Marketing Influence: Everything You Need to Know Part 5
Different profiles of influencers: Types of Influencers
Depending on the size of the influencer’s followers’ network, there are four main types of influencers:
- Nano-influencers: have fewer than 1,000 followers.
- Micro Influencers: They are influencers with a profile of subscribers below 10,000. Although they have few subscribers, they are appreciated by their community, with which they maintain a strong proximity through a daily, long-term dialogue.
- Micro influencers are often experts in a niche topic and are increasingly sought after by brands for their authentic contact with their communities.
- Macro-influencers: often experts in a specific field of activity, they are influencers with a community of more than 10,000 subscribers. Their publications are of quality in terms of content and often concern the latest trends. Their hearing is much more engaged and close to their interests.
- Mega-influencers: also known as stars or celebrities, these influencers are very popular – they are well-known personalities of the general public. Their posts stimulate a lot of likes and comments (thousands) and their life makes you dream. This category of influencers has less direct contact with their followers, which can be explained by the density of their network. Getting in direct contact with this type of influencer can be challenging.
How to choose an influencer?
The choice of influencer should not be based solely on the number of followers. Some categories of influencers may match more than others depending on the marketing objective to be achieved.
To recommend a product, you have to target passionate consumers. To do that, you have to turn to nano-influencers.
Nano influencers often aspire to expand their subscriber network, attracting new followers – they need interesting content. Therefore, this category of influencers does not hesitate to make several posts for 1 product, pretending to be sponsored by a long-term brand. Some of them are even ready to post content for free.
Major brands, such as Johnson & Johnson, disappointed by a low return on investment after working with a macro-influencer, are increasingly turning to nano, micro and mid influencers. For the launch of the Clean & Clear campaign in 2019, Johnson & Johnson chose influencers who are not well known but who are known for their authenticity to the public. This campaign has helped boost Clean & Clear sales by 19% since its launch in February 2019, according to the mark.
To improve the credibility of a product, the best choice is to turn to experts – micro influencers. To mediate, to mid influencers, who are rising stars of digital marketing.
Disadvantages of a macro influencer:
- A share of inactive subscribers;
- The cost: Influencers followed by 1,000 followers charge about €12,000 for the Instagram post, which is close to the price of an ad in Vogue;
- Many controversies, as macro-influencers have made this their only source of income, some are accused of being influenced by brands in relation to posted content.
Benefits of using a micro influencer:
- Influencers with small communities have better contact with their followers;
- Their publications can generate a better engagement rate (more likes and comments).