The 5 Different Types of Influencers - Power v Macro v Micro v Nano v Expert
If you’ve done any research into Influencer Marketing you would have quickly realised that it’s the Wild West. There’s no regulation and millions of them vying for your brand’s advertising dollar.
Scrunch exists to help educate marketers on how to run effective Influencer Marketing programs as well as speed up the time it takes to discover the right influencers for your brand or campaign.
To help demystify who’s who in the Influencer zoo, we’ve broken down the 5 different types of Influencers. It probably goes without saying but you will find the more the followers the bigger the budgets you will need to work with them!
Power Influencers - 250K+ followers
Your Power Influencers are social media influencers who have over 250k+ followers, and generally cover your celebrities as well.
Power Influencers can charge anywhere from $25k+ per collaboration, and tend to want longer term ambassador style deals, rather than just your once-ff sponsored post.
Think Kardashians.
If you want MASS hype + hysteria these are the ones for you. They are fantastic to build brand awareness on a mass level. BUT, don’t be fooled…. Not all Influencers translate into sales so don’t spend your last dollars on a gamble if you aren’t sure they are going to work for your brand!
Read more about Power Influencers.
Macro Influencers - 100k+ followers
Your Macro Influencers are social media influencers who have over 100k+ followers. You tend to find your reality TV stars falling into this category as well.
Macro Influencers can charge anywhere from $10k+ per collaboration, and are a little more comfortable doing once off engagements.
We’ve seen some epic brand collaborations with Macro Influencers that have shown great results and then been locked in to longer term ambassador roles. If you’ve squirrelled away enough marketing budget to include some Macro influencers in your strategy, then it is worth experimenting with them to try and scale your Influencer efforts.
Read more about Macro Influencers.
Micro Influencers - 10k+ followers
Your Micro Influencers are social media influencers who have over 10k+ followers. Micro Influencers are the most popular influencers for brand campaigns. Why? Because it allows you to spread the risk. You can take your budget and spread it across a larger number of Influencers in the hope that some of them pay off.
Now don’t get me wrong, I am 1000% positive that no one still thinks they are going to pay one Influencer and it will change their business forever, but every influencer is still valuable to you.
At the VERY LEAST an Influencer is a content source for you, so even if you don’t see the results you expect in terms of brand awareness, you still have access to a quality piece of content that you can reuse PLUS more credibility that people outside the brand’s marketing team endorse your product.
Micro Influencers charge anywhere between a few hundred dollars up to a few thousand dollars.
Read more about Micro Influencers.
Nano Influencers - 1k+ followers
Your Nano Influencers are social media influencers who have over 1k+ followers. In fact, sometimes these are just popular people that don’t even know they are influencers yet!
Nano influencers are a fantastic source of ‘user generated content’... you can enlist them en masse to create a whole heap of content for your brand at a relatively low cost. In fact, some nano influencers are happy to post about your brand in exchange for a gifted product. Just be aware that if you are not paying an Influencer then you can’t dictate what they do or say.
Read more about Nano Influencers.
Expert Influencers
You Expert Influencers are exactly that, experts. Experts in their field of, well anything! They might be nutritionists, doctors, therapists, athletes, scientists, business people… these types of Influencers are fantastic to bring real credibility to your brand or product.
The way Expert Influencers price can be a little different to the usual follower range equation as they have spent years in their respective fields. Some of them charge as if they were a consultant, rather than a social media Influencer, which makes sense… but may take a little extra communication on your part to find out how they work before you get started.
Read more about Expert Influencers.
How can you identify these Influencers on Scrunch?
Now you have an idea of which Influencer type you’d like to work with, jump into your Scrunch account and use the ‘social reach’ filter to find the right influencers for you. Easy peasy.
