Contributed by Chris Jacks, director of progress technique for HireInfluence, the place he analyzes and adapts to the ever-changing influencer advertising and marketing trade.
In 2020, the Instagram influencer market dimension throughout the globe surpassed US$2 billion. Different platforms equivalent to TikTok are additionally steadily growing in recognition amongst entrepreneurs. In 2020, TikTok’s preliminary influencer rely was 35,500 however later leaped to over 106,000.
With influencers in numbers of that magnitude, there are loads in each area of interest! That’s excellent news for manufacturers and entrepreneurs who’re in search of influencer partnerships to boost the impression of their social media methods.
It’s essential to pick the proper influencer on your model and particular marketing campaign aims. However that’s simpler mentioned than finished.
Welcome to the entire cheat sheet on the various kinds of influencers and which is finest on your particular marketing campaign. Let’s dive in!
What’s an influencer tier?
Influencer tiers are designated by an account’s follower rely. Whereas follower rely is on no account the one metric to contemplate, it’s a straightforward option to categorize content material creators.
Following are the frequent influencer tier benchmarks categorized by variety of followers:
- Nano influencer = 1,000 – 5,000 followers
- Micro influencer = 5,000 – 20,000 followers
- Mid-tier influencer = 20,000 – 100,000 followers
- Macro influencer = 100,000 – 1 million followers
- Mega influencer = 1 million+ followers
Why use totally different tiers of influencers?
It’s not so simple as simply choosing a tier and operating with it. Not each tier is related for each technique or goal. Different issues equivalent to achievement capability and target market threshold additionally think about.
In 2021, Statista carried out a world survey amongst advertising and marketing businesses and types in reference to their advertising and marketing methods. They found that over 52 % of respondents said that their organizations labored with as many as 10 influencers, and 6 % mentioned they labored with over a thousand influencers.
Through the use of a mixture of influencers, you open your marketing campaign to reaping the advantages of a number of forms of influencers.
A complete have a look at totally different influencer varieties
Mega influencers
A mega influencer is a content material creator who has amassed greater than 1 million followers on anybody social media platform. Typically these accounts belong to celebrities, TV personalities or different well-known people who find themselves extra common than influential.
- Campaigns finest for mega influencers: Mega influencers get quite a lot of consideration on-line, however as a result of their standing and the sheer variety of folks of their sphere, engagement is usually very low. A mega influencer is an effective match for model consciousness and visibility campaigns.
- Discovering and dealing with mega influencers: The place there’s a platform, there you’ll discover mega influencers. Nonetheless, Instagram, TikTok and YouTube are the strongest contenders. A mega influencer who’s a real and avid content material creator is more likely to have a group of creatives and account managers, or they are going to be related to an influencer advertising and marketing company.
Macro influencers
Macro influencers are outlined as these having between 100k+ and 1 million followers on a single platform. With numbers that prime, engagement will probably be on the low finish, however attain will probably be vital.
- Campaigns finest for macro influencers: These are the content material creators who strike a fragile stability between social media fame and being an skilled of their market. Cheaper than a mega influencer, a macro influencer is a superb match for a model consciousness marketing campaign to get a powerful attain and extra eyeballs to raise the notion of your model.
- Discovering and dealing with a macro influencer: Macro influencers are on each platform, however keep watch over Instagram, Twitter and TikTok because the strongest. A macro influencer could have quite a bit occurring behind the scenes and is probably going working with an influencer advertising and marketing company.
Mid-tier influencers
In a research carried out by Statista, this tier of content material creators accounted for 26.8 % of all forms of influencers. They’re additionally the second hottest class of influencers on Instagram and have a follower rely between 20k and 100k.
- Campaigns finest for mid-tier influencers: In case your model wants a credibility enhance with a facet of engagement, a mid-tier influencer could be the most fitted match. With mid-level followers, this tier of influencer can nonetheless supply large attain in addition to a depth of connection.
- Discovering and dealing with a mid-tier influencer: As soon as once more, we spotlight that Instagram stays the preferred influencer platform, however it begins to diverge at this stage. Mid-tier influencers will be discovered on Fb, YouTube, TikTok, Pinterest in addition to Instagram. These accounts are nonetheless rising, and creators are keen to barter and work arduous.
Micro influencers
Statista estimates that micro Instagram influencers with 5,000 to twenty,000 followers account for 47.3 % of influencer accounts worldwide. Meaning most influencers fall into this class.
- Campaigns finest for micro influencers: A micro-influencer is a superb match for small to medium budgets in search of a extremely niched marketing campaign to drive conversions and gross sales. Providing among the highest engagement ranges, micro-influencers garner sturdy belief amongst followers.
- Discovering and dealing with a micro influencer: Fb, Instagram and YouTube are the very best locations to hunt micro-influencers. These creators are almost certainly solo operations, although some are related to an company.
Nano-influencers
With greater than 1,000 followers however fewer than 5,000, these are your on a regular basis content material creators, not professionals.
- Campaigns finest for nano influencers: Rent a nano-influencer for a small marketing campaign to safe excessive credibility on your model. Nano influencers could have the best engagement as a result of these creators talk immediately with their followers and make genuine connections.
- Discovering and dealing with a nano influencer: Begin with Pinterest, Instagram and Fb to seek out nano influencers. Make sure to totally interview your influencer and clearly talk expectations all through this course of.
