Influencer marketing has become one of the most efficient marketing strategies that brands and agencies use. When it comes to the term influencer though, we have to break it down into four groups.
Micro influencers: 5,000 - 100,000 followers
Mid-tier influencers: 100,000 - 500,000 followers
Macro influencers: 500,000 - 1M followers
Mega influencers: 1M+ followers
At first, marketers jump at the idea of marketing a product or service with someone who has an audience of 1 Million or more, however, there are more benefits to not. Micro and mid-tier influencers, although having smaller audiences, are more successful in their own niche market. This makes it much easier for brands in specific markets to expose products or services to their target audience. Currently, 91% of the influencer market are micro influencers and 77% of brand partnerships are with micro or mid-tier influencers.
Take Kate Bartlett for example. In 2021, Kate Bartlett posted a “Very Realistic Day in the Life of a Fashion Student in NY” TikTok highlighting her day as a fashion student in NYC. It was the video that took her from a random TikTok account to being a mid-tier influencer with an audience of Gen Z fashion students and new NYC transplants. Kate began highlighting her budgeting tips for living in NYC, as it was a main pain point for many of the followers, being new to the city or a student there as well. One of her main “Budgeting Tips” was her subscription at Pret A Manger in NYC. This became one of her first influencer partnerships, boosting both Kate’s and Pret’s successes.
The number of followers on an influencer’s account can be deceiving, because with mega influencers, brands will only resonate with a fraction of the millions of people viewing content. Micro and mid-tier influencers with niche followings guarantee higher engagement with brands and are more affordable as well. Three main benefits to micro and mid-tier influencer partnerships are their affordability, trust with audience, and high engagement. Mega-influencer marketing will start at $5,000 a post, at least. Whereas a micro or mid-tier influencer, will charge $100-$500 for content. Trust with the audience is key for high engagement, and Gen Z currently trusts micro influencers much more than high celebrity endorsements for brands.
Using micro and mid-tier influencers requires research and high levels of knowledge of which niche markets your brand or service is in, and the markets the influencers you pitch to are in as well. When done correctly, micro and mid-tier influencers can assist brands in taking off.
Influencer marketing has become one of the most efficient marketing strategies that brands and agencies use. When it comes to the term influencer though, we have to break it down into four groups.
Micro influencers: 5,000 - 100,000 followers
Mid-tier influencers: 100,000 - 500,000 followers
Macro influencers: 500,000 - 1M followers
Mega influencers: 1M+ followers
At first, marketers jump at the idea of marketing a product or service with someone who has an audience of 1 Million or more, however, there are more benefits to not. Micro and mid-tier influencers, although having smaller audiences, are more successful in their own niche market. This makes it much easier for brands in specific markets to expose products or services to their target audience. Currently, 91% of the influencer market are micro influencers and 77% of brand partnerships are with micro or mid-tier influencers.
Take Kate Bartlett for example. In 2021, Kate Bartlett posted a “Very Realistic Day in the Life of a Fashion Student in NY” TikTok highlighting her day as a fashion student in NYC. It was the video that took her from a random TikTok account to being a mid-tier influencer with an audience of Gen Z fashion students and new NYC transplants. Kate began highlighting her budgeting tips for living in NYC, as it was a main pain point for many of the followers, being new to the city or a student there as well. One of her main “Budgeting Tips” was her subscription at Pret A Manger in NYC. This became one of her first influencer partnerships, boosting both Kate’s and Pret’s successes.
The number of followers on an influencer’s account can be deceiving, because with mega influencers, brands will only resonate with a fraction of the millions of people viewing content. Micro and mid-tier influencers with niche followings guarantee higher engagement with brands and are more affordable as well. Three main benefits to micro and mid-tier influencer partnerships are their affordability, trust with audience, and high engagement. Mega-influencer marketing will start at $5,000 a post, at least. Whereas a micro or mid-tier influencer, will charge $100-$500 for content. Trust with the audience is key for high engagement, and Gen Z currently trusts micro influencers much more than high celebrity endorsements for brands.
Using micro and mid-tier influencers requires research and high levels of knowledge of which niche markets your brand or service is in, and the markets the influencers you pitch to are in as well. When done correctly, micro and mid-tier influencers can assist brands in taking off.
