An influencer is an individual who, due to their relationship with their audience and their perceived authenticity, is able to affect purchasing decisions. They are often seen as authoritative experts on their subject matter, but sometimes an endorsement of a product is effective simply because the audience wishes to emulate their lifestyle.
The influencer market is an estimated $21.1bn industry, so it’s very little surprise that it’s progressed from simply ‘a person on Instagram’ to a complex strand of a marketing strategy
The influencer market is segmented, by their overall reach, into four categories,
These are often celebrity influencers, like footballers and film stars. They have over a million followers, and by far cost the most to engage. However, despite their reach they are less likely to have an engaged community, and their endorsement might be seen as inauthentic.
With a follower count of between 100,000 and a million, these influencers have wide reach, but their audience may be less engaged.
A micro-influencer has a reach of between 1,000 and 100,000 followers, but despite its relatively small size, the audience is typically both engaged and loyal.
The smallest category of influencer, but inversely likely the most influential on their community. Nano-influencers typically have under 1,000 followers, but they are highly loyal and very engaged.
To get the best bang for your buck, you’re likely going to be choosing between the micro or macro influencer, but what are the benefits?