There’s no hiding from Influencers across the social world, from Instagram to TikTok and now LinkedIn, they’ve been making waves across all industries.
But in the last few months – we’re seeing the rise of Nano & Micro Influencers, as well as the increasing number of brands working with them. But what does it mean for you? We’ve got the secrets on how you can leverage them.
Influencer Tiers, and what they mean
Categorised by number of followers, there are actually a range of influencer tiers, and each one provides a slightly different view of the platforms and benefits of partnering with them.
- Nano Influencers: 1,000-10,000 Followers
- Micro Influencers: 10,001 – 50,000 Followers
- Mid Tier Influencers: 50,001, 500,000 Followers
- Macro Influencers – 500,001 – 1,000,000 Followers
- Mega Influencers – 1,000,001+
From working together on a gifted basis, to a paid partnership (one off collaborations) to being your long term brand ambassador, influencers create content in a myriad of ways. Alongside this, depending on how you’re looking to partner with them, influencers may be happy to work to creative briefs or guidelines to produce content, as well as share it with you for approval ahead of sharing it onto their accounts, and grant you rights to use the pieces on your brand accounts (but this can depend on usage rights).
The rise of Nano & Micro Influencers
We’re sure you’re aware that influencers, and partnering with them isn’t new, but we are seeing the rise of Nano and Micro influencers, with more partnerships, more influencers and more results.
Compared to higher tiers of influencers, many Nano & Micro influencers are happy to work on a gifted basis, or tend to be more cost effective in terms of collaborations compared to their larger counterparts, with content creation costing between £50-£100 on average, but can be higher, as found by Meltwater. Alongside this, with their smaller followings, their communities have been found to be highly engaged, driving a higher than average Engagement Rate across their accounts.
With these more engaged audiences and communities, Nano & Micro influencers are driving effective cost per engagement (when partnering with a paid collaboration), and awareness amongst audiences who are mostly likely to continue on their purchase journey.
Over the last few years, we’ve seen the rise of these influencers as brands have worked more closely with accounts to tap into these cost efficiencies, and audience segments that align with their target audiences, and drive conversions.
3 Top Tips for Influencer Partnerships
Keep it relevant: when researching your influencer partnerships – be sure to partner with those who are relevant to you, your brand and/or your product/offering.
Keep it timely: working with influencers will always increase your brand reach and awareness, but be sure to keep timing in mind. This could include seasonal launches, societal changes and even time of day/day of the week!
Keep it authentic: we totally understand that it’s important to represent your brand online in line with internal guidelines, but when working with influencers, it’s crucial to remember that audiences engage with content that’s authentic and real. This means, allowing your partnered influencers to talk to their audience in the way that works for them to create engagement, rather than keeping them sticking to a strict script.
Looking to get started?
Whether you’re an agency or a brand, we offer all the strategy, creative and production experience to partner with influencers for your brand.
Get in touch today and discover how we can help you start your journey.
