I’m going to forego the whole ‘What is Influencer Marketing’ bit and jump straight into, what is all this micro, macro, mega stuff?
First and foremost – we’re all Influencers!
From day 1 we’ve been telling people what to see, what to do, what to eat. Initially as a baby, telling Mummy and Daddy what to do, later as a rambunctious teen telling Mum and Dad what to do and then as a social animal, telling everyone what to do.
So let’s address social Influencers.
There are a number of ways to identify Influencers, but in the interest of clarity, we’re going to look at only 3 – the Micro, the Macro and the MEGA!
On the surface of it, identifying Influencers is quite easily done if you take a cursory glance at their followership. Micro’s generally have under 10,000 followers.
They post on topics they like and about products they love and because they are passionate about what they tweet, and so are you.
Oh and a Micro can be anyone from your boss to the bloke that sits next to you in the cubical opposite. The fun thing is that if they keep their @handles secret from you, you never know who they are in the real world. They could be tweeting on absolutely anything – Care-Bears, fashion, the latest evolution of #AI in baking…what?! You don’t know! It could happen.
Macro Influencers can’t hide behind anonymity. They are famous and sometimes infamous. With followership between 10,000 and somewhere in the lower millions, it’s a loose categorisation but a fun one.
Brands use Macro’s to feature their products or services and will often ask for a review. Macro’s can earn quite a bit from this, because validity sells. Brands have massive social followings too, but their accounts focus on sales and advertising in the traditional sense.
With often well-over 1 million followers, these are either social bloggers/YouTube stars or traditional Celebrities.
The difference between all of these categories is the big $£$£.
Many brands have the capital to invest but the trick is deciding which stars are worth their weight.
Are you after sales or community or brand recognition?
Whether you have budget for a ‘Mega’ or a ‘Micro’, make sure they represent value for investment.
Often a community of Influencers, even small ones, will do more for you than a Kardashian.
They must ‘talk’ to your fans, encompass your ideology and simply be approachable – possibly even a potential friend.