The use of influencers in marketing has grown immensely.
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When brands discover the appropriate influencers to collaborate with, they may earn more than five times what they spend on their collaborations.
Finding the right kind of influencers to help the company achieve tangible outcomes is the first issue. especially with five distinct categories of influencers available:
mega-influencers (think celebs) who have a following of one million or more
macro-influencers with a fan base of 500K–1 million
intermediate influencers with 50,000–500,000 followers
micro-influencers having between 10,000 and 50,000 fans
micro-influencers with a following of 1,000–10,000
Super Influencers
Mega-influencers, who have more than a million followers, are considered celebrities on social media and are thus very visible. They get a lot of involvement from their fans on social media sites where they are highly engaged. This is their main selling point and the reason they are so pricey for firms looking to use influencer marketing.
Points to think about: Although mega-influencers have a huge following, research indicates that as an influencer’s overall number of followers increases, the rate of engagement falls. The engagement rate on Instagram for influencers who have more than 10 million followers is 1.6 percent.
Big Influencers
Macro-influencers are those who have a somewhat smaller following (between 500,000 and 1 million). They might be athletes, celebrities, TV personalities, or thought leaders. Though not as expensive as mega-influencers, companies may expect a high price tag because they can use their reputation to garner followers on social media. With this kind of influencer, brands may still reach a wide audience, but they might not obtain the desired level of interaction. The previously mentioned follower to engagement ratio is to blame for this.
Points to think about: Brands tend to feel that material from macro-influencers appears more polished than that from micro- or nano-influencers. This could be a better fit for their audience and objectives for certain businesses.
Intermediary Influencers
Despite not having the celebrity status of some other influencers, mid-tier influencers are nevertheless a strong group of content providers who their fans trust. Compared to macro- or mega-influencers, this kind of influencer gives marketers a wider audience reach and somewhat higher interaction with audiences between 50K and 500K. Every post has polished yet relatable content that gives it a genuine and familiar feel.
Points to think about: Mid-tier influencers probably spent years moving up the ranks from nano-influencer to mid-tier influencer rather than using celebrity to propel them to the top. They have stronger ties to their audience and a great deal of expertise producing content.
Mini-Influencers
Despite having a far smaller fan base than mega-influencers, marketers typically view micro-influencers as having far greater engagement and trustworthiness. This is due to the fact that micro-influencers tend to be more specialized and have a close relationship with their following. Eighty-two percent of buyers are inclined to purchase a product that a micro-influencer recommends.
Points to think about: Compared to material from macro- or mega-influencers, micro-influencer content tends to be more genuine and less polished. Depending on company objectives, this might affect how successful a brand is with influencer marketing.
Influencers at the Nanoscale
Nano-influencers, who have the fewest followers, provide marketers with a moderate and likely more limited reach. But brands make up for lost reach with higher interaction rates. At 8.8%, nano-influencers have the greatest engagement rate of any kind of influencer. Working with this kind of influencer means that marketers can anticipate a different kind of experience because their content is hyper-authentic and tailored to the audience.
Points to think about: Brands with limited funds could wish to begin influencer marketing at the nano-influencer level because they are far more affordable than their higher-ups. While they develop their fan base and marketing collaborations, some nano-influencers don’t even charge businesses.