Imagine collaborating with two Instagram influencers:
- Jolene – 1M followers with a 5% engagement rate
- Ted – A nano-influencer having 10K followers with a 70% engagement rate
Jolene is a popular Instagram influencer; yet her engagement rate stands at a mere 5%. Ted, on the other hand, is a nano-influencer with over 10K Instagram followers. Despite his limited following, his engagement rate is off the charts.
So, let’s assume that you’re looking forward to promoting your recently launched product and asked both influencers to promote it on Instagram.
Since Jolene has over a million followers on Instagram, she feels comfortable to quote $10,000 per post, whereas Ted said that he’s going to charge you $250.
Let’s say you decide to go ahead with both of them. Now, taking into consideration the influencers’ engagement rates and followings, here are the results you may get:
- Jolene – With a 5% engagement rate, you’ll see 50,000 of Jolene’s followers engaging with your post.
- Ted – With an impressive 70% engagement rate, Ted’s post will be engaging about 7,000 of his followers. And since he has a really high engagement rate chances are that his followers look up to him and trust his recommendations a lot more.
Now, would you rather spend $10,000 to reach out to 50,000 of Jolene’s followers – who may or may not purchase your product(s), or would you prefer going ahead with Ted – who:
A) Doesn’t charge too much
B) Has a well-established following
Before reaching your decision, let’s consider the following…..
Most brands are under the assumption that they need to collaborate with influencers having hundreds of thousands, if not millions, of followers for their influencer marketing campaigns to succeed.
But here’s the question:
“What’s the point of collaborating with influencers with a massive fan following if their engagement rate is pretty low?”
Nano-influencers are influencers with a decent following (less than 25,000) on their social media accounts. Despite their limited following, brands that collaborate with nano-influencers in their niche have seen outstanding results.
Why?
That’s because nano-influencers spend their valuable time building long-lasting relationships with their audience – as they are pretty much in the early stages of their influencer journey. Alongside this, they can dedicate more time to your campaigns, which isn’t the case with influencers with a massive fan following.
We’re not saying that you shouldn’t collaborate with macro or mega influencers. However, there’s no point in doing so if their engagement rate is pretty low. That’s the reason before paying $10,000 to an influencer such as Jolene, it’s advisable to have a thorough look at their engagement rate and various other metrics.
Nano-influencers have a very close and at the same time loyal community of their own. This means that whenever they recommend a brand’s product(s), their followers are highly likely to head over to the brand’s page and give it a try.
That’s the reason we prefer incorporating and collaborating with nano-influencers like Ted, who are subject to a higher engagement rate when compared with mega or macro-influencers that face a hard time engaging their followers, as part of the overall influencer marketing strategy.
At MoreInfluence we help brands build highly strategic influencer marketing campaigns that include nano-influencers to ensure that you get the results that matter to you. And we’d love nothing more than to give you a boost.
So what are you waiting for?
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