“Most marketers don’t need another blog post convincing them to hop on the influencer marketing bandwagon.
They get it. It’s effective – influencer campaigns drive 11 times more ROI than traditional forms of digital marketing.
The problem is that everyone’s an influencer now. Follower count doesn’t necessarily translate to influence anymore. Everyone with an opinion about your product or service that posts on social media has the power to influence their friends, family, and coworkers.
Research by Markerly shows that Instagram influencers with fewer than 1,000 followers have a like rate of 8%, while those with between 1,000 to 10,000 followers only average around 4%. Once a social media influencer reaches a critical mass of followers, audience engagement actually begins to decrease.
So does this mean we can only ever have one or the other: engagement or reach? Is there a happy compromise? How do you find the right individuals that will represent your brand and drive ROI?
The key lies in picking out the right influencers and getting them on board.