There are three faces to influencers and how you, as a brand, leverage them can make or break your next influencer marketing campaign.
If you’re new to the game, influencer marketing can seem a bit overwhelming, if not daunting, to understand and implement into your marketing strategy.
Influencer marketing curates campaigns around brand influencers, who are influencers that take an interest in your brand by posting to their social media. This can be a one-off post or a well thought out campaign that overall helps promote your brand to the right audience to create brand value & increase sales ultimately.
So, with this news, you’re here for a reason! To figure out how to implement Influencer Marketing into your 2020 strategy to see the success, value, and conversion you desire.
Which brings us to our main topic: The Three Faces of Influencers and finding your brands best fit for your 2020 content strategy:
The Mega Influencer:
You can describe these as the Selena Gomez & Beyonce type influencers. You only want to use this type of influencer if your brand is seeking to reach a general, wide-scope audience, and you have the budget to do so. With more than a million followers, these influencers do not have a niche audience but more of a global audience as they gained fame through various interests & activities.
This is a quick way to create brand awareness & have a broad and far reach! So, if you’re a brand who has the budget and wants the endorsement of a celebrity, this group is for you.
The Macro Influencer:
With 100,000 to a million followers, these are the creators, vloggers, and artists of the bunch. Their content is typically high quality & focused on a particular passion or topic. Making the influencer’s audience a bit more niche, which creates more engagement for your brand to create more brand loyalty & value. So, knowing & understanding your brand’s audience is very important to align with the right macro-influencer to ensure campaign success.
While the fake influencer is high among this group, putting the right tools & vetting processes in place can surely help you find a macro influencer who will have the proper engagement to create more brand awareness and value for your business.
The Micro Influencer:
They typically have 1,000 to 100,000 followers and are considered the ‘diamonds in the rough’ of influencers. They, more often than not, produce high-quality content, are very engaged with their audience & are incredibly passionate about the topic of interest they create content on and around.
Similar to the macro-influencers, they have niche audiences that are very loyal & engaged—making them a highly sought after group amongst many brands due to the loyalty of their audiences and high engagement rates.
With this influencer (and really all influencers), brands need to align creative efforts to create a campaign in collaboration with the influencer rather than trying to take complete creative control, as this would pull away from the overall authenticity of the influencer’s content. This would reduce the engagement rate while also making the audience question the influencer’s authenticity.
The best way to leverage a micro-influencer is to use several at a time over a more extended period with a well thought out campaign strategy. This creates more engagement, brand loyalty, and overall conversion for your brand.
While Influencer Marketing can seem overwhelming, there are tools, platforms, and agencies in place that can help create a seamless transition, so you don’t have to fret during the vetting and campaign curation process.
Hopefully, the information above gives you a better idea of where you can best fit your brand within the three faces of influencers!
Happy Influencer Marketing!
Until next time.