We live in a world where social media represents the primary source for digital marketing and the absolute fastest way to reach a target audience effectively. Both Millennial and Gen Z groups rely heavily on the opinions and experiences of influencers before making their own decisions. There are influencers in nearly any realm or area of interest and the impact that these social enthusiasts have on the general population is significant.
When it comes to brand strategy and how to tackle “influencer marketing” as an approach, it is important to be knowledgeable of the various influencer tiers and which corresponds most with your target audience.
This tier of influencers features those that have reached the big leagues and achieved celebrity status. Their audience is often very diverse and not focused on just one area of interest. The follower count for these social butterflies, exceeds 1 million followers.
Promotional posts blasted by these influencers not only reach a massive number of people, but the service or product featured in the promotion is held to an elevated standard and ignites immediate curiosity.
Mega influencers are great for promoting your brand due to their ability to reach the masses, but, the investment is tremendous. A positive of utilizing a mega influencer for social post marketing is that they are well-accustomed to it and know how to promote well under contract. A negative however, aside from cost, is that these celebrities are not perceived as very reachable or relatable. They are often classified as “so famous”, that followers have a hard time relating to or fully trusting in a promoted product. Utilizing a mega influencer is solely about mass exposure.
The macro tier of influencers feature some of the most intriguing. Though their follower count and outreach can be far less than that of a mega influencer, they can often reach up to 1 million followers, in in some cases, eventually exceed that. The primary difference between a macro and mega influencer, is that macro influencers often gain their fame from social media itself. These are often not famous actors and performers, but rather masters in a certain craft or area of interest. The majority of these impactful people gain their following organically through good old popularity and talent.
Though the investment in marketing your brand with a macro influencer is still pretty costly, the return is much more authentic than that of a globally recognized celebrity. It is much easier to locate a macro influencer that specializes in the exact area of interest related to your product or service. This will focus your outreach to the target audience you wish to engage with.
This tier of influencers happens to be the most unique and sometimes the most profitable for marketing , but leveraging them is tricky. They typically maintain a following between 10k and 100k people. They will have a much more focused audience than a larger or more widespread influencer, but they tend to have stronger relationships with their followers. The majority of micro influencers were at one point, just like any other person using social media. They started with no followers and eventually gained a loyal following that truly trusts in the opinions and recommendations that they make public. These influencers often still converse via message and video with their followers as well. This level of engagement and established trust, makes them ideal candidates for digital marketing.
Though the investment in marketing with the use of a micro influencer may be affordable, the quality of posts can sometimes be a risk. These influencers are typically new to having a large following and can sometimes be weary of posting content that may appear “paid for” or “not authentic”. When entering into a contract with a micro influencer, it is important to discuss terms in great detail/
Those that fall into the nano influencer tier have the least amount of followers comparatively, but have the strongest level of engagement, especially locally. Large campaigns and marketing strategies for massive outreach are not best for this group. A nano influencer will sometimes only have a bit more of a following than the average, very active millennial, therefore making posts intended to reach large audiences, not the best fit.
Partnering with a nano influencer is best for small businesses and startups that want to gain trust from a targeted group. When this influencer posts, people listen and trust. When a business becomes associated with a nano influencer, posts are generally more “real” and down-to-earth than those speaking to a much larger audience that they may not have a personal connection with.