Influencer Marketing is on the rise and doesn’t seem to be going anywhere anytime soon.
Brands discovered the importance of communicating with their audience in a more authentic way and the impact of influential voices and don’t want to let go.
In their February Admap (monthly thought leadership report), WARC’s mentioned that “influencer content generated 72% of all activity in the US in 2018 on Facebook, Twitter and Instagram”.
Here is how the global adspend grew in the past 3 years and how it is expected to grow in the following years!
Source: Influencer Marketing: beyond the hype, WARC by Admap
If used correctly, influencer marketing is a very powerful tool in the marketing mix. It helps create advertising from consumer insights and it’s culturally relevant for both the brand and the audience. Here are 6 different types of influencers with their ups and downs! They are divided by their sphere of influence, not by domain. Do you know which one is right for your brand?
6 types of influencers for your campaign
WARC identifies 3 main types of influencers you should consider for your brand
Mega influencers are celebrities. Everyone knows them online and offline. They were influencers before people even began talking about their sphere of influence. They may be singers, TV hosts, models, sports stars and athletes, actors and actresses. They can reach millions of followers and that makes them the most expensive influencers. The problem is they might be the ones to drive least word of mouth. I’m thinking this is because they have endorsed many brands in their career, so people lost interest or became suspicious.
Some marketers call them power influencers, because they have the power to affect culture and group masses. Their followers aspire to have the celebrity’s life. It’s best to use them in positioning campaigns.
Having over a million followers, macro influencers are well trusted by their audience. They have category specific influence, so you can call them niched. Their content is considered authentic. Mostly known online, their relevance revolves around the spectrum: fashion, cooking or business. Therefore, it’s best to use them in awareness and engagement campaigns.
Our local market identifies differently micro influencers than the US. In the US, according to WARC, micro influencers have between 10,000 and 250,000 followers. In my experience, on our market, micro influencers are those who have below 25,000 followers. The good news with them is that their engagement rate is higher than what macro influencers have on social media. They create content that followers trust, always being authentic and responsive to their community. Also, they have the highest ability to make their audience take action (sad news is their audience is small), so they work best if you want conversions.
These are creative people who can produce content for your brand. I find this category a bit tricky, because there are thousands of them, and they work for many brands. This might dilute their message in time.
Some of them have over 250k followers, their only purpose being to create snackable content (funny, educational etc.). They are not here to influence the audience or to engage it, they serve best at making your brand more appealing. This is why it is best to use them for teasing messages and in awareness campaigns.
We’ve seen them rise on our local market in the past 2 years. They are educated, consume more media and can shape users’ ideas and behaviours. They are normal people who know what they are talking about and gathered a community around their ideas. What’s important here is that they also have offline conversations, so their sphere of influence isn’t just online.
They are also called thought leaders in some countries. This term refers only at those who are business influencers – who invest time and money to become experts in their field.
Last but not least, the everyday consumers who love to make recommendations. Regardless of how many people follow them, they can be food addicts who post weekly on Instagram stories where have they been eating. Because they test multiple restaurants, brag about this and give recommendations, people are accustomed to asking them for advice. Good news is their content is authentic.
Influencer marketing has become wildly popular in the past few years, but you must do your research when choosing the right influencers for your campaign. Keep in mind that the influencer marketing environment can make or break a brand. We’ve seen several examples in the past years. Remember that influencer marketing also happens offline. Almost 10% of sales are driven by classic peer to peer offline conversations and recommendations.
A flawed tactic that I know keeps repeating is signing an influencer for the whole marketing year and then trying to mix your brand’s campaigns to match his audience. Even if it’s a lot more to work, it’s always better to choose the right influencers for each campaign than to reuse them just because you signed them already.
And be careful of fake followers! I’m preparing an article to help you spot fake engagement on influencers, to help you chose wisely. An influencer can purchase fake followers, making them appear to have a much larger fan base than they do. When picking an influencer, first make sure their followers were obtained organically.