By Adam Fraser
As content marketing was in the prior periods, Influencer Marketing seems to have been anointed as the “next big thing” in recent months.
People may jump to the idea they need to engage major ‘stars’ like Kim Kardashian, Pewdie Pie or Taylor Swift in order to jump into Influencer Marketing.
However, a recent article from Venture Beat suggested that a more effective “bang for your buck” approach may be to target micro influencers. Defining micro influencers as anyone with a following of 10,000 – 1m followers, the article noted based on stats from a study from Markerly:
- Micro influencers are 4 times more likely than macro influencers to get a comment on a post
- Users with less than 1,000 followers get a comment 0.5% of the time versus 0.04% for those with 10m + followers
- Users with less than 1,000 followers gets likes 8% of the time versus 1.6% for those with 10m+ followers
The study concluded that accounts with followers of 10,000-100,000 represented the best combination of engagement and reach.
The conclusion may be unsettling for marketers used to the reach/frequency simplicity of mainstream broadcast TV communication. Developing effective relationships with a large number of influencers is not easy. This is trench warfare. Hard work which doest scale in the way media buyers would prefer.
There are also subtleties and nuances to influencer marketing based on trust and the necessary transparency required about what is sponsored which dont exist for conventional advertising programmes.
Influencer marketing is new terrain, and the value provided from insights back to a brands from influencers (ie listening), rather than merely broadcasting out via them, should not be under-estimated. Not a topic often discussed based on the almost hard wired “broadcast out” start point for most marketers.
The game is changing. And this makes for uncomfortable times for brands and agencies alike. Legacy behaviour and vested interests are strong, but disruption is alive and well within marketing.