Influencer marketing is the latest and hottest digital marketing trend that continues to gain popularity amongst brands and other marketing agencies. As per a report, 59% of brands who have endorsed influencers for their brand have increased their budget for influencer collaborations due to an overwhelming response. The brands have reported positive growth in the ROI after following this popular technique. If you are planning to start an influencer marketing program or are already into it, you should be very clear about the modus operandi beforehand.
Some points to ponder before the launch of the campaign
- Things such as theme or niche should be discussed.
- Is it a brand awareness program or a new product launch? Whether the campaign should be launched on a festival day, holiday or any random day?
- How do you want to improve your following, website traffic, impressions and conversion?
- Understand your target market and budget you want to spend.
- Based on demographics, themes and engagement, it’s important to decide the type of influencer your campaign needs.
Do you know that there were around 500K influencers alone on Instagram earlier this year (2019)? Thus, you should be aware of what type of influencer you want to choose in order to cast a reliable, wise and trustworthy impact on the audience. So, there are mainly four categories of influencers namely Nano-Influencer, Micro-Influencer, Macro-Influencer and Mega-Influencer.
This blog covers which influencer is best for your audience and how to select one for your campaign.
1. Nano Influencers
Influencers with 10K or fewer followers fall under this category. Talking about Instagram, around 70% of the people connected with influencers in 2018 having less than 1k followers. This implies that nano influencer/s could already be following you. They have the capability to influence the buying decisions of their peers.
This form of influencer marketing is small but powerful and offers more engagement. Nano Influencing is just like working with the original form of “word-of-mouth-marketing” because at this level, the recommendations are considered as genuine and unbiased. The audience trusts the post in the same way as they would trust any post made by a dear friend.
Who Should Work with Nano Influencers?
The brands that are on a tight or fixed or no-budget prefer nano-influencers. These influencers won’t impact SEO or website traffic much but they offer impressive engagement rates. If yours is a local or national brand then you should go for nano-influencers.
The fan following of the micro-influencers is between 10k and 500k. These influencers have some sort of business acumen and a solid trust within their audience. The audience follows them by heart as they have been into the e-world for quite a long time. These influencers know how to curate content based on the audience’s interest. They serve as a powerful force driving conversions and building brand awareness.
Who Should Work with Micro-Influencers?
If you are a national or international brand then choosing micro-influencers would be a great decision. You need to have a budget before targeting them but micro-influencers are affordable as compared to mega and macro ones. The brands/organizations looking for traffic, leads, conversions and new social followers, micro-influencers are a perfect pick.
One major advantage of working with them is that they usually offer full repurposing rights to the brands without shelling out extra cash for videos/photos as long as the posts link back to the influencer. The reason is that these micro-influencers are always looking for good opportunities (brands) to grow their following as well.
3. Macro Influencers
These can be categorized as content influencers with a fan following between 500k and 1M. Macro Influencers are well experienced, seasoned and have truly honed the skill of brand collaborations.
Who Should Work with Macro Influencers?
Macro Influencers are best suited for those brands that need quick brand recognition. If the brand is low on resources then rather than spending a huge chunk of the budget on smaller ones, one macro influencer would do the work. These influencers are expensive. The rates depend on what services/products you wish to have and how much they are ready to negotiate.
4. Mega Influencers
The highest tier is bagged by Mega Influencers who include powerful members of the society, celebrities, etc and have a remarkable reach. These influencers usually have more than 1M followers and have a staggering capability to drive your sales and ROI metrics. A single share by mega-influencers is sufficient to take a normal brand to exceptionally newer heights resulting in hundreds of thousands of impressions in a small time frame.
Who Should Work with Mega Influencers?
Just like Macro Influencers, Mega Influencers come with a super expensive price tag. The brands and organizations that are looking for professional international visibility, choosing Mega Influencer is the call. These influencers usually have a PR or manager who performs all the collaborations.
If you are still struggling to get the desired brand recognition and awareness for your business, then start designing your influencer marketing campaign today. You can expect to get something different on the table from every influencer tier.
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