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Influencer marketing grew out of celebrity endorsement. Businesses have found for many years that their sales usually rise when a celebrity promotes or endorses their product. There are still many cases of companies, particularly high-end brands, using celebrities as influencers. Macro-influencers are one step down from the mega-influencers, and maybe more accessible as influencer marketers. You would consider people with followers in the range between 100,000 and 1 million followers on a social network to be macro-influencers.

While many brands would consider nano-influencers as being inconsequential, they can be of extreme importance to firms who make highly specialized and niche products. They’re also more affordable than larger influencers. But that doesn't mean they’re ineffective. Studies show micro-influencers have a 60% higher engagement rate than macro influencers, and can drive 20% more conversions for your brand. Nano-influencersProduct seeding happens when brands send prominent influencers products and hope that the influencer will share something positive about it. While this partnership can work on nano-influencers or micro-influencers, influencers with larger followings are definitely going to expect brands to woo them a bit harder. TikTok influencers perform well in categories like entertainment, dance, pranks, fitness, and home improvement, and typically cater to Gen-Z audiences. An easy fix is to do your homework before signing a partnership. Vet influencers and evaluate their influencer media kit to ensure they share your vision and complement your brand’s personality. With a following that typically ranges from 100,000 to 1 million, macro-influencers are established personalities within their respective niches. Schwemmer, Carsten; Carsten, Carsten (2018). "Social Media Sellout: The Increasing Role of Product Promotion on YouTube". Social Media and Society. 4 (3): 205630511878672. doi: 10.1177/2056305118786720.

Lipiner, Bryan (16 September 2020). "What is Influencer Marketing? An Industry on the Rise". babson.edu . Retrieved 2021-03-10.And now that you know where we’re at in the industry, let’s examine some key issues marketers often face when navigating the world of influencer marketing. Influencer marketing mistakes to avoid

Industry leaders and thought leaders gain respect because of their qualifications, position, or experience about their topic of expertise. Often, this respect is earned more because of the reputation of where they work. For instance, a journalist at a major newspaper is probably no expert on the subjects he writes a news report on, but he is respected for being a good enough writer to work as such a prestigious publication. As we’ve already mentioned, the amount influencers earn is dependent on quite a few factors. Here, we’re sharing the average influencer earnings per post based on the type of influencer and social media platform. Although views differ, you could consider micro-influencers as having between 10,000 and 100,000 followers on a single social platform.Articulate your influencer goals, such as building a following around your passions, working with specific brands you admire, and generating income. Native Advertising: A Guide for Businesses". Federal Trade Commission. December 2015 . Retrieved 2 April 2018. Marketing researchers Kapitan and Silvera find that influencer selection extends into product personality. This product and benefit matching is key. For a shampoo, it should use an influencer with good hair. Likewise, a flashy product may use bold colors to convey its brand. If an influencer is not flashy, they will clash with the brand. Matching an influencer with the product's purpose and mood is important. [24] B2B influencers If you can gain the attention of a journalist in a national newspaper, who in turn talks positively about your company in an article, then you are using him or her as an influencer in much the same way as you would a blogger or a social media influencer. There is a bonus in this situation in that the journalist will most probably write his/her report for free. The bulk of influencer marketing today occurs in social media, predominantly with micro-influencers, and blogging. With an increased interest in video, YouTubers are rapidly becoming more important too.