Influence marketing is a big name from which many features and variations result. In order to shed light on this term, massively used (sometimes wrongly), we will look at the different forms it can take.
First, there are three main forms of influence marketing:
– The so-called “mass influence” (macro-influence)
– The micro-influence
– Nano-influence (which tends to develop)
Boost notoriety through recognized personalities
The advent of influencer marketing appeared many years ago with these celebrities and stars touting the merits of a brand for which they appeared in various TV commercials. Brands used these “public” personalities to convey their messages or promotions.
However, since the appearance of social networks, it has massively intensified. It has become easier to create a community without being recognized in the profession.
Today, macro-influencers are defined as people with a community of more than 100k subscribers. They can be celebrities but also Youtubeurs or influential bloggers.
Their audience allows them to have a wider reach and thus spread a message to a large number of followers.
Exchanges between Internet users and influencers are still complicated because of the volume of messages generated.
The main objective of macro-influence campaigns is thus the visibility and notoriety with subscribers not necessarily targeted given the size of the communities in question.
Micro-influencers, experts and commitment generators
Today, Internet users’ expectations of these influencers have changed.
Their growing need for authenticity and credibility will turn them to people whose subscribers are a little weaker but whose expertise is highlighted.
The relationship with the influencer is immediately facilitated and this is reflected on the commitment rate.
This is the number 1 measurement tool for micro-influence campaigns as it measures the interaction that users have had with the publication (number of comments, number of likes, number of shares …).
Moreover, our white paper on new trends in influencer marketing explains in detail the levers of a good influence campaign.
“According to a study by Marketly (2016), the most important element sought by a brand in an influencer is its ability to engage and not the number of subscribers.”
A Markerly study has proven the relationship between likes / comments and the number of subscribers. For an influencer with 10,000 followers, the engagement rate will be multiplied by 2 (or more) compared to a macro-influencer.
Whether it is related to a passion or a job, he will have a lot more credibility to talk about a subject if he has expertise. Its audience will be even more attentive if it creates quality content and relevant to the people who follow it.
The size of micro-communities can vary but it generally oscillates between 1k and 10k subscribers.
This is where the main difference with macro-influencers lies: the smaller the community, the stronger the confidence.
In addition, the expertise and writing of quality content are often the arguments that plead in favor of these new influencers.
The audience is then much more targeted and it becomes an opportunity for brands to address a community of experts more likely to interact.
Nano-influence, or how to make each user an influencer
30% of influencers have less than 5,000 followers and almost 50% have less than 10,000 followers.
This is a finding that opens the door to a much smaller influence marketing.
But who says restricted also says more targeted!
Indeed, as we saw with micro-influencers, the smaller the community size, the stronger the commitment. Attention is therefore more focused on the content posted.
These people with a low number of followers (less than 1,000) are for the moment left behind by the brands but remain a gold mine.
They are called nano-influencers.
They are able to make a customer to the act of buying much more easily thanks to their specialized expertise and their close relationship with their subscribers / friends.
Of course, this requires more work for advertisers who must contact a more influential number of influencers since the community is not as developed as a micro-influencer and even less than a macro-influencer.
92% of people seek advice from loved ones before making a purchase
Imagine if you push the principle even further, by offering each user to become brand ambassador.
The impact of your opinion and feelings on your friends or family will be even stronger than someone you do not know.
Admittedly, fewer people will be affected, but decision-making will be greatly facilitated.
We all share interests with our friends that we like to exhibit on social networks.
The attention paid to a friend’s post on Facebook, Twitter and even more on Snapchat and Instagram (whose commitment and visibility have no equal) will necessarily be greater than the publication of a stranger or of a mark.
It is not for nothing that 92% of consumers are more receptive to the recommendations and opinions of their loved ones rather than brands!
Hyper-personalized marketing would then reach its climax.
Nano-influence can very well meet conversion and branding goals if it is well conducted.
At Spitche, we believe that the future of influencer marketing will inevitably be influenced by a smaller scale, an influence that we finally all have with our loved ones!