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 in influencer collabs 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 that 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 a 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 to 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 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 own portfolio of promotions. And making them more passionate about the project as well.
And last, but definitely not least, they can be more approachable and budget-friendly. Which is ideal for start-ups and brands who are just trying out influencer collabs.