Blog - The Art of Picking The Right Influencer
Rebecca M
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Influencer marketing has become a dominant force in the modern marketing world. Influencers have a strong online following of individuals who support and enjoy their content. Influencer marketing is a strategic approach where brands collaborate with influencers on campaigns to promote products, services or messages to their engaged audience. With this kind of promotion, individuals are more likely to receive the advertisement as it comes from someone they are more likely to trust and frequently engage with. This consequently increases the brand's visibility, credibility, trustworthiness, and engagement with potential customers.
Are You Choosing the Right Influencer for Your Campaign?
As a brand wanting to engage itself with this modern practice of working with influencers, choosing the right influencer for your campaign is a significant part of the process. While influencer marketing can increase sales and return on investment (ROI) and improve brand engagement and authenticity, working with the right influencer can affect those markers and save time and money. Choosing the right kind of influencer should be the foremarker in campaign development as it can make or break its success.
In today's blog, you’ll learn the different types of influencers and dive into their pros and cons. Choosing the right influencers is one of the critical components of a successful influencer campaign. Influencer types range from nano to micro, macro, mega and celebrity influencers, and with the rapid growth and evolution of the industry, understanding the influencer jargon will lead to more informative decision-making and protect your team from making the wrong choice
Do You Know The 4 Different Influencer Types?
When you briefly dive into the world of influencer marketing, you hear a lot about Micro and Macro influencers. (I like the use of first person here). Micro-influencers are known to be smaller-scale influencers compared to macro, with a much larger follower count.
However, influencer classes are more than just macro and micro, there are 5 types of influencers: nano-influencers, micro-influencers, macro-influencers, and mega-influencers. Each class has their own pros and cons associated with their title. The influencer group is generally based on a number, but there are a few more details differentiating them.
Graphic by Rebecca M
Brands can benefit from various influencer types depending on the requirements needed for a campaign. Everybody has specific requirements; some may be different, but there is an influencer for every campaign.
Nano-Influencers
A nano influencer is one of the new categories for influencers occupying a majority of 65% of the market space on Instagram. As influencer marketing is ever-growing, influencers are seen as creators with many followers. The question begs: how many followers exactly does a creator need for you to consider them an influencer? Nowadays, you can be a nano-influencer with a following of 1,000 to 10,000 people. Luckily, statistics show that 39% of marketers prefer to work with nano-influencers. This also holds a majority standing compared to other influencers.
Should I work with Nano-influencers?
Much like anything, there are pros and cons to nano-influencers. Some brands may benefit by partnering with nano-influencers. In contrast, others might decide their campaign requires specific requirements from influencers with a higher follower count.
Advantages of Working with Nano-Influencers
1. High Engagement Rates
As nano-influencers work with a smaller follower count, their ERs are much higher. With a 4-5% average ER, nanos beat out all other influencers for the highest ERs. They can engage with a large portion of their audience, increasing trust and amicability. Research shows that people trust recommendations from friends and family more than strangers. The high engagement that nano-influencers have with their followers alludes to a sense of familiarity, almost like a friend or family member.
2. Authenticity and Relatability
As the nano-influencers constantly engage with their followers, they seem more relatable and authentic. The followers feel comfortable engaging with the influencer because their response time is high and inviting. Individuals also typically follow creators and content that resembles their passions, interests and curiosities. The followers may feel a semblance of familiarity and relatability to nano-influencers because of the low follower count. Their recommendations feel more trustworthy because they are similar to yours. If a nano-influencer makes a recommendation, it feels authentic.
3. Very Cost Effective
As nanos are just starting out, their rates may be significantly lower than other influencers. Without an extensive reach to many followers, the cost for nano-influencers will be based on the campaign's requirements and its need to have high ERs. The ROI from nano-influencers can be increased because of this. With their high level of engagement, many followers will trust the recommendation and be influenced into purchasing the product or service.
4. Good for Hyper-targeted campaigns
Finally, with nano-influencers come niche followers. They are an excellent option for a hyper-targeted campaign. Typically, nano-influencers are niched down into a specific market sector, such as gardening, 3D printers, or camera equipment. With a built-in audience, their voice might be of benefit to use for your specific campaign.
Challenges of Nano-Influencer Collaborations
1. Limited Reach
Unfortunately, with the name nano, these influencers have the lowest follower count on the scale of influencers. Depending on the campaign's needs, these influencers will most likely never reach a large audience. A brand's promotions would be limited to the number of followers the nano has on their account.
2. Potential Inconsistencies
Working with nano-influencers could indicate that the creator is just starting out. They may be a novice working in a professional influencer marketing setting, including dealing with negotiations, contracts and content delivery. This could indicate that they lack experience working with brands.
Also, if the nano-influencer is a new creator, their content quality may be lacking. New creators may undergo trial and error to create content that meets adequate quality standards while simultaneously using their creative style and voice. This process may take time, and working with nano-influencers includes this risk.
Micro-Influencers
Influencers are defined as micro when their follower count ranges between 10,000 to 100 000. Being on the lower end of the influencer scale is only due to the number of followers, as it's not a testament to their influencing abilities. Surveys show that 90% of marketers prefer to work with micro-influencers because of lower costs and higher engagement than their more expensive counterparts.
Advantages of Working with Micro-Influencers
1. Niche Expertise
Many micro-influencers are niched down, meaning their social platforms are based on particular content. For example, travel influencers will base their content only on matters regarding travel, such as travel gear, airlines, flight tips, hotels, etc. Their followers are there because they may also enjoy traveling and want to see travel content and recommendations. A hotel brand will find a more niche targeted audience when working with a travel-based micro than a general mega-influencer.
2. Cost-Effective Partnerships
Due to the number of followers still ranking lower on the influencer scale, the rates for partnerships can be more cost-effective than with more popular influencers. Many brands benefit from the high ROI when working with micro-influencers. Statistics show that micro-influencers posting brand images on their networks generate over 20% ROI compared to macro and mega influencers. Granted, micro-influencers rates can be more expensive than nano due to their more expansive reach, but the cost will typically still be within a very reasonable range.
3. Authenticity
It has been determined that 70% of marketers believe authenticity and transparency are essential to successful influencer marketing. Micro-influencers are seen as more authentic compared to influencers with more followers. Their followers like that the influencer is similar to them through shared interests, lifestyle, or hobbies. Likely chances, if a micro-influencer likes a brand, product or service, their followers would as well. Followers feel seen and heard when they can interact and engage with influencers, which is why recommendations given by micro-influencers feel more authentic than ones offered by influencers with millions of followers.
Challenges of Micro-Influencer Collaborations
1. Limited Reach Compared to Macros and Megas
Some may say reach is an issue with micro-influencers, but it depends on how you view it. Depending on the campaign size they are working on, some brands may benefit from the smaller reach as it may be more localized to a direct consumer. However, suppose a brand seeks a reach more expansive than 100,000 individuals; there are better options than a micro-influencer. Therefore, categorizing limited reach as a disadvantage should only be based on individual influencers and the requirements needed for the brand.
2. Variable Engagement
Similar to the argument used for limited reach, the engagement factor truly depends on the influencers themselves. More likely, micro-influencers will be more engaged with their audience when compared to macros and megas, although that is only sometimes the case. Micros are known to rise quickly, with more followers every coming day, and for some, that might lead them to be less involved with their followers.
For micro-influencers, it is essential to check ERs because an influencer may have a large following but a low ER. To reiterate, that is not the case for all creators; it is important to note and check prior to hiring an influencer for a campaign.
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Macro-Influencers
Macro influencers have substantial online followings, ranging from 100,000 to 1 million followers. They have successfully developed a large audience based on their content. They offer brands a broader reach compared to micro-influencers while usually maintaining a degree of niche relevance. However, it is common for some macros to have more generalized content with a wide range of topics. For example, many macro influencers are under the umbrella category of lifestyle, which includes beauty, fashion, tech, home design, health and wellness. With time and growth, their content could have changed many times before arriving at a status of macro-influencer. (really smart!)
Advantages of Working with Macro-Influencers
1. Broader Reach
A follower account ranging between 100,000 to 1M is considered substantive in the influencer industry. Their accessibility to invested customers is a quality many brands look for in a campaign collaborator. Macro-influencers also demonstrate consistency, relevance and loyal followers to stay with them and help their numbers grow. Every follower has the option to unfollow a creator, indicating that macros create good enough content to keep people invested and engaged.
2. Established Authority
A large following also establishes authority in the industry. These individuals are professionals trying to build a solid and loyal community. This takes professionalism, time and commitment because the content they create has their own reputation tied to it. The exciting thing about influencers is that they are their own brand. This usually indicates quality content, extensive experience working with brands and participating in campaigns and collaboration that succeed for themselves and the brands they work with.
Challenges of Macro-Influencer Collaborations
1. Higher Costs
As mentioned, with an increase in reach comes an increase in cost. More views usually require more money to be invested in the project. The macros have built a solid following, so they need brand collaborations to fit their content niche or image. A reputable brand willing to pay is likely the brand that a macro will collaborate with.
2. Potential Dilution of Authenticity
The closer an individual gets to being known and recognized by many, the further they are from being perceived as average. This can lead to tricky consequences because the influencer can appear inauthentic to their audience if not done right. Brand collaborations may seem solely for the money, views, and gained fame rather than for an honest review. Influencing came from the idea that regular people can recommend suitable products or services to everyday people. In this digital age, going viral and growing a large following is getting easier, and many people become skeptical of this process because they are not sure if they are being influenced into something good and of quality.
Mega-Influencers
Mega-Influencers are top of the line, with a follower count between 1M and 10M. They are one step down from celebrity status, as many are publicly recognized for their work on social media. Many megas have extremely high follower accounts on multiple accounts, and some even have separate businesses. Many megas have a team supporting their endeavors, including managers, editors, accountants, and PR teams.
Advantages of Working with Mega-Influencers
1. Exceptional Reach and Brand Visibility
Using the platform of mega-influencers can bring an already established brand to the next level. Megas have extensive experience growing a following and developing trust with their followers. Working with a mega is reaching the highest level of visibility next to an A-List celebrity, bringing your brand visibility to a direct target market. Some may even have associations with A-List personalities, which could further a brand's marketing on future and bigger projects.
2. Content & Marketing Gurus
Mega-influencers have reached their level of fame by making great content and marketing their personal brand to success. Mega-influencers have good experience in the market because they know what works and what doesn't within their niche. They significantly understand their audience, industry requirements and quality standards. Plus, many mega-influencers have a team working behind them, making the operations of their personal brand smooth and organized. Working with a mega would indicate top-quality content using the right marketing skills for their specific audience.
Challenges of Mega-Influencer Collaborations
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1. Premium Collaboration Fees
Like other influencer types, the rising following count creates higher fees. The difference with mega-influencers is that their rates are considered premium fees. Working with megas takes considerable budgeting from a brand if they want access to their skills and target audience. Working with megas is less common for small businesses due to the premium fees and inability to handle the market load from mega exposure. Usually, big brands such as Tommy Hilfiger and luxury brands such as Prada work alongside megas for campaigns and collaborations.
2. Reputation Risks
With a high follower count comes inevitable fame. This fame has consequences that can impact the brands these influencers work with. For example, suppose an influencer takes a hit to their personal reputation. In that case, those opinions and criticisms can leak into the brand image. Also, megas don't always have the most consistent content, sometimes ranging between different niches. Unlike micro and nano, niching down content is less popular with mega-influencers. Depending on a brand's values, they will have to seriously consider if the influencers' varying content would ever affect the brand's image.
IV. Case Studies
You’ll see below two case studies for influencers and an example of one of their brand collaborations. See if you can determine what type of influencer they are just by seeing the facts!
A. Influencer 1: Emily (@emilymiahreads)
A TikTok-based influencer with 69.2K followers.
She has 1.34K followers on YouTube and 32.5K on Instagram.
Her content is based on books and reading, and her followers frequently engage with her through likes, comments, and direct messages.
When interacting with Emily's social account, it is evident that her account is niched down specifically to books. Her followers interact with her content through a common interest in reading.
Instagram @emilymiareads
Emily had done a paid collaboration with a brand called FairyLoot, a fantasy book subscription box service. She created a short form video of 11 seconds showing two FairyLoots special edition books.
B. Analysis of Influencer Type Selection in Each Case
She is known to be a micro-influencer based on Emily's niche content, with a follower count between 10 000 - 100 000 and who are actively engaged with her on social platforms. In addition to her micro-influencer labeling, she is an actively working creator with experience collaborating and working with book retailers, publishing houses and other creators through paid content on her social media pages.
A. Influencer 2: Josh (@JoshuaWeissman)
a YouTube-based influencer with 8.31M followers.
He has a TikTok and Instagram account with 7M and 1.7M followers, respectively.
Josh's content is based on food and cooking, and he gets support from his followers through subscriptions to his social networks, likes and comments.
As Josh's support base is significantly higher than the average influencer, unfortunately, his ER is not high. Occasionally, he will like and reply to a comment on his socials, but it's few and far between.
His platform is considered niche as he only focuses on creating food-based content. Based on the responses he gets, his popularity has remained the same while maintaining his authenticity and reliability.
Instagram @joshuaweissman
Josh's popularity has got him working with various food and cookware brands, restaurants, and retailers. For example, he recently did a brand collaboration with Ooni HQ, a pizza oven retailer. Josh got paid to create a single 52-second TikTok making pizza and cooking it in the oven. This video was viewed by over 2.3M people, liked by 300K, and had over 1500 commentary reactions and shares.
Josh's popularity has expanded past his niche; he has even worked with Spotify, a music subscription service. He is considered a Spotify partner and gets paid for every sponsored advertisement he incorporates into his videos.
B. Analysis of Influencer Type Selection in Each Case
Based on Josh's follower count, reach and support, he is considered to be a mega-influencer. With over a million followers across multiple platforms and having the audience accessibility and reach for brands outside his niche to pay for collaborations shows the power of getting mega status. As an influencer, Josh has done an excellent job at maintaining authenticity and reliability throughout his growing fame. It shows that not all pros and cons are guaranteed for each influencer, no matter their type.
So Finally, How Can You Determine the Best Influencer for Your Campaign?
Picking an influencer for a brand campaign can be an overwhelming process. However, it is essential to establish criteria before moving forward with influencer selection. This process includes:
1. Setting Clear Campaign Goals and Objectives
2. Identifying Your Target Audience
3. The Importance of Niche Relevance
4. Aligning Influencer Type with Campaign Objectives
Only once these 4 steps have been finalized can a brand be prepared to pick the right influencer for their specific campaign. A clear picture of the campaign's requirements will clarify the criteria for the influencers. It will help a brand lead to a successful campaign.
There are a couple of tools you can use to select the right influencers and collaborate with them, one of them being Reeel.ai. It is a platform dedicated to match you with creators and allow you to invite them to collaborate with you. You can also manage and execute the entire collaboration on the platform.
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Posted Oct 16, 2023
Discover the nuances of influencer marketing and learn how to pick the perfect influencer for your brand's campaigns...
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