If your brand or business was attempting to market sports apparel, for example, reaching out to certain NBA stars with an aggressive advertising campaign was probably the best way to influence your potential customers and convince them of the value of your product. With the rise of social media, however, the world of influencer marketing has changed dramatically. We then offer a few guidelines on which type of campaign might be best for your own particular business or brand. Micro influencers are almost always connected to a specific market niche which makes it easier to identify a micro influencer that would be beneficial to your advertising campaign. You will most likely have less control over the output of the social media post as micro influencers may want to maintain more control over the type of social media post that they share. Cons Obviously, it will be much more expensive to work with celebrity influencers if you are planning on offering a paid endorsement. While the actual numbers will obviously vary depending on the celebrity and your marketing goals, you can expect to pay anywhere between $2,000 to $50,000 for a social media mention of your product or your brand. So, which type of campaign is right for you? and your brand. For brands or businesses who are focused on a slower, more measured and lengthier advertising campaign, micro influencers might be a better option as they will allow you to spread your budget over a longer period and more specifically target potential customers.
Before the relatively recent explosion of Facebook, Twitter, and Instagram, celebrity advertising was considered to be the main path towards reaching and influencing potential customers.
If your brand or business was attempting to market sports apparel, for example, reaching out to certain NBA stars with an aggressive advertising campaign was probably the best way to influence your potential customers and convince them of the value of your product.
With the rise of social media, however, the world of influencer marketing has changed dramatically. Today, there are thousands of micro-influencers who successfully have used social media channels to build a solid group of followers and admirers.
So, if reaching out to Lebron James or Kevin Durant to give a shout out to your product or brand seems like a long shot, finding a micro-influencer active in the fitness industry might be a good alternative. There are dozens of self-professed fitness gurus with YouTube channels that have tens of thousands of followers. Not only will these types of influencers put you in contact with people who will naturally gravitate towards a sports or fitness related product or brand, but they will also most likely be much more affordable.
Micro influencers have emerged in almost every major industry, from fashion and makeup “experts” with massive numbers of Instagram accounts following every piece of advice they offer, to travel bloggers who offer detailed advice on the best places to travel on a budget.
While micro influencers certainly add another facet to the world of publicity and advertising, their emergence certainly does not mean that celebrity influencers are a thing of the past.
On the contrary, celebrity influencers have also taken advantage of the platforms offered by social media to diversify the types of products that they advertise. While micro influencers will usually have followers ranging from anywhere between 5,000 to 20,000 people, celebrity influencers will obviously garner much more attention.
Below, we take an in-depth look at the pros and cons of both micro influencers and celebrity influencers for entrepreneurs and businesses looking to launch a successful advertising campaign. We then offer a few guidelines on which type of campaign might be best for your own particular business or brand.
Pros and Cons of Micro Influencers
- Micro influencers are usually a cheaper option for your influencer campaign. Of course, it is possible to get a spontaneous mention of your product or brand from a celebrity who received a product you sent to them through their agent. However, if you are thinking of offering payment for a social media mention of your product or brand, celebrities, and their agents will almost always have a higher price tag.
- Celebrity influencers often times have more engaged followers who actively participate in their social media feeds. If you are one of the millions of people who follow Kim Kardashian on Twitter, chances are that you aren’t completely engrossed in every detail of every tweet that she shares. If you follow a micro influencer who specializes in identifying the latest trends in women’s footwear, however, there is a better chance that your attention level will be higher when following the suggestions and recommendations that he or she makes through their social media posts.
- Micro influencers also allow you to better target a specific audience or type of customer, whereas some celebrities will have a larger and broader appeal. Micro influencers are almost always connected to a specific market niche which makes it easier to identify a micro influencer that would be beneficial to your advertising campaign. It is worth mentioning, however, that several celebrities also are identified with certain market…