There are really two schools of thought with influencers marketing, casting a wide net with micro influencers or the go big or go home approach.
Both have merits and drawbacks depending on the goal of your campaign.
Micro influencers have between 10,000 and 100,000 subscribers or followers.
The appeal to brands is that for the price of one macro influencer, you could hire maybe 10 micro influencers and possibly increase your reach.
There are also more micro influencers to choose from, and often they specialise in very niche topics which can help brands pinpointing a very specific target audience.
However, using micro influencers requires significantly more work in managing them, not only do you have more people to deal with, they are likely less experienced at working with brands than medi or macro influencers so there tends to be a lot of back and forth communications.
For example, Mrs Meldrum is a micro influencer specialising in parenting and lifestyle content with 34,000 subscribers.
Medium sized influencers have between 100,000 and 1M subscribers and are the safe bet for brands.
Sponsoring a couple can give the same reach as sponsoring several micro influencers or one macro influencer, but with far fewer pain points.
They have usually done brand collaborations before and know the score, plus you won’t have to deal with so many as micro influencers or the talent managers of the macro influencers.
Another point to note is that these are the group of influencers growing the fastest, when you do the collaboration you might get 80,000 views but in a month or two months that number could seriously increase.
An example is Miguel Pablo, a teenager who makes videos about fashion, lifestyle, comedy, and has 660,000 subscribers.
Macro influencers have more than 1M subscribers, if you have the budget for them they often make a lot of sense for brands.
You could spend your budget on one influencer, meaning you only have to negotiate and deal with one point of contact.
These influencers almost always work with talent managers or multi channel networks, which can work in brands favour as they push the influencer to meet deadlines, although they will take a cut and this will be reflected in their price.
Bigger influencers can also afford to be more choosy about the sponsorships they take and will reject campaigns they don’t want to do.
An example of a bigger influencer is Sasha Morga has 1.1M subscribers who is a teenager who makes mostly vlog and lifestyle content.
Subscriber counts are not the full picture when it comes to influencers, look more at average views when negotiating prices.
Just because an influencer has more than a million followers does not mean your content will get the same amount of views, usually only 30 per cent of the followers watch a certain piece of content.
Make sure you are not over paying, check out this article for more info on how to calculate influencer fees.