Are you going to start with influencer marketing, but don’t know which type of influencer is best for your business and goals? LinkPizza conducted research on the effectiveness of influencers with different reach and is happy to share the results!
Influencer marketing has become an essential part of the marketing strategy of many companies in recent years. Especially in the fashion industry, influencer marketing is an effective marketing tool. One problem we see a lot these days is that marketers often don’t know how to use influencers most efficiently for their brand. Because there are no specific guidelines available, companies often automatically focus on Instagram influencers with a lot of followers. Yet this usually doesn’t turn out to yield the best results. In order to find out how your brand can use influencers in the most efficient way, we conducted research on this topic.
The effectiveness of influencers based on reach
First, we looked at the categorization of the different types of influencers. Influencers can be divided into five categories based on reach: nano influencers, micro influencers, meso influencers, macro influencers and mega influencers. In addition, they can be recognized by a number of characteristics.
The effectiveness of influencers by goal
When using influencer marketing, you are dealing with three purposes: improving your company’s image, increasing your company’s brand awareness, and boosting sales*. To improve a company’s image, one can look at the engagement ratio, When increasing brand awareness, reach is an important KPI. Through a survey, we found out how the different types of influencers score on these objectives.
The survey found that nano-influencers cost the least, have the lowest reach, but have the highest engagement rate. Nano-influencers cost an average of €135.38 per collaboration and generate an average of 702 interactions. They reach an average of 8,379 people and achieve an engagement rate of 23.4%.
For micro-influencers, the engagement rate is a lot lower than for nano-influencers. Micro-influencers cost an average of €287.08 per collaboration and reach 19,904 people for this. With an average number of interactions of 1,547, micro-influencers have an engagement rate of 5.1%.
For meso-influencers, it was shown that the average rate is about €443.33. For this amount you get an average of 6,388 interactions with an engagement rate of 8.5%. A meso-influencer reaches an average of 85,676 people.
Macro-influencers cost an average of €1,145.67 and generate approximately 7,749 interactions with an engagement rate of 1.4%. Macro-influencers reach an average of 91,278 people.
Welk type of influencer is the most effective to work with depends mainly on your objective. Do you want to increase brand awareness? Then it is wise to choose an influencer with a large reach. Do you want to improve your company’s image? Then choose an influencer with a high level of engagement.
Meso-influencers are well suited to use for both image enhancement and brand awareness. Meso-influencers have a larger reach than nano-influencers and micro-influencers, but at the same time are more accessible and cost-effective than macro- and mega-influencers. So do you want to achieve both objectives for your business? Then choose a meso-influencer!
Of course, you don’t always have to make a choice. We recommend using several types of influencers for your influencer campaign so that you can analyze the differences yourself afterwards. Do you need more information or help? Contact us or chat with us!
* Conversions and sales were excluded from this study because little to no information can be found about them and because influencers themselves often do not know how many conversions they have generated.