Influencer marketing is at one of its highest peaks in the digital beauty world, with…
Are you looking to find the best way to gain new followers, obtain greater engagement, or sell more products? Then we are sure you’ve already considered working with influencers and micro-influencers. Influencer marketing is currently the fastest-growing online customer-acquisition marketing tool. The next time you go searching social media platforms for your next brand ambassador, keep this in mind:
That celebrity contract might not be the most cost-effective for your brand.
Defining the Influencer Tiers
You’ll need to know the different classifications of influencers in order to choose and appropriately compensate for your brand deal. First, there are celebrities that have one million followers or more. Users with 500K to one million followers fall into the second-largest influencer category called Macro. Then there are ‘mid-tier’ influencers with anywhere from 100K to 500K. Lastly, there are micro-influencers defined by a following of 10K to 100K.
Although working with celebrities can reach a large audience, it can also be difficult for more than a few reasons. The quality, time, and cost can be major issues when it comes to negotiating a big deal like this. As the saying goes, ‘quality over quantity’ rings true, especially when it comes to creating loyal and lifetime customers.
Below are many reasons why you should seriously consider influencers with smaller followings:
1. Time: One of the most evident benefits of working with a smaller tiered influencer is that they will have more time for your brand. They have fewer partnerships, thus have more time to work with you.
2. Engagement: With their more moderate schedules, they have more time to spend making creative content. They also dedicate more time to their own profiles as well, which is beneficial to the brand. Engagement is extremely important in maintaining a loyal following.
3. Authenticity: The best part about smaller level influencers is how authentic their content is. These influencers also tend to highly differentiate themselves. Many of them have a specific self-branding strategy. Some focus highly on their lifestyle, body positivity, or mental health awareness. From this, they build a very genuine presence on social media. This helps define their target audience’s values and, by extension, your own.
4. Virtual “Word of Mouth”: Word of Mouth has always been the most powerful marketing tool. With a smaller platform, micro-influencers and their followers have a closer relationship. This makes their ads feel more like advice from a good friend, rather than a pushy promotion, which can lead to a much higher conversion rate.
5. Cost-Effectiveness: Mid-tier and micro-influencers are advantageous for smaller brands because of their price. However, even when the budget is not a constraint for business, smaller tiered influencers can still be useful. These brands have the opportunity to sign multiple deals and reach a variety of target segments.
The most important thing to be conscious of when choosing any type of influencer to partner with is to make sure that they truly align with your brand’s values. Otherwise, it could damage your brand and cost you much more than the deal itself.
It does take more time to find the right influencer(s), but there are plenty out there. In fact, many have probably already tried to reach out to you!
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