It’s a staggering fact that peer recommendation is overtaking traditional media and clearly outlines just how important social media influencers are becoming in today’s market. Influencers build brand affinity, and with the recent changes brought about by Facebook and other social networks, we are likely to see more companies partnering with social media influencers in order to advance ahead of the competition.
What is an influencer?
Influencers are individuals who have the power to impact purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship. In consumer spending, members of a peer group or reference group act as influencers.
Different types of influencer you might consider using?
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.
Macro-influencers – 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.
Mega-influencers – These influencers could be a social media celebrity (for example: lauraikeji, Instagram Influencer) 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.