When companies first enter the world of influencer marketing they tend to believe that “bigger is better.” In other words, they believe they need top social media influencers in order to truly get the benefits from this marketing strategy. This just isn’t true. Here’s why you should drop your celebrity influencer dreams, stop sifting through “top influencers lists” and set your sights on micro-influencers instead.
Social Media Influencers and Their Different Forms
There are two primary types of social media influencers: micro- and macro-influencers. These are broken up usually by follower count and impressions made. The larger the influencer’s platform, the more likely they are to fall into the macro-influencer category. Although this may sound like the ideal target for a brand, large follower counts come with a hefty price tag for promo. Not only are they more expensive, but they also might not reach the target audience your brand is aiming for. This means if you’re trying to partner with multiple influencers to promote your product, you’re going to be looking at a major budget change.
Micro-influencers, on the other hand, are ones who have a smaller number of followers (in the 5,000 to 25,000 range) who are very engaged. These users offer great insights into how young generations respond to promotional content from everyday people rather than celebrities. People tend to trust micro-influencers more, too. They’re also a more cost effective option, giving a brand the ability to partner with more of these influencers as opposed to only one top influencer.
Diversifying an Influencer ‘Portfolio’
When making business investments, you don’t invest large amounts of money in a couple assets. Instead they diversify over a large portfolio for a better, less risky, return. This same concept can be applied to influencer marketing. If you put all your eggs in one basket, you might have a successful campaign; but more often than not, you will be left disappointed with the range of content. For the cost of one large influencer, you can work with many smaller influencers (which turn out to have a more engaged audience and targeted reach).
With multiple people promoting your product, it helps show it as favored by relatable people from all walks of life, not just one big personality. Think about how much more credibility you would gain if hundreds of smaller influencers promote your product rather than just one single macro-influencer. People trust people they can identify with and feel close to.
Micro-influencers present an interesting niche that can really help grow a brand where celebrities fall short. These top social media influencers just won’t provide the authentic engagement that smaller influencers are able to provide. To find out more about how Statusphere can help connect you with micro-influencers fit for your brand, click here.