In the five years since we launched Obviously, we’ve seen influencers go from being a “nice to have” to a “must have” for brand marketers.
Budgets have grown along with the influencer marketing industry. Spending on influencer marketing has grown from $2 billion in 2017 to $8 billion in 2019 and is expected to reach $15 billion by 2022.
We’ve also seen numerous influencer marketing platforms, most based on self-service models, spring onto the scene to try to capitalize on the increased spending in the industry. Most of these leave out a crucial element to make your influencer marketing program a success regardless of how much you spend: strategy.
“Spending on influencer marketing has grown from $2 billion in 2017 to $8 billion in 2019 and is expected to reach $15 billion by 2022.”
At Obviously, we’ve invested years in developing the expertise and technology to ensure our clients’ success. And we’ve mapped out the best, most effective strategies for meeting all your brand’s marketing objectives, no matter what they are.
The term “influencer” can refer to anyone from a major celebrity to a particularly cool or socially savvy friend, so understanding which type of influencer is the right fit for you is an essential first step to developing a successful influencer marketing campaign.
At Obviously, we have come to define the various levels of influencers as the pyramid of influence.
“With our network of more than 60,000 preferred influencers, we’ve gathered all the information you’ll need to get started understanding the basics. ”
We take your brand’s goals into account when developing our influencer strategy for you. Because we understand the strengths of each tier, and can execute campaigns across all sizes of influencers, we know the best strategic mix of influencers to meet your brand’s objectives.
With our network of more than 60,000 preferred influencers, we’ve gathered all the information you’ll need to get started understanding the basics.
Here’s the essential information about how and when to work with each tier of influencer.
“Nano influencers have 6x the engagement rate of other influencers.”
Are you Ready for Nanoinfluencers?
“What they lack in reach, they can make up for in enthusiasm and authenticity, which translates to the genuine word of mouth advertising that customers trust above all else.”
With adequate scale, the collective reach of a large group of nano influencers can exceed that of a handful of their larger counterparts—at a fraction of the cost and with higher engagement.
What they lack in reach, they can make up for in enthusiasm and authenticity, which translates to the genuine word of mouth advertising that customers trust above all else.
However, limitations on their social permissions make nanos a less ideal option for brand’s whose primary campaign objective is driving conversions.
“These partnerships give your brand repeat exposure, and we’ve found that brands win when they re-engage high-performing micros. ”
“Micro influencers are most effective when leveraged for long-term relationships rather than one-off campaigns.”
Micro influencers are a nice balance between achieving a solid reach and finding niche audience perfect for your product.
They can be a great creative resource when it comes to helping your brand attract and entice shoppers.
Plan on connecting over time to really reap the benefits of micro influencers.
“Telling authentic stories is most important to them. ”
Mid-tier influencers true professionals who create high-quality content that can be a great resource for your brand. They are trusted and authentic influencers with a wide reach. However, they have a tendency to be more expensive and potentially less enthusiastic about some collaborations than smaller influencers.
Be prepared to test and learn with different influencers in this tier. Make sure you have a clear picture of your budget and audience target before dipping your toes in, because this tier is serious!
