The rapid
rise in influencer marketing has brought a huge shift to the advertising
strategies of brands on social media. These brands have realized the value of influencer
marketing in increasing awareness, reaching out to new audiences, improving
their brand presence and most importantly, boosting sales conversion.
Influencers
deliver messages directly to your audience and you don’t have to worry about Ad
blockers when you advertise through them!
But
choosing the right influencer is not that easy. Engaging an influencer with the
highest number of followers does not guarantee a better result. Many digital
marketers are cracking their head over this.
Firstly, you need to understand there are two types of influencers, Micro & Macro, and Instagram is their playground.
These group
of people might be within your circle as in your friends, colleagues or even
neighbours. They usually have a smaller number of followers on Instagram,
usually ranging from 1000 to around 100,000.
Do not let
the numbers mislead you as Micro Influencers are known to have better
engagement rates than Macro influencers because they are still able to build a
personal relationship with their audiences.
This is also because they have a personal story to tell or share with their followers. Whether it is something they are wearing on that day, a chocolate cake they are eating or a cosmetic product they like, their story resonates pretty well with their followers.
More about
Micro influencers…
• They
don’t cost as much as macro influencers and are suitable for most brands
• You get to
target a new, niche audience
• Better
engagement and conversion rate
• You can
actually work with multiple influencers at the same time
• Plenty of
Micro influencers out there and they cannot demand high rates due to the
competition
However, you have to be aware that Micro influencers can be inconsistent, and specific audience targeting may not work. In addition to that, you may not have a lot of control over the content produced.
Macro Influencers
These guys are the big fishes in the pond. Macro influencers average at least over 100,000 followers. Traditionally, celebrities are the only ones with a vast fan base. But with the evolution of social media, there a plenty of other personalities with a massive number of followers. Some even eclipse certain celebrities.
Typically,
you pay big bucks for Macro influencers. Here are some reasons why brands look
out for Macro Influencers:
• High
level of professionalism and work ethics
• You get
to have strict control over the content you wish to publish
• They have
vast number of audiences. Hence, a wider reach
• You only
need one influencer instead of searching for a few Micro influencers to get the
same message out there
The downside to working with Macro influencers is definitely the cost because they are probably represented by their management team or a hired agency who will set the price.
Time
To Choose. But How?
The most
important step is to do in-depth research before collaborating with an
influencer. This is to ensure you have the right influencer lined up for your
marketing campaign.
Picking the
wrong influencer can be damaging for your brand, especially if the particular
influencer lacks credibility among his or her audience.
Similarly, you need to narrow down your campaign objectives. Are you trying to create awareness? Or are you targeting more engagement? Or probably you want more reach?
If you have
a big budget and want massive reach, aim the juggernauts of Macros influencers
– the celebrities themselves. They will ensure you get a broad reach and the
engagement your brand needs in no time.
Whereas if
you are equipped with a low budget, you can always target multiple Micro
influencers at the same time and do a bit of bargaining to get the most out of
your budget. Micro influencers are the best option if you’re looking for
efficient consumer conversions.
But
remember, once you have chosen the ideal influencer for your campaign, it is
imperative you monitor their performance and your campaign analytics.
If you are
still having a hard time finding the right influencer for your business, take Adqlo for a spin. The simple yet smart platform
enables you to study the hashtags and posts published by relevant influencers.
Shortlist
and pick the one that resonates the most to your marketing needs.
Comments ( 0 )
No Comment Available