The Sweet Spot of Influence: Balancing Reach and Engagement in Influencer Marketing

February 23, 2017

Colleen Vaughan

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With the explosive popularity of influencer marketing in recent years, there’s been much debate over what makes someone “influential”. Is it based solely on their followings? Social media darlings like Kiley Jenner boast tens of millions of followers with constant buzz surrounding whatever they post.

Micro-influencers are getting more attention as well. Micro-influencers have minor followings of 1,000 to 10,000, yet are reported to garner “like” rates upwards of 4 percent, as reported on Digiday.  

So, what about the influencers that make up the middle between micro-influencers and megastars?

Real Times Report first dubbed this group the “Power Middle”. It was reported that “these Power Middle influencers drive an average of 16x higher engagement rates than paid media and owned alternatives–and at a much lower individual cost than professional influencers”.

With so many types of influencers, how does a marketer know which type of influencer is the most influential? And, what is the sweet spot for the ideal influencer that balances reach, engagement and many other factors that impact the success of influencer campaigns?

Collective Bias set out to test where the “Sweet Spot of Influence” truly lies in influencer marketing, particularly with our Social Fabric community. The result?

Download our new white paper, The Sweet Spot of Influence: Balancing Reach and Engagement in Influencer Marketing to find out!

In this white paper you’ll learn:

  • what makes someone influential
  • the pros/cons of working with celebrities, micro-influencers and Power Middle influencers
  • what type of metrics to set for your next marketing campaign

Get your free copy now!

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