In reality, you can split the types of influencers used in influencer marketing into three types: celebrities, macro-influencers, and micro-influencers. Influencer marketing grew out of celebrity marketing. For years brands paid celebrities to promote their products for them. Celebrity television ads have played since the early days of television advertising
But while celebrity marketing may work well for a few large brands it doesn’t scale well to the mass market. There are only so many celebrities to go around, and they usually charge enormous sums of money, out of the reach of many, if not most, businesses.
A further problem with celebrity marketing is that there is often no genuine connection between the celebrity and the product they're endorsing. Why should a consumer trust a celebrity's word on a product if he or she clearly doesn’t use it him or herself?
通过与宏观影响者合作，为品牌解决了最后一个问题。宏观影响者是其领域的明星。他们有10,000到100万关注者，并专注于特定的利基市场。您的许多专业博客作者和著名的批评家都可以被认为是宏观影响者。他们不是名人，但是他们对他们的专业知识感兴趣的人众所周知。
大多数影响者在我们最近的文章中介绍了15 Fashion Influencers to Follow可能是宏观影响者。他们不算是名人，但当然会被时尚追随者所认可。这意味着他们是忙碌的人，他们可以负担得起选择要认可的产品，并且可以为他们的认可收取相当大的款项。
对于许多公司而言，宏观影响者与著名名人一样远远超出了他们的现实范围。
Which means that most firms who wish to engage in influencer marketing need to work withmicro-influencers。这些人经常有2,000至100,000名关注者，具体取决于他们的利基市场和主要社交媒体频道。他们的支持者可能比名人或宏观影响者要少得多，但是他们的追随者通常对他们的支持很热心。
Pros and Cons of Working With Micro-influencers:
Pros of Working With Micro-Influencers
1. Higher Engagement
尽管micro-influencers可能没有尽可能多的佛llowers as the superstars, they usually have a very active relationship with their followers. They benefit from being small enough to still be able to keep things relatively personal.
他们经常在高度活跃和声音的利基团体中工作，他们经常回应社交媒体或博客上的帖子。这些支持者通常对微影响者所说的话非常感兴趣，他们会认真对待建议。微影响者对观众建立了巨大的信任。
2. Lower Cost
由于大多数微型影响者是相对普通人，他们参加社交媒体或与常规工作一起写博客文章，因此公司通常可以以比与名人或宏观影响者的成本低得多的成本合作。
在某些情况下，品牌只是与微型影响者合作，以获取一些免费样品的成本。
Also, some of the influencer marketing platforms, such as BrandBacker, provide a market for relatively low-cost campaigns. In BrandBacker’s case, they have a database of 20,000 micro-influencers who have signed up to the platform. Brands come up with a proposal to influencers, e.g. free product, discounts, early access to something, or an amount of payment, maybe as little as $20-$30 per post. Those influencers who want to be part of a campaign apply and the brand selects who they want to work with. While a company has to pay a subscription fee to be a member of BrandBacker and similar types of platforms, the overall cost is still substantially cheaper than paying celebrities or macro-influencers huge fees.
由于微型影响者的成本相对较低，品牌通常能够与其中的许多人合作，将网络传播到更多的关注者中。
3.微型影响者涵盖了大量的壁ni
微型影响者的关键特征之一是，他们在某些特定利基市场中的知识和影响力得到了支持者的认可。这些利基市场涵盖了各种各样的主题 - 从折纸到赛车再到家庭翻新。有微型影响者的利基人数可能与企业经营的利基人数一样宽。这意味着公司应该能够找到一个微型企业，无论出售什么，都可以帮助他们。
与微型影响者合作的品牌有机会专门针对观众。他们可以相对轻松地选择一个影响者，其追随者与性别，年龄，平均收入，社会地位和利益的特定组合相匹配。
4.They Can Appear More Authentic
The advantage with working with micro-influencers is that they are very much just like their supporters - that is usually what makes them so popular in the first place. If a micro-influencer genuinely likes a brand then the odds are high that their fanbase will be just as interested in the product being promoted.
名人和宏观影响者认可的问题在于，他们从来没有感觉到所有真实，主要是因为这些人似乎总是与支持者相距甚远。如果您定期与享受与您相同的兴趣的微影响者进行互动，则可以同情他们的痛苦，感受自己的幸福并理解他们。您相信他们又可以理解您和您的问题。您相信他们比有数百万追随者更遥远的人要多得多，您无法想象在现实生活中见面。
Of course, there is a Catch 22 here. If an influencer takes payment for a clearly identified #Sponsored post there is a danger that they lose that feeling of authenticity. The best influencer marketing often comes when a micro-influencer truly likes a product and are perfectly happy to receive it for free, rather than being paid a cash amount.
5.相当多平台专门与微型影响者188滚球地址合作
The influencer platforms and networks offer brands powerful tools for finding and working with micro-influencers. There are many platforms now available - in25个顶级影响金博宝188备用网址者营销平台以促进您的广告系列188滚球地址我们真的只刮了表面。他们提供品牌与影响者之间的接口。
尽管平台提供了不同的188滚球地址功能组合，但它们通常具有强大的搜索引擎，以使影响者选择更加容易。他们通常还可以帮助有影响力的管理，在某些情况下，就像就业市场一样工作。
许多有影响力的营销机构也金博宝188备用网址蓬勃发展，这些机构通常会为平台提供类似的服务，并在内容方面提供更多帮助。188滚球地址
6.微型影响者的推荐将在整个销售周期中进一步
如果有人看到他们遵循某些特定产品的微型影响者的建议，并且他们认为这可以使他们受益，那么他们很可能会进入公司的销售渠道作为合理的领导者。
该企业知道，通过其微影响者促销收到的潜在客户比从许多其他来源收集的潜在客户购买商品的过程更远。
7.微影响者提供有用的反向链接
这可能与博客的微型影响者相关，而不是在社交媒体上运作的微型企业，但是它们创建的链接将有助于品牌网站的SEO。
If you receive a link from the website of an influencer who is in the same niche as your business, Google will recognize it as being a genuine link and give it “SEO-juice”. Alas, links from social media have less weighting, although if many people follow the links then Google will accept their validity and your site will benefit from them too.
与微影响者合作的缺点
1.比其他类型的影响者较低
根据定义，微型影响者的范围要比名人或宏观影响者小得多。如果我们使用100,000个关注者作为大约上游，被视为微型影响者，那么距离更高级别影响者享受的范围很远。我们的时尚影响者名单上的第一名有影响力的人是Zoella Zeebo，她拥有1,110万Instagram关注者，260万Facebook关注者和11.8的追随者，在YouTube上追随她。即使是我们时尚追随者名单上的第15个人Aimee Song，在Instagram上也有470万关注者，在Facebook上享有889,000。
一个希望看到其信息传播的品牌将需要与更多的微型影响者合作，尤其是当您允许其影响者之间重叠支持时。微型影响者可能与他或她的支持者有更高的参与率，但是就实际的订婚而言，宏观影响者或名人的参与率可能仍然超过他或她。
这有多大的重要性可能取决于一个利基的大小。时尚是一个大型领域，因此，它的宏观影响者拥有巨大的支持基础也就不足为奇了。较小的壁ni不会有这个。
If your brand sells luxury cheeses, for instance, you are part of the overall food sector, which has prominent bloggers and social media personalities. However there will undoubtedly be micro-influencers who simply talk to interested followers about the benefits of brie versus camembert, and whether feta is best when made out of goat’s milk. These cheese influencers will have fewer followers than the large foodie bloggers, but probably have a more dedicated audience who will try out any types of cheese the micro-influencer recommends.
2.更少的品牌认可和意识
因为他们跟随单个微型影响者较小，其创造品牌知名度的能力比较大的影响者所拥有的较少。当品牌与宏观影响者合作时，他们可以改变与品牌有关的大量人的看法。
Brands know that if they are promoted by somebody with a huge influence in an industry then it can greatly change public perception of them. This is similar to how companies pay to become sponsors of particular television programs. If a lot of people see that you are connected with something they admire, it rubs off on you. Food manufacturers, for instance, love to see their products being used by Jamie Oliver or Gordon Ramsey.
Micro-influencers have less opportunity to create this brand awareness. They are just too small to have that effect on public perception.
3.潜在的与错误的微型影响者的实际参与度更少
While most micro-influencers have a greater engagement rate than those with truly huge followings, that will not be the case for everybody. Some people look promising on the surface, but this is because they have used dodgy methods in the hope of conning some brand to pay them.
微型影响者可能似乎有一个很好的追随者，但是如果他们的参与率与众不同，这可能表明该人只是购买了假关注者。购买的追随者没有任何价值 - 他们可能从未看到这个人发表的帖子，当然也不会受到他或她提出的任何建议的影响。
[ebook title =“如何衡量影响者营销ROI” 金博宝188备用网址text =“完整品牌营销商指南”按钮=“免费下载” img =“ //www.tea4j.com/wp-content/wp-content/uploads/2017/01/01/48d50edddddd-D4D6-4355-BD79-2CC3E822F57.JPG“]
在寻找影响者时，品牌不依靠关注者的数量至关重要。真正重要的统计数据是那些衡量参与度的统计数据 - 基本上是在帖子上的喜欢，分享和评论的总数。
Of course, the reality is that some niches engender more engagement than others - some types of people are naturally more chatty than others on social media. There are sectors of the population, such as teachers wanting to avoid social contact with their students, who have been slower to embrace social media.
4.可能需要相当多的研究发现Right Micro-Influencers
las，列出了利基市场影响者的黄色页面没有自由等效。它可以占用大量公司的资源来找到合适的微影响者。188金宝慱网站当然，如果公司中的某人已经对他们可能已经知道的利基市场充满热情，并且与合适的微型影响者有着与之相关的联系。
The amount of effort here is strongly connected to budget. A firm that is prepared to work with an agency or platform will have access to databases of influencers and powerful search engines. There are also tools you can use to help you with manual research, however, which we have previously covered inHow To Identify Influencers in Social Media。
5.品牌更多工作
显然，企业必须与之合作的人越多，他们付出的努力就越多。与10位微型影响者合作涉及的工作可能是与一位宏观影响者合作的十倍以上。
品牌选择与他们在影响者选择和管理层中所需要做的更多的工作，尤其是在内容和付款方面。如果公司选择使用它们，则有影响188滚球地址力的平台和代理商有助于解决此过程。
Of course, this is a necessary trade-off for many brands. This is particularly so for a firm with a small, or zero, budget, that has to undertake all the work of finding influencers and building up relationships with them in-house.s is particularly so for a firm with a small, or zero, budget, that has to undertake all the work of finding influencers and building up relationships with them in-house.
