How to choose an influencer for your marketing strategy?
Influencers have thousands of followers on social media, movie stars are famous nationally or even worldwide. Influencers live on well from their posts, movie stars are very rich. At least, you would all think so. With the news that influencer Gio Latooy gets his own movie, the line between influencers and movie stars is blurring. But there is a big difference between micro and macro influencers. How did this blur arise? How do the big influencers differ from the little ones? And how do you choose who you work with?
The scope of the celebrity or macro-influencers I just mentioned has long crossed the line of social media. The audience that they reach goes from small to large. And where initially only friends follow them, later on they are a lot of fans.
Are they still influencers? They certainly have influence. But the way that influence manifests itself is different. Below I discuss three important differences between micro and macro influencers.
- Relevant range
Does someone with 300,000 followers have three times more influence than someone with 100,000 followers? Yes and no. If you calculate your CPM (cost per thousand impressions) at the end of an influencer marketing campaign based on your potential reach, it is actually three times as large. If you zoom in and see to what extent the influencer really reached followers – and more importantly, actually influenced these followers – it can be disappointing. The trend is (unfortunately) that influencers with more followers do not necessarily have proportionally more influence. This is mainly due to the engagement ratio. This is the percentage of involved and active followers. Research has shown that as the number of followers increases, the engagement ratio decreases.
That means that your post can reach a larger target group, but relatively less generates engagement among that target group. Regardless of the characteristics of the target group, the bond that the influencer has with his or her target group also changes.
- The girl / guy next door
Celebrities differ from influencers with a small reach: the connection with their followers. Influencers with a small target group, so-called micro-influencers, are unique because of the relationship they have with their followers. They are cool, fun, smart or beautiful enough to look up to, but normal enough to keep the girl / guy next door. They can also manage their personal contact a lot better: 100 DMs per day can be helped. 10,000 DMs unfortunately no longer. That also makes sense.
- Different types of collaborations
Why would I still cooperate with macro-influencers at all? Not so fast! Macro influencers (and other celebrities) can be enormously valuable for your marketing purposes. They can reach a target group on a large scale that is virtually unreachable through traditional media.
They also have a personal style and a very strong personal brand that they can connect to your brand. The best way to collaborate with them is for awareness or branding campaigns and product launches. Such collaborations can also work well for large, influential brands looking for ambassadors.
And micro influencers? You work best with them for products or brands in a certain niche, for personal interaction with your target group and for a whole lot of content. And of course you can do much more with that, for example advertising!
Large and small influencers have different audiences, have a different relationship with their followers and are effective for different purposes. Also note that the question does not have to be “or”, but the answer does “and”!
If you take a good look at your influencer marketing strategy, you will see that there is room for both micro and macro influencers. For example, work together with a few large influencers who send your message to the world, in combination with a larger number of micro-influencers who support it at peer to peer level.