Celebrity influencers like Miranda Sings (17M followers) drive massive brand awareness but cost a lot and rarely convert sales. Social Ties divides influencers into three tiers: celebrity (1M+ followers), mid-tier (200k-1M), and micro (under 10k). For conversions, smaller influencers often work better.
So you pull the trigger on influencer marketing. Now what do you do? How do you know if it's successful or not? Well, the most important thing you can do is select the right people to represent your brand, right? At Social Ties, we like to break our influencers down into 3 categories: celebrity, mid-tier, and micro. We loosely define celebrities as traditional or social celebs that have a following of about a million or more. Mid-tier have a reach in the 200,000 to 1 million range. 50,000 to 500,000 range, and micro is typically below 10,000 followers. Now, which of these work best for you? Well, like anything, it really depends on what you're trying to accomplish, right? Today I'm going to talk about the advantages and disadvantages of working with celebrities, and in future sessions we're going to talk about the mid-tier and the micro. Celebrities bring enormous star power and reach. They also bring tremendous credibility. For example, we are currently running a video campaign for Jack in the Box and Coke starring Miranda Sings. Why is Miranda perfect for this? Well, she has a tremendous connection with the young crowd and she has a reach of over 17 million. Not to mention that she has her own Netflix show launching next month and she's about to explode even more. Now, I know what some of you are thinking, "Who is Miranda Sings?" Right? Most social celebs are not known globally or even nationally, but they're incredibly well known within their own circle. Circles. The video clearly connects with Coke's, Jack in the Box, and Miranda Sings' audience. Just read some of the comments. So what are the drawbacks of working with celebrity influencers vs. mid-tier or micro? Well, number 1, get your wallet out. They are celebrities and they get paid like them. 2, if awareness is your goal, celebrities is a great fit. But if conversions and engagement is your objective, then you are better off with the mid-tier or the micro. And lastly, make sure you have the right company managing your influencer campaigns. It's the difference between great success and this. Thanks for watching. See you next time on ARTA Connection. And if you want help with your influencer marketing, contact us. ¡Gracias!
