You have to know how to walk before you can try to run, and the same goes for dealing with influencers.
These content creator's audiences come in all shapes and sizes, from the very small and niche to the extremely broad and mainstream, and can generally be separated into two types: the Micro Influencers and the Macro Influencers.
Macro influencers are often celebrities with impressive personal brands themselves, and while they have vast reach, they are incredibly expensive to do business with, let alone repeatedly.
Micro influencers, by contrast, have very focused and specific audiences, smaller in scope but more likely to be interested in products related to shared interests.
There are two key reasons to avoid the allure of the big name Macro Influencer, and invest in dozens, if not hundreds, of Micro Influencers:
- Save More Money. Micro Influencers are much cheaper and more likely to cooperate with any creative demands you may have.
- Make More Money. They're a more effective means of repeatedly targeting dedicated, interest-driven potential buyers, producing many times more content than a single advertisement, on a personal/community level, with much higher engagement & conversion rates.
This means many more consumers who are already likely to buy your product will see it, and for a far lower cost than hiring a known Macro Influencer.
That more personal touch also goes both ways, as working with Micro-Influencers is a far more collaborative experience than the typical stiff business of contracting a big name, often through their agent.
You'll be more satisfied that the content best reflects the high standards of your brand, in whatever form and medium you want, for future advertising use however and whenever you need it.
Our Sponsors
Omnisend - Shogun - ShipBob - Gorgias
Mentioned in this episode:
Triple Whale - Whale Mail
