How to choose the right influencer and maximizes the range of your brand | Entrepreneur

If you are struggling with the Ultimate Influencer Marketing-Question-if you work together with micro-influencers or go large with large-scale influencers, I will cover you. Pull a chair up, grab your coffee (or kombucha, if that is your style) and hug, because we all break it off.

Oh, and just so that you know – I speak from experience! I have an Instagram supporters of 3.8 millionBut I have always been more than picky about the brands I work with. My golden rule? If I can’t see myself starting honestly with starting a company with the brand, I know it’s not worth my time. That mentality makes the difference when choosing with whom they should work together. Here you can read how you can decide what kind of influencer (or influencers) you need for your business goals.

1. The magic of micro-influencers (10,000-100,000 followers)

These guys are the unfortunate heroes of the influencer world. Why? Because they have built close communities of super -daily followers! This is why they are great:

Advantages of micro-influencers:

• Higher involvement percentages: Micro-influencers often have die-hard followers who Actually Note and trade to their recommendations. Their content feels personal and their audience trust them.
• Budget -friendly: Do you have a smaller marketing budget? No problem. You often get more “Reach for Your Buck” by working together with different micro-influencers instead of a single large influencer.
• Authenticity is important: These influencers feel “real”. Their target groups tend to make contact with them at a more personal level, which can mean that their approval of your product has more weight.

When to work with micro-influencers:

• When your goal is to focus on a niche audience.
• When you try to build trust and loyalty.
• When you promote a local or regional specific product.

For the tip: Not only underestimated micro-influencers because the number of followers is smaller. Sometimes they bring a slap that you didn’t see coming! If you launch a niche startup, they can help your brand to get acquainted with exactly the audience you need.

Related: how your company can benefit from micro-influencer marketing

2. The power of creepy influencers (100,000+ followers)

Okay, now on the heavy batters. Great time influencers can have an audience that varies from hundreds of thousands to millions of followers. Their reach is huge and their content? Polished, professional and photo-perfect (usually).

Advantages of larger influencers:

• Wide range: Do you have to spread the word quickly? Larger influencers can view your product in one message by hundreds of thousands of people.
• Star: These influencers often have this “celebrity” separation over them, and their association with your brand can increase its perception.
• Quality of content: With a larger audience, higher budgets come for making content. Their visuals, video editing and telling stories are usually first -class, which means that your product will (literally) be shown in the best light.

When to work with larger influencers:

• When you build brand awareness on a large scale.
• When launching a new product that must generate Buzz.
• If you want credibility photos, especially for luxury or lifestyle brands.

For the tip: Larger influencers are exceptional in strengthening your messages. However, make sure that their atmosphere matches your brand. A mismatch can dilute your efforts instead of strengthening them.

3. Which more influencer is suitable for your brand?

It all depends on your goals, budget and target group! Here are a few tips to help you decide:

Go with micro-influencers as …

• You are looking for a stronger involvement instead of pure reach.
• Authenticity and related stories tell the most for your brand.
• You sell niche products or services and you know exactly who your audience is.

Goes big with larger influencers such as …

• You are ready to make a splash and bring your product as quickly as possible.
• Your budget can handle higher costs.
• Wide visibility and PR-worthy exposure are your primary goals.

4. What I recommend (spoiler alert!)

Personal? I am a fan of balance. Why not a combination of both customs? This is what that could look like:

• Use larger influencers for initial buzz and visibility.
• Use micro-influencers to feed trust, involvement and long-term customer loyalty.
• Use this time to build relationships with these small influencers and follow them as their own platforms grow.
• While they do that, you increase your budget and keep using them for a higher involvement at lower costs.

Related: Do not work with only every influencer – here is how you can ensure that you choose the right one

Last thoughts (aka your coach’s pep talk)

Before you go all-in on both types, remember an important thing: people make contact with authenticity. The influencer you choose must really match your brand values ​​and voice. Not just chasing the numbers or the shine; pursue the connection.

It all comes down to what works best for your brand and product. Influencer Marketing can be a powerful tool to reach a new audience and generate Buzz, but it is important to approach strategically and find the right balance between costs, visibility and involvement. Don’t be afraid to experiment with different types of influencers and follow your results to see what works best for you. And don’t forget, always give priority to building real relationships with influencers.

At the end of the day, influencers are your storytelling partners. Choose wisely, think strategically and above all, have fun with it. Now go outside, find dream employees and see your brand grow!