Influencer marketing, which grew from the power of social media, has quickly become one of the fastest ways to get any particular message to a target audience. Harnessing the power of those with a large audience in the form of followers, otherwise known as “influencers”, brands and agencies can more effectively market their products and sway public opinion in their favor. It’s a simple fact: those looking to make the biggest impact via social media should be using influencer marketing and setting up influencer campaigns to reach their target audience.
Today, Tensor Social will be introducing you to the power of influencer campaigns. In this article we will be defining influencer marketing, discussing the power of both micro and nano influencers, and giving you all of the information you need to effectively use different audience sizes. Knowing how to use the power of influencer campaigns to your advantage is key in a world so largely impacted by social media. Let’s get started!
What is Influencer Marketing?
A research study conducted by AtomicReach in 2019 found that 88 percent of all respondents reported that word of mouth or referrals was the primary way that clients were finding out about their products and/or services. For this reason, it should be your primary concern as a brand or agency to reach your target audience based on peer-to-peer word of mouth. This is what influencer marketing strives to do.
Influencer marketing uses peer-to-peer word of mouth in a constructive way, influencing a targeted group of people on a particular social media channel. Influencers are a key component in this process. Influencers are made part of the promotion of a product or service with the purpose of reaching pre-determined audiences, engaging with them in order to meet the goal of influencer marketing- increasing brand awareness and sales. Put simply, influencers harness the power of their influence in order to recommend a product or service to their followers. This has proven incredibly effective.
The power of influencer marketing is a palpable force in today’s day and age. According to Big Commerce, the influencer marketing industry has grown exponentially in the past five years. In this short amount of time, brands have collaborated with social media influencers across multiple channels in order to drive sales promotion, resulting in a nearly $5-10 billion dollar industry.
Who are Influencers?
Before you can fully harness the power of influencer campaigns, you must understand who influencers are. Put simply, influencers are the people that brands and agencies collaborate with in order to boost the promotion of their product or service. These people have a large social media following but there is more to influencers than that. Social influencers hold a valuable public image and are just as popular as traditional celebrities today.
Most social influencers have millions of followers on social media platforms and this influence makes them a valuable resource for brands and agencies. That being said, while influencers boasting millions of followers may seem like the most lucrative option in your pursuit of gaining the interest of your target audience, overlooking smaller influencers is a mistake you should avoid.
Known as micro-influencers and nano-influencers, there is an entire group of influencers at your disposal that don’t boast as large of an audience base while offering unique benefits. In order to truly understand the power of micro-influencers and nano-influencers, we must define them. Let’s take a closer look at each type of influencer classification.
What is a Mega-Influencer?
Mega-influencers are social influencers that would be the first to come to mind for those inexperienced with the tactics used in influencer marketing. Boasting hundreds of millions followers on social media platforms, mega-influencers undoubtedly have the largest reach in terms of audience. That being said, mega-influencers tend to have a less intimate effect on their audiences. Mega-influencers are known to charge up to 1 million dollars per promotional post. While larger brands and agencies may see this investment as a worthy cause due to the extended reach the post is likely to receive, mega-influencers are generally viewed as a less effective approach to influencer marketing.
What is a Macro-Influencer?
Macro-influencers are similar to mega-influencers with the biggest difference being macro-influencers typically rise to fame through the web as opposed to the group of genuine celebrities that make up the mega-influencer classification. Macro-influencers may be defined as vloggers, podcasters, or especially influential bloggers. The most average audience size found in macro-influencers tends to be around 100,000 and 1 million followers.
What is a Micro-Influencer?
A micro-influencers audience ranges from 1,000 to 100,000 followers. While micro-influencers may have a smaller audience as compared to mega and macro-influencers, these influencers tend to be more highly respected based on their expertise of a particular topic. Micro-influencers tend to operate in niches and build more intimate and engaging communities based on this fact. As we will explore more closely later on, micro-influencers tend to be an effective strategy in efforts to drive action-based promotion of products and services.
What is a Nano-Influencer?
The final influencer classification we will be discussing are nano-influencers. As the influencers with the smallest number of followers, you may assume that nano-influencers are less effective when driving product and/or service promotional strategies. Boasting between 1,000 and 10,000 followers, nano-influencers are an important part of the influencer marketing process, however. These influencers tend to have the most intimate connection with their audience base, engaging with them directly more often than other influencer types.
When to Use Each Audience Size to Your Marketing Advantage
So, now that you know each classification of social influencer, you may be asking yourself when you should use each type to promote your brand, product, or service. As a brand or agency, it is vital that you have an understanding of the right and wrong time to use any particular type of influencer to promote yourself. There is a time and place to use the power of each influencer type and Tensor Social wants to make sure you are aware of the determining factors.
According to the State of Influencer Marketing 2019 report prepared by LaunchMetrics, 45.5 percent of industry professionals believe that micro-influencers are the most effective option available to brands and agencies seeking to reach a target audience. While there are cases where larger influencers are favored due to their large following, there are specific areas where micro-influencers are much more effective. So when should you use each influencer type to your greatest advantage?
When to Use Mega and Macro-Influencers
Mega and macro-influencers have proven to be most effective in influencer marketing when they are used strategically to increase brand awareness. Considering the fact that a promotional collaboration with mega and macro-influencers can cost a pretty penny, their services should be used sparingly and at specific stages in the growth of a brand.
The greatest advantages offered by mega and macro-influencers are found in their ability to increase the reach of your brand quickly. That being said, they tend to be less effective in promoting specific products or services over time and are a much too expensive option for many brands and agencies looking to promote themselves long term. That’s where the power of micro and nano-influencers truly comes into play.
When to Use Micro and Nano-Influencers
So what is the true power of micro and nano-influencers? Put simply, micro and nano-influencers are classified as opinion leaders. By this, we mean that micro and nano-influencers tend to be more effective in driving a certain public opinion of a brand’s products and services. Micro and nano-influencers are well-respected by their followers and tend to engage with them directly significantly more often than mega and macro-influencers do. For this reason, follower loyalty is much higher and audiences are generally more likely to favor the opinion of micro and nano-influencers than they will in the case of mega and macro-influencers.
The key to the power of micro and nano-influencers are found in their intimate connection with their audience base. This fact, along with a more cost-effective approach to influencer marketing, has made micro and nano-influencers the most highly sought after type of influencer as of late. According to 32 percent of professionals operating in the fashion, beauty, and luxury industries, the primary reason for this is because it is a widely held public opinion that micro and nano-influencers possess an ability to connect with their audiences more easily.
Micro and nano-influencers drive high rates of audience engagement and have a greater degree of sway when it comes to influencer marketing. While it may seem contradictory to the purpose of influencer marketing to go with an influencer that boasts a smaller audience, the quality of relationships held between micro and nano-influencers and their audiences can have a lasting impact on the public perception of a brand or agency’s product and/or services.
Using Influencer Campaigns Effectively
Now that you know the power of micro and nano-influencers in particular, you may be wondering how you can launch effective influencer campaigns more effectively. At Tensor Social, our primary focus is our commitment to mainstreaming micro and nano-influencers. We believe that activating influencer campaigns with an influencer that has less followers but a stronger established connection with their audience base can pay off in leaps and bounds. Tensor Social enables brands and agencies to harness this power to the fullest extent with access to 90 million accounts including 35 million email addresses.
How Tensor Social Can Help You Launch an Effective Influencer Campaign
Tensor Social is built on the foundation of social reports and analytics, offering you a comprehensive view of the potential power of any influencer that you are considering collaborating with.
Our Influencer Discovery feature allows you to find and connect with influencers found on both Instagram and YouTube based on the factors most important to your brand or agency. Here are just a few of the many distinguishing factors you can set to find the right fit for your brand or agency through Tensor Social:
● Account Type
● Audience Type
● Last Post
Our Reports Feature also allows you to view comprehensive Influencer Reports for each influencer you come across. Our Influencer Reports feature is packed with valuable information that you can use to not only select influencers but to gain valuable information about the predicted reach, engagement, and overall impact of your influencer campaign. Here are a few of Tensor Social’s key metrics that you should be aware of.
Tensor Social’s influencer metrics can tell you a lot about the predicted reach and impact of an influencer long before you ever contact them. Using key metrics such as number of followers, average likes, trending analysis, and overall engagement rate, you can see how wide of an impact any influencer has on their target audience. Our influencer metrics also offer a complete breakdown of how quickly a particular influencer is gaining followers, losing followers, and the average amount of likes that each of their posts receives.
Tensor Social’s audience details metrics are also incredibly indicative of the predicted impact that a launched influencer campaign may have both on increasing awareness of your brand and driving sales. This feature includes key metrics ranging from followers credibility, the quantity of notable users, audience reachability, age and gender split in followers, and audience demographics. These metrics can tell you a lot about an influencer’s audience, giving you insight into whether or not they are a potential fit for your brand or agency.
Popular / Sponsored Posts
Our popular posts feature gives you a complete breakdown of the most popular posts created by a particular influencer. This provides insight into the type of content that is best received by a particular influencer’s audience, supporting your efforts to launch an effective influencer campaign. Additionally, you can view an influencers sponsored posts to measure the performance of paid content.
Instagram Story Insights / Analytics
In a world where the amount of attention that social media users will devote to a post or advertisement, it is important that you are aware of the impact of more-easily digestible forms of advertisement. Instagram Stories, for example, are a greatly impactful form of advertisement, offering the perfect solution to the issue of short attention span. With Tensor Social’s story details feature, you will be offered a complete breakdown of the estimated reach, estimated backs/rewatches, estimated forwards, estimated swipe ups, stories per day, and estimated replies to each of an influencer’s stories. This offers valuable information about whether or not you can expect significant engagement through an influencer campaign directed through Instagram Stories.
Harness the Power of Micro and Nano-Influencer Campaigns With Tensor Social!
Now that you have a full understanding of the importance of using micro and nano-influencers to your influencer marketing advantage, it’s time to do your research! Tensor Social offers the most comprehensive view of the key metrics that should influence your decision to launch an influencer campaign. With Tensor Social, you can have a much better idea of your influencer campaign’s potential for success, ensuring the growth of your brand or agency.
Sign up today and get started down the path to more effective influencer marketing strategies!