[MUSIC PLAYING] You may think that finding the right influencers for a business is like finding a needle in a haystack, or it may feel like too much work. Or perhaps it feels risky. The most important factor when finding influencers to collaborate with is audience affinity. This means how similar their audience is to your desired audience. To get clear on this, I create a list of hard metrics and soft metrics.
Hard metrics are quantitative metrics like the influencer's reach, follower count, and engagement rate. Soft metrics are more qualitative and often factors that brands with less experience might overlook. These could include things like their feed aesthetic, tone of voice, and influences emotional connection with their audience. For example, if you are a vitamin brand, you'll be looking for influencers who are actively posting on health and well-being.
There might be authorities in the space, or they might just live an aspirational healthy lifestyle. I'm often personally approached to be an influencer of different brands. So I'm going to show you my own demographics and how to assess an influencer from my account. On my account @Gretta, out of my 60,000 followers, I can say that they're made up of 74% women and 26% men. The vast majority of my followers are ages 18 to 34, and my top three locations are Melbourne, Sydney and London by cities, and Australia, the US, and the UK by country.
This shows the gender breakdown, age range, and top locations of my followers by city and country. In terms of accessing influencer demographic data on Instagram, you can ask an influencer to send you a screenshot of the audience tab of their insights. Only ask for analytics information when you're talking about compensation. With my company, Hey, we make this easy with search filters. You can filter by demographic data like age, gender, location, and niche, as well as their social metrics like reach and engagement.
We're also an invite-only platform, which means we review every influencer who applies to make sure they truly have influence over the audience. So you may not be thinking about influencers that you want to target, but how you decide who the right people are. I like to think about this by categorizing influencers as either macro or micro influencers. Macro influences have more than 100,000 followers. They're generally well-known and highly visible, and they should be getting over 2000 likes in a post.
Micro influencers have 100,000 followers or less. Just at SkinnyMe Tea alone, we've worked with over 4,000 influencers. At the largest scale, we've worked with influencers who receive over 200,000 likes in a post, while at the same time, we'd have no problem working with someone who's received as little as 500 likes in a post. It's all about your goals for your campaign. There are both benefits and drawbacks of both macro and micro influencers.
With macro influencers, you're paying more-- somewhere between $1,000 and $50,000 per post. At the same time, their engagement rate will be lower, usually around 1% to 3%. The return on investment is also easy to track with macro influencers. They often agree to share a custom discount code or trackable link, which makes it much easier for you. In my resources section below, I share my recommendations for generating a discount code and adding a trackable link.
With macro influences, they drive more traffic and have an opportunity to generate some press exposure. At the same time, they also influence their peers. If a smaller influencer sees a larger influencer post you and your product, It basically serves as an ad saying this brand does influence the marketing. So you may get a lot of inbound influencer requests. Switching gears-- working with micro influencers means you're spending less.
While you'll be spending less than $5,000, many micro influencers actually accept product-for-post exchanges. This is where you send them a free product, and they post about it if they like it. Doing this at scale can be really affordable. It's an effective way of creating buzz on branded content. One of the biggest pros of using micro influencers is they have a highly engaged audience. Also, micro influencers can often share a very authentic view into their lives.
This leads to an increase in audience trust. With all of these factors in mind, how do you decide whether to work with macro or micro influencers? No matter how big your brand is, both macro and micro influencers should play a part in your overall influence and marketing strategy. If you're a smaller brand or just starting out, I'd recommend running a product-for-post campaign to keep budget spend to a minimum, while getting used to things like reaching out, creating an influencer brief, and running a campaign.
A short cut to get started here could be using my platform, Hey. We're a mix of both macro and micro influencers for this reason, and our templated creation tool will help guide you to achieving the best results from both macro and micro influencers in your campaign.