With the influencer market set to hit $21.1 billion in 2023, it’s more important than ever that you’re staying up to date with the ever-evolving world of influencer marketing.
And picking the right partner is absolutely crucial to success. So, before you start on your first campaign, you’ll need to know your terms!
What's the difference between a macro, micro or nano influencer?
- Nano influencer: someone with a following under 10,000.
- Micro influencer: someone with a following from 10,000 to 200,000 followers.
- Macro influencer: someone with a following from 200,000 to 1,000,000.
- Mega influencer: someone with a following over 1,000,000.
But which category should you be focusing on?
If you’re a newer business with a fairly small social media presence, you’ll probably want to start in the nano influencer or micro zone. Remember, a partnership has to be beneficial to both parties. So, mega influencers might not see the benefit from working for free or working for a brand that won’t gain them following.
Nano influencers will also be cheaper. As a small business it’s likely you don’t have the biggest budget in the world. You’ll only have to google “how much does Kylie Jenner charge per post” to see the HUGE fees that some of the really popular influencers are demanding.
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BUT, just because a nano or micro-influencer doesn’t have as much of a following, this definitely doesn’t mean they’re not as beneficial. Smaller influencers tend to be really in-tune with their audience. This means their content is often far more relevant and targeted. Which naturally results in a higher engagement rate. If you have a small following but massive interaction, your engagement rate will be higher, and with nano influencers (the good ones, anyway), this is normally the case.
(Top tip: you can look up influencers’ engagement rates on websites like HypeAuditor.)
Ready for the big time?
If you do have a budget and are after as much brand exposure as you can get in a short period of time, you’ll want to be looking at mega-influencers. Just remember, exposure is only beneficial if it’s to the right people…
We hope our blog post has helped you consider some of the options available for influencer marketing. We hope you understand the way the world of influencing works slightly better now. For more tips, be sure to follow us on Instagram. Alternatively, subscribe to our newsletter.
Speak soon,
Your ASV family xx
