Four Types of Influencers and How to Choose the Right One
Do you ever read the reviews on Tripadvisor before deciding on a restaurant?
How about choosing what film to watch based on a Rotten Tomatoes review?
You’ve just been influenced by somebody else in your decision. The term ‘influencer’ is defined as somebody who influences consumers. Influencers are not new, but they have recently taken on a much stronger role in marketing.
Today, when you hear the term ‘influencers’, you probably think of social media moguls with tons of followers. Somebody who snaps shots of themselves stylishly sipping an iced latte on the steps of a Brooklyn brownstone. Or perhaps a celebrity, model, or big-shot entrepreneur applauding a product for making them millions or clearing their skin.
With younger generations being distrustful of brands and businesses, influencers have a far more effective reach than traditional marketing. They have more, well, influence. Consumers consider them the most authentic form of marketing.
The concept is clear enough: influencers are people that influence decisions. But there are different kinds of influencers to consider. And it’s important to find the right influencers in your consumers’ social networks for your specific marketing needs.
Not all influencers are the same. For instance, what is macro vs. micro influencer marketing? Why aren’t celebrities always effective influencers? Can someone with only 700 followers be considered an influencer?
Below, we discuss the different types of influencers and the pros and cons for using them in your influencer marketing strategy.
Nano Influencer Definition: A nano influencer is an influencer who has up to 5,000 followers, the smallest of all influencers.
They take on a ‘friend’ persona and tend to have a closer, more engaging relationship with their followers. They don’t always look that different from regular Instagram users. Because they aren’t. They’re your peers; they’re relatable. They have a niche and a highly engaged following. This type of influencer is one of the most powerful influencers, specifically because of their smaller following.
Nano influencers can engage nearly 9 percent of their following, compared to accounts with millions of followers, where 2 percent is an achievement.
Nano influencers usually haven’t worked with many brands before, so their feeds aren’t inundated with sponsored posts, which evokes more trust in the followers. Nano influencers are known to have better ROI, because they are cheaper and their followers trust them more.
If some of your own customers are nano influencers, you can reward them for sharing your content to their networks, combining your influencer and content marketing campaigns.
Micro Influencer Definition: Here at Spitche, we define micro influencer as a type of influencer with 5,000 to 50,000 followers.
Not yet a celebrity, but not quite a friend. They still have the ‘regular person’ vibe going, but are already considered ‘thought leaders’ in their particular field or niche. The influence they generate is uniform and engaged. They are “internet famous” but could probably live a normal life.
They’ve typically gained their following through whatever made them “internet famous”. So travel vloggers would best work with travel brands and cat lovers can collaborate with cat fashion brands.
Micro influencers usually ‘apply’ to influencer websites or approach brands themselves.
Macro Influencer Definition: Macro influencers are influencers with over 50k followers.
Macro influencers are bigger names and are usually the ones being approached by the brands.
They know how to use the business of their influence. This type of influencer is a professional. Although not quite yet ‘celebrities’, they have a huge and loyal fanbase.
They have a lot of experience working with brands and are professional content creators. That means they know how to create quality content to reach a large but specific audience. Their influence is their career and they expect to be pitched like media partners.
However, macro influencers can be very expensive and have less engagement with their followers than smaller influencers. Although they have a big follower base, it might be more effective to use the budget you’d have for one macro influencer to use it on several micro influencers or even to build a community for nano influencers.
Mega Influencers or Celebrities
Mega Influencer Definition: A mega influencer is an A-list celebrity. Think Beyonce, the Kardashians, or Martha Stewart.
These are the big, household names, who can charge from $2,000 to $1 million per post. Their follower base could fill a whole country. Any brand working with a celebrity will, of course, get massive reach.
But statistics say celebrity influence marketing isn’t the best route: 60% of consumers would better take a recommendation from their favorite YouTuber than from a celebrity. Plus, according to one study, 78% of millennials are not influenced by celebrity endorsements.
It’s just not as authentic. Who wouldn’t promote any product for a million bucks? And what do they know about my life? We want recommendations from a peer, someone who is like us.
So Which Influencer Is Best For My Campaign?
You need to think about what kind of reach your brand needs. The data says that smaller, more engaged and relatable influencers work best. Nano and micro influencers are cheaper, are considered more trustworthy by their followers, and have far higher engagement.
The cheapest route would be using your own customers to work as nano influencers, building loyalty by rewarding them for engaging with your content.
But you may want a wider reach or somebody with a higher ‘status’ to boast about your brand. Also, macro influencers and celebrities are more professional with their content and are more experienced in working with brands.
It all depends on your goals for your influencer marketing campaign.
Have you worked with influencers before? What challenges did you face?