Influencer-marketing. It’s one of those buzzwords we hear all the time, but you might not really understand how it can be useful to your brand. Or you may have looked into it, and realized how expensive using an influencer can be. Trust us, you’re not alone! Influencer marketing is defined by Jeff Bullas as “a form of marketing that relies on leveraging influencers (such as bloggers, vloggers, social media personalities, and so on) for marketing campaigns to promote a brand or product.” So, why should you use influencers for your brand?

The reasons

Firstly, why would you need to use influencers to promote your brand? We could talk all day about what influencers can do for your brand, and to learn more you can check out Jay Bayer’s article on influencers here. According to Bayer, influencers can help you with anything from showcasing your products to supporting your brand in times of trouble. Also, 84% of consumers trust peer recommendations over advertising, and 70% of consumers consult social media before making a buying decision. What does this tell us? People want to hear from other human beings whether or not they should make a purchase. Top that with the overall decrease in organic reach on social media today – and having someone with thousands of followers spread your brand message is a great way to stay visible.

Different options

Let’s have a look at the different types of influencers, as we often divide these into 4 types: celebrities, macro-influencers, middle-influencers, and micro influencers. As you see below, celebrities have the biggest follower base, while micro influencers have the smallest. Note that the micro-bloggers’ small followers base are not necessarily a bad thing!

Looking at the types of influencers, you may wonder why we’re telling you to use micro-influencers, even though they have the smallest follower base. To illustrate this, let’s look at an example. Say you’re a small company that produces and sells bike gear, targeting men and women in the U.S. interested in off-road biking. Now imagine you’re using a celebrity to spread your message. Chances are this celebrity has a huge follower base made up by a large variety of people – both demographically and interest-wise. This means 90% of their audience will probably will not belong to your target audience, and even though visibility will be high – engagement and conversion rates may be low. If you had chosen a blogger about off-road biking with 20K followers to spread your message, the post would most likely have both engaged and converted higher, as it’s relevant to the audience and fits with the content of the account. You probably also got this at only a fraction of the price for using the celebrity!

Furthermore, according to Markerly, accounts with less than 1000 followers have up to 7X higher like and comment rates as larger accounts, and according Gnack’s CEO Chris Conzale’s told Digiday they see “micro-influencers get an average of two-to-five times more organic engagement per Instagram post, compared to those with more than 100,000 followers”.  The question is therefore – why risk large budgets on macro-influencers when you can have both ROI and visibility through micro-influencers?  

Now that you’ve seen what micro-influencers can do for you, check out our next blog post on how to find the perfect micro-blogger for your brand!