Creator tiers perform differently. How do brands model performance differences between micro, mid tier, and macro influencers during forecasting?
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Creator tiers perform differently. How do brands model performance differences between micro, mid tier, and macro influencers during forecasting?
Brands model performance differences between micro, mid-tier, and macro influencers during forecasting by considering a few key factors:
1. Reach: This looks at the number of potential audiences the influencer can reach. Macro influencers typically have the largest reach while micro influencers have the least. However, a broader reach doesn’t always mean better performance hence the need factor in other factors.
2. Engagement Rate: Engagement rates tend to be higher with micro influencers compared to macro influencers. This can greatly affect campaign performance, especially if the goal is high engagement.
3. Content fit and authenticity: Depending on the brand and product, certain creator tiers may be a better fit. For example, a luxury brand may see better performance with a macro influencer who consistently embodies a luxurious lifestyle.
4. ROI and Cost: Cost per engagement or acquisition might be lower with micro influencers, leading to better returns on investment.
Influencer marketing platforms like Flinque, HypeAuditor, or Upfluence provide tools for forecasting and tracking performance by creator tier, thus helping brands make informed decisions. For example, Flinque’s Campaign Forecast feature allows brands to model different campaign scenarios by adjusting variables like influencer tier, budget, and campaign duration.
It’s worth noting that each brand’s needs and goals will dictate which influencer tier is best suited for a campaign. Factors such as the desired demographic, campaign objectives, and product type should always be considered alongside potential reach and engagement rates. Flinque, for instance, offers custom matching that helps brands identify the most suitable influencers for their campaigns based on reach, relevancy score, and engagement rates. However, it’s essential to understand that campaign success greatly relies on the brand-influencer fit regardless of the influencer’s tier. Proper evaluation and analysis using the right influencer marketing platform can allow brands to optimize their influencer marketing strategy and achieve better outcomes.