The Different Types of Influencers
The range and type of influencers have grown, to the delight of consumers and brands. User-generated content is a gold mine for marketers.
An essential marketing tool in recent years, influencer campaigns are on the rise. But in just 3 years, the concept of influencers has evolved enormously. A few years ago, you had to be a celebrity or be followed by an army of subscribers to be approached by brands. In 2018, the situation changed. Each internet user can instill influence on their scale and trigger a purchasing act from their online and offline networks.
The spectrum of influence marketing has, therefore, widened. Formerly focused on the mega and macro types of influencers, marketing departments are now interested in less popular profiles but more targeted and very engaged audiences. These pickups and nano-influencers are increasingly attracting brands and are changing the way companies communicate with their customers.
So, how do you differentiate the types of influencers? What are their characteristics? How does influencer marketing impact on the business? And how to work with the different types of influencers? This blog highlights all this and more.
How to Select the Right Type of Influencers?
Mega influencers
Audience: 1 million +
Visibility: 4 stars
Engagement: 1
Conversion: 1
According to a survey by Collective Bias, only 3% of consumers are influenced by celebrities to buy a product. Another problem to highlight: the lack of credibility with consumers from celebrities.
For consumers, seeing a celebrity promoting a product on their social networks is not authentic. They, therefore, tend to rely less on the content of sponsored celebrities, questioning their actual use of the product. The problem is often encountered by brands that collaborate with micro-influencers who have comparable follower communities.
Here are some advantages of working with celebrities and mega types of influencers:
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Attracts attention and makes the brand identifiable and recognizable
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Establishes demographic and geographic positioning
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Revitalizes a brand or can counterbalance a tarnished image
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Increases media coverage and brand recall value
Macro influencers
Audience: up to a million
Visibility: 3 stars
Engagement: 2
Conversion: 1
Macro-influencers are characterized by their large community (at least more than 100,000 followers). Previously, only celebrities were privileged to reach a large audience. But social media has allowed the emergence of new online personalities with remarkable reach and influence. From there developed influencer marketing, used more and more frequently by brands today.
Why work with them?
While working with these types of influencers involves a significant investment, brands are more empowered to select a good influencer and provide them with specific instructions, which gives marketers more control over their campaign.
Here are some advantages of working with a macro-influencer:
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A large audience which results in a significant reach
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Save time compared to selecting and micromanaging a larger number of influencers
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A higher level of professionalism
Micro-influencers
Audience: 10,000 – 50,000
Visibility: 2 stars
Engagement: 3
Conversion: 2
There has been increasing interest in working with micro-influencers. They are recognized as those who not only have a higher audience engagement rate as compared to macro-influencers but are also capable of developing close relationships with the company. This trust and faith among the community are the base of their influence. The audience considers the content from these types of influencers, whether sponsored or not, to be authentic.
Why choose micro-influencers:
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Their lower investment cost makes them more accessible to more brands. It is possible to work with several influencers at the same time
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Brands can reach new niche audiences
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Higher conversion rate
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The ability to generate sales growth
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more authentic and natural content
If it’s a question of authenticity, collaborate with a micro-influencer. Unlike macro-influencers, micro-influencers inspire confidence and authenticity. In fact, a study by Collect Bias suggests that 30% of consumers prefer buying a product that was promoted by an influencer and not a celebrity. There has also been a 20% conversion rate improvement for brands that collaborate with micro-influencers. This is obvious since our audience is more influenced by word-of-mouth. Statistics indicate that 86% of consumers trust their close friends, 39% trust acquaintances, and 31% trust influencer recommendations for a product or service.
Nano influencers
Audience: 1000 – 10,000
Visibility: 1 star
Engagement: 3
Conversion: 4
Tired of traditional advertisements, deceptive marketing messages, and sponsored content, consumers are looking for authenticity. 87% of consumers say they consult customer reviews and are influenced by their peers in their purchasing process. Why not use these customers as your influencers?
Here are some advantages of working with a nano-influencer:
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They know your products, have tested them
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They have identified the strengths and shortcomings of the products
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They do it out of interest and not because they are paid for communicating their opinion.