Influencer marketing has become a popular method in recent years due to the change in the consumers’ behaviour and how they perceive advertising. 92% of consumers say they trust word-of-mouth recommendations and reviews over other types of advertising. Which is understandably why ‘influencers’ began to rise in popularity and became unofficial brand ambassadors. However, it seems the focus has shifted from out-of-reach celebrities, to your “Average Everyday Joe” a.k.a. “Nano Influencers”; where brands are now choosing to work with micro-influencers with a smaller audience instead, as consumers are losing faith in mega-influencers.
Putting out the Fyre on influencers
The power of influencers relies on the trust they build between the product endorser and their audience. One reason for the shift from celebrity influencers to the average everyday Joe is simply down to a lack of trust. Did you hear about Fyre Festival? It was destined to be the biggest party of a lifetime, if the social media hype was to be believed.
On December 12, 2016, the main influencer campaign began, with 63 influencers posting a blank orange square, along with the hashtag #FyreFest. These posts received over 300 million impressions in just 24 hours.
The event was far from a success, and the organiser, Billy McFarland ended up in prison for fraud, and celebrity influencers were caught in the crossfire.
The Fyre Festival had a high level of influencer promotions, including Kendall Jenner and Bella Hadid. Kendall Jenner was reportedly paid $250,999 (£193,000) for a single Instagram post, to announce the launch of the tickets and offer a discount code. Fyre Festival became a disaster, from the non-existent music to the toddler-type meal plan; nothing about the festival screamed luxury, and Influencers were criticised for not correctly disclosing sponsored content. It’s understandable why consumers may have lost faith in celebrities after all.
Research found that 86% of marketers used influencer marketing in 2016, and 94% of those marketers found influencers to be successful. Whilst influencer marketing is still in demand in 2019, the focus is now shifting from celebrities to the average everyday Joe a.k.a ‘micro influencers’.
Let’s look at the facts:
- 4 in 10 millennial subscribers feel that their favourite influencers understand them better than their friends.
- 49% of consumers will trust in the recommendation of an influencer and 40% made a purchase after seeing it on social media.
- 70% of teenagers trust influencers over celebrities.
Why brands are choosing micro-influencers
The essential core of all influencer marketing is based on trust and loyalty. An influencer is only an influencer, providing their audience is actually listening. Brands are now making the decision to align themselves with smaller social media accounts as they are seen as more authentic.
Co-founders of the Influencer agency WickerWood have divided influencers into the following categories:
- Mega: Over 1 million followers
- Macro: 200,000 to 900,000 followers
- Midi: 50,000 to 200,000 followers
- Micro: 10,000 to 50,000 followers
- Nano: 800 to 10,000 followers
Brands are seeking out Nano-influencers (otherwise known as Nanos) more than ever. As influencers grow their online fame, they may be losing their homespun quality, which distinguishes them from the many celebrity endorsers out there.
Our Instagram account is home to over 900 followers, and our Twitter account has more than 2k followers, so as a ‘Nano-influencer’ we want to discuss the advantages of partnering with smaller accounts like us.
Benefits of working with Nano-Influencers
- People with a smaller group of followers seem more authentic, relatable and trustworthy, in comparison to bigger influencers.
- The brand’s message will spread in a more natural way.
- Nano influencers build close relationships with their followers and have 60% higher engagement rates and 6.7 times more efficient per engagement.
- Nano influencers are proactive in seeking out sponsorships from brands that they would want to work with without compromising the bond that they have with their followers.
- Sponsored posts will be carefully crafted, as smaller influencers, like us, understand the importance of quality over quantity.
- Whilst the work is sponsored, it comes across as a friendly, genuine and authentic, as the followers have a more meaningful relationship with the influencer
If you’ve been contemplating the influencer strategy and whether it’s the right fit for you, you can talk to our team directly on our sister-site ‘Bee Green Lifestyle Magazine’ about sponsored posts, or just keep reading if you want to find out what questions you should be asking yourself before getting in touch with any influencer.
So what makes a good influencer and are they the right fit for your brand?
Being an influencer is more that just the amount of followers one has. It’s also about understanding whether a particular influencer has the ability to craft thoughtful content that fits in with your brand’s voice. Creative consistency and a storytelling narrative are important when building up your brand’s awareness through influencer marketing.
Have you really explored the social accounts of the Influencers you’re interested in working with? It’s important to understand the values and ethos that an influencer supports, who their followers are versus who they follow, and the types of brands that they promote. Take Bee Green Communications for example – we’re an eco-conscious content marketing agency that works together with our sister brand Bee Green Lifestyle Magazine to promote other ethical and sustainable brands by raising awareness of their eco products or services, either on social media, on our websites as brand features and/or in our Ethical Directory or via our newsletters. Just imagine if we thought it was okay to publish a post that encouraged the use of plastic straws – surely that wouldn’t go down well with our readers and followers.
Another reason a lot of brands turning to nano and micro influencers is due to smaller marketing budgets. So, before approaching any influencer, it’s important to have a budget in mind and to consider the following:
- Influencers with a larger following will cost more
- The more expensive your product, the more expensive the campaign will likely be
- Go directly to the influencer, or expect to pay extra by going through a talent agency
- Some influencers will delete sponsored posts after the campaign, unless you’re willing to pay for a permanent post
Social media engagement is a measurement of how effectively a brand or influencer is creating interactions with its customers, and correlates with the number of people who are forming a relationship with the brand.
An Instagram engagement rate below 3% is considered low engagement, whilst an engagement rate above 3% is high engagement with influencer potential.
We thought it would be a good exercise to compare our Instagram account to 5 of our competitors, to help us understand how we compare in this highly competitive and value-driven industry. We also decided to reveal the names of the competitors in this post, not to shame anyone, but to stand by our values of being honest and transparent, as well as help you understand that what you see is not always what you get.
To our surprise, Bee Green (@ethicalabode) rated 2nd highest for engagement.
The results in the table below show that brands with a higher number of followers had lower engagement.
|IG Account||Followers||Following||Engagement Rate|
|This Natural Bee||3938||2825||3.29%|
We’ll let the statistics speak for themselves.