Different kinds of influencers – pros and cons

By Related

When is it valuable to work with a micro influencer and when should you prioritize the big accounts with hundreds of thousands of followers? Learn about the difference between micro, mid-size, macro and mega influencers in the Nordics here.

For marketing purposes, influencers are often categorized according to how large their follower numbers are. While some influencers have hundreds of thousands of followers, others only have a few thousand followers – but both can be highly influential, depending on what you’re aiming to achieve with the collaboration.

So how do you know which type of influencer to work with? What’s the benefit of working with the smaller ones? And what should you be aware of if you are aiming for the best CPM? All influencer profiles are different, but it’s possible to draw some top-line conclusions that may serve as an inspiration when planning your influencer marketing. Here’s a short overview:

Micro influencers – expensive CPM, great for user-generated content
Although the definitions often vary, in the Nordics a micro-influencer is generally characterized by having up to or around 10,000 followers. The micro-influencer category tends to have the most expensive CPM (average spend per 1,000 impressions per influencer) as well as the lowest average number of impressions per influencer.

However, if you are looking to work with influencers to get nice user-generated content for your own social media channels, this type of influencers is often a good choice. Furthermore, many micro influencers have quite high engagement rates, so if you want to learn about your product or your target group, micro influencers might be able to help you get these insights.

Mid-size influencers –good ROI for awareness, not for engagement
A mid-size influencer usually has between 10,000 to 50,000 followers. In the mid-size category, the price per impression is in many cases lower than in the micro and mega categories – meaning that you get a better ROI if you are looking at generating awareness.

However, this category tends to have the lowest engagement and interaction rate when comparing to the other influencer types.

Macro influencers – best CPM and impression rate, low engagement
Macro-influencers can be characterized by having 50,000-100,000 followers. This type of influencer has both the best CPM and impression rate, making them a great choice for awareness campaigns.

However, generally there is only a small proportion of those who see the content who also interact with the content – so engagement is quite low.

Mega influencers – highest engagement & interaction rate – and budget
A mega influencer usually has +100,000 followers. The engagement and interaction rates on this size of influencers – who are often celebrities – are almost twice as high as in the other categories; meaning you will often get a high ROI with such KPI’s.

However, working with mega influencers typically requires a high budget – unless your product is an ideal match with them, and they therefore agree to negotiate a good deal. So, if your budget is limited, mid-size or macro influencers might be a better choice.

It is also worth noting that the followers of mega influencers/celebrities are often more spread in terms of geography and demography, so if you are looking to target a specific audience, perhaps you should consider smaller influencers with more niche content.

Want to know more about working with influencers in the Nordic markets?

Feel free to reach out to us on info@related.dk to learn more.

Pssst… Did you know that at Related we work with Woomio, one of the leading influencer management tools – enabling us to do tailor made and very targeted influencer campaigns and activities, backed up by data and insights? With a solid data foundation, we can estimate KPI’s (e.g.  selecting the option with the best possible ROI) and accurately track the performance of each influencer marketing campaign.

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