Which influencer is best for your next brand marketing campaign: Nano, Micro, Mid, Macro or Mega Macro?
While logic is that bigger is better, it isn’t always the case.
Indeed, Later x Fohrs Influencer Marketing Report shows that the Fewer The higher their average engagement rate, the higher the followers that an influencer has on Instagram.
But what does this mean for your influencer marketing strategy?
In this blog post we share the key findings from the Later x Fohr Influencer Marketing Report. Get the full report for free by entering your email address below:
What is the difference between nano, micro, medium, macro, and mega-macro influencers?
In the influencer marketing industry, influencers are usually divided into 5 different levels based on their number of Instagram followers
- Nano: 0K – 10K
- Micro: 10K-100K
- Middle: 100K – 500K
- Macro: 500K – 1M
- Mega Macro: 1M +
Each influencer level has its own strengths and weaknesses. Deciding which is right for your next branding campaign can therefore depend on several factors.
Macro and mega-macro influencers, for example, have gigantic audiences – which makes them a great choice for campaigns where mass awareness is key. Its almost prominent status has the power to change the perception of a brand through association alone.
However, this impressive social clout often comes at a cost – with the Award of a sponsored Instagram post ranging from thousands to tens of thousands of dollars.
On the flip side, nano and micro influencers have much smaller, but often more targeted audiences, making them a great choice for brands looking to tap into hyper-niche communities.
And if you’re concerned about the budget, nano and micro influencers are usually cheaper choices. You can work with dozens of nano-influencers and still spend less than you would on a single macro-influencer post.
Schedule, schedule, and show your Instagram posts in advance with Later – it’s free!
How the number of followers affects the influencer’s engagement rate
The engagement rates indicate what percentage of an influencer’s target group is actively engaged (via likes or comments) with their content.
This is a valuable indicator of interest and can be used to measure how much conversion power an influencer has.
For example, if an influencer has 100,000 followers and an average engagement rate of 5%, roughly 5,000 people will like or comment on each of their Instagram posts.
Of course, not every person who likes or comments will buy a featured product, but this metric can be used to make an estimate of the ballpark.
How does an influencer’s number of followers affect engagement rates?
The Later x Fohr report shows that as the number of followers of an influencer increases, the average engagement rate steadily decreases.
Nano influencers with fewer than 10,000 followers have the highest average engagement rate with 4% through all feed posts and sponsored.
On the flip side, macro influencers – those with 500,000 to 1 million followers – have an average engagement rate of 1.3%, which means 3x lower as a nano influencer.
But what does that mean for brand marketing?
You might think that nano influencers with the highest engagement rate are the obvious choice.
Well, not that fast.
The true value of this metric is backed up by the total number of followers an influencer has. Nano influencers may steal the show at a rate of 4%, but even with a maximum of 10,000 followers, that’s still only 400 people.
A macro influencer, on the other hand, is engaged by 6,500 to 13,000 people, depending on the number of their followers.
So if you want to target a large audience (and only want to work with a handful of influencers), higher tier influencers are your best bet.
However, nano influencers can still be great choices for influencer marketing – it all depends on your needs.
The following section explains how you can use your individual requirements to make your decision:
Which influencer is best for brand marketing?
As mentioned earlier, there is no one-size-fits-all approach to influencer marketing.
The data shows that nano-influencers tend to perform the best in terms of Engagement, Reach, Save and Video View Rates – However, when it comes to building awareness of mass brands, the limited audience size can be a challenge.
However, if you’re on a tight budget and want to target small audiences with hyper-niches, working with multiple nano-influencers can be a really effective strategy.
For many brands, however, it can be logistically difficult to coordinate dozens of nano-influencers – this is where micro- and mid-influencers come in.
Micro- and mid-influencers are big enough to have measurable impact, but not so big that their engagement and reach have decreased.
Plus, their fee rates are typically much lower than macro or mega-macro influencers.
However, this doesn’t mean that macro and mega-macro influencers should be discounted.
For high-budget brands looking to make a serious statement, macro and mega-macro influencers are often first choice.
They can create a seismic shock that permeates popular culture – a recipe for mass awareness and media absorption.
Ultimately, every influencer partnership has its own strengths – and the right partnership will depend on your marketing goals, target audience, and budget needs.
Fohr later analyzed over 3.5 million Instagram posts to find out how an influencer’s number of followers affects Instagram engagement, reach, storage, and video viewing rates. Sign up now for the full report:
Jillian is a content marketer at Later in the UK. She is a lover of London brunch spots and an avid listener of true crime podcasts. You can connect with her on Instagram @ jillwrren.