Size definitively matters when getting the right social media influencer to represent your brand, but bigger is most definitively not always better.
The 300K+ Instagrammers and Youtubers of the social media world might seem like the perfect spokespeople for your product (shoutout marketing). You know that influencer marketing is the way forward, you did your homework, you found an account that has relevance to your brand, you agreed to a feature fee and boom, you’re in business.
But, what seemed like the perfect fit, all of a sudden turned out to have resulted in very limited return for your brand. Fine, the account you choose has over 300K followers, which on the surface seems huge, but the engagement on the posted content turns out to be very low and there is little to no additional traffic nor an increased follower count on your social media profiles.
What happened? Bigger is better, right? Not always. These mega influencers (300K and up) often have either artificially grown accounts with a generous portion of fake followers, or have started on an already established 100K+ account with non relevant followers. This results in a big followers count, but not necessarily followers that care.
Still, social media marketing and working with influencers is defectively THE way for forward for 2017 and onward. It could however be more effective to work with a few smaller, yet REAL and very specialised accounts with high follower engagement as opposed one big one.
Smaller ‘micro influencers’ (20-150K) will often have a more authentic and specific follower profile within a certain region or demographic that can be very relevant for your brand or product.
When choosing the right accounts to represent your brand look for signs of high engagement (likes, comments, shares), authentic pictures and a real person behind the account as opposed to ‘just’ followers.
Need help finding the right influencers to represent your equestrian business? Are you a successful micro influencer looking to represent your favourite equestrian brands?