Digital marketing through influencers is the most sought-after strategy to scale businesses. Influencers have revolutionized the horizon with which businesses market themselves. But along with it, many complexities have also emerged. For instance, influencers work in their specific niches, and it has become quite difficult to determine what type you would need to improve the marketing.
The influencers seem to have a very glamorous life, and many have quite an impressive fan following. But should the company be impressed by the glam? I suggest that for any business, the primary concern should be collaborating with the right influencer.
5 Types of Influencers by Count
Mega-Influencers
The mega-influencers have more than a million followers and have the highest visibility on social media; they are considered celebrities. People love to see and engage with their content when they post on their social media pages or accounts, ultimately developing a very organic bond with their followers. Whatever these celebrities do, people love to copy it, and this becomes the reason for these influencers being very expensive.
However, this type of influencers might not be the best in the long run. That’s because studies show that after a certain point, the rate of engagement starts decreasing.
Mega influencers are effective in advertising your products or services to the masses, even to those who are not your targeted audience. In simple words, mega influencers are useful for creating brand awareness.
Macro-Influencers
Macro-influencers have followers between half a million to one million. Generally, those who fall in this category are usually celebrities, athletes, motivational speakers, industry leaders, or TV persons. Many marketers believe these influencers are among the viable options for generally advertising your brand. That’s because (although they charge hefty sums) their engagement rate is low due to a massive number of followers (general audience)
Still, these influencers are the right ones to go if you want to create brand awareness or advertise your products or services in general. In other words, new or less-known businesses can grab attention through macro influencers.
Read also: What’s the value of your brand?
Mid-Tier Influencers
These influencers may not be considered celebrities, yet they successfully garner people’s trust because people can easily relate to them. Influencers with 50k to 500k followers lie in this category. These influencers charge less than macro or mega and have higher engagement rates than both. These features make these influencers very powerful and impactful.
The content that the mid-tier influencers post is very authentic and is only polished to the extent that it still looks genuine. Another mentionable characteristic is that they have spent years climbing up the influencers’ ranks, making them very organic.
Micro-Influencers
Micro-influencers have a very limited fan following as compared to the three types discussed before. Despite having a low fan base, the engagement and the effectiveness are massive. Micro-influencers develop a trustable relationship with their followers through their powerful and engaging content.
A peculiar character of micro-influencers is that they are very niche specific, which makes them effective for advertising your services or products. Statistics show that 82 percent of consumers tend to buy the product that a micro-influencer recommends.
The only shortcoming this type has is the relatively low professional outlook. This might be an issue for a few companies, but many focus on the authenticity in which they are best.
Nano-Influencers
The nano-influencers are the ones that may provide the lowest reach, but they have a highly engaged social media following. Brands that need to engage at a very particular level choose the nano-influencers. Most importantly, the engagement rate is a whopping 8.8 percent. The content that these influencers produce looks very authentic and is highly personalized because they usually promote products they love.
The best thing about the nano-influencers is that they are cheap to hire despite having good engagement rates. Sometimes, some influencers don’t even charge; they rather collaborate to get partnerships with the brands. Moreover, they are a very effective tool for product testing.
Last line
All in all, influencers are the key marketers of the present era. Any marketing strategy to scale the business must consider advertising through influencers. Some types of influencers are useful to create brand awareness among the masses, while others are useful for targeting a very specific audience. Therefore, businesses must have clarity on what outcomes they need and then decide which type of influencer suits them well.
