Differentiating Influencer Categories
Kylie Jenner VS a micro-influencer...
Our marketing professionals guide into differentiating influencers.
As creative marketing experts, we are no stranger to identifying the differences in influencers. However, with the influencer marketing industry rapidly growing, it can prove difficult to keep up with who would perform as an effective influencer. It seems that almost anyone these days can call themselves an influencer… And it really is true! Whether it’s Kylie Jenner with 342 million followers or a 'fresh of the boat solo' traveler with 5 thousand followers… they are enforcing an influence on their audience.
The growing industry is most easily understood when being separated into four categories; mega-influencers, macro-influencers, micro-influencers and nano-influencers. It seems that the distinction between these four categories is merely the size of their following however, the differences are really far more than this.
Mega Influencer
Being the highest category of social media influencers, typically mega influencers present a following of above 1 million users and tend to fall into the category of celebrity. Due to their vast scale of following, we find mega influencers to have a very diverse audience with different topics of interest & a more distant relationship with their followers. Whilst we find that they aren’t necessarily subject matter experts & come at a very high cost, they provide a lot of reach in one hit.
Macro Influencer
Macro-influencers follower count should fall somewhere between 250,000 and 1 million followers. Usually, their fame has been gained through the internet itself. Whether that was through vlogging & producing funny, inspiring or specific content. If you’re looking to target a certain type of customer, but still want to reach the masses, then a macro-influencer might be more useful than a mega-influencer.
Micro Influencer
A micro-influencer is someone who has between 10,000 to 100,000 followers. Micro-influencers focus on a specific niche or area and are generally regarded as an industry expert or topic specialist. They usually have stronger relationships with their audience than a Macro influencer. This is often driven by their perception as an opinion leader of a subject matter.
However, be aware of those ‘one minute wonder’ micro influencers. Whilst their follower count may land them a large quantity, this may have been influenced by a singular piece of content going viral.
You may find that a lot of micro influencers are on the cheaper end of the scale as they are building their personal brand. However, be prepared to occasionally pay more than expected, as these individuals know your brand needs their audience and maximum exposure.
Nano Influencer
Giving every creator a chance at stepping into influencer marketing, nano influencers have only recently been introduced to brands. They tend to have a smaller number of followers in comparison to micro-influencers, typically less than 10,000 followers. You may see nano influencers as your friends, neighbors or coworkers. They are the people who have a point of view and specific interest, who occasionally will publish a niche sponsored post.
The focus and intimacy that comes with a small following as the secret sauce that makes nano-influencer marketing so effective
Conclusion
Knowing the difference in what each type of influencer can provide to your brand, plays a huge part in the outcome that you will receive. The larger the audience of the influencer, the less focused it is likely to be. If your product or service is for a more targeted audience, look at a smaller sized influencer as they have a more specific interest.
Our creative marketing approach to working with all levels of influencers allows our client's maximum opportunity to reach beyond their campaign objectives.
Get in touch with us today to kickstart your influencer campaign journey
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