Influencers have been absolutely dominating today’s media landscape and are now considered one of the most effective ways for companies to reach their target audience. Since their speedy rise into the mainstream, it seems like these digital stars have been multiplying like rabbits; showering our feeds with squat proof athleisure wear and avocado toast from bougie bakeries. With that, new kinds of influencers have made their debut as powerful, profitable business partners.
Influencer types can be broken down by follower count– among many other methods– into micro (up to 10k followers), power-middle (10k-250k followers), and macro-celebs (250k to over 1 million followers); their influence often concentrated within a specific niche – be it beauty, fitness, food, tech, fashion, or lifestyle.
In part due to social media becoming so ubiquitous, the influencer market has become completely oversaturated. This has made way for the rise of both micro and power-middle influencers who’ve created smaller, more tight-knit communities that are more likely to engage with their audiences. But how much do these influencers cost, and how can you choose the right one to invest in?
The Pretty-Penny Costs 💰
So I bet you’re wondering how much moula these influencers can actually make? To give you a general idea, micro influencers rake in between a hundred to a couple of hundred bucks per picture post, and between 300 to 900 bucks per video or vlog. Upping the anti, power-middle and celebrity influencers can make thousands of dollars per picture/video post, and even tens of thousands in cases of celebrity posts.
Of course, influencer pricing typically varies and takes into account: the number of followers and fans the influencer has, the amount of engagement their posts generally garner; the fit of the advertisement with their brand and following, etc…
Despite what one might assume, influencer marketing is no walk in the park, and all the planning and prep behind the scenes to produce organic-looking posts often comes with a hefty price tag. So, unless you are a huge brand, going with celebrity influencers might not be feasible. This is why businesses are seeking opportunities with micro-influencers more and more.
The Micro Appeal 🤩📈
Micro-influencer marketing is skyrocketing and beginning to be just as, if not more, successful than celebrity influencer campaigning and advertising. Staying within that couple of 1000 followers, in recent years, has proven to be the ‘sweet spot’.
Why❓
Well for starters, micro-influencers are much more affordable and charge far less than macro-influencers. Further, micro-influencers are becoming much more accessible compared to their celebrity counterparts. With the popularization of Instagram among other social media platforms, the supply of online creatives has proven to be plenty. Now, anyone with an eye for aestheticism and a passion to #KEEPSOCIAL can build a large following. If you think about it, micro-influencers also just makes sense on a social level. A smaller audience means much more hands-on, personal interactions. Not to mention the idea that micro-influencers are presenting themselves as an ‘every-day person’; a person audiences feel will give an honest, genuine opinion, and not just rave because they were paid for it. Micro-influencers are considered experts in their respective niche, bringing us back to the importance of Gen Z & Authenticity on Social. Translate this into the business arena and you’ll find yourself with higher engagement rates, more personalized/specialized content, and more potential for business conversion– now that’s marketing gold!
Key Take-Away 🔑
Putting in the work and conducting thorough research on your business as well as influencers in order to evaluate the commonalities between your goals/objectives/values/style/audience, will help paint a pretty solid picture of weather or not this partnership would jive well with your business, or not, and help you better evaluate the ROI.
Even though micro-influencer marketing– let alone influencer marketing– is a relatively new commodity, smaller businesses can and should utilize them as an online resource.
Have experiences with influencer marketing you’d like to share? Let us know in the comments below!
-Holly Eady
@serotinamedia
#KEEPSOCIAL
