The Rise of Micro and Nano Influencers in Social Media Marketing
With the market for social media influencers worth around 16.4 billion, we're beginning to see the market develop a distinct form.
The shape of the market can be divided into four groups: mega-influencers and macro-influencers, as well as nano-influencers and micro-influencers.
While it appears that the distinction between the four categories is just in the number of followers they have, the distinctions are actually much more complex than this.
If you're planning to enter the lucrative field of influencer marketing, knowing the difference between a mega-influencer and a nano-influencer is essential.
What is a Mega-Influencer?
Mega-influencers are known as the higher class of social media influencers. They usually have more than a million followers, and are usually more well-known than influential. They typically have a large audience that is diversified with different areas of interest.
Their relationships with people who are part of their following tend to be less intimate. They're not necessarily experts in their field, however, they certainly offer a wide range of information to their followers.
Should Your Brand Leverage a Mega-Influencer?
With a huge following, mega-influencers offer brands with an incredibly wide impact but at a very high price.
Currently, as of this writing, the famous Kylie Jenner, a businesswoman, is charging between $600,000 and $1 million for each sponsorship post on social networks.
The benefit of mega-influencers is that they provide you with the greatest exposure, and they are typically used to working with companies and brands to create influencer outreach programmes.
However, they are obviously a lot more expensive when compared to the other influencers. What’s more, it’s worth noting that mega influencers don't necessarily possess ‘real convertible influencer potential’ due to their audience being so diverse both demographically and psychologically.
What is a Macro-Influencer?
Macro Influencers are a bit lower in rank when compared to mega influencers. One way to recognise a macro-influencer is to look at their followers, which will be between 100,000 and a million.
Your average macro-influencer is between micro and mega. There's no precise science to distinguish the two types of influencers.
Unlike many mega-influencers, macro-influencers generally gained recognition through the internet in and of itself regardless, of whether it was via vlogging or by creating entertaining or inspirational content.
Should Your Brand Leverage a Macro-Influencer?
If you're trying to reach particular types of clients and still get your message out to the masses, then a macro-influencer could be better than a mega-influencer. If you're looking to reach a large audience (such as young females), an influencer with a macro format is likely to be the best option.
What is a Micro-Influencer?
Micro-influencers are those who have between 1,000 and 100,000 followers. Micro-influencers are focused on a particular field or subject and are usually thought of as experts in the field, or subject specialists.
Micro-influencers have more connections than the typical influencer. This is usually due to their perceived status as an authority figure on a specific subject. In contrast to the celebrity or macro influencer, a micro-influencer typically has a very homogenous following.
Companies in the technology field, such as Adobe and Squarespace, are well-known for engaging with micro-influencers for digital marketing campaigns.
Should Your Brand Leverage a Micro-Influencer?
Micro-influencers tend to have a smaller number of followers and don't usually have the status of celebrities. Due to this, brands can count on their followers' interest in the things that made these micro-influencers ‘internet popular’.
What is a Nano-Influencer?
These are the influencers that are new in the influencer market. They usually have fewer followers compared to micro-influencers (typically less than 1000). This could be someone with influence within the local community or neighbourhood.
So, what’s the concept behind nano-influencers? The goal of a nano-influencer is to encourage regular ordinary people to promote the product or service of a brand to their family and friends.
Should Your Brand Leverage a Nano-Influencer
One of the advantages of using nano-influencers is the fact that they offer the highest degree of engagement. This is why numerous brands have begun to focus more on micro-influencers.
Brands associated with nano-influencers are usually deemed more authentic due to the chance that the influencer is in an actual relationship to the vast majority of their supporters.
Despite the high level of engagement, the standard audience size for an influencer's nano-size doesn't provide an extensive reach. For large and ambitious social media marketing campaigns you'll need to search for connections and place more purchases, which can be a time-consuming endeavour.
How to Choose the Right Social Media Influencer
Looking for tips on how to pick the most appropriate kind of social media influencer? The first thing you need is to be aware that the bigger the audience, the smaller the focus will likely be and the broader the product will likely be.
It's not a coincidence that we see Instagram celebrities who sell green tea-based diet supplements that have a wider appeal, rather than something that is extremely specific. That's why for products that have a general appeal, celebrities and influencers with a larger following are fantastic.
Seeking support with your social media marketing strategy? Contact EWM for exceptional solutions to your needs.