Mega-Influencers, Macro-Influencers or Micro-Influencers: Which delivers the best results?
Who packs a real punch in the world of influencers? Micro influencers can sometimes be more effective than the biggest celebs for some brands.
Love them, or hate them, influencers are here to stay. If you are looking to promote your brand on social media, they can give one of the best returns on investment, 11 times more than other forms of digital media … If you can get it right.
It can be daunting for a business of any size to work with this non-traditional advertising stream. The fear of getting it wrong, having your brand misrepresented or paying for something that will see no results, will always be a risk.
However, Influencer marketing has matured a lot over the past few years. Now, there is a much clearer relationship between brands and content creators. There are boundaries and expectations set on these business arrangements, even laws passed, that give guidelines on how businesses can work with people online. Influencer advertising is a growing market thought to be valued at over $2 billion USD, and will only continue to grow in the future.
All of this is good news, that will make it better for both businesses and influencers to work together. Now, all you need to work out is what type of influencer is best for you?
How many followers have you got?
To put it bluntly, follower count isn’t what it used to be. Yeah sure, you want to work with someone who has some sort of audience, but the kind of audience makes all the difference.
Who are the Mega influencers
Mega influencers are anyone who has more than 1 million followers. These are the big dogs of the online world. You’ll notice as soon as you see their feed, that these are ‘grammers of a higher calibre. Working with them comes with its own set of challenges (and rewards).
These content creators often have fame outside of social media; actors, musicians and other celebrities. Think of any of the Kardashian clan. Working with any of these people costs a bomb and the reach can be unfocused as their followers include many different groups and target markets. However, their high price tag comes with its own benefits as ‘celebrity endorsement’ like this can quickly get your name in front of millions. They will have agents, social media managers and professional crews that can turn your ideas into likes with far less work on your part.
Just short of 100,000 views in 19 hours, not bad!
Who are the Macro influencers
Macro influencers are anyone with around 10,000 - 1,000,000 followers. They are the middle ground, and most of the time the ‘professional’ influencer class. Simply put, these guys and gals hustle. You’ll notice their bio includes contact information for businesses and a carefully curated feed with replies and engagement on every post.
They can be effective to work with as they have their specific niches already carved out. It could be fitness, fashion, surfing or baking; you think of it and there is probably someone out their posting about it. Their loyal audience is what you are paying for in your partnership, so make sure you have researched them well.
They most likely receive a barrage of requests for partnership on a daily basis, so make sure you are offering something in line with their audience (and expectations). If you get it right and ‘on brand’ with them, you can expect high engagement on their posts, making them one of the better types of influencers to work with.
Who are the Micro influencers?
Micro influencers are users with less than 10,000 followers. This can be anyone from a well known local celeb (My mate Barry always posts the best memes) to someone who uses their Insta to show off their newest needle point. This can be a rich market to work with as their followers are engaged and active on posts and often directly know the poster, friend circles can give the best recommendations after all.
The downside of course is: with fewer followers you have less reach; the more influencers you have to manage; the more work you have to put into each partnership. It can be a difficult balance. These users can, sometimes, be happy with early/ free access to a product, but be careful of appearing to bribe for good reviews as that could undo all the work you have put in.
Which one is better for my brand?
The answer to this question is tied to your social media #Goal. What do you want to get out of your brands time in the limelight? Having your goal and research in place will mean you don’t waste precious money or time telling Kayla Itsines’ 12.2m followers about your new burger restaurant (Unless you want to catch those falling off the bandwagon).
Choosing between the three camps can often be a simple choice when budget, time and audience are taken into consideration.
If you want a one time big hit of publicity, for a brand awareness campaign, then bigger is better for you. A top of funnel strategy could be simply achieved by getting your name out there and seen. This can be even more relevant if your niche is shared by the big name influencer. Although not all of Elise Strachan of @MyCupcakeAddictions 1m followers are specifically into backing, you can bet that an awareness campaign with her, around the food sector, would gain some traction and shape some opinions moving forward.
Tell me you aren’t intrigued!
The best engagement comes from smaller influencers with focused follower demographics. This is because we see them as contemporaries, more accessible than celebrities and so we are much more likely influenced by their decisions. Simply because their lives are much closer to our own, making them the truer influencers. A study by Hubspot shows that 71% of people are more likely to buy based on a social media referral.
Big companies know this already and have shaped their social media campaigns to include more smaller but highly engaged influencer communities.
Nespresso has teamed up with a number of influencers to capture those coffee moments.
Even smaller brands can reap the benefits of this kind of content creator. Like the clothing company Bondi Party Pants.
He looks comfortable.
These kinds of influencers can also become long term partners. Increasing in reach as they gain followers along the way. This can foster a genuine connection with someone who is not only a customer, but also a supporter of the brand.
A quick word of warning, these rungs of the insta ladder can also be filled with users thirsty to promote themselves as a ‘somebody’, when they couldn’t even influence your nan to put the kettle on. You don’t want to spend too much time on someone who will be telling his same 200 friends and however many more bots about your products every week. Saturating and ruining your reputation along the way. We have an awesome article on finding the right influencer for you here.
Have a clear idea what your goals are on social media. This will mean that the influencer partnerships you form will have more value to you and your customers. Don’t get caught up in the vanity metrics of likes and follower count, rather dig down into more useful stats such as audience profiles, engagement and the all important conversion rate.
Remember that bigger is not always better. You’d rather 50 people clicking through to your landing page than 5000 people scrolling right past your paid post. Hitting that sweet spot can get the most out of your social media marketing and forge a partnership that continues to deliver and champion your brand.
As always if you need a hand, or want to call in a crack team of social media ninjas to your side, just drop us a message and we will help you achieve your social media #goals.