You’re running a solid social media strategy.You’re sick of the returns on paid posts from your brand account.You saw your competitor’s influencer campaign and it was on point.(Although you won’t admit that part out loud.)You think your brand is finally ready to take the leap and connect with some relevant influencers for a campaign. Smart move. Brands earn an average of $5.78 USD per $1 spent on influencer marketing. That’s why 91% say influencer marketing is effective.There’s just one problem: You have no idea where to start.Why are there so many different types of social media influencers? What do they all mean for your brand objectives? Are they really worth the money? And hey, why do some types of influencers cost so freaking much?These are valid questions. After all, two-thirds say they’ve been on the receiving end of influencer fraud.Don’t let the nightmare scenario scare you off. Read on to learn about the different types of social media influencers, how to choose, and what red flags to keep in mind.
The first four types of influencers are all categorised by follower count. These are also the easiest qualities to fake.It’s a little harder to construct a fake identity around a career or hobby – but it happens. And when it does, inflated follower counts are usually involved.
Nano influencers have small yet mighty audiences: Up to 7x the Instagram engagement of mega influencers. It’s easier to spot fake engagement with lower follower counts too.Choose nano influencers to reach super-niche audiences, humanise your brand, or work within a small business budget. Be patient with them. They may not have experience working with brands yet.
Micro influencers boast decent followers but still tend to invest lots of effort engaging their audience. These types of social media influencers often have a clear niche too.Look for micro influencers when you want to reach a decently large yet targeted audience. They haven’t attracted a generic audience yet so there’s plenty of human connection. Plus, they usually have a bit of brand experience.
Macro influencers are often content creators of some kind. Podcasts, YouTube, food blogs, minor celebrities – there’s usually a reason for their high follower counts. (Which could also be inflated with fake accounts or bots.)These influencers work well when you have a large budget, and you want to spread brand awareness. Choose carefully based on who best represents your brand.
Mega influencers have won the internet. These types of social media influencers can include traditional celebrities or public figures too. Mega influencers tend to attract fake accounts (to help the accounts appear real, of course) and their followers span every group you can imagine.Only use mega influencers if you have a massive budget and you need a high-visibility campaign.
Influencer marketing should serve a specific purpose in your broader social media strategy. It takes some time to figure out what exactly your brand needs from the different types of influencers.Whether your goal is brand awareness or sales, numbers aren’t everything. Very rarely do followers and visible engagement tell the whole story. In fact, inflating followers is extremely affordable – especially considering the potential payoff.Take your time researching specific influencers and paying close attention to their engagement quality before you reach out to them.Most agencies are book smart. We’re street smart. We understand the dynamics of social media and what kind of content it takes to stand out while delivering results. Check out some of our recent work to see how.
As CEO of Kubbco, Chris leads the company's vision and uses his 20 years of advertising experience to drive results for our clients.
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