The concept of Influencer Marketing has changed over the years.
During the TV era, the most common methods included using a well-known celebrity working as a social proof for a product or a brand. This Smaller Yet Better worked well back “then” because there was no accountability and very little ability to measure the impact of that celebrity on society.
Now, there are modern mechanisms whatsapp number database such as followers, video views or likes to quantify influence. Marketers have various channels with their own numbers to use when adding influencer marketing to our strategy.
A recent study promoted by RealEyes revealed
Yet Better that brands that worked with creators with around 540,000 followers on TikTok received the best levels of attention when compared to influencers with 50+ million followers.
This study is one of many that shows the main challenge when using an influencer to reach our target audience: it’s not about the size of a creator’s fanbase, but how engaged that professional is with its audience and how a brand can talk to that audience through that influencer.
It can be applied not only for TikTok, but Yet preheader or an easy way to increase email open rates. Better: also for social networks in general, especially video content platforms like YouTube Gaming, Twitch and Facebook Gaming (check out this article from Stream Hatchet).
Your brand doesn’t necessarily need a superstar to reach great results working with creators
One of the main changes in how Influencer Marketing is done is evolving from a unilateral way of speaking (from TV, Movies and Radio) to a twd directory dialogue format where both influencers and audiences are now senders and receivers of the message.
It’s important to consider why smaller influencers might work better for your brand.
Here’s my analysis: Mid-tier Influencers usually give more voice to the audience which creates a feeling of importance and trust.
But how does it affect Influencer Marketing and why should a brand consider promoting itself with a Mid-tier Influencer instead of a Mega-Influencer?
Keep in mind that your audience Smaller Yet Better needs to believe and trust in what you’re trying to sell, and with that, here are some good reasons why using Mid-tier influencers in your strategy can brings better results:
Quality over quantity
“While reach is an important dimension, the data underscores that all reach is not equal. This is especially true for outcomes of Yet Better attention and emotional engagement. Companies can always pay for reach. But for those who care about creative effectiveness and business outcomes, they can find it with the right creators on TikTok (or any other social platform) and the right partner,” said RealEyes in its survey.
Summarizing the quote in a Yet Better practical way: it’s not about speaking to millions anymore, but actually creating a dialogue with your audience, and that may result in a greater conversion rate when selling your product or brand.