Influencer marketing has become one of the most effective ways to sell a product, thanks to how many influencers there are and how trustworthy they can be with their followers. Unfortunately, this strategy can also be quite challenging to execute correctly. Not all influencers are created equal, so it’s important to know which ones will benefit your business the most when planning your influencer marketing campaign. If you need some help finding the right influencers and figuring out which ones would be best to partner with, read on as we discuss the different tiers of influencers and when to use each.
Do you want to expand your reach with influencers? There are several tiers to consider. Nano-influencers are social media users with smaller followings – usually between 1,000 and 10,000 followers. They can offer more personalized recommendations with a smaller following because their social media is more personable and less public. A nano-influencer may be just as influential as a traditional celebrity or even a micro-influencer when it comes to conversion rates. If you’re looking for an influencer that will create intimate experiences with their audience base, then nano-influencers are the way to go.
If you’re new to influencer marketing, nano-influencers and micro-influencers are great starting points to familiarize yourself with the process. Micro-influencers with 10,000 to 50,000 followers are excellent for product reviews and encouraging your audience to shop. They are not celebrities who are above engaging with their audience. They are considered small-scale influencers and offer a more authentic voice because they have a smaller audience than celebrities.
In between micro-influencers and macro-influencers are mid-tier influencers with 50,000 to 500,000 followers. These can be more effective than micro-influencers because they have an engaged following who have already established interest in their content. If you’re going to use influencer marketing, mid-tier influencers are a great choice, but remember that influencers with a higher following also mean bigger pay. This tier of influencers is great for social takeovers, contests and giveaways, product reviews, and more.
While most brands choose micro-influencers, some brands may want to target even bigger fish. With 500,000 to one million followers and upwards, these influencers are considered macro-influencers and command higher rates than other influencers. While they may have a more extensive reach, macro-influencers are not necessarily better at converting customers. There is a significant drop-off between their ability to reach an audience and influencing those who follow them.
Mega-influencers with more than a million followers (think celebrities) are not a part of your product or brand. The downside is that because these influencers have so many followers, it will be challenging to get their attention and bring them onto your platform. They may use you to promote themselves and then move on. Unless they are interested in your product, they are probably not going to stick around for long. Some creative measures need to be taken to get the attention of a mega-influencer – such as a creative brief, more personalized messaging towards the specific influencer, finding the ones that can relate to your brand, and more.
Are These Influencer Tiers Relevant In All Niches?
Influencer marketing has taken center stage as a popular tactic for brands that want to reach their audiences on social media. Many influencer marketing platforms and agencies will assign influencers based on criteria like follower counts and engagement levels. But are these tiers relevant in all niches? The answer is no. Understanding your target audience’s needs before choosing an influencer or influencer platform is essential. Also accounting for your budget in this process is important – it will help with choosing the best tier of influencers for your brand and marketing campaign.
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