Influencer marketing is a booming industry with the expectation of it growing into a $5-$10 billion dollar market in the next few years. In 2016, companies spent $25,000 -$50,000 per campaign and these figures are expected to double by 2017. As more marketers are looking to include influencers in their marketing campaigns, one would question whether engaging a huge celebrity is really worth the amount of money spent. These are 5 factors that you should probably consider when choosing between celebrities and micro influencers for your marketing campaign.
1) Time to Market
If campaigns require the immediate engagement of influencers, needless to say, micro influencers will be the obvious choice since they are much easier to approach than huge celebrities. Big time influencers are harder to pin down due to them being approached by many other companies that are offering attractive packages and incentives. Smaller influencers on the other hand are more open and willing to try out products and ideas that they are personally interested in. By shortening the time spent on engaging influencers, brands can ensure that their marketing campaigns will be implemented on time.
Micro influencers are different from traditional celebrities in that they are seen as everyday people who possess genuine knowledge and passion in the specific topics or niches that they are interested in. By partnering with the right influencers known for the particular niche that your brand is marketing, you will be certain that your brand will be followed by most of the influencer’s loyal followers who share the same interests and passions.
With this, micro influencers are far better at driving and shaping consumer behavior than the celebrities themselves. By cultivating stronger, personal and more authentic relationships with their audience, companies can ensure that their marketing campaigns will reap benefits in the long run. For example, Man Tea , a start-up company worked with multiple micro influencers like Daniel Rutten and Dennis Boeer who are personally health enthusiasts. Since the tea products of the company are targeted at individuals who are not only males, but also concerned with healthy living, by choosing the right influencers, Man Tea ensured that their products reached the relevant audience and can potentially generates higher quality leads.
3) Engagement Rate vs Brand Reach
It is known from studies such as that conducted by Markerly that as influencers gain a certain amount of audience, their engagement rate actually decreases. Engagement rate is far more essential for marketing campaigns since it really doesn’t matter how many followers the influencers have if none of them actually interacts with him or her! To put it simply, the more engaged the audiences are, the more likely that they will react positively and enthusiastically to products used by the influencer.
For example, using a reliable influencer analytics platform like Popular Chips, we can compare the interaction rate between influencers. Even though a huge celebrity like Taylor Swift has a large follower base of 100m+, compared to Julie Ledbetter, a health and lifestyle coach with a follower base of only 89k+, Taylor has a much lower interaction rate at 1.13% compared to the 11.36% of Julie’s fans. This means that Julie’s audience interacts will her a lot more and will pay more attention to the products that she uses.
Furthermore, if a brand wants to market its products in a specific country, such as that of America, it is meaningless if a large percentage of the celebrity’s fans consist of people of other nationalities. For example, Selena Gomez has a huge fan base of 100m+, but only 14.22% of them consist of Americans. Tiffany Darlyn, a YouTuber and vlogger on the other hand has a smaller fan base, but 75.72% of them are Americans. Therefore by paying a much lower price, brands who collaborate with Tiffany are able to reach out to a lot more consumers who are relevant to their marketing campaigns.
For an influencer with 5 millions followers, prices could go up to $33,000 per post. This may prove to be a huge burden for some companies. Smaller influencers on the other hand have smaller price tags
attached to them and thus may prove to be easier for companies to manage. Even though more of them are needed to reach the scale that a huge celebrity possibly can, the total cost will still be much lower with the possibility of a higher ROI due to the more engaged audiences. It is safe therefore to assume that the micro approach is the more effective way for companies to gain the best results in the long run.
After reaching the end of the article, it seems like engaging micro influencers is the obvious way to go. However, the downside of collaborating with micro influencers is that more than one would be required to reach a large-scale of audience. More influencers would mean more personalities and contents to manage, more time required to reach out and work with them, more resources needed to measure the effectiveness of the campaigns etc. As such, whether companies should collaborate with multiple micro influencers should depend greatly on whether they are able to manage the workload and cost incurred.
Both small influencers and celebrities bring with them different costs and benefits. By leveraging on the celebrity’s large following, brands can expose themselves to more people, but this comes with a hefty price. On the other hand, even though smaller influencers do not have as large of a follower base, their relationship with their followers generate greater benefits for the brands in the long run.
The answer to which influencer to collaborate with depends on the objective of the marketing campaign, the target audience as well as the budget of the company . By using the right influencer analytics platform like Popular Chips, companies can find the balance between brand reach and relevance, leading to more effective campaigns.