And in our work with these types of influencers, we have found they have stronger relationships built on expertise and trust with their followers. What an influencer writes for sponsored content can be enlightening and tell if they care about the brands they are working with.Īs the name suggests, a micro-influencer has a smaller following. Brands need to be sure to research influencers, considering how often they post sponsored content and what they say. The more sponsored content an influencer posts, the more likely their followers will distrust their authenticity and wonder if they are just interested in the payout. The increased demand for partnerships with these influencers typically leads to more complicated and long-lead arrangements, constraining brands that need to move quickly.Īuthenticity: As an influencer grows in popularity, more brands want to work with them, but protecting authenticity is critical to the success of an influencer. While many people will see a brand’s sponsored content with a macro-influencer, in the work our agency has done with macro-influencers, the number of those followers who will purchase the product is far fewer, limiting the brand’s ROI.Īvailability: Due to their large audiences, macro-influencers tend to be in high demand as brands aim to leverage their massive followings. Many brands see large follower counts and believe it will enable them to achieve their objectives, but despite the broad reach, there are a few downsides to consider.Ĭost: As follower counts increase, the cost to work with influencers rises, creating a situation where brands must go all-in on a single content piece.
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