When you hear the term “influencer,” you may think of a celebrity with a massive following – the Kim Kardashians of the world. Someone who drives influence and can encourage all of their followers to buy-in to your product or service. But, influencing is much more intricate than this. There are many types of influencers, and which type of influencer a brand should work with is dependent on multiple factors – budget, ROI goal, and content.
Which is the most influential?
Nano influencers. Nano influencers see a higher engagement rate than mega influencers, making their influence more targeted. Their smaller audience sizes are more active and care about being connected in a community, making influencer recommendations more trustworthy and intimate. Authenticity is a non-negotiable on social media these days, and audiences can smell a paid brand deal from a mile away. Nano influencers may be more transparent and honest about the details of their brand deals – why they chose that brand, what they really think of the product/service, etc. which leads to their followers feeling that they’re getting a credible review.
However, for widespread audience awareness, a nano influencer may not be the way to go. There is no one-size-fits-all for influencer campaigns, so it’s important to measure ROI metrics that you are wanting to achieve before hand-picking which influencers you want to use to help promote your brand. For a major brand like Nike – working with macro and mega influencers makes sense, as the brand is obviously an established name that has the budget to work with influencers who can help share widespread awareness. However, for smaller brands who are working with tighter budgets, using multiple nano or micro influencers can be more cost-effective than a single mega influencer, as well as spread more targeted awareness.
As we delve into this influencer break-down series, you can expect to learn more about the five influencer tiers, the pro’s and con’s to working with each of them, and behind-the-scenes insider information from our very own talent agents and creators on the unique experiences within each tier.