Influencer marketing is a new but effective way to promote products, services, and more. Using content creators to be the face of an advertising campaign seems to be more personable and engaging for customers. Maybe it is because they are more relatable or maybe it is because they are taking over A-Class celebrity status. Either way, using influencers for your marketing campaigns is a smart move if you wish to leverage the best results.
Whether you are a digital agency or an individual digital marketing business, here are some tips on how to select your influencers for your next marketing campaign.
To put it simply, an influencer is an individual who can influence the decision of others. They do not control people’s minds, but they can inspire people to want what they have
For instance, this could be a fashion influencer influencing a follower to purchase the latest handbag. Or, a foodie influencer that encourages their followers to eat chia puddings for breakfast.
There are a plethora of influencers of all niches and sizes (following count). Hence, take on board some ideas for how to select the right influencer.
A nano influencer is deemed as someone with 1,000 to 10,000 followers on social media. Although their audience is smaller than others, they will likely get the same (or more) engagement from their followers. Plus, they will have just as much influence on the followers that they do have.
Nano influencers often have strong connections with their followers because they can have more consistent and real-time interactions. They have fewer people to communicate with, so they can be more available and personable. Hence, choosing a nano influencer for a marketing campaign can be suitable for brands with a small budget who want to work with someone with authenticity.
A micro-influencer is a content creator with 10,000 to 100,000 followers on their social media platforms.
Most will still hold the same personability, like nano influencers. Therefore, they will still have great engagement rates and the ability to influence a strong number of people.
They are a great fit for campaigns that require a larger reach.
A macro influencer is someone who has anywhere between 100,000 and 1,000,000 followers. These are often deemed as internet famous and often have multiple successful social media platforms.
They might have a reduced engagement rate, which is because they have so many people to reach. Yet, they make a great fit for corporate or high-budget brands that want to reach mass audiences.
A mega influencer is an account with a million or more followers. These are often celebrities that will work online and offline, juggling two or more businesses at once.
They can be expensive to work with. Yet, they will likely have the greatest influence because of their ‘celebrity’ status. They are a great fit for marketing campaigns that seek numerous demographics
In summary, choosing the right influencer to suit your next digital advertising campaign all revolves around budget and how much success and reach you want to attain.
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