Influencer marketing has a unique place in the market. It has established it’s worth and yet many brands are hesitant about working with influencers
To an extent I understand why. You might have already read my story and struggles with influencers as well as being an influencer, which eventually led me to join Woomio. However, in addition to the time consuming aspects of finding influencers it is also a field that is constantly changing. More so than ever now, where people preach one right way of doing influencer marketing whereas others preach it differently. The truth is, there is no right way to work with influencers! There are many ways of doing it wrong though, but let’s save that for another time…
The 3 types of influencers
At first, influencer marketing can seem like a hard thing to master. However, if you know the differences between influencers and how they each serve a purpose you can start building your strategy. So, what I will share with you today is the different types of influencer segments. On top of that, I will give you the ways in which to engage with these influencers, because believe me, they are different!
Size-wise you can segment influencers into 3 categories: Mega influencers, Macro influencers and Micro influencers. To make this a bit more tangible you can visualise them as a pyramid (as seen above): Mega influencers are on top since they are the rarest, Macro influencers are in the middle since they are a bit more accessible, and Micro influencers are the most common therefore found at the bottom.
Who: The mega influencers can be categorised as artists, actors, YouTube- or social media stars. They’re the cherry on top and with their massive reach you can almost kickstart any campaign in this segment! However, it can often be pretty hard to get mega influencers as part of your campaign unless you offer a big load of money. For many companies these influencers are not feasible, but if you can afford it I definitely recommend using them. Don’t be scared though and think that you cannot do influencer marketing without them. I personally know a bunch of great examples where an influencer marketing strategy has started with micro influencers and worked it’s way up to become mega influencers. It’s a matter of budget, strategy and execution.
But be aware, these days some mega influencers lose credibility with their audience. Mostly because they say yes to way too many different brands and hide the fact that their testimonials are sponsored. So, choose carefully.
How to engage: Offering money is the easiest way to go. You might spend a lot of time trying to approach them with several PR-techniques, but unless you are the new Mandela on some ”save the world”-crusade, you will most likely end up spending money. The simple fact is that most mega influencers have an agent, so everything is handled very professionally. Make sure that you agree on a deal that prevents you from drowning in other sponsored posts and make sure your product is naturally implemented in the influencer’s feed. Audiences can see right through campaigns where influencers simply pose with the product and pretend it’s their new favorite thing.
Who: macro influencers are the people who are a bit more cool than the rest of us. It can be bloggers, Instagrammers with a large following (this varies from country to country but a macro influencer usually has more than 5.000 followers), executives or journalists. In other words, professional influencers. While I always recommend to offer macro influencers money… I mean hey, this is people who often have this as their job and who actually spends a lot of time marketing your brand. However, sometimes that’s not always required. Furthermore, most macro influencers are a bit more accessible than mega influencers.
How to engage: I know a lot of companies that start engaging on Instagram or other social channels, but I always recommend to “cut the bullshit” and write an mail – offering a way to collaborate. Why? Macro influencers are a popular segment, so these guys are every single day getting comments, mails, likes, etc. from companies like you. So, treat them as professionals, be personal and be upfront about what you want and what you offer! Depending on the size of the influencer, he or she may have an agent that helps with everything from building a creative campaign to making sure it’s executed properly. It is usually a good thing to listen to their ideas since influencers know their audience best.
Who: micro influencers is the average person who either is an existing customer or could potentially become one. It can also be employees within the company. Micro influencers can sometimes be forgotten in companies influencer strategy, which is kind of sad. They can move mountains as long as you spend enough time finding the right influencers and engage them properly. You might think you already got this segment covered with your expensive CRM-system, but actually it can be extremely valuable to mix your micro influencer initiative between loyal customers and potentially new customers. Did you know that recent studies have shown that micro influencers sometimes generate up to 3 times higher CTR than “rented influencers” from the other two segments? In other words, this segment is ‘mucho importante’.
How to engage: This is often the most loyal base, because they don’t expect much more than an outreach, a comment or a like. However if you’re smart, build an army of brand ambassadors around your brand with these influencers. Let them be the first to try your products every time something new is launched and invite them to events. By making them feel special the outcome can potentially be beyond imaginable.
Since there lives a sleazy little marketer in me and you’re properly already sweating over the hassle of identifying the right influencer for your brand within each segment, I will of course recommend you using Woomio. With more than 500.000 influencers from all over the globe and more to come everyday, there are plenty to choose from. Simply find the most relevant influencers by using branded keywords or narrow down your search by finding the most active influencers in certain areas. Obviously, you can also do all of this manually with spreadsheets, faulty analytics and relying on your gut feeling… didn’t think so.
Find success with influencer marketing
Let’s finish this introduction to different segments of influencers with some concluding remarks. There have been great examples of influencer marketing cases where the brand has started out by only using 1 or 2 of the influencer segments. There have also been examples of influencer strategies that started at the bottom and moved it’s way up the top and vice versa. It really doesn’t matter who you start with, but how you start. Finding relevant influencers is crucial, so what really matters is making sure your branded message seems authentic and fits with the influencer’s audience.