The world of digital marketing is constantly changing but one thing is for certain, influencers are here to stay, with search results for influencer marketing growing 400% in the UK alone since 2016*.
Why are influencers so popular you may ask? Well...
· They can give your brand credibility (a whopping 69% of consumers say they trust an influencer’s recommendations**)
· They allow you to tap into a wider audience
· Which, in turn, can also create more brand awareness as well as leads
But understanding the different types of influencers is a crucial first step when it comes to your influencer marketing journey which is why we’ve compiled all you need to know to get you started.
Mega Influencers: the giants of influencing
Mega influencers tend to have over one million followers — which usually means they’ve gained fame from other platforms such as TV shows. Their large reach can provide huge visibility for a brand but beware...they usually come with a hefty price tag which sit outside of many budgets!
Mega influencers are best suited to partnerships with big brands with substantial marketing budgets — think Coca-Cola or Nike. They can help quickly achieve widespread brand awareness BUT, with large followings come worldwide audiences with diverse interests — ultimately making mega influencer campaigns hard to target.
Remember when Khloe Kardashian partnered with Febreeze? Neither do we.
Macro Influencers: the established voices
Macro influencers, usually have follower counts ranging from 100,000 to 1 million and occupy a middle ground in the influencer space. They are well-known and respected within specific niches, allowing them to keep the perfect balance between reach and relatability. Often with high price tags, partnerships like this usually fall within the fashion, beauty and technology spaces — with influencers able to promote on-brand products to their trusting and connected audience.
We are particularly loving Welsh macro influencers including the hilarious content creator and podcaster @BambinoBecky and @Kyanfit — the fitness influencer who has grown a dedicated following with his no-nonsense fitness advice.
Micro Influencers: the engaged community builders
Micro influencers, usually have between 1,000 and 100,000 loyal followers and come with the benefit of providing super-targeted campaigns that are also more cost-effective.
We’ve partnered with a range of Welsh micro-influencers recently (including @SustainableDNA, @WelshMummySteph and more) to raise awareness of Welsh Government’s Climate Action Wales. By tapping into the target audience of a micro influencer, who, for example, already has an interest in taking climate action, we’ve generated over 70,000 video views and reached over 50,000 people in just one month.
UGC Creators: the authentic content producers
User-generated content (UGC) creators are individuals who create content (usually short-form video) for your brand to showcase a product, service or campaign message. These creators may not have a large following, but they are experts at creating authentic content, which will naturally resonate with a target audience.
We would always recommend using UGC creators if you’re looking to foster trust, boost credibility and create a strong bond between your brand and audience — which is why we’ve used this exact campaign tactic for our client Fly-tipping Action Wales (FtAW).
To reinforce FtAW’s campaign message to ‘always use a registered waste carrier and beware of the growing number of fly-tippers on Facebook’, we used content from some of Wales’ favourite influencers, including Ellis Lloyd Jones and Tom Rix Comedy. This content not only enabled us to overcome ‘banner blindness’ when it comes to ad campaigns — people’s ability to automatically skim over content that looks like advertising — but it also led to us reaching over 3.5m users, bilingually.
In conclusion, if you want to work with influencers then it’s important to get it right and work with a creator that fits well with your brand and your target audience. If you’re not sure, then why not speak to an expert for some advice.
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