Incorporating influencer marketing into your strategy can add real long-term value to your brand, but it’s important to consider who to work with before jumping in at the deep end.
Taking the time to recognise the categories of influencers available will enable you make informed decisions and deliver results that are more likely to deliver commercially.
Mega influencers
These are typically people who were already famous their own right before becoming an influencer, someone like Beyonce, for example.
For a lot of brands, the cost of working with someone like this is going to be beyond budget. And even if you have the cash, the wisest influencer marketeers will always very carefully consider if their audience really does align.
This is because the audience attracted by mega influencers is typically very broad. It’s worth remembering that, while a mega influencer post has the power to change the fortunes of a brand positively, choosing someone that’s too far off-brand, however impressive their numbers, can put off genuine followers and brand advocates.
Macro influencers
Generally, macro influencers have between 100k to 1M followers. They’re likely to have a specific niche that might work well for your brand, which will not only deliver an engaged audience, but one that’s really open to buying into your product or service. But because of the reach they have, they won’t always come cheap.
If your budget is bountiful, they can provide a fast and effective way to spread the word and get conversion. But if you’re counting your pennies, there’s a strong argument that says the right herd of micro influencers can help you grow your audience in a similar way, at a lower cost.
Micro and nano influencers
With a follower count ranging from 1k to 100k, micro and nano influencers tend to have more specific genres of interest, meaning that you’re able to precisely target your desired audience by working with them. A niche audience tends to result in higher engagement rates, thanks to a level of content that feels really authentic.
Spotting a talented micro in their early life as an influencer can be a winner. Treat them right and they’ll grow with you. Lots of businesses miss this trick. Building relationships is so important and the right influencer can be for life, not just for that one Insta reel.
Love Island reality star Molly-Mae is a case in point. Pretty Little Thing clocked her way before she found fame on Love Island in 2019. She’s now Creative Director and carries the brand name as part of her social presence.
