mid-tier influencers Archives - AFLUENCER

4 Types of Influencers You Must Know

Aaron Tylor — Wed, 06 Apr 2022 04:18:32 +0000

Choosing the right type of influencers for your marketing campaign will depend on your business objectives, budget, preferred social media platform, and target audience.

Depending on the niche of your business, in most cases, you will want to partner with influencers who are experts in a similar industry. However, there are times when it would benefit your brand to seek alternative opportunities with influencers from other fields. That way you get to maximize reach, provided you don’t work with influencers in niches that have no relation to your brand.

Let’s look at an example.

Our buddy Matt is in the coffee business. He’s looking for content creators to manage his social media marketing campaign. It would certainly make sense for him to look for coffee influencers. However, it would also be a great idea to even consider creators from other fields, like travel influencers and fashion influencers. As long as they are coffee lovers, they should have no problem promoting Matt’s products.

So keep that in mind when you are setting up your collab programs. When you sign up for an account with Afluencer, you’ll be able to make the most of our category filters. That way you’ll be able to attract all the types of influencers that would be perfect for your brand.

That’s a quick breakdown of the influencer categories. However, today we are going to focus on a different type of influencer. These influencers are going to be grouped based on their number of followers on social media.

So let’s dive into these different influencer groups.

Types of Influencers Based on Follower Numbers

There are 4 main types of influencers that you can collaborate with. They are categorized based on the number of followers backing them. And the general rule is that the higher the follower count, the higher the influencer pay rate. But it does ultimately depend on the influencer and the arrangement you both settle on.

These are the 4 types of influencers (according to the number of followers):

Nano-influencers
Micro-influencers
Macro-influencers
Mega-influencers

Nano influencers

Nano influencers are the ones whose following ranges from anywhere between 1K to 5K followers. These types of influencers are relatively new to the platform and are still looking for ways to grow. Their audience is usually very specific and they tend to work only with brands that are targeting a niche market.

These nano influencers don’t tend to have a high engagement rate because they’re still starting out and getting familiar with their fresh audiences. However, they are still credible and the few followers that they have are often interested in the content they share.

A huge advantage of partnering with a nano influencer is they are able and willing to work on low-budget campaigns. In some cases, you may not even have to pay them. Instead, you can offer them free products to test that they can then share a review with their followers.

Chances are, influencer marketing isn’t their primary job. So expect them not to have the best resources to create a very attractive and aesthetic post for you.

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Micro-influencers

Micro-influencers follower numbers range from 5K to 50K. These types of influencers are more resourceful compared to nano influencers and they are also seasoned experts in their field. Micro-influencers usually specialize in a single niche such as travel, fitness, food, or lifestyle. That means they will often have a specific kind of following which allows you to easily work out whether or not these influencers will match up with your brand’s needs.

Most micro-influencers are more active when it comes to engaging with their followers. You will find that they are better at responding to messages and comments, creating content that sparks talking points, and also building a close-knit community.

Think about how this would be a great benefit to your marketing campaign. If you get them to do any marketing work, you can certainly rely on them to respond to any questions their audiences may have about your products or brand.

They have very loyal followers who trust their opinion. So they would do a great job of convincing their audiences to buy your products or services.

These types of influencers are comparatively more expensive than nano influencers. You may get lucky and find a micro-influencer who would be happy to just receive freebies, but most of the time, they expect to get paid.

However, you can still find two types of micro-influencers.

Pay-per-post influencers
Commission-based influencers

It is entirely up to you whether you want to pay your influencers per post or offer a commission rate. You can even have both options available to attract more candidates.

If you get your brand registered on Afluencer, you can set up one or both payment options. And if you need a guide to help you get started with Collabs, check this out.

Macro influencers

Macro-influencers have a follow count of 500K to 1M. They tend to be recognized personalities on TV and radio, in sports clubs, or even leaders in their communities.

Expect to stretch your marketing budget if you want to work with macro-influencers. They take advantage of their reputation to grow their social media followings and so they tend to price their rates accordingly.

Brands can certainly reach a wider range of audiences with this type of influencer. However, engagement won’t exactly be as good as you’d get from micro-influencers.

There is a general rule of thumb to keep in mind—the higher the follower number, the lower the engagement rate.

But when it comes to quality content, you can rely more on macro-influencers. As being an influencer is their main source of income, they treat their collabs more professionally.

Mega influencers

Mega influencers are the type you’d find to have over 1 million followers and are literally considered celebrities.

Celebrities don’t work for peanuts, so expect their rates to be super high. Most brands can’t afford to work with mega influencers. And some brands, even if they can afford it, would prefer not to work with mega influencers. Because remember the rule of thumb? The higher the number of followers, the lower the engagement.

So if a brand wants to enlist the help of influencers to promote its products, why go for individuals who have a low engagement rate, right?

Because of their celebrities’ status, macro-influencers are often managed by external teams. And you may also need to sign a legal contract to work with them. However, we do recommend that you always create a contract before starting work with any type of influencer.

Only a few posts and these influencers can give your brand value a massive boost. Their audience is spread over multiple countries. The only con of working with mega influencers is their tight schedule—you may need to wait for weeks before they free up some time.

Did we miss out on the type of influencers with followers between 50K to 500K? Yes, we did. They are mid-tier influencers. You don’t often hear them mentioned. In fact, in some cases, they are referred to as macro-influencers. But that’s because they are both pretty similar in terms of how to engage with their followers and their professional manners when collaborating with brands.

Afluencer will connect you with the perfect type of influencers based on their following, credibility, and expertise for your brand.

SIGN UP WITH AFLUENCER to start taking advantage of our top tools and resources to help you find the best social media influencer for your brand.

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A Guide to Influencer Tiers

Aaron Tylor — Tue, 09 Feb 2021 16:45:00 +0000

A glance at the subscriber counts, likes, followers, etc., of your favorite influencers, is enough to tell you that not all influencers are alike. Each one reaches different audiences and to differing degrees. This means that just because a micro-influencer has a smaller reach than a macro-influencer doesn’t mean that their audiences overlap.

This is crucial information for brands that are looking to leverage influencers in their marketing campaigns. Partnering with macro-influencers isn’t always possible, nor is it always ideal. For example, you can use micro-influencers to reach widely different audiences, and then let word-of-mouth spread more awareness. In any case, understanding the tiers of influencers is a critical part of figuring out who to partner with.

Here’s a guide to influencer tiers.

The Influencer Tier List

There are four tiers of influencers: mega, macro, mid-level, and micro. Here’s what each tier means and when and who should work with them:

The Mega Influencer Tier: Mega influencers refer to personalities with over 1,000,000 followers on a platform. We’re not considering followers cumulatively across platforms, since there’s a significant overlap between an influencer’s follower base across platforms.

These influencers are the cream of the crop in terms of reach and include personalities like PewDiePie, Kylie Jenner, or Chloe Ting. Since they’re so large, most don’t usually engage with their audience directly and are expensive to recruit. Working with mega influencers is good for one-off product promotions, as sustained work with them is expensive.

The Macro Influencer Tier: Macro influencers refer to personalities with between 300,000 and 1,000,000 followers on a platform. They have a fairly large and diverse audience, and they don’t cost as much as mega influencers. They’re also constantly trying to grow their audience, so partnering with them can pay dividends in the future.

The Mid-Level Influencer Tier: Mid-level influencers have between 50,000 and 300,000 followers on a platform. These are people who are likely to continue growing in the foreseeable future and will be willing to team up for sponsorships. Extended campaigns with them are financially fruitful and viable.

The Micro-Influencer Tier: These influencers have between 5,000 and 50,000 followers on a platform. Since they’re smaller, they typically engage directly with their audience and are very responsive. This loyal base means sponsorships are likely to have high conversion rates.

Regardless of which influencer you’re looking for, we can help. Get in touch with us, at Afluencer, to find the top social media influencers and various new influencer marketing programs.

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Collaboration With Micro Influencers

Brett Owens — Mon, 15 Apr 2019 19:51:46 +0000

Identifying the right influencer for your brand. That’s one of the first steps of creating the framework for a profitable collaboration. The number of influencers is growing every year. And the terms micro, mid-tier, and macro-influencer make the process easier and harder for brands all at the same time.

We want to help you figure out how micro-influencers work. And why they might benefit your company more. So here is all you need to know about this industry’s current state.

COLLABORATION WITH MICRO-INFLUENCERS, MID-TIER, MACRO-INFLUENCERS… WHAT’S THE DIFFERENCE?

After recognizing the amazing marketing potential of influencer collaborations in 2017, the influencer industry has become unstoppable. More and more people are joining up and gaining a following.

Of course, brands have jumped on this trend very quickly. Though sometimes being unsure which way to go. This can result in campaigns that just don’t get enough traction. You might have seen or even taken part in some of these. We know, it gets quite confusing when it comes to influencer partnerships.

There is no universal rule to separate the three main categories. However, micro-influencers are called the “everyday” influencers with anywhere between 3k-50k followers. On the other side, mid-tier followers range from 50k-500k. And macro-influencers have a following over that number, often reaching millions of people with every single post.

So, what does that exactly mean?

These numbers can show how well-known influencers are. But they don’t reflect on their follower engagement or how relatable and authentic their posts are. The two things are both super important aspects for brands. Because of their small following, micro-influencers have a strong sense of community. Where their followers are more than just “fans”.

Instead of constant paid content, their platforms are created with passion and have relatability. A quality that macro-influencers tend to lack once they hit their first million.

HOW TO CHOOSE WHAT’S BEST FOR YOUR BRAND

Having a huge pool of people to choose from may sound like fun. However, it can be tough to spot the perfect influencer from the thousands interested. Still unsure where to start? It’s okay. We’ve been there before. Just keep the following aspects in mind before reaching out to influencers:

Your goal with the campaign: Would you like to get your product name out there for as many people to see as possible? Or advertise your product/service to a smaller audience with a higher chance to convert? If you’d prefer to have your target audience learn more about the product. Rather than have millions of people simply scroll right through it. Then you’ll enjoy working together with micro-influencers.
Your collaboration type: Micro-influencers will more likely partake in interviews, commission-based sales, and become ambassadors. Rather than just promote your product. Thus, resulting in a long-term partnership.
Your budget: Macro-influencers can charge up to 10 times more than someone with a smaller following. If most of your marketing budget is spent on influencer campaigns, working with macro-influencers is a good shout. But for smaller start-ups with lower budgets, micro, and mid-tier influencers are the way to go.
Your audience: This relates to your goal with the campaign. For niche products, finding a micro-influencer with that very specific interest (rather than being the ultimate “lifestyle” influencer) can easily result in a more targeted campaign.
Your timeframe: If you are trying to roll out a partnership asap. You are less likely to face the problem of busy schedules or receiving an estimated waiting time of 2-3 months.
Authenticity: Another important aspect to consider is the setting you’d like to see your product in. With macro-influencers, the promotion type is obvious straight away. But micro-influencers can space out ads, making their social platform look more authentic.

THINGS NOT TO FORGET

Choosing the right influencer is half the job. Even when you found the perfect person to collab with, there are a few more details to consider.

Firstly, think outside of the box. We know, it’s an often over-used term. But having a creative approach will make the audience more interested in your brand.

Another point that can make or break collabs. Simply having a good, polite, and understanding partnership with the influencers themselves. Because of their platform, many companies think they are modern marketing machines. But in reality, they face the same everyday challenges as we do.

OUR THOUGHTS ON MICRO-INFLUENCERS COLLABORATION

After researching more and more, we see why Forbes calls micro-influencers the marketing force of the future. They have a committed audience who trust their reviews and are more like friends than fans. A partnership with them can also be beneficial for them beyond the financials. Such as experiencing how to work with a brand and building their portfolio of promotions. And making them more passionate about the project as well.

And last, but not least, they can be more approachable and budget-friendly. This is ideal for start-ups and brands who are just trying out influencer collaborations.

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