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

  1. Definition, Development, Youtube, Facebook & Instagram
  2. Blogger Relations? Advantages and disadvantages of the method
  3. Social media software tools for post scheduling and followers
  4. KPIs (key performance indicators), goals and planning of the social media campaign
  5. Quality and quantity of bloggers and interaction
  6. Briefing, forecasts, contact establishment and monitoring
  7. 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