It depends on your budget, campaign goal, and the type of collaborations you believe best fit your brand and overall marketing strategy.
- Between 5,000 and 20,000 followers. These are micro-influencers who share their personal and professional work on social media. They typically have high engagement rates because the majority of their followers are closer to them. Some of these these micro-influencers have never done collaborations before and are both eager and available for sponsored projects. Micro-influencers are ideal for sampling campaigns.
- Between 20,000 and 100,000 followers. Mid-sized influencers have varying levels of influence. Their reach is great and their followers are relatively loyal. Mid-sized influencers are perfect for sampling campaigns, events, and sponsored posts.
- Over 100,000 followers. Larger influencers have a significant reach and cost more than micro- or mid-sized influencers. Macro-influencers also have other collaborations and sponsorships under their belts so they’re allowed to be selective when it comes to social partnerships. Their engagement is typically not as high as micro-influencers with small but loyal followings. However, their reach is incredibly large. Macro-influencers are perfect for long-term sponsorships.
What about the number of people an influencer follows? Should I care about that?
An account that follows a disproportionate number of people can be a sign that this person has gained some of their followers using follow-back strategies, which reduces the authenticity of their reach. Beware of investing on influencers such as these, as their reach and trustworthiness is affected by it, and it will inevitably affect the sales performance of your product by not being as successful.