In an ever-growing and competitive fashion industry of the USA, as an influencer, it is hard to set yourself apart and grow your loyal followers. The following list of Top 5 Fashion Influencers in the USA covers those who managed to make a huge impact on dictating the entire direction of the industry.  

Exposure is the name of the game and the power of influencers stands in how deep they go with their followings and the relationship they’ve developed with them. Obviously some of the people we’re going cover in this article have already accumulated a huge audience. So, we sorted out 5 inspirational fashion influencers that we believe will grow a lot in the following years. Our goal is to find up-and-coming bloggers with 10K to 50K followers that blog in the USA. Also, you can see the complete list of fashion influencers by logging in Keepface Influencer Marketing Platform and filtering by country.

 

@ivajorg

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Me to literally every bug that gets in my way. [SWIPE FOR MINI EDITING TUTORIAL ✨] Glitter edit via @picsart

A post shared by IVANA JORGENSEN (@ivajorg) on Sep 11, 2019 at 11:45am PDT

As a lifelong desert dweller, Ivana Jorgensen is sharing her fashionable life in scenic surrounds of Las Vegas, which is far from huge buildings and neon lights. 

She is sharing her passion for desert-inspired style, fashion, and photography through her blog and a well-curated Instagram account with 35.1K followers. She is a wonderful inspiration for her followers who is fun of colorful outfits. Also one can find the stunning goldish presets she uses in her photos from her blog. We genuinely like everything she does. Her style is dynamic with all of her photos full of colorful, positive vibes. 

@dandyinthebronx

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

IT’S SHOWTIME! ? This Halloween… I’m the ghost with the most, babe. Beetlejuice! I wore this at 34th Annual Bronx Halloween Parade this past weekend. I always try to find an excuse to wear a suit, no matter the occasion ? Huge shoutout to Bronx’s @lissettelissette for providing the make up for this. I’ll have some more detailed shots in the stories. Book her for your next cosplay or special event! / ??? ??? ????? ?? ?? ??? ?? ????!⁣ ????, ???? ??? ?? ????? ????? ?? ? ???⁣ ???? ??? ???’? ??????? ??? ??? ?’?? ?? ? ⁣ —⁣ Makeup by @lissettelissette ⁣ Stripe suit by @spirithalloween ⁣ Shirt by @highbarshirtco ⁣ Boots by @drschollsshoes

A post shared by Diego León (@dandyinthebronx) on Oct 28, 2019 at 4:37am PDT

Dandyinthebronx is a menswear blogger with 42.9K followers on Instagram. His devotions to menswear started when he worked as a preschool teacher, continued with diving into various blogs, as well as, social networks learning more about menswear. He is someone more rough around the edge in various styles of suit. He’s got a Hispanic kind of vibes in his tailored outfits that make him look so unique and artistic. 

@hannahdonker

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Lavender is the Warmest Colour ?

A post shared by Hannah ? (@hannahdonker) on Jul 28, 2019 at 5:33pm PDT

Coming in the 3rd number, another micro-influencer is a 27-year-old Canadian model Hannah Donker moved and currently lives in New York City.  She has modeled extensively since then, becoming the face of a number of campaigns. She’s got 32.3K followers on her Instagram channel. You’ve probably met her in The Weeknd’s “Secrets” video. You’ll get a lot of cool inspiration from her simplistic and unique look. 

@leonegoddess

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

I’m a firm believer that happiness makes people prettier. It’s a noticeable glow ? PS if you don’t have cleavage, you always have clavicle darling ❤️

A post shared by Betty A. Kanu (@leonegoddess) on Dec 21, 2018 at 4:59am PST

Another US-based micro-influencer on our list is Betty A. Kanu. As of 2019, she has attracted  45.7K followers on her Instagram feed. Betty focuses on fashion and hairstyle tutorials in terms of its fashion sense. She is one of the top Instagram fashion influencers and has worked with many fashion, and styling brands. She stands out with her African style. Bursting with energy, this influencer knows how to get her message across “blossoming is free”.

 

@shedoeshim

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

It’s a vibe ?: @dj.freesmeier || #shedoeshim #mensstyle #lesbianstyle #lesbianfashion #tomboylookbook #tomboystyle #lesbianthattravel #tomboyish #tomboylookbook #womeninmenswear #nonbinary

A post shared by Allison Graham (@shedoeshim) on Oct 28, 2019 at 3:07pm PDT

Allison Graham as she stated in her blog “found her niche with menswear” and she wants us “to see menswear in a different world”. 

She is as big as the people on this list. She has about 30K followers. She showcases a unique take on classic Brooklyn style on her fast-growing Instagram channel. He has a very focused niche and very-down-to earth style. Allison’s a keen eye for details and creating not just an outfit but a full “head to toe” versatile ensemble. 

 

 Influencer marketing, a new marketing tool all over the world, is also on the agenda of the beauty industry. The beauty industry is one of the fastest adapting sectors to influencer marketing. When you open Instagram’s “discover” tab, there is the whole host of one-minute-long makeup videos. 

It’s also obvious that with the popularity of beauty and makeup influencers, caused a huge swing in who we turn to when it some to beauty advice. The generation before us usually asked their moms, relatives, or close friends, even read the magazines for the best advice. Of course, they are still great sources to look to for useful beauty and health advice and tips but what I’m saying is that now there is a whole new source of exerts you can call upon for beauty advice and tips.

This is statistically proven that 79% of consumers of cosmetics and health-care products choose to watch online videos about a product before purchasing it, and 85% of women think that the content of beauty influencers is the most reliable source to be trusted when buying cosmetics.

Let’s get started to know the newest trendsetters and rising stars in this industry. We’ve compiled for you the top 10 awesome beauty influencers who are based in the USA. 

 

@itsannchovie

 

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by Annie Cho 조혜정 | Style + Travel (@itsannchovie) on Aug 29, 2019 at 9:23am PDT

LA-based, blond beauty Annie Cho is the first on our list of beauty influencers. She’s amassed 20.3K followers on her colorful Instagram account. Annie Cho is someone who “dedicated to finding happiness in little things”. As she said, her blog is dedicated to inspiring the readers to jump into new adventures and to live their life to the fullest. Put a focus on beauty and makeup tips, her blog also encompasses topics around fashion, travel, and creative photography. 

 

@fashionfabnews

 

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by Lina Mayorga (@fashionfabnews) on Oct 5, 2019 at 4:05pm PDT

The next US-based beauty influencer Lina Mayorga is also a fashion designer with 40.4K followers. Lina features her insights on beauty, fashion, and fitness on her blog and social media accounts. On her Instagram profile, she serves her audience with daring makeup and out-of-the-box style 

She also parlayed her huge influence by launching her sustainable clothing brand. Why sustainable? Because she is making clothing with organic, recycling, or up-cycled materials and designed with zero-waste methods. Long story short, Lina wants to destroy the stereotypes of sustainable clothing. 

 

@olive_chels

 

 

This Young lady is our next successful beauty influencer in the USA with 32.2K subscribers on YouTube. She is specialized in hairstyles, beauty tips, DIYs, and fashion. Chelsy is the one to follow if you like natural hair DIYs teamed with lots of before and after videos showing how she’s managed to get such luscious, healthy curls at home and that’s going to get you scrolling, and scrolling to see more.

 

@stenss

 

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by Stenie (@stenss) on Aug 9, 2019 at 6:31pm PDT

 

Stenie is a US micro-influencer with 45.3K followers and she is also a really active one on Instagram. She is best known for her eye makeup, focusing her proficiency on finely detailed looks employing sharp lines and a range of bright colors. Go check her Instagram account to get more inspirational looks.   

 

@makeupbyemma00

 

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by emma donado | chicago mua esty (@makeupbyemma00) on Aug 3, 2018 at 4:28pm PDT

Chicago based micro-influencer Emma is more popular on Youtube, with 20.7K subscribers, rather than Instagram. She serves her audience with skincare tips, makeup tutorials, and aesthetic hairstyles. She is curious about bold eye makeup accompanied by neutral lip color. Emma’s content is taken selfie-style in her daily life is an amazing inspiration for her audience. 

 

@ohmglashes

 

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by Oh!MGlashes (@ohmglashes) on Jul 22, 2019 at 6:06pm PDT

Another amazing beauty and makeup micro-influencer from the US, Ohmglashes has 11.8K followers on Instagram.  She is a rising makeup enthusiast filled her feed with selfie-style photos of daily looks, tutorials as well as shows off her outfits. Her unconventional eye makeups are just stunning. 

 

@japanslayz

 

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by DeLion ??‍? (@japanslayz) on Aug 20, 2018 at 2:30pm PDT

DeLion is a 20-years-old US makeup artist highlighting over-the-top glamorous eye makeup looks on his İnstagram account. He rapidly rose to fame over the past years and reached to 29.2K followers on Instagram. The boy is a true inspiration for bold ring makeup lovers. 

 

@mua.lydia

 

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by ????? ?????? (@mua.lydia) on Aug 1, 2019 at 12:14pm PDT

 

Lydia Grayce is another rising makeup enthusiast from the US with 45.4K followers. She is a natural redhead, beauty, hair, and lifestyle micro-influencer who does jaw-dropping makeup looks on her Instagram feeds with glowy, highlighted eyes and matte lips. 

 

@gwendilara

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by Gwen Dilara (@gwendilara) on Oct 10, 2019 at 12:28pm PDT

Gwen is a makeup artist and beauty educator from the US with 49.1K followers. She’s one of the influencers who managed to turn her skills and influence into the business. She is shooting makeup gorgeous makeup tutorials. Gwen’s like a genuine wizard at creating remarkably charming looks.

 

@dimplybean_mua

 

 

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by Ellie (@dimplybean_mua) on Nov 14, 2018 at 12:42pm PST

Ellie, the last beauty influencer on our list, is a US-based, self-taught makeup artist with 21.2K followers on Instagram. Besides makeup, she is also a professional SFX artist, which differentiates her from the others on this list. Just go and check her account, as there are no more words to say. Just incredible!

 

Social media influencers are getting younger and younger over the years. These “kidfluencers” now have their own accounts even before they are born. Maybe the kids don’t understand social media, but social media definitely gets them. 

Brands with a target audience consisting of children look no further than these incredible “smaller influencers” or as it’s referred in a digital world – “Kidfluencers”. And many of the bid brands already leaped at the chance to leverage them to advertise products easily. 

Kids become influencers before they can even talk

View this post on Instagram

I’m really starting to get the hang of this whole sitting up thing. It’s fun ! Do you know how to sit? ???‍♀️

A post shared by Halston Blake Fisher (@halston.blake) on Sep 26, 2019 at 2:19pm PDT

Sharing some part of children’s lives online with family members and parents’ friends is normal these days. According to a study average parents share approximately 116 photos of their children before they turn eight, but now a growing number are actually making a living at it.

However, for a small but growing number of kids, their online footprint is much more noticeable and far-reaching. The past several years have seen the rise of “Kidfluencers” – children whose social media presence has garnered enough attention that they attract advertisers and sponsors, turning their YouTube or Instagram into a money-making platform. 

While big brands love collaborating with celebrities, they’ve also learned that the kidfluencers are great for endorsing kids’ toys, clothing, and other products. 
In this industry, there is a niche for everyone at any age. From fashionistas to tech-savvy, kidfluencers have already made their way in a digital era.  

Kidfleuncers range from children who have become an Instagram sensation, to children who star in videos of themselves unboxing and playing with toys.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

Who’s who? ? @nununuworld @mypopshoes ? @familymattersphoto #ministylehacker #brothers

A post shared by Collette Wixom (@ministylehacker) on Mar 10, 2019 at 8:39am PDT

A story of an 8-year-old Ryker Wixom started with the search of his name on Google. Instead of finding unrelated pages or accounts with the same name, he found his photos as a toddler on the top of the results page. While scrolling down there is an article for him on a website called famousbirthdays.com and a video on a Daily Mail video of 4-year-old himself trying to do a magic trick.  He came mother with a question of whether he is famous. Mom answered that he is not famous, but people know him from his pictures. 

As the mother explains, Ryker always knew that his mother likes taking his photos but he never knew that the people actually saw these pictures too. His Instagram account @ministylehacker amasses over 300.000 followers and created by his mother Collette Wixom in 2014. The mother started the account, she only posted Ryker’s photos of wearing kid-sized versions of men’s wear, but now the profile is full of photos of her three sons. Many of these photos are sponsored by various retailers like eBay and natural baby products brand – the Honest Company. 

Social media platforms, particularly YouTube and Instagram are lucrative ground for marketers looking to promote their products, especially children’s products like child food, clothes or toys.  And these young influencers are the best option for marketers to target the right audiences. 

Some of these kids, like Ryker, are features on his parent’s account, but the others have their own accounts. But all these young social media influencers‘ fame comes as a result of their parents calling the shots and running the business behind the scenes. 

View this post on Instagram

First ever photos with Dad’s 400mm zoom! Cormorants near the Yaquina Bay Lighthouse, Oregon. On assignment for @nature_org with @junohuey and @argonautphoto. @nature_oregon

A post shared by Hawkeye Huey (@hawkeyehuey) on Aug 12, 2019 at 1:32pm PDT

Like the parents of 9-year-old photographer Hawyeke Huey. This creative and tech-savvy Kidfluencer became popular as a photographer with a sharp eye for details. The fact that his father is also a professional photographer at National Geographic, proves the natural creativity of the family. 

As of 2019, his Instagram account has 199k followers and the feed is full of pictures of Hawyeke himself and his shots. 

Ryan Kaji is one of the recognizable kidfluencers in this game. Known by his YouTube channel’s name Ryan ToyReviews, this 7-year-old child star’s channel already has 19 million subscribers and over 29 billion views. 

Ryan’s channel features various videos that reflect his interest, such as playing with Legos, monster trucks, Disney heroes and trains that recorded by his dad. Besides playing with toys he also talks about different educational topics like Science experiments for kids or healthy food choices. 

Examples like this are endless. It goes without saying that Kidfluencers are on the rise. Whilst the young generation exposed to social media is having kids, this trend is only set to continue.

How much do kidfluencers make? 

One family with kidfluencer identical twins said that a sponsored post could earn between $10,000 and $20,000. Another seven-year-old kidfluencer has made $22 million playing with toys on his YouTube channel.

A parent shared the prices commanded by the parent’s child on the condition of anonymity, citing concern that the disclosures could harm negotiations with brands. The parent said brands might pay $10,000 to $15,000 for an Instagram post while a sponsored YouTube video might cost $45,000. A shout-out in 30 to a 90-second in a longer video can cost advertisers between $15,000 and $25,000.

Such fame and money at a young age raise the question:

 Is all this really in the child’s best interest?

Some parents of these young influencers work carefully establish boundaries between work and having fun for their kids. But this is not always the case. Sometimes the kids’ fame gets in the way of the child’s regular routine. 

Concerns about the harmful effects of social media on kids are not new, but if the case is being famous, the game changes.  

The rise of kidfluencers has generated concerns about children’s privacy, particularly when it comes to how parents’ social media sharing could affect their child later in life. Forbes argued in December that, “Parents are already some of the biggest violators of their children’s privacy, leaving potentially harmful digital footprints well before the age of consent.”

At the same time, social media became a part of the everyday lives of the majority of Gen Z, so the fact that children are the subject of their parents’ social media posts is hardly surprising. People post about what’s important to them, which means they post about their kids too. 

Influencer marketing is steadily replacing traditional advertising that consumers have already lost their faith. Smart marketers and brands choose to work with influencers to persuade the buying decisions of their audience. Depending on the number of followers, we categorize influencers into mega, macro, micro and nano influencers. In our previous blog, we have talked about things you brands should know about micro-influencers and how brands can take advantage of them. Now we will look at another type of social media influencers – the nano-influencers.

Who can be defined as a nano-influencer? 

Having an account with a large number of followers or being widely popular is not necessary to be an influencer. It doesn’t matter how many fan base influencers have, the only thing is needed is the ability to shift their fan’s behavior or thought process. Think about any of your family members, parents or siblings. How many influences do they have over you? Whether you admit or not, some of your decisions are the result of their influence and you are the audience of one. 

There is a predominant idea that the bigger the influencer, the better your results which are not always correct. A word from a nano influencer may have more impact than macro-influencers with thousands of followers.

Nano-influencers are defined as Instagram influencers with at least 1,000 and usually not more than 5,000 followers. Here we can specifically include Generation Z. Instead of traditional advertising and celebrities which have been grown to mistrust, they have more tendency to turn to the opinions of their online peers. Clearly, we are heading towards a trend where consumers, in particular, the younger generation, will increasingly rely on nano-influencers to assist with their purchasing decisions.

Here are some of their notable characteristics of nano-influencers: 

• A small number of followers
• High probability of not working with any brand before
• Appearing as a “friend” persona
• Very specific niche
• A higher engaged community

Reasons to choose nano-influencers

We used to praise social media influencers with hundreds and thousands of followers and give them a big amount of money to endorse our products. But making more unique and relevant advertisements and targeting the right audience is key to every successful marketing strategy. 

Nano-influencers achieve this by creating original and user-generated content. They usually have more niche content. That’s why brands can reach various segments and better position their products with the help of nano-influencers. These new niches are a good opportunity for brands to test the new product, to examine the reactions and to get feedback from the audience. This is also a good opportunity to open up a new market space. 

Just like your family members or friends, nano influencer is “normal” people with a nano-lifestyle. A nano-influencer is almost considered a friend by most of their followers. As they don’t use influencer marketing as their main source of income, they appear more relatable and approachable for a brand. 

Fewer followers = More engagement

State of Influencer Marketing 2019 research states that nano-influencers have twice a higher engagement rate on Instagram than that of any other influencer group. It has already proven that if the influencer has a larger audience their engagement rate decreases. Compared to a celebrity with more than a million followers, nano-influencers can engage about 8.7% of their audience, while this percentage for a celebrity is just 1.7%. 

In comparison with the mega-influencers, they have more category-specific audiences who are closely interested in their publications. Therefore, they can create a stronger relationship and one-on-one communications with their followers. They are more likely to reply to every comment and interact with the audience. They don’t simply reply with a catchphrase but give meaningful answers to their questions. As a result, these relationships lead to higher engagement and trust.  

Cost-effectiveness

In having a considerably large following, mega-influencers provide brands with a notably greater reach, but at a very high cost. However, leveraging multiple nano-influencers will have more influence than working with a mega-influencer with the same audience. Of course, there are more financial benefits of this collaboration. A few percentages of nano’s prefer monetary compensation, which means they are ready to collaborate with you in exchange for products or services which makes them more approachable for small businesses as well. 

Grow your future ambassador

They are enthusiastic and easy to work with. So they are growing faster than any other group of influencers. It is more likely that in the near future they can become micro-influencers or even macro-influencers. So it is a chance for brands to grow their army of ambassadors. 

They are more like “friend figure”

Nowadays, consumers exposed to promotional content every day, so they can easily identify them. However, nano’s feed is not filled with paid content yet, therefore they are able to provide a sense of authenticity.  A recommendation of a brand or product from a friend (or a nano-influencer who provides that level of friendly intimacy) will bring better conversion rates than a paid advertisement. 

Finally, before starting to leverage nano-influencers brands should consider that they don’t have much experience in advertising. So they are going to need more help, advice, and control from brands. Brands can help by giving a detailed brief and not interfering with their way of interaction with followers. It is also necessary for nano’s to have a general understanding of the brands they collaborate with. Not having a thorough understanding may risk the brand’s message being fragmented.

It has already been proven that influencer marketing is a valuable tool for marketing products or services, with some of the essential outcomes such as increasing awareness, reaching new audiences, improving brand advocacy and sales conversion.

In 2019, influencer marketing is considered as one of the most effective marketing tools to drive a higher return on investment. 80% of marketers think it is more practical, while 71% thinks that influencer marketing helps to drive customers and traffic of high quality. In comparison to the other social media platforms, Instagram abounds with influencers. According to statistics in 2016, Instagram had 9.7K sponsored influencer posts, and that was expected to increase to over 30K in 2019.

Although the influencer marketing is so widely used, marketers still face difficulties with identifying the most suitable influencers for their campaigns.

Choosing the most relevant influencers is critical because they can either make or break your campaign. There are so many factors you should give thought to before making the final decision:

• Do they create relevant, authentic, and high-quality contents?
• What is the demographics of their audience?
• Do they have a high engagement rate and massive reach?

Partnering with macro-influencers with a broad reach usually charges thousands for a single post. But partnering with micro-influencers with a lower audience will bring a higher engagement rate. As many marketers decide to leverage the power of influence of celebrities, collaboration with micro-influencers is rising and becoming more popular.

So, which one is most suitable for your campaign: macro-influencer or micro-influencer marketing? Which one works best, and which one is a worthwhile investment?
In further paragraphs, we will discuss each one in details to identify the main differences, and when to work with one of them?

Who are micros

Micro-influencers are considered social media users with a small audience. According to the definition of Forbes, they usually have followers within the range of 10.000-50.000. However, they initially categorized as having a higher engagement rate with their audience in comparison to the macro-influencers.

They usually comprised a focused and targeted niche market. Therefore they are experts on a particular topic and have more information about their niches. They are considered more reliable because they are usually everyman sharing their personal recommendations, everyday life, their passion, and dislikes.  

Who are macros

On the contrary, macro-influencers have a broader audience. They usually have 50.000 to 300.000 followers on a specific social media platform. Their content is in high-quality and is made up of focused topic or passion.

They have a loyal audience which grows organically over time. It’s worth to note that they are typically well-known in the local community and sometimes worldwide; therefore, their power of influence is also high. We can think about macro-influencers as celebrities.  

Unlike micro-influencers, macro-influencers require more budget, so small and medium businesses should always consider their budget prior to starting their marketing campaigns.

Micro vs. Macro: Know the difference

If you are not certain about which type is the best fit for your business, read on to identify the key differences and similarities before deciding which one is a really great option to ratchet up the return on investment of marketing campaigns.

Engagement rate

This is one of the most important differences, since the micro-influencer has a higher engagement rate than celebrities.

According to research by SocialPubli, they produce 7 times more engagement rate than the average produced by macro-influencers. Micro-influencers are the most engaging and fast-growing influencers in the digital marketing industry.

Although they don’t have as many followers, their audience has a more natural interest in the shared content. Therefore, followers engage with their content even when they know it’s a sponsored post.

Research carried in 2016, shows that as the number of followers increases, the engagement rate decreases. Markerly studied about 5M posts from over 800K Instagram users.

The research found out that influencers with 1K followers or below gets 8% more likes; however, influencers with followers of 10.000 only get 1.6%.  

What does this mean to marketers? Engagement rate is the best metric to measure the influence. Running a micro-influencer campaign is a great way to take your brand in front of lots of various audiences.

Authenticity

Authenticity is a key factor in each influencer marketing campaign. Consumers are more likely to follow the recommendations of influencers who appear more genuine, which means the influencer campaign can be a great way to establish an authentic bond with the target audience.

Brands were using celebrities in traditional promotions for decades; however, the report by Collective Bias shows that only 3% of customers would think about purchasing a product endorsed by a celebrity, and 30% would consider buying a product that was promoted by a micro-influencer who is a non-celebrity.

Brands that collaborate with micro-influencers see 20% more conversion rates. That doesn’t seem surprising for us, because customers are more likely to make their decisions based on word-of-mouth advice of close and distant friends or influencers.  But this doesn’t mean that macro-influencers are not authentic or credible.

Let’s look at one example.

Maybelline wanted to increase brand awareness and sales for the new product launch at Walmart. In order to achieve this goal, they collaborated with beauty influencers who created video contents giving beauty tips and trick. They emphasized the benefits of the product and temped followers to visit Maybelline’s stores.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

Find out about my two favorite products and how to achieve the perfect natural look on www.eleventhandsixteenth.com #falsiespushupdrama #collectivebias #ad

A post shared by Kimberley Pavao (@kimcpavao) on Oct 16, 2015 at 3:30pm PDT

They managed to generate 73,700 views and 35.7 million impressions to the content they have created. Meanwhile, influencer’s blogs involved 10.900 engagements, that resulted in a 1.3x progress in total brand media value.

Reach

Massive reach is a major feature of macro-influencers or celebrities. Despite the decent number of followers, micro-influencers’ reach is trifle when compared to than that of their celebrity peers. They are able to spread any brand’s marketing message to large audiences through a single post thanks to so many followers. To achieve such a massive reach, you might need to work with several micro-influencers. Thus if your goal is to raise brand awareness and increase visibility, macro-influencers is a better opportunity.

Affordability

Even though macro-influencers offer an extensive reach, to partner with them is costly, which makes them less approachable. Mainly, small and medium enterprises or start-ups with limited marketing budget might choose to go with micro-influencers instead.

As stated by the New York Times, working with influencers with 3-7 million followers can cost you $75,000 per Instagram or Snapchat post, following an average of $187,500 per Youtube video and they charge about $30,000 per Twitter post.

Nonetheless, starting micro-influencer campaigns are considerably less expensive. According to a report of Bloglovin’, 97% of micro-influencers costs less than $500; 87% of which cost about $500 and 96% of influencers charge $1000 for a sponsored blog posts. For Facebook and Twitter posts, your expenses will not be more than $500.

Relevance

An extra significant benefit of partnering with a micro-influencer is that he/she can connect with highly relevant audiences. This opportunity can help marketers improve the return on investment of their campaigns positively.

They are usually experts in particular fields such as fashion bloggers, beauty bloggers, gaming vloggers, and lifestyle coaches. Despite the fact that they have smaller followings, those followings include people who are genuinely interested in influencers’ niches. For that reason, they are expected to get easy conversions and more relevant leads.

Macro-influencers may be real experts in a specific topic as well. Nevertheless, they are sometimes seen endorsing products that are utterly unrelated to their expertise.

As an example, let’s say you are going to open a new restaurant. Instead of working with a macro-influencer who creates in high-quality contents about cars, collaborating with foodie micro-influencers whose followers might be more appropriate to your business is a better option to go with.

Making the final decision

Now you have a broader perception of how micro-influencers can benefit you accomplish your marketing goals. The main issue is to prioritize your targets. If it’s a matter of authenticity, go with micro-influencers. If generating more reach is more vital for you, then go with macro-influencers. No matter which one you choose, creating a strong bond with those who have the power of influence will define the success of your entire marketing campaign.  

If you spent a lot of time on social media channels and create some content for your followers, you’ve probably thought of being a social media influencer. Why not? You are already doing it without any compensation. Why not do it as a full-time job and get discounted or free products from well-known brands?

(more…)