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Micro-influencers Are Overrated

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Summary

This article discusses the ineffectiveness of micro-influencers for influencer marketing, and how working with them via influencer marketplaces may seem to be a scalable way to do influencer marketing but is wrought with issues. It is not always more efficient to work with smaller influencers on a cost per engagement basis and managing influencers takes a lot of time and effort, regardless of their size. Working with top tier influencers isn't perfect either as they are often bombarded with opportunities and may not have the time to invest. The article suggests that the best solution is to spend time and effort in identifying creators that are truly relevant, and making them real partners.

Q&As

What is the misconception about micro-influencers?
The misconception about micro-influencers is that they have higher engagement rates than macro-influencers.

How does the cost per engagement (CPE) compare for micro-influencers versus macro-influencers?
The cost per engagement (CPE) is more efficient to work with larger influencers.

What is the downside of working with micro-influencers via marketplaces?
The downside of working with micro-influencers via marketplaces is that there is limited time to review content and manage quality control.

What are the common issues when working with top tier influencers?
The common issues when working with top tier influencers are that they are often bombarded with brand deals and opportunities and may not have the time to invest in a partnership.

What is the best approach when working with influencers?
The best approach when working with influencers is to focus on identifying creators that are truly relevant, then having conversations with them to gauge interest, and then work with them deeply and make them real partners.

AI Comments

👍 This article provides an interesting and thought-provoking analysis of the potential pros and cons of utilizing micro-influencers in influencer marketing. It also provides useful advice on how to identify relevant creators, and how to make them partners in the long-term.

👎 This article provides a too simplistic assessment of the benefits of micro-influencers, ignoring the potential complexity of identifying and managing them. It also fails to consider the potential pitfalls of working with top tier creators.

AI Discussion

Me: It's called "Micro-influencers Are Overrated". It argues that micro-influencers aren't always the most effective way to do influencer marketing, and that bigger influencers may actually have higher engagement rates and be more efficient when it comes to cost per engagement. It also discusses some of the issues with working with micro-influencers, such as time and quality control, and the lack of credibility.

Friend: That's interesting. It seems like there are pros and cons to both macro and micro influencers. So what implications does this have for marketers?

Me: Well, it suggests that it's important to take a long-term approach to influencer marketing and to focus on identifying creators that are truly relevant to your audience. It also suggests that marketers should be willing to put in the time and effort to have conversations with influencers and make them real partners, rather than just opting for quick fixes.

Action items

Research the influencer marketplaces to identify the most efficient cost per engagement (CPE) for advertisers.
Take the time to review content and manage quality control when working with influencers.
Invest in identifying creators that are truly relevant to your audience, then having conversations with them to gauge interest, and then work with them deeply and make them real partners.

Technical terms

Micro-influencers: Influencers with a smaller following, typically between 1,000 and 100,000 followers.
Macro-influencers: Influencers with a larger following, typically over 100,000 followers.
Influencer Marketplaces: Self-service platforms where brands share opportunities for creators to do paid endorsements.
Cost Per Engagement (CPE): The cost of an advertisement divided by the number of engagements it receives.
Key Opinion Leader (KOL): An individual who is influential in a particular industry or field and is sought out for their opinion.
YouTube Creator: A person who creates content for YouTube.
YouTube Marketing: The practice of using YouTube to promote products or services.