- A person who has the power to influence many people, as through social media or traditional media.
An Influencer can be a broad term, especially when there are different groups in terms of their power of influence and how many people they reach. We define the group of influencers in three groups because each category has its own profits. It’s not only about the selling rates but also brand awareness, reach and engagement. It often comes as a surprise to everyone that an influencer doesn't have to be a person but there are animal influencers too.
The biggest group are the micro-influencers. It turns out that once a social media influencer reaches a critical mass of followers, audience engagement actually begins to decrease. Micro-influencers hold around 500 to 10,000 followers. The drive for one post is around 25% - 50% as they’re able to connect with the audience one on one. This is why micro-influencers are a good asset as their followers are interested in their personal opinions, which in turn, results in a higher engagement rate. These dialogs are really important for brand engagement. Their target group will be influenced immediately and that’s something a brand, as a third faction, would find hard to do. The best part of micro-influencers is the affordability.
This group of influencers has around 5% to 25% engagement per post and their following ranges from 10,000 – 1 million followers. They have a strong connection with a certain spectrum like fashion, travel, business, lifestyle and so on. Although the engagement rate is lower than what micro-influencers get, macro-influencers can reach up to 10 times more people. This results in more exposure towards your brand and people talking about the product you are promoting.
These influencers could be a social media celebrity (for example: Shaaanxo, beauty blogger) or a celebrity with a social media account. They have over 1 million followers but only receive around 2% - 5% engagement. If you want to work with a celebrity influencer, you really need to ask yourself if this is the right way for your brand. Is your brand more local orientated instead of global? Do you want more people to know your brand or have a real connection with it? Not all of the followers love your subject and will not interested in your brands product. Check out our recent blog post 'Why your brand should use celebrity endorsements' for more information.
It is important to know the difference between micro, macro and celebrity influencers. To find an influencer that fits perfectly with your brand is important in social media marketing because they’re real personalities who are talking directly to their audience. The audience have often followed the influencer for a long period of time and will feel that they have a real connection with them so you want to project that connection on to your brand