Micro influencers (10, 000-100, 000 followers). Macro influencers (100, 000-1, 000 followers). You're probably more familiar with these types of social media influencers. Mega-influencers refer to social media stars with more than 1 million followers.
However, while mass appeal is a big advantage of working with big influencers, there's a downside. Most mega-influencers don't have an intimate relationship with their followers, so they're sometimes considered to be less trustworthy (when it comes to brand partnerships) than social media influencers with a smaller, but more engaged following. And, because of the enormous number of eyes watching every move these mega-influencers make, it's very important that any brand partnership is carefully considered and meticulously planned. Just search on Google: “Influencer marketing” doesn't see the consequences of a poorly planned collaboration, a megainfluencer and a brand.
Small mistakes like these can have a lasting impact on a brand's reputation, so it's important to choose the right mega-influencer to partner with. Unlike most mega-influencers, macro-influencers usually have a number of followers (between 100,000 and 1 million followers) on the Internet. Why? Because unlike mega-influencers, many of whom had a massive following before Instagram, macro-influencers have grown as a result of the link they have established (some for many years) with their audience. To better take advantage of this growing marketing strategy, it's useful to understand the different types of social media influencers who can work with your brand.
In addition, marketing messages from different types of social media influencers reach different audiences and achieve different objectives. Depending on the nature of your business, the level or type of social media influencer who makes the most sense to partner with you may be different. Brands work with them to raise awareness, promote product launches, answer questions from potential customers, generate content, offer discounts and encourage sales. The types of social media influencers are mainly based on audience size and levels of brand affinity.
People with more than a million followers are considered celebrities on social networks. You might also hear about them as “mega-influencers”. If you're looking to reach a massive general audience and great exposure, celebrities are the best option, although that comes at a high price. A publication can cost up to hundreds of thousands of dollars.
Primarily, B2C companies earn the most from working with celebrities on social media promotions. Mostly because these big brands can afford the price of a publication, but it's also easier to get results with consumer products for the audience of influencers. However, keep in mind that a paid publication will most likely start to lose ground in 2 or 3 days. Macro-influencers include anyone with between 100,000 and one million followers.
They generally rose to fame on the Internet and include prominent bloggers, vloggers, podcasters, and people of social renown. These types of social media influencers will still have a high price to work with, but they will be more affordable than a celebrity or well-known athlete. Micro-influencers have between 1,000 and 100,000 followers. They are not traditional celebrities, but they have established themselves as credible sources of recommendations in specific areas.
Micro-influencers have a strong relationship and credibility in their niche by building strong, close-knit communities that are highly engaged. Who are the company's top experts? Employees. Working in a company provides a unique understanding of a business and sharing it on social media can be a powerful way for brands to build trust with potential customers. They are the people who contribute directly to what makes that company special and, by activating employees as social media influencers, they can increase reach, engagement and potential customers.
Encouraging sharing on social networks as part of a company's culture is a growth strategy for companies that understand the power of word-of-mouth marketing and that use employees as brand ambassadors. B2B brands tend to thrive with active influential employees, but B2C companies also benefit. It is designed to encourage employees to create personal brands online and to share industry news and thought leadership. You can even schedule posts in advance to make it more convenient and to fit your work schedule.
When people search for product or service recommendations, they trust the customers who use them and have positive feedback. And referrals also provide more value over time. Customers recommended by a friend or other customers have a 16 percent higher lifetime value than non-referrals. As it becomes increasingly important for potential buyers to find authentic customer feedback shared on social media, companies are establishing customer promotion programs to encourage and incentivize customers to offer recommendations online.
While they may not be real customers, brand followers share and interact with companies on social media because they appreciate their vision, marketing and products. Fans of the brand help connect different audiences that may not currently be buyers of the product, but that at some point in the future could become customers. Brand followers increase brand visibility on broader networks and arouse interest in communities that brands don't usually reach directly. For B2B brands, LinkedIn is the best option for working with influencers and encouraging the creation of content for employees and customers.
B2C brands may want to work with influencers on Facebook and Twitter. In its simplest form, an influencer is someone who can influence others. In influencer marketing, a form of social media marketing, brands pay that person to promote their product or service to their followers. Influence marketing, also known as branded content or working with creators, is a sure way to expand your brand's reach on social media.
Video game influencers tend to play a big part in their industries, as do public figures in the social and political spheres. When people ask their colleagues and contacts on social media what is the best web platform to use, the overwhelming answer is WordPress. If you're trying to achieve the widest possible reach and overall visibility of your products, you'll want to partner with social media influencers with accounts with a lot of followers. An important part of finding the right social media influencer for your brand is who they're targeting.
As you can see, there are a few things to consider before working with social media influencers, and this starts by understanding the different types you could work with and how to reach them. To use these types of influencers, you'll want to communicate and see who's active on social media. In fact, some of them are just starting out on social media, which is fine, it's their experience and how they can help the community at large to grow their business. EveryoneSocial is an easy-to-use software platform for employees to create, interact, connect and share content on social networks.
When I was writing The Age of Influence, I realized that there had to be a different way of categorizing the types of influential people that existed, other than just followers. For example, Kylie Jenner is very effective as a social media influencer and her posts cost a million dollars or more. The power of social media influencers comes from their reach with large, engaged groups of followers and the level of authenticity they have on their platforms. However, in today's digital world, social content creators with specific audiences tend to offer more value to brands.
With such engaged audiences, these social media influencers are more likely to generate leads and qualified conversions than macro-influencers, whose audience isn't as specific. Using those with low affinity levels is fine for some campaigns, but you'll need others that are interested in your brand if you want to encourage authentic word-of-mouth marketing on social media. .
