Influencer marketing is nothing new. Before social media and bloggers, businesses would do their best to win the hearts and minds of journalists that held influence in publications.
However, in this new age we mustn't confuse popularity with influence.
This research has shown that as Influencers become more popular e.g. more followers. Their engagement on social declines as do comment rates. You could argue that they become less influential.
Beware the micro-influencer. The 'not so popular' blogger/tweeter who leads in a niche topic. They are the go-to person for trusted opinion and thought leadership around specific segments.
Finding these people is slightly more difficult but worth the search. They tend to have a passionate following and stronger relationship with their community because it's smaller and more engaged.
Tip for your #personalbrand? Don't chase numbers. That won't necessarily build your influence.
The Micro-influencers Sweet Spot In fact, the results of a recent study we did focusing on Instagram engagement proved just how impactful these micro-influencers are & showing that as follower rates increase, engagement actually decreases. Influencers in the 1 thousand to 10 thousand follower range have a like rate of 4 percent, compared to the 10 to 100 thousand follower range with a 2.37 percent like rate, and a 1.6 percent rate for those in the 1 to 10 million and 10 million-plus categories. Comment rates also decline significantly, as those in the 10 to 100 thousand range are four times more likely to get a comment than those in the 10 million-plus range.