Industry Standards for Influencer Marketing 1

​

When it comes to industry standards for influencer marketing, there are many things that companies follow to align themselves with content creators and influencers alike. A big part of that is understanding the scope of what a brand needs in a collaboration and what an influencer needs in a collaboration, as well as how the marketing industry operates with influencer marketing.

​

In this article, we are sharing more about the industry standards for influencer marketing, from small businesses and larger corporations to micro-influencers and celebrity-like personalities.Keep on reading to learn more! 

First, what is influencer marketing? 

​

Influencer marketing is a powerful marketing tool that is used in companies from new start-ups to large corporations to help increase brand awareness, build intentional relationships and ongoing business partnerships, and increase overall online sales conversions. This is commonly used for those who are based in the online industry, such as e-commerce companies.

​

However, many small companies and retailers use it as well, such as holding influencer-based events from season to season. Companies will typically work with influencers of different followings depending on budget and more for a campaign or on an ongoing basis. 

​

​

For example, some companies do implement ongoing influencer campaigns with influencers who choose to be brand ambassadors. A good example of this is a company that sends 20 micro-influencers a t-shirt or a pair of shoes every month to promote on their social media channels tagging them and adding an appropriate hashtag.

​

This is often an unpaid program, also giving influencers a discount code for their audience. This is something that could turn into an affiliate marketing program if the brand decides to go down the road of offering commission. 

​

Another example is a company that does a one-time marketing campaign to secure a collaboration on the influencer’s account. This is typically more common and campaign-based. A company might be looking to send a few micro-influencers a product of theirs for an online feature, such as a skincare item.

What is the difference between a micro and macro influencer?

​

With any company and with any marketing campaign, there is a budget and specifics to help achieve a goal. With influencer marketing, many companies will assess their campaign specifics to decide whether to work with micro-influencers or macro-influencers.

​

Micro-influencers are very common to work with, especially with smaller companies, due to the landscape of budget, their following size, their content, and more! Micro-influencers are usually those with less than 10,000 followers with very intentional and branded content. Oftentimes, micro-influencers will want to work with brands who have a good size following, but are also approachable for them. 

​

Macro-influencers, on the other hand, usually have over 10,000 followers on their chosen platform, such as TikTok or Instagram. We would say macro-influencers are quite popular on Instagram, TikTok, and YouTube and are often sharing content about their lives, beauty, fashion, food, health, wellness, and more.

​

Macro-influencers are always focused on developing new content for their following and they are always increasing their following and community. Companies often work with macro-influencers on paid campaigns on a shorter basis! 

What are the benefits of working with each one?

​

Micro influencers, for example, might be someone who has 6,599 followers with an average engagement rate of 6% (i.e. 400 likes on a post). A brand might be interested in this because they want to find someone who has a smaller following, extremely unique content, or someone who would be interested in creating an ongoing business relationship with them.

​

Micro-influencers are extremely common, as there are so many people wanting to become content creators and grow their online followings. Companies, in general, find working with micro-influencers is a great introductory point to entering into the influencer and affiliate marketing space.

​

Macro-influencers, on the other hand, are different in that they usually have already built up a larger following and have an online community. They also have their own unique style for their content and online voice, which is what makes them special. Brands, especially those with a larger budget, find that collaborating with influencers of this scale can be very beneficial for them to have branded content.

​

Some companies choose to work with macro-influencers to help secure branded photography and to create an on-going relationship! For example, you might see an ad campaign online, which is an influencer collaboration, and that is intentional content a brand secured by creating a relationship with someone who has their own online community.

​

​

​

​

​

​

​