The right type of influencer for your campaign depends on your marketing objective, budget, preferred social media channel, and target audience. Here are a few options that you might want to consider when choosing the right type of influencer in 2021.
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 following. Their audience is usually very specific and works only for brands that are targeting a niche market. Although these influencers don’t have a high engagement rate, they are still credible and have a following that is interested in their content.
Another major advantage of partnering with a nano influencer is their ability to collaborate for low-budget campaigns. You might not even have to pay them to run your campaign. Just sending them the product will do. Being an influencer isn’t their primary job so they might not have the right resources to create a very attractive and aesthetic post for you.
Micro-influencers have a following ranging from 5K to 50K. These types of influencers are more resourceful option compared to nano influencers and are seasoned experts in their field. Micro-influencers usually specialize in a single domain, i.e., travel, fitness, food, or lifestyle. They also have high engagement rates and usually respond to comments on social media more often. This enables them to answer any questions about your product/service.
Micro-influencers have a staunchly dedicated audience that trusts their opinion. Their audience is fairly active across all social media platforms and checks their posts routinely. Therefore, the audience’s brand exposure is a lot more successful.
These types of influencers are comparatively more expensive than nano influencers but definitely not as much as top influencers.
Mid-tier and mega influencers
Mid-tier influencers with a following of 50K to 500K are known to work for top-tier brands such as Loreal, Sephora, and Maybelline New York. Mega influencers are the type you’d find having over 500K followers and are literally considered celebrities.
The cost of working with both of these categories of influencers is very high. External teams manage them, and you may also need to sign a legal contract to work with them. 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.
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