If you’re an active social media users, you must have come across posts by individuals trying to convince their fans to use a particular product or service. These guys are called Influencers, and they’re gradually creating an influencer marketing industry.
Influencer marketing focuses on using people who have large social media following to drive your brand’s message to a larger audience.
Types of Influencers
Celebrity Influencers: These are famous people who are popular in the show business, and are authorities in their field. This set of Influencers have at least 1 million plus followers.
Macro Influencers: This set of Influencers also reach millions on social media daily. In most cases, They are not really famous for anything but they create strong content online that attracts the public and have a strong online presence.
Middle Influencers: They are individuals who have attracted an audience of 50,000 to 200,000 followers. They don’t necessarily have the massive followers like other celebrities, but they equally have engagements and the power to influence their audience.
Micro Influencers: This is the lowest level of Influencers with followers between 1000 to 50,000, they have far fewer reach than other Influencers but they can not be underrated because the trust and close relationship with the audience is what works for them.
How to Choose the Right Influencer for your Brand
There are a whole lot of things to consider when choosing an Influencer to market your brand if you actually want to get a good return on investment.
When targeting Influencers, you need to carry out a research to figure out the best influencer for your brand. Numbers are good, but the most important factor you need to consider is relevance.
Imagine using someone in the popular in the fashion industry to promote a newly published book or trying to use a famous musician to market your food seasoning product. It definitely would not be noticed by your target audience.
Numbers are also very important in marketing. The higher the number of audience that can be reached, the better for the brand.
Engagement shows how interactive the audience are with the content posted by the Influencer. Do those audience respond, comment, like and share the content frequently/ What percentage of readers are returning? The level of engagement readers have with an Influencer, and how often they return are indications of how well your brand would be noticed.
An Influencer should also be able to drive action. Some Influencers can be lazy about driving action and this will be to the detriment of your brand. Make sure the Influencer engages with the audience well about your brand. The influence must be accountable and responsible enough to follow through with your plan.
There is a general misconception that celebrity Influencers will give your brand better results, but this is not true. It may even turn out to be a waste of money at the end. Macro Influencers and Middle Influencers perform better. They truly engage and interact with audience. They ask questions, request for briefs and are easier to reach in case of any change. They are more professional, generate opinions much more than a celebrity would.