Wondering where the heck to start to get your brand influencer marketing plan off the ground? Foundd takes a look at the pros and cons of micro, macro and nano influencers.
At Foundd Legal, we totally get that building a business from the ground up can be overwhelming. Being sure you’re legally sound, getting the right licenses, creating the perfect brand image… all of these things take time and a ton of effort. But once the groundwork has been laid out (and you’ve taken the right amount of time to celebrate!) you need to refocus and do the daunting but amazing work of building your audience and ultimately, growing your following and brand fan base! So how, exactly, do you do that? Though there are a number of ways you can work to build your brand, one way we’ve found to be quite powerful is by teaming up with an influencer. You know, those individuals who have the social media power to, well, ‘influence’ their followers. But with so many people claiming to be influencers these days, who, exactly is the right fit for you and your brand? Foundd Legal explores the definitions as well as the pros and cons of micro, macro and nano influencers to help you get a leg up on your branding strategy.
Micro Influencer
You know what I like about British television over American television? The people in it are, well, way more normal. Imperfect, quirky, left of centre. They don’t all look like models right out of a Victoria’s Secret Catalogue. Well, that’s kind of how I think of micro influencers. The real people. Normal, everyday people with a decent social media following of about 1,000 to 100,000. This crew of influencers are trustworthy, they’re relatable and they’re sincere.
Micro influencers tend to fall into more niche markets, they have topics in which they specialise and do a darned good job selling and advocating any brand that falls into their area of expertise. Popular markets for these trendy influencers are fashion, travel, beauty or health and wellness. These influencers are personal, invested and connected with their loyal followers. The bright and beautiful Ivy Carnegie is a “Holistic Health Enthusiast” who shares tips about health and wellness for women and new mums. She has a following of 82.6k people and is the perfect example of a successful micro influencer.
These clever folks are personable and have the magic touch when it comes to connection and engagement with their followers. Brands love them because they have a way with words and do a bang up job creating relationships and advocating for your brand. Generally speaking they’re affordable for small businesses and with a higher conversion rate the chances of a return on investment are pretty darn good!
The one downfall that we can think of is capped visibility. While micro influencers are pretty fab when it comes to connection and brand loyalty the reach has a limit… so if you’re blasting off and playing hard ball with your brand growth and potential (and you have the marketing budget to back you - don’t be silly with your cashola), take a look at what macro influencers are all about.
Want to get ahold of a micro influencer? No need to call up their agent or manager and get the runaround. Shoot them a DM and an email and send some samples of your business as well as what you’re looking for and you may be off and running! Want to know what else you might need? Check our How to Hire an Influencer Guide for more deets.
Macro Influencers
Check it out. @kyliejenner @cristiano @aimeesong These influencers are some of the hottest of 2019, and getting into any kind of brand relationship with them could mean a major boost to your following. But does it mean the money will start rolling in? Let’s take a look.
Macro influencers have a following from the tens of thousands to millions. More often than not they are famous, we’re talking celebrities, athletes and any number of household names.
They have a ton of experience when it comes to marketing themselves alongside a brand and have their own fancy toolkit of creative advertising to really make a statement. With all of their expertise these macro influencers don’t need much direction from you on how to market your brand, they’ll spin it on its head in their own way and the followers will surely come. Sounds pretty fab, right?
But before you reach out to Kylie Jenner’s manager, you’d better be sure you can afford the rates! Macro influencers can get super pricey! According to a BBC News article, Kylie Jenner makes around $1.2 million for an Instagram post. So unless you have some money saved up for a rainy day you may have to think seriously about whether or not a macro is right for you. Another downside? Engagement rates tend to be lower when you have millions of followers to catch up with, so though your numbers grow, loyal followers may not be as easy to come by. Another thing to think about is that with their influencer “fame” these guys and gals may want to hold tight to the creative and artistic vision, so giving them your own spin on how you want their post to look may not work.
Like micro influencers, this crew has pluses and minuses. Ultimately the call is yours!
Nano Influencers
So. Nano influencers. These peeps are the new kids on the block. With a following of about 1000 to 5000 according to Forbes. This small following may not scream massive brand blast, but these people are as real as they come. And they’re also connected to real people. A lot of their followers are friends and family, people they actually know who trust their opinions and are interested in what they have to say. These offline connections can be even more beneficial when it comes to sharing the love of a new product or brand. I mean, who doesn’t enjoy a good chat about new found skin creams or the hottest new travel destinations over a glass of vino?
These nano influencers can introduce your brand at home and online and ultimately could provide more word of mouth endorsement than a macro or micro influencer would.
Nanos are way more affordable and their demands are a lot less, they also aren’t going to be asking you for huge amounts of creative control since what they’re looking for is a new brand business opportunity to grow their own mini empire! Check out this article from the Sydney Morning Herald that touches on this latest cool kid; there are some companies out there who seek out Instagrammers with a great feed, only a few followers but have a solid connection and engagement with them. In return they get their own page advertised on a company website, a bit of cash and maybe some free products thrown in. It’s a good deal for a new company looking to grow their loyal fan base and for a new influencer on the market for new clients.
So what are you thinking? What does your brand need? Make sure you give yourself the time to strategise and plan to decide what kind of influencer is the best to sell your kick arse brand. Then make your partnership legal! You'll need this handy Influencer Agreement template, which sets out the nitty gritty of your arrangement with your chosen collaborator.
Not sure it's the right fit? Book in a consult with one of our lawyers, so we can give you the legally legit lowdown!
Photo credit: the unbelievably talented @afashionnerd