Influencer Marketing: Does Size Matter?

Influencer Marketing: Does Size Matter?

Let’s Get into The Issue of Size

By now, I’m sure you’ve heard of influencer marketing, which is an excellent tool for anyone that owns a brand and want to grow that brand.

At this point, every brand on the market should be looking into influencer marketing to expand their brand. However, knowing about the importance of influencer marketing is only one part of the job.

When it comes to influencer marketing, there’s a long list of things to consider. The first thing you’ll want to consider is whether size matters to you as a brand.

When searching and choosing influencers to work with, are you concerned about the follower count, or does it not matter to you? As an influencer, I can tell you that follower size does not matter. Well, it only matters in some cases, but in most cases, follower size doesn’t matter.

Now that you know that, I’m sure you’re wondering how to choose influencers and for what reasons, if not follower count. We’ve got a few things for you to consider instead of follower count.

As a brand, it’s important to think of all the possibilities before working with an influencer. For example, what are your goals for the brand? What are some strategies you want to use?

Before answering these questions, let’s get into the different follower sizes and how influencers are categorized.

Which Category Are You?

The influencer market is full of influencers of all kinds.

When the influencer market gained popularity, there wasn’t a concrete way to categorize the different types of influencers.

Many brands and people assumed that an influencer was someone with a lot of followers, and that was it. However, as time went by, brands and consumers began seeing the differences between influencers.

Each type of influencer has their list of pros and cons. However, all influencers are beneficial depending on a company’s needs. So far, there are three types of influencers. 

Nano-influencers, micro-influencers, and macro-influencers are all considered essential influencers. Anything past a macro-influencers is typically considered a celebrity, and they usually have more than 1 million followers.

Before determining whether size matters, it’s important to know each type of influencers and why they might be beneficial to your brand. Understanding how the influencer market works is not only helpful but also critical for brand growth.

Now, let’s move onto each category type!

What About Campaigns?

Many successful campaigns are launched every year even with a small follower count. Follower size won’t negatively affect your campaigns, no matter what people tell you.

As long as you release authentic, beautiful content, people will enjoy what you have to offer. Also, being inclusive of different types of influencers is an incredible way to increase brand loyalty!

Nano-Influencers

A nano-influencer is an influencer with between 100 – 1,000 followers.

Nano-influencers’ audiences are usually small and tight-knit, much like a small local community. However, don’t let the follower count fool you. This type of influencer has an engaged community that is dedicated to their brand.

Nano-influencers are small when compared to larger, more established platforms but the size of their platform doesn’t matter when they provide so many advantages for brands.

With so many brands assuming that the most popular influencers will bring them success, they are missing out on an opportunity to increase brand loyalty in smaller spaces. Not only does brand awareness matter, but the cost of collaboration does too. 

Let’s get into the value of nano influencers.

Less Expensive is GREAT for You!

The majority of nano-influencers are not professional workers.

To them, social media is a side gig. This means that they are willing to create content in exchange for a product most times. However, as a brand, you won’t want to choose that route since it is essential that you pay influencers.

Influencers above a nano-influencer can charge anywhere between $1,000-$10,000 for a single advertisement. With nano-influencers, the price range is usually much lower and more flexible.

Also, since nano-influencers are much more authentic than others, they are willing to work with brands for a lower price if they genuinely enjoy the product. They probably know that they were going to review it anyway.

Speaking of authenticity, let’s get into that too.

Nano Authenticity

These days, brands are shifting away from working with macro-influencers and celebrities because of the lack of authenticity.

People know that stars get paid a lot of money to post sponsored material. They feel that it sometimes becomes inauthentic, primarily if a macro-influencer or celebrity hasn’t spoken about the product before.

Nano-influencers are considered to be ordinary people without ulterior motives. They typically don’t use influencer posts as their primary source of income, which makes them authentic and relatable.

It’s easy for potential customers to understand the life of a nano-influencer, which means they’ll have a more significant interest in the types of products they use.

Nano-influencers also know their audiences personally which means their credibility is ever higher. This intimacy between leads brands to a loyal audience that already trusts them.

It also equates to overall higher engagement rates for your brand.

What about Micro-Influencers?

There are plenty of micro-influencers in the market.

Micro-influencers are also considered to be ordinary people with a tight-knit community of people that engage with them.

Typically, micro-influencers have less than 10,000 followers but more than 1000 followers, which can be beneficial to any brand. As a company, it’s important not to count people out because they don’t have many followers.

Here’s why micro-influencers showcase why size doesn’t matter!

Micro-Influencers Authenticity

The most significant difference between micro and influencers above that tier is authenticity.

People know how marketing works, as mentioned before. Consumers want to know that someone enjoys a product before they decide to purchase.

Most influencers start their careers by sharing some products they enjoy with their audiences. They gain followers not because they market products, but because they sell products they like.

When micro-influencers start, they don’t share things for payment but because they enjoy the products. That is one of the critical differences. It’s the same difference that makes nano-influencers valuable.

Some people think that authenticity dwindles as popularity increases. However, depending on how they present products, their audience won’t hesitate to trust their opinion even as they become well known.

The great thing about authenticity is that engagement is usually higher for both nano-influencers and micro-influencers.

Why? Well, more people engage with the material when they feel it’s real.

Cost-Effective

There’s a huge misconception that all influencers need thousands of dollars to post or promote products.

For most influencers, payment is usually flexible. Nano influencers and Micro-influencers are cost effective than macro-influencers.

It’s always important to ensure that your influencers are paid what they are owed, but all in all, micro-influencers are typically more reasonable than macro-influencers. 

There are many reasons for this, but the main reason is that nano-influencers and micro-influencers are often more interested in the products they promote.

When I was considered a micro-influencer, I was reasonable with my prices because I enjoyed the products I was given. I worked with companies that added both monetary and product value to my life. If I liked the product, I was flexible with the budget.

As a business, it’s important to be understanding when working with influencers. The market of influencing is a job that shouldn’t be treated poorly.

Once influencers know that you care about their work, they’ll be more willing to work with you!

Easy Campaigns

The fantastic thing about nano-influencers and micro-influencers is that they typically execute their work timely and efficiently, and most importantly, authentically.

Most of these influencers don’t need many directions, especially when it comes to presenting to their audience, especially since it’s what they regularly do.

If you have a product that resonates with an influencer, it’ll be easy to brainstorm the kind of campaigns you want to execute.

Minimal Disadvantages

Less Reach

Nano and Micro-influencers are great for authentic engagement.

But sometimes, these types of influencers aren’t great if reach is your primary concern. If you want to maximize your reach, you might want to try using someone that has more followers.

It’s important to know that reach is only temporary. Without brand loyalty, reach fizzles out quickly. If you want your products to reach many people and increase your sales, you’ll need to reevaluate whether a micro-influencer is the best route for you.

If you have a big budget, you can try out a micro and macro influencer and see which one works better! Think of it as a/b testing!

No Micromanaging

As a brand, you should trust the influencers that you choose when it comes to creative output.

Typically, there’s a contract created to ensure that both the influencer and the company are on the same page about content.

These contracts discuss the responsibilities of the influencer but don’t usually consider the kind of content. For example, a lot of companies ask me what kind of material I’ll make.

But when I was a micro-influencer, companies didn’t ask about the content as long as I followed the rules they provided.

Macro Influencers Advantages

Now that we’ve talked about nano and micro-influencers let’s get into the importance of micro-influencers and all their pros and cons.

As a brand, it is essential to understand the benefits and disadvantages of using macro influencers, especially when you don’t have a large budget or when you’re just starting. 

Make sure you make some space for more notes because you’ll want to know all the information we’ve got for you!

Reach, Reach, Reach!

There’s one obvious benefit of using macro-influencers, and that is visibility.

Macro-influencers offer broader reach abilities because of the followers that they have.

However, again, it’s important to know that followers are not everything. Sometimes, people buy followers, which means you’ll need to search for authenticity. The larger the following, the lower the engagement, so you’ll need to be picky about who you choose to work with.

Despite all the issues, broader visibility means your product reaches more people. You’ll have to decide whether that is critical for you to complete goals as a brand.

More Control Over Content

Since macro-influencers usually promote a variety of products, companies have more say on the content that gets released.

When I switched over to being a macro-influencer, more and more companies started providing me with very detailed instructions on what type of material they want me to release.

It’s vital for companies to have more control over content because of the broader reach that macro-influencers have. You don’t want your products to get lost in the sea of all the other promotions.

This is especially when coming from a well-known influencer with a large audience.

So, Does Size Matter?

As you can see, size is a non-factor when choosing the best influencer for your campaign.

Follower size only counts for one thing which is a brand reach. If you’re looking to reach many people across many platforms, then you should consider follower size. However, if reach isn’t your primary concern, then size doesn’t need to be either.

As a brand, it’s essential to understand that relying only on follower count isn’t the best things to do, especially as you grow.

Followers are only a fraction of the equation in the world of influencing. If you want to create a brand that pushes past the status quo, you’ll need to think about your brand legacy.

No matter what type of influencer you work with, your brand will leave a mark on someone else’s life. The more that people trust your brand message understand your products, and trust the influencers you chose, the more likely they are to buy from you! 

Let go of the myth of follower size and see what changes for your brand!

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