For much of the last year or so in the influence marketing space, there has been a growing trend to move away from mega-influencers in favor of micro- and nano-influencers. Those with fewer than 50,000 or even 10,000 followers. The reasons, as we’ve discussed with several of our guests, is that the smaller the following, the higher the engagement rate … generally speaking. If the engagement rate for a small number of people is high enough, it means that influencer has actual impact on more audience members than mega-influencers with lower engagement rates.
I wanted to dig in and explore use cases and case studies where this is happening and connected with Erin Murray recently. She is the vice-president for brand and consumer marketing at Peace Out Skincare. They have used both mega-influencers and micro-/nano-influencers to help educate the market and create awareness and conversion for their skin creams, acne treatments and ointments. And Erin shared their learnings with me.
Peace Out also zeroed in recently on surfacing a very niche, but highly relevant sub-group of influencers in the space: dermatologists.
She joined me to talk about the brand’s back and forth with influencers of different sizes, zeroing in on a specialty niche of influencers and even what her brand is up to on TikTok. You always seem to learn more when the guest is a brand-side decision maker because they’re not just thinking about all this activity with influencers. They’re testing approaches, learning and actually executing campaigns that drive their business.
I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns. Julius has powerful filters that let me drill down find just the gardening influencers in New England. Or the people who get excited about brick oven pizza. But it certainly also gives me the mega influencers and celebrity influencers I might need to help promote anything from stationery to toothpaste.
And in most cases, it has contact information so I don’t have to go fishing to reach them.
Oh, and they have their own audience health score to help you weed out ones with suspect audiences or engagement.
All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on the influencer using our campaign hashtag, and get an ROI report for each element.
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Winfluence – Reframing Influencer Marketing to Ignite Your Brand is available now in paperback, Kindle/eBook and audio book formats. Get it in the medium of your choice on Amazon or get a special discount on the paperback version of the book by clicking the button below, buying on the Entrepreneur Press bookstore and using the discount code FALLS20. That earns you 20% off the retail price. Read and learn why we’ve been backed into a corner to think influencer marketing means Instagram and YouTube and how reframing it to be “influence” marketing makes us smarter marketers.