This week on Marketing Monday we’re talking about Influencers. Specifically, Micro-Influencers and Nano-Influencers. What are they, why do you need them, and how do you find them. Plus, a case study showing how one business made micro-influencers work for them.
What are Influencers?
Let’s start with the basics, an influencer is an individual who has built up a following, primarily on social media, of engaged enthusiastic people who pay close attention to their posts. Influencers aren’t limited to celebrities either, but anyone within a specific niche or market. Common niches include beauty, memes, or fitness, but these can be as specific as Granfluencers or store-specific retail influencers, or as eccentric as Mukbang influencers.
Influencers have the power to affect the purchasing decisions of their followers/viewers because of their established authority and knowledge, as well as the more personal relationship they share with their audience.
Influencers are further categorized by the size of their following. There is no one set rule as to what category an influencer is in, as their strengths are effected by other characteristics than following, but following can provide a basic determination.
Mega-Influencers are accounts with over 1 million followers
Macro-Influencers have 500,000 to 1 million followers
Mid-Tier Influencers range from 50,000 to 500,000 followers
Micro-Influencers typically have 10,000 to 50,000 followers
Nano-Influencers will generally start at 1,000 followers to about 10,000 followers
Why do you need Influencers?
It’s important to remember that influencers aren’t just a marketing tool. Working with one isn’t the same as dropping a new Facebook ad or sharing a new post on Instagram. Working with influencers allows you access to a social relationship, your brand is joining the group chat, and the influencer is your way in. Influencers have built their reputation on knowledge and expertise with their niche audience. Their followers see them as equivalent to a friend, someone to ask for recommendations on what they should do or buy. This could be anything buying a specific shirt, shopping at a particular store, or visiting a town or hotel. And done right, an influencer campaign can create short term pop culture trends and long term buying trends in their market.
How do you find influencers?
There are two main ways to find influencers: searching by hand or using search tools.
Searching by hand can mean checking out relevant large hashtags, seeing who you tagged your business, looking at who your followers follow, and using word of mouth from other businesses who have used micro- or nano-influencers in your area and/or niche.
Using search tools will be easier, allowing software to do the hard work for you. These programs include Upfluence, HypeAuditor, Aspire IQ, Alexa searches, and more.
Sperry’s #OdysseysAwait Campaign
Micro-Influencer Case Study
In late 2015, shoe brand Sperry launched a campaign centered on the hashtag #OdysseysAwait. The tag built on the brand’s new collection Odysseys Await, as well as a refreshed brand identity. The company’s mission was to “ignite the human spirit through the power of sea-based discovery and adventure.” The new campaign and rebrand encouraged a more youthful, global and digitally-connected group to take part in the brand. It included 80 influencers (referred to as ambassadors in the campaign) who will be taking on a new Odyssey in their custom Sperrys. The 80 ambassadors/influencers shared photos on their own feeds and shared on Sperry’s Instagram feed as well. One of the most notable #OdysseysAwait images was Slava Daniliuk’s San Francisco Rooftop image
Influencer marketing is one of the best ways to reach your audience in a personal, genuine way. Has your company done an influencer campaign before?
If your business is looking to launch an influencer campaign and not sure where to start OR if your an influencer looking to start partnering with businesses, shoot me an email at Hello@MoiraK.com!