Influencer Question of the Day:
1 Macro INFLUENCER or 10 Micro INFLUENCERS? (Thread)
2/ We’ll be comparing the following from a real use case:
Organic Reach
Organic Engagement
Asset Delivery
Usage Rights
Costs
3/ 1 Macro Influencer - 1M Followers - Organic Reach & Engagement:
REACH:
No more than 100,000 impressions (10% of Following)
ENGAGEMENT:
20,000 Engagements (2% of Following)
4/ 10 Micro Influencers - 100,000 followers each - Organic Reach & Engagement:
REACH:
Conservatively 100,000 impressions (10% of Collective Following)
ENGAGEMENT:
50,000 Engagements (5% of Collective Following)
5/ 1 Macro Influencer Asset Delivery:
Two (2) Posts:
1 IG story series + 1 Feed Post
Three (3) Assets:
2 Videos + 1 Image for brand to use across all their own marketing/distribution channels.
6/ ** Macro Influencers deliver on what is contracted of them to do**
7/ 10 Micro Influencer's Total Asset Delivery:
Min. of twenty (20) Posts:
1 IG Story Series + 1 Feed Post per influencer
Min. of 30 Assets:
30 total assets (2 Videos + 1 Image per influencer) for brand to use across all their own marketing/distribution channels.
8/ **Micro Influencers tend to over-deliver on posts/content regardless of what's contracted of them**
9/ For example, in this real use case of working with 10 Micro Influencers, we collected 72 pieces of content in comparison to the 30 (2 videos + 1 Image each) that were required & contracted for.
10/ Macro Influencer Usage Rights:
Brand has usage rights to the Macro Influencer's three (3) assets to use across their own marketing/distribution channels for a 30-day term.
11/ 10 Micro Influencers Usage Rights:
Brand has FULL OWNERSHIP of the Micro Influencer's 72 pieces of content to use across their own marketing/distribution channels FOREVER.
12/ No 30-day usage rights needed with Micro Influencers.
ALL of it is yours to use within your paid media efforts, on your organic social, on your website, and any other channel your team wants.
Have a field day with each and every single one of those 72 assets.
13/
1 Macro Influencer Cost:
$25,000 per the above
VS.
10 Micro Influencer's Cost:
$10,000 ($1,000 per influencer) per the above
14/ My intention is not to sway you to work with Micro Influencers instead of Macro Influencers, as I believe there is real value when working with the RIGHT Macro on behalf of your brand.
15/ Macro Influencers lend brand equity and validity to your product/service and can generate significant sales.
16/ What I AM saying is...
Before you go big, start small.
Spread the net wide and see which influencer personas, what style of content, and who, audience wise, converts best at the micro level before scaling to the macro level.
17/ Instead of thinking Micro Influencers OR Macro Influencers...
Think along the lines of a Micro to Macro approach.
18/ Follow up thread to come on a practical approach to scale from working with Micro influencers to Macro Influencers!
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