September 17, 2021

Influencers are Changing the World of Marketing

By: Gabriel Morris

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Influencers have drastically changed the landscape of marketing from what it once was. With the birth of social media came new opportunities for organizations to reach their publics and the collaboration between a brand and an influential person ultimately resulted in what we know today as an influencer. An influencer can be anyone with a social media presence that has the ability to influence others through their platform to buy a product or service. Companies are then able to use these individuals to their advantage and reap huge profits compared to the actual costs of working with these influencers. Finding the right influencer for a company’s product or service is a big part of the marketing strategy. Knowing the different types of influencers and their effectiveness with influencing the public and delivering results can become quite a challenge. The most common influencers in which we see today are: Mega-influencers, Macro-influencers and Micro-influencers.

Mega-influencers

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A Mega-influencer is an individual with over 1 million followers. They likely are a celebrity on both social media and for their real life talent. Their outreach is extremely large due to the large quantity of followers in which they have and each of their individual posts can be worth thousands if not millions of dollars in advertising value. Often times these Mega-influencers are less influential due to the distance in which they have from their followers on a personal level. The price of having a Mega-influencer advertise something may also be quite high compared to the other types of influencers. While their social media outreach may be quite large, due to the diversity of their following they often times can be less influential and are better suited for advertisements that appeal to the masses.

Macro-influencers

Macro-influencers tend to have a following that is anywhere from 100,000 to 1 million followers. These individuals have a large reach through their platform and likely have a lower rate for advertising costs compared to that of a Mega-influencer. Although the outreach of these individuals may be large the engagement can often times be less due to the demographics of the influencers followers.

Micro-influencers

These influencers have a following that ranges from 1,000 to 100,000 followers. Oftentimes brands choose this type of influencer to advertise their product or service due to the intimacy shared between the influencer and their followers. The cost of using these influencers can also be substantially less. The influencer also likely shares a similar interest as the follower making them feel more trustworthy to them. While outreach may be less it is quite often that follower engagement is greater than that of the other influencers with a larger following.

Influencers have the potential to create huge profits for organizations and have ultimately altered the ways in which marketing is facilitated in todays day and age. Their ability to influence multiple people at such a small cost is what makes this market so popular among companies. This billion dollar industry is only growing.

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