Influencer marketing strategies are no longer a fad. Look no further than your different social media platforms to see brands collaborating with content creators who have built a voice and a following within their niches.
These content creators use their influence, the trust and credibility they have built with their followers, to facilitate a connection between brands and their target that they wouldn't have been able to achieve otherwise.
However, not all influencer strategies are created equal. A content creator with a huge following might seem like the best strategy, but it doesn't always translate to a successful campaign. It might reach more people, but the message and the interaction won't be as genuine.
Every brand has different needs and objectives, like promoting a new product, building awareness or generating leads, and just like marketing strategies will vary depending on the goal, so should the influencers who participate in the campaigns.
Not every influencer will be well suited for every campaign, because each content creator is different personally and professionally, and they occupy different spaces and speak to different audiences. All this means is that brands should take care to pick an influencer that fits in with their target audience and will be able to achieve their specific goals.
Types of Influencers
They have a relatively small audience, between 5,000 and 10,000 followers, who they are intimately connected to. For this reason, the level of influence is really high.
Nano influencers bring a high level of trust and credibility. Their lack of "large" followings works to their advantage by making their recommendations more natural and genuine; their followers are less skeptical about sponsored content from their account.
Nano influencers are a good option to diversify your marketing budget by investing in several different verticals, instead of buying content from one celebrity influencer with a large following.
Present in almost every industry, they are defined by their passion and specialization in niche areas, such as cooking, traveling, and fashion, that they share with their audience.
Since they are highly trusted by their followers, their engagement is usually quite high, while their reach is intermediate.
Micro influencers are people who already have a place established within "their side of the Internet". Their value lies in the quality of the content they generate.
Working with groups of micro influencers is the best way to achieve the highest possible ROI: achieve a high reach with multiple micro influencers, while maintaining higher levels of engagement.
If your goal is to achieve high engagement without sacrificing reach, your strategy should include a group of micro influencers.
It is not necessary for an influencer to have millions of followers to be valuable. Because, generally, the more followers you have, the lower your engagement rate will be.
The big leagues: they're not just influencers, they are professionals in their respective area. They are specialized and have managed to cultivate and maintain a loyal community, although this audience won't be as segmented and is probably international and with varied interests.
They stand out because they are experts in their field and speak with confidence. They are typically highly respected by their colleagues too. In order to communicate with them you'll typically have to deal with a third party, a manager for example.
This type of influencers will not only generate trust with their audience but they will also provide creative and outstanding content that will help differentiate your brand from your competition.
Public figures, movie and TV stars, the Kim Kardashians of the world. They may have built their follower base online or off. They may have an enormous audience but they are most probably not digital natives and their content might not always be the highest quality
They have great reach, but this does not necessarily translate into credibility or high engagement, since their massive audience makes personalized interactions impossible.
You should be very careful if you choose to collaborate with celebrities. There's no argument that this will position your brand in front of millions of people, but it will also be linked to the reputation and public behavior of this famous person.
What influencer will work best for my campaign?
Finding the right influencer requires a deep knowledge of your brand and a marketing plan with solid foundations.
This is why you should establish clear objectives, set your budget and analyze what is best for the brand: a high level of trust, influence and engagement or a large reach?
Because of this, it's essential that you know your target and the image you want to project: who are you trying to reach and how do you want them to recognize you?
For example, in case your brand is already consolidated and what you are looking for is to make a new product known, you can leverage a celebrity and it could be extremely beneficial. But if your brand is younger, you can get better results with the nano or micro influencers in order penetrate the market and start generating presence.
And always remember, if you change your goals, the type of influencer chosen can change or even be combined to increase the ROI of your campaigns.