Influencer marketing is one of the marketing forms which its focus stands on influencial people rather than an specific Market on social media. As traditional advertising becomes less and less popular and less credible, it’s necessary to find more engaging ways to reach new consumers. Influencer marketing comes to prove that there is an alternative, cheaper and efficient way to gain more visibility through people that have the power to influence the perception of others over a wide range of subjects, from getting people to do a different activity to making a purchase. We are talking about the influencers.
Who are the influencers?
From a marketer point of view, an influencer is an individual, usually on social media, who can help brands to find buyers. They are people with a higher number of followers than usual in their social media accounts – but pay attention, a large scale of followers doesn’t really equal greater influence. We are talking about someone who can actually cause an impact on their audience due to their knowledge and expertise on a determined topic, turning them a credible resource in a specific niche.
How can you identify an influencer and how can they impact my sales?
According to Forbes, influencers must have a combination of three key factors, and the higher they are, the higher their influence over individuals.
The three factors are:
1 – Reach
2 – Contextual Credibility
3 – Salesmanship
- Reach : The influencer must be able to deliver a message to a great number of people. If they have a small reach, but high credibility and salesmanship it’s fine – these are the micro & nano-influencers.
- Contextual credibility: The influencers’ audience gives them trust and authority given the character’s knowledge and expertise upon a topic. Meaning, for instance, that a Sports influencer will have high credibility in recommending exercises and related-tools but it’s very unlikely they’ll have credibility in make up art or fashion.
- Salesmanship: Depending on how present and the way the influencers communicate, it’s possible to tell a lot about their ability to understand and embrace a point of view. These characters hold the extraordinary power of delivering an explanation with such confidence and precision that they turn quite convincing .
Categories of influencers
By now you are already familiar with the term “influencer”, but do you know the types of influencers and how they can positively affect the impact on your target market? Not every influencer is equal, and knowing how to differentiate them is key for a successful influencer marketing strategy.
Certainly, when it comes to influencer marketing it’s very likely that the celebrities are going to be your first thought upon this subject, right? Let’s say they are like Beyoncé, but on the internet. But no, they are not the only ones who are able to endorse your product. So let’s get to know the types of influencers and why you should learn about them:
- Celebrity Influencer
They have the power to increasingly affect the behaviour of a whole community. Well, celebrities can drive a lot of traffic and sales to your business, but they are the hardest influencers to connect with. They have high demands due to the fact that many other people are also asking to work with them – turning their price quite expensive as a result. Also, consumers in different niches will be rather suspicious about a celebrity promoting something that they don’t really use – so it does not matter if you have the budget to pay a celebrity to advertise your product because it might not generate many more sales due to the huge gap between the celebrity and your target market.
Macro-influencers also have a big number of followers, but differently from celebrities, people consider them to be experts in their niche. Also, if you compare these two categories, and you ask a random person on the street if they know this specific macro-influencer it’s very unlikely that they will recognize them – because they are the stars only in their field.
Many macro-influencers are thought leaders in a field. They could be journalists, advisors and academics in their area, however, the only problem in working with macro-influencers is the following: they already have a name in the Market and the income they reiceve is a reflection of that. Meaning many times that they wouldn’t really want to work with you if it doesn’t benefit his career at all – unless they genuinely love your service.
Usually, micro-influencers have authority over one subject and the number of followers tend to stand between 5.000 to 100.000. Their audience trusts them, but only in photography, dancing, fashion, cooking or whatever their niche is. Micro-influencers are often approached by brands, because they are considered trade experts who validate brand’s work, endorse them to consumers and even the industry, bringing them validation, trade awareness and brand authority.
Nano-inflluencers are considered as ‘local heroes’ and they could have as little as 200 to 5.000 followers. Why local hero? Well, usually, nano-influencers are the influencial member of their social circle and neighborhood, it could be the cool girl that whenever she tastes a wine her friends follow immediately. They are not often approached by brands because many haven’t reconized the nano power, but the ones who did, have witnessed that nano-influencers respond very well and whenever they talk about a service to their audience, the response is quite meaningful.
They might not have the extensive following numbers that the other categories of influencers have, but they engender really high-levels of engagemente rate. How? Like Micro-influencers, they are also seen as experts in their niche, and they are recognized by their audience because of that knowledge. Not to mention that, nano-influencers are truly passionate about what they talk about and their niche, turning their content into a relatable and genuine form of word-of-mouth.
Why Micro & Nano?
As mentioned above, Nano & micro influencers are individuals whose audience can truly relate to and engage with them. How does that makes it a reason for you to work with them to have success in your influencer marketingstrategy?
They have much more credibility when they advertise because they actually relate to the service they are talking about and the niche they cover. Proximity is key to success in a campaign, and since this category of influencers is surrounded by real people, they are seen as trustworthy and experts, and people are more likely to seek out for opinion before they make a purchase.