In order to determine which influencer to work with you first need to know which tier to go after. There are many definitions out there but a simple way to think about it is within this follower count terminology. We don’t put a lot of stock in follower count itself but they are meant to be guide rails in terms of identifying influencers so micro tend to 100,000 midyear 100,000 to 500,000 and macro 500,000 followers or above micro macro.
As you see oftentimes they’re are pitted against one another. But I don’t see it that way. There are pros and cons to certainly working with both for instance and macro influencer we’ll bring you higher reach and credibility in the category but we’ll be much higher budgets while micro influencers will draw more engagement and definitely provide
more deliverables for what you’re paying for. But you are getting credibility in the category at a much slower pace. At this current stage an influencer marketing I would recommend working with micro influencers whether you’re just starting influencer marketing or you work with celebrity talent. Incorporating micro influencers into your overall strategy
can be an effective means in educating yourself what I mean by that is uncertain. Customer niches you can see if that’s a category you need to be doubling down on. For example, let’s have a woman’s fitness apparel line. I know I’d be the perfect person to start that I can go and get mom yoga and foodie influencers and I’ll
see if those audiences are interested in buying my product. All the while before spending big on a macro influencer I’m saving significant money before investing. So think of it this way. It’s a diversified portfolio that educates you well before you put all your money in one stock. Let’s say the yoga and mom audiences worked
I would go to work with more mom and yoga micro influencers and then the process continues after that when it comes to the analysis of an influencer there are two ways to do so quantitatively. What is their engagement rate. Do they have similar audience demographics age, gender, location et cetera you can ask influencers
the screenshot some of this information on their Instagram analytics then qualitatively do they represent and post on brand content. Do they represent your brand well. When you look at their feet do they match the type of persona you want your customer to be as well. Who are they and what are they posting. Will most likely represent their followers especially
at the micro level and then are they creating captivating content. Are they good content creators their photos or videos. And are they posting those consistently for identifying and choosing influencers Facebook believe or not has created a great tool called brands Cola’s manager. Use this to discover and work with over thousands of influencers so having both quantitative and qualitative
metrics match will get you on the right track in making a wise decision. But as we’ll get into next. You’ll need to now analyze their authenticity which that sounds impossible but find out in the upcoming lesson how to do this and what post of influencers do first.