Micro, nano and the “normal” influencers: Can you really classify them? We take a critical look at the classification and categorization of influencers. Using a simple example, I show how differently you can classify reach.
Influencer Marketing Online Course: Topics
Click here to go back to the overview Social Media Manager > Influencer Marketing
- Definition, Development, Youtube, Facebook & Instagram
- Blogger Relations? Advantages and disadvantages of the method
- Social media software tools for post scheduling and followers
- KPIs (key performance indicators), goals and planning of the social media campaign
- Quality and quantity of bloggers and interaction
- Briefing, forecasts, contact establishment and monitoring
- Certificate Test Influencer Marketing Instagram
Excerpts must be marked © Stephan M. Czaja, Social Media One 2018
Influencer Marketing #2: Blogger Relations? Advantages and disadvantages of the method
Duration: 13:51 Minutes
Classification and categorization of bloggers
Micro, nano and the “normal” influencers: Can you really classify them? We take a critical look at the classification and categorization of influencers. Using a simple example, I show how differently you can classify reach. I also take a clear classification and talk about what real (!) reach influencers have on the social network Instagram. So that companies that start with influencer marketing have an honest and comprehensive overview.
- Relevance
- 5-10k are micro
- 10-100k
- 100k+ can become idols
- 1M+ Stars
Most popular are:
- Top Germany (Soccer, Youtuber, Lisa and Lena)
- Normal influencers (fashion, lifestyle, sports)
Categories that make up 99% of the content on Instagram
- Fashion, Biggest Topic
- Music
- Food
- Travel
- Fitness
- Beauty
- Accessories
- Pet
Advantages Influencer Marketing
The advantages of influencer marketing are obvious and have already been clearly highlighted in the last sections. Influencer marketing not only has a significantly lower CPM, i.e. thousand-contact price, which is used as a general comparison factor for campaigns in the media industry. Influencer marketing enables honest referral marketing on a whole new level. The first big companies and international firms are testing the first campaigns, influencer marketing is still new for many! Yet there is already a lot of expertise and also many best practice examples that show how successful influencer marketing can be as a method and strategy for marketing.
Advantages of the method of marketing through bloggers
- Desired target group<
No Adblock
No control
Exact target group (data influencer) - Influencer marketing is credible<
Bridging the distance to the consumer - High ranges<
Pamela Reif 3.3m
Vogue 200K, < 10%
Paola Maria 5.4 m - Promising success<
In 2017, 50% of 14-19 year olds bought a product through an influencer recommendation
Purchase decision by age group
- 50% – 14-19 years
- 33% – 20-29 years
- 24% – 30-39 years
- 10% – 40-49 years
- 7% – 50-59 years or 3% 60 years +
Risks of the strategy
- Offensive advertising does not work<
Solution: Product placement or storytelling - Dizziness with range<
Solution: Engagement / interaction as hard currency