As more brands turn to influencer marketing to generate engagement, a new study has found that it may not always pay off. Specifically, brands may need to focus on the quality of their posts and their target audience more often to see better ROI.
A report published by Markerly looked at influencers with less than 1,000 followers and compared them to those with between 1,000 and 10,000 followers. They discovered that influencers with audiences less than 1,000 had a “like” rate of 8 percent. In comparison, the group of influencers with larger audience had a “like” rate of 4 percent.
The publishers of the report claim that their findings highlight the need for brands to identify influencers who can bring them the most value. This involves finding those who are already working in their industry and targeting a similar audience.
“Brands that are interested in engagement over reach, and conversions over awareness are better suited to work with micro-influencers,” Sarah Ware, CEO and co-founder of Markerly, told Marketing Dive.
Ware went on to state that micro-influencers – those with smaller audiences – may even be better options for some brands. They tend to have more resonance with their niche audiences and excel at geo-targeting and content repurposing. However, the bottom line is that businesses need to take the time and effort to hone in on the right influencers for their specific marketing needs.
At Fullbottle, influencers are incentivized by having the option to choose which brands they want to work with for marketing purposes. This ensures that brands are only teaming up with influencers who have their target audience and industry in mind. Contact Fullbottle today to learn how you can find the right influencer to achieve your advertising goals.