Anytime you may plan to run marketing campaigns with influencers. You already know that influencer marketing is one of the most profitable marketing channels. You've set a budget and started planning your campaign.
Now you want to know how to make the most of your money and maximize efficiency and return on your promotional investment. You need to find the right influencer and plan your strategy to make sure each of your money is used properly.
An influencer is a term that has begun to be used in recent years to classify many followers on social networks. There stood the "celebrity", the official figure. Also the entertainer, the artist, the athlete, and other personalities. All this is widely recognized in real life and debuted in WebWorld 2.0. But, according to some studies, micro-influencers have been made public due to the need for niches and brands in the market.
How much you spend on your campaign depends on how you work with influencers. You have several options. You can go with macro-influencers, who have extensive access and are usually charged thousands of dollars per post. Or micro-influencers, who arrive in small quantities but charge hundreds of dollars only for sponsored posts.
What are influencers?
An influencer is not a celebrity, although there are celebrities who have suddenly become influencers. This new profession according to digital marketing strategies. It refers to people who work a lot on their social networks in a commercial way. And they have created a personal brand from their profile.
The word influencer means who can influence others with class. Their figure makes their opinions and giving through the network have credibility on the topics in which they are specialized. In short, an influencer is a person who can make your business get more reputation and visibility online.
Who are Micro-Influencers?
Influencer Marketing is a new trend where the brand can lead their service to the audience. It can present the person who is able to grab people's attention and start conversations. Regardless of the purpose of the business, it is somewhat fertilized on social media.
Naturally, groups interested in themes, lifestyles, services, or products are formed in these social ecosystems. Influencers play an inspiring, empowering, and reliable reference role. Then comes the creativity with which a marketing technician combines these and other elements.
These keynotes set it apart from other influencers:
- They specialize in digital media where they maintain a high level of interaction with passionate and committed communities.
- They focus on a specific subject over which they show great authority and a reference for their followers.
- The number of followers is important. But it is secondary to the degree of affection and the relationship of empathy that it has been able to establish with its target audience. There is already room for a micro-influencer to run the strategy from a thousand followers.
- The scope of its content is limited but it provides a very high percentage of performance.
Promotions with these influencers are raised from the first moment without trying to maximize results. Commercial overflows venture their core assets: trust. Thus, a well-planned collaboration that can be spaced over time has been imposed.
The combined action of several micro-influencers produces a very interesting alliance and a significant step. Increasing the rate of variables is a sure sign that the right action is being taken.
There is also the risk of harming the right kind of influencer or expanding their skills to offer a business.
Who are Macro-influencers?
Typically these types of influencers are persons that have a lot of followers, from> 100,000. If they can cover the level then they are already counted as macro-influencers. Before, celebrities not only had the ability to reach a wider audience. But with the rise of social networks this scope is expanding. At the same time, keeping the path of new social media personalities helps influence marketing brands to become more convenient.
These keynotes set it apart from other influencers:
Promotions with macro-influencers are defined by a significant investment involved for BRAND. It is true that they allow you to have more control over the campaign, choose the right person, and give specific directions. Other highlights are:
- Its reach is greater
- Has a wide audience
- Less time to select and manage them
- Lower risk of fake followers or engagement
- A higher level of professionalism
One of the flaws we find when working with influencers in this department is the high cost and there must be a PR agency to handle them. The price of a piece of content will depend on the condition of the influencer. But it can be around 2000 to $50,000 (published on social media today).
For example, world-famous footballer Cristiano Ronaldo from Real Madrid. Cristiano Ronaldo reportedly earned $36 million for Nike in 2016. But with 238 million followers on his Facebook, Twitter and Instagram accounts, earning $13 million. Ronaldo has approved Nike products in 59 posts in the last 12 months (Hookit).
Another big problem is the lack of confidence they can generate. According to a survey, only 3% of consumers were influenced by celebrities in their product purchase decisions.
Promoting a product on a celebrity's social accounts often seems unnatural. So users don't trust the content much and are doubtful about whether the influencer actually uses the product.
So who should you go with?
The key aspect of a well-influenced campaign is that it should feel authentic. Influencers take the message of the brand and show it to their audience on their terms rather than acting as a spokesperson for the brand.
It is important that brands seek professionalism and expertise. Micro-influencers often strive for higher engagement rates, but this is not always the case. How a micro-influencer treats branded content and how their audience responds to their posts is important to stay out of the number of followers.
There is no one-size-fits-all approach to effective marketing. And different campaign goals consider working with different types of influencers. We emphasize that depending on the quality of an influencer if an influencer has 50,000 followers or 5 million, brands should always try to work with people who create quality and protective work for brands that make fans useful.
What you should always keep in mind when hiring the services of any of these influencers is:
- that their profile fits the brand,
- that they have feedback with their audience,
- that they are constant,
- that their content is original and
- that it is professional.
You must bear in mind that the type of influencer you choose, authenticity is the most important thing.
Whether you're a startup, a small business, or on a tight marketing budget, micro-influencers can offer the best for your money.
That doesn't mean you should avoid working with macro-influencers. If you have the budget and can find relevant macro-influencers for your campaign, go with them. You can partner with them instead of, or beside, micro-influencers. But if profitability and high return on investment are your top priorities, you should focus your efforts on micro-influencer marketing.
Do you have any questions about the points covered here? Or would you like to share some more tips on working with micro and macro-influencers? Feel free to leave a comment below. If you need an agency to help you build a digital marketing plan for your business, contact us without obligation.