Having a massive following does not allows translate into impressions or amazing ROI. Kyla Brennan of HelloSociety discusses in her AdWeek feature that influencers with less than 30,000 followers have the greatest return on dollars spent.
Read the full article on Adweek.
Heavy hitter influencers might drive down authenticity of a brand, as much of their audience doesn’t view their partnerships as authentic. Smaller influencers have a more one on one connection with their following. As Kyla puts it: “You might get eyeballs, but they won’t be eyeballs that care.” If brands are willing to put money into a partnership with an influencer, they should take into consideration the impact those dollars will make. One of the biggest points that brands, especially multi-national brands, need to absorb here is that followers don't necessarily equal eyeballs.
Not everyone is buying what Kim Kardashian is promoting on her Instagram, so it’s time brands move forward in finding new outlets to partner with! Kyle Hjelmeseth, founder of God and Beauty, reflects:
“One of the biggest points that brands, especially multi-national brands, need to absorb here is that followers don't necessarily equal eyeballs. I've heard about how much Kim Kardashian might fetch for an Instagram post -- insane money -- and yet, how many of her 99M followers are in your demographic?”
As always, it’s best to search for the right fit for your brand. Create thoughtful and personable campaigns and it will help your outreach soar. To leave you off with a bit of wisdom, Kyle leaves you with this:
“You can make a smaller investment in a micro-influencer and get better engaged / quality of community support for a campaign -- and that's where the payoff is. PLUS -- you're working with a fan of your brand, and a small business, and by supporting that small business (the influencer) you have the chance to grow a loyal contributor to your brands long-term success.”
Need to change your strategy up?