marketing strategies is influencer marketing. The concept entails using influential people to help market and sell your brand or product.
More businesses are beginning to realize the importance of social media (SM) influencers in reaching a more relevant audience and increasing engagement and sales.
Given the influx of influencer marketers on social media platforms, it is essential for business owners to choose a figure that best suits their needs.
When you partner with the right type of an SM influencer in your industry, you tap into the amount of followers they have, enabling you to market your products to more ready customers.
The popularity of the concept has led to four different classifications of social media influencers. Each category carries a set of benefits and standards to be met to rise to the next level.
Let’s take a look at the four various types of social media influencers, their features, advantages and disadvantages, and factors to consider when hiring them.
Table of Contents
A mega influencer has 1 million and above followers or subscribers on their social media platforms. The majority of these people are A-list celebrities, who have gained fame for their talent both on social media and in real life.
Thus, mega influencers are mostly singers, actors and film stars, or sports athletes, among other talented, popular individuals.
People like Beyonce, Kevin Hart, and Cristiano Ronaldo fit into this category because they have millions of followers on social media. Indeed, a report by D’Marie Analytics shows that an SM post by Beyonce can earn a business about $1 million in advertising revenue.
Mega influencers are your best choice if you want your brand to be recognized globally. These people are effective on this front because they have a massive following and their content can reach the most people, fast.
However, you need to be careful when using mega influencers for your marketing campaigns because they lack an intimate relationship with their followers, making them less trustworthy in building partnerships and engagements.
Their following is highly diverse psychographically and demographically; hence, they are mostly suitable for promoting products that can be consumed by the masses.
They are also the most expensive influencers to hire, yet their actions can cost your brand if the influencer marketing strategy is poorly planned and executed.
There are many eyes watching their actions, thus you should be wary of bad influencers and their practices, which have resulted in influencer marketing fails.
Despite the challenges associated with mega influencers, they come with the following benefits for your brand:
Negin Mirsalehi is a mega influencer with more than 6 million followers on Instagram. She runs a business for hair products made from honey while making a successful career out of influencer marketing in the fashion industry. She works with major brands, such as Balmain and Dolce & Gabbana.
Macro influencers have 100,000 to 1 million followers, but unlike the top-tier mega influencers, they have gained their fame by taking part in internet-based activities, such as blogging, vlogging, or producing specialized content.
Macro influencers are considered experts in their field, producing new content regularly and growing their audience consistently.
Due to their expertise, brands prefer them because they can gain from improved exposure, brand awareness, and engagement through niche-specific followers.
Macro influencers grow their audience from zero, gaining them quality experience in managing social media platforms for many years.
This asset makes them one of the best marketers your brand should go after because they have the skills to nurture and establish a highly responsive audience.
Their priority is to keep a strong, trustworthy network with their followers; their followers trust their intentions whenever they promote a given brand or product because these influencers are mainly after helping and growing with their audience.
Despite them being cheaper than mega influencers, macro influencers can still be costly to secure because many of them work with agents. Factors, such as the number of followers and reputation can push the cost to hundreds and even thousands of dollars per social media post.
According to a report by Iconosquare, about 28.86% of businesses pay $100-500 per sponsored Instagram post while about 20.81% pay between $1000 and $5000 per post.
Jesse Driftwood is a macro influencer specializing in photography. According to Social Blade, he has about 163,000 followers and an engagement rate of 5.33%. His posts are highly engaging because they are friendly and personalized.
Micro influencers have 10,000 to 100,000 followers. They are people who have gained popularity and followership out of being industry or topic experts.
They have a smaller reach, but brands trust them because they are more specialized than mega and macro influencers, and their followers are interested in what they have to say.
They have a very loyal, relevant, and engaged audience. Indeed, a report by HelloSociety shows that micro influencers’ engagement rates are 60% higher than those of more popular accounts, making them more effective for marketing campaigns.
Micro influencers are also cheaper than mega- and macro-influencers, but those with high levels of engagement charge high fees. Their rates are levied per post, making them expensive for some businesses.
Due to the lack of a unified way of charging, your business may incur high marketing and advertising costs without a guarantee of quality content or returns in terms of conversions.
They can easily convince their followers to like or share content about your brand or product, leading to increased lead generation, subscriber list, and conversions.
Sperry is one of the brands that have used micro influencers to successfully market their cold, wet weather shoes. The influencer campaign led to improved awareness and extended reach through paid posts.
@hellorigby is a leading micro influencer with about 24,000 followers on Instagram. She specializes in fashion, dogs, and lifestyle. Her posts are highly engaging because they appeal to an interested group of food and dog lovers.
Nano influencers have less than 10,000 followers. These types of social media influencers comprise influential people in a given local community. Their reach is low, but their content has a high influence on a small tight-knit audience.
Businesses leverage nano influencers because they know all or most of their followers, hence, high engagement and conversions. They have a strong level of intimacy with their audience, which can be highly beneficial for the right campaign and brand.
Nano influencers can be friends or family members whose recommendation is trusted by people within their circle. They are people sharing content that users can relate to and experiences that their followers can connect and empathize with.
They are an excellent choice for startups with small marketing budgets and who want to focus on something specific while testing out different influencer marketing ideas.
However, their lack of experience working with more established brands makes nano influencers less appealing to businesses seeking a great reach and high conversions.
Maria Dix is a nano influencer on Instagram with about 5,500 followers. Her content is highly engaging, convincing her audience to follow her recommendations, such as taking nutritional gummies.
Influencer marketing entails using influential people to help market and sell your brand or product. The concept is now a trend with different types of social media influencers making a living on platforms like Instagram and Facebook.
Businesses using this method to market their products stand to gain from improved audience reach and awareness, engagement, conversions, and sales.
Mega influencers are desirable for increased brand visibility and to create awareness about your products and services, perhaps on a global scale.
Macro influencers also have a wide reach, but still appeal to a more targeted audience. In comparison, micro influencers are suitable for businesses seeking more conversions, leads, and subscriptions from a specific target group.
Nano influencers come in when marketing local content to a narrow audience. They are the best option for maximum engagement and low-budget marketing campaigns.
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