Does Size Really Matter? The rise of the Nano and Micro Influencer

From a few hundred to a few million, influencers come in all shapes, sizes, color and follower count. If the past few years has shown us nothing other than the power and at times misuse of influence, having the right influencer marketing plan can increase both the visibility and profits of a brand, product or possibly an entire company. With the term influencer being one that can be applied easily as a bumper sticker on a car, how do you determine the right one for your business? 

If you are not familiar with the size bands, you may want to consider what type of pond you want to fish in to find someone to represent your brand. This will determine a lot of the action steps that you take next. 

Nano Influencer: 1,000 to 10,000 followers. 

Micro Influencers: 10,000 to 50,000 followers

Macro Influencers: 50,000 to 500,000 followers

Mid-Tier: 500,000 to 1 Million Followers

Celebrity: 1 Million+ Followers

As influencer status has become accessible by more and more people, the tiers have changed over the last year with the addition of Nano and Mid-tier and breaking it into five categories instead of three. Your first instinct may be to choose someone with a large following because of their audience size but that may not make sense for you. 

Each influencer category of course comes with pros and cons but what we have seen with a lot of budgets from PR and marketing companies is a focus on the Nano and Micro influencer.  Not everyone has  the budget to pay $1 Million for a post (Kylie Jenner’s asking price for a sponsored post) nor does every influencer want to take gifted products in exchange for a review/post. After all, it takes time and effort to create and shoot content even if it’s done as a solo team of one.  

The shift towards nano and micro influencers has shifted what companies look for in terms of community over followers. Typically those with smaller communities see higher engagement and more interactions with the people that follow them. They are relatable, everyday people who share their daily life. They work full time, are parents, travel, and do all of the things that someone in their proximity would do. At times the gap between the nano/micro influencers and Macro to Celebrity is perception of reality. I for example don’t have a glam squad that does my makeup daily or someone that follows me with a camera. As a young woman with a  full time job but finds paths to pursue my passion projects and more, I relate to women who look and have a life similar to mine. However for some who desire that life or is an outlet for them, they enjoy following those with that type of lifestyle. 

Things to consider when picking an influencer of any size. 

  1. Your Budget. The standard pay for posts is $50 per 1,000 followers. If a person has 5,000 followers, the equation would be $50 x 5= $250. If their engagement is high they may charge a bit more, but it could be an opportunity to offer a product in exchange for a post or a mix of both product and fee. 

  2. Your Audience. Who is your demographic? Is your influencer pick someone that they would relate to and appreciate seeing working with your brand? 

  3. Their Background. If you are using influencers, do your homework on them. Ensure that their videos, tweets, and posts relate to your brand messaging. Many companies have found themselves in hot water over the past year for working with those who have had less than desirable actions exposed on the internet. 

  4. Their Community. Does the influencer you want to work with have a community that would find your brand interesting or purchase worthy? A huge miss by some companies is choosing influence off following versus who their audience is. It is also the influencer’s responsibility to act as gate keeper for their content and coveted space to present things to their following that makes sense. 

  5. Your Goals. Most companies, especially new smaller brands, can benefit from using influencers to increase awareness of their brand, however it can’t depend on that alone. Influencer marketing should be part of your overall plan but not the entire thing. Influencers are sales people after all but can’t be your only source of PR and 

What is right for one company may not be right for another. There is not a one size fits all for influencer marketing. Doing your research and understanding your why is critical for any marketing campaign. It may be the person with 5,000 followers who gets you the right type of buyer versus the one with 50,000. It could be a mix of both. Take your time choosing who represents you. 

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