For me, the power of influencer marketing is that you are in contact with your target group one-on-one. That is precisely why it is important to talk to an influencer and build a relationship. You want to know whether your product or service is appreciated by the followers.
Number of followers
It is useful to know how many followers we are talking about when it comes to micro-influencers . Below you will find a handy overview, so that you know exactly in which category influencers fall based on their number of followers.
Nano-influencer: max 5,000 followers
Micro-influencer: 5,000 – 50,000 followers
Macro influencer: 50,000 – 100,000 followers
Mega-influencer: 100,000+ followers
The importance of authenticity
In collaborations with mega-influencers, there is often a manager between you and the influencer. As a result, you do not get the chance to really get in touch with the influencer. That makes sense, since it is their business and source of income. Yet you see the love for the profession disappear. It is only about pure euros.
This results in some collaborations losing authenticity, which disappoints followers. They then see that it is a 'too' sponsored collaboration, which does not really fit the brand and the influencer. That is a shame! Because the influencer may lose followers and it damages the image of the brand. A good example of this is a collaboration between Anna Nooshin and Shell.
Anna Nooshin & Shell
Anna posted the photo below on Instagram for her collaboration with Shell. In the caption she wrote how amazing she thinks it is that small changes can make a difference. She points to the water bottle in brazil telegram data 30 million her hand, made from recycled plastic. ''It helps keep the ocean clean and creates jobs for the people of Haiti.'' she concluded with #giveback and #shell.
You can imagine that this photo is not a clear call for a ' Help Shell Save the Planet ' campaign. It looks more like the promotion of a new Hunkemöller campaign. She immediately received ugly reactions under the post from her followers. They doubted her sincerity. They wondered how much she was paid for this and whether she had done any research into the company.
This is of course a shame for both Anna and Shell. Such a story is quickly spread by various media outlets, and both parties lose trust. If the image spoke more to the experience of the message, it did not have to go this way.
My point is: don't choose a mega influencer because they reach the whole world, but choose what is relevant to you. Always go for authenticity instead of quantity. That's why I recommend working with micro influencers. They are really passionate about their own niche. Below you can see six different micro influencers.