Be Informed About Influencer Marketing
The novelty of influencer marketing via social media is how a human face and voice matches to a brand and attracts customers. This is the next best thing to word of mouth recommendations from a friend or relative. We don’t personally know the influencer, but if his or her manner is relatable, and the product or service they’re promoting interests us, we notice. We trust the influencer (or brand ambassador). And so do hundreds, thousands, and even millions of other social media users. But always proceed with caution, even with influencer marketing.
Generally, the good, the bad, and the in-between can be broken down by the tiers of influencer marketers: the macro-influencer, the micro-influencer, and the nano-influencer:
The macro-influencer (upwards of 100,000 followers)
By the numbers, the macro-influencer is all-powerful. Many have become celebrities by virtue of their followings. They command great salaries. But with great power comes great responsibility. While it would be unfair to say that all macro-influencers would abuse that power, the argument could be made they are at the greatest risk of yielding to temptation. Case in point…
The music-inspired and scandal-ridden musical luxury event of 2017 known as the “Fyre Festival” was plagued by of a host of troubles where anything and everything that could go wrong did. One cornerstone of this infamy was centered in the event’s promotion on social media via some famous influencers – who had been paid to do so but were not forthcoming about this. This was the polar opposite of what influencer marketing is supposed to be: trust and honest interaction.
While the prospect of having more than 100,000 followers for a brand seems like marketing nirvana, there is the greatest potential for much collateral damage if either power or greed get in the way of the influencer-to-follower connection.
The micro-influencer (between 2,000 and 10,000 followers)
Making an impact this year is the micro-influencer. Jordan Edelson of Appetizer Mobile LLC offered insight to Forbes on how brands may elect to hire micro-influencers by virtue of the fact they are not as expensive as macro-influencers. The money saved can be put to creating sturdy, reliable and relatable campaigns. Taking this one step further, cybersecurity specialist Zak Doffman, in another essay for Forbes, states that influencer-tracking technology can now help brands handle everything ranging from large networks of micro-influencers to identifying the right “fit” between brand, the ambassador, and the targeted audience. This will in turn help measure the return-on-investment of influencer marketing, which had previously been hard to pin down.
If you have the resources and the finances to widely promote your brand on social, opting for micro-influencer marketing might be the right choice for you.
The nano-influencer (between 1,000 and 5,000 followers)
Mae Karwowski, writing for US Campaign, states that nano-influencers are essentially “the real deal” by virtue of the fact they have the smallest number of followers. A true “grass roots” sector of influencer marketing, the nano-influencer tends to do everything for their campaigns, from concept to execution in promoting their favorite brands. Because of the passion they feel for these brands, nano-influencers are the closest thing to “word of mouth advertising.”
Additionally, nano-influencers are ideal partners for small businesses looking to make their presences known; together, they can grow together. So, if you own a neighborhood store, run a local crafts shop, or are looking to market any product or service deserving of making its presence known, do yourself the favor of finding a nano-influencer for a mutually beneficial business partnership.
Influencer marketing can bring exposure and popularity to brands, earning them customers they otherwise might never have attracted. Properly and carefully curated, having an influencer in their corner is a true benefit to brands as well as their existing (and potential) customers.
For more information on how EGC can boost your brand’s presence on social media, contact us today.