Advertising to a New Generation

Marketing tends to have a wide range of responsibilities. When you are in a role for marketing there are multiple touchpoints at which you are trying to target. Whether it’s new consumers or existing consumers, there are many different angles marketers can come from. Social media, Newspapers, magazines, billboards, TV Ads, and flyers are all forms of advertisements businesses can use to attract new consumers, but the problem is where the new consumers are. This new generation is highly involved in social media so marketers are currently finding new and innovative ways to connect to this new generation and audience. While all generations usually browse the internet and occasionally view a magazine, social media is the majority for people’s content intake and product research. Connecting to this new generation is key to gaining new customers and a new audience as well as future customers, as hopefully, they will continue to purchase.

Social Media is a broad landscape offering different platforms, ways of connecting, and different audiences. So ensuring a business uses its advertising budget correctly would mean that they have to put its marketing budget toward to right platform, the right type of ad/media, and the right influencer. Not only do the platform’s audiences determine which influencer will be best for ht campaign but also the amount of reach the influencer has. this leads to the conversation of Nan, Micro, and Marco influencers.

Nano, Micro, and Macro Influencers

Since all influencers are different they will all have different types of people watching them as well as different amounts. Nano influencers are those with a smaller following (typically 0-5000) Micro-influencers can have 5K-25K and then macro can be 25K and up. There is no specific reasoning for these numbers falling into these categories and also businesses can rank the following differently (i.e. making micro influencers 10K-50K and then macro 50K up). The main point businesses should watch for is not only the number of followers but also the reach overall. This encompasses engagement and sharability. Is the content worth sharing and positively generating attention, are the followers active and engaging on the content (i.e. liking, commenting, saving )? This not only helps identify which influencers are making an impact, but also which influencers are most likely influencing others to buy a product or buy into a business.

While larger influencers are usually catered to more with higher priced deals and more opportunities, it is not always this way, and even if it is, the smaller influencers will be included as well. The reasoning behind this is the engagement aspect as well as what market is being reached by the influencer. Micro or Nano influencers may have very high engagement due to them having a closer connection to their audience or having a more niche category that they focus on. This can generate better leads than big influencers whose audience tends to be too large to pinpoint what their exact interest is, as well as having them actually act upon the advertisement. Another problem that occurs with macro influencers is that sometimes they can be working and pushing multiple brands/opportunities, so having them also endorse your brand can cause it to get lost in between the other endorsements they are doing. Having a plan when it comes to marketing with influencers is important because an influencer is a person, not just a campaign, so having trust, research, and fail-safes in place when working with this type of marketing strategy is important. As well as understanding the market to ensure the money being spent, is being spent in the right ways.

Relatability and Niche Market reach

Since the type of engagement influencers get is important, it is also important to research what type of market the influencer is engaged with. Are you a beauty brand trying to work with finance influencers or something similarly inadequate for each other? If this is the case then the business would need to find the influencer that connects better with their niche market. Sometimes markets can be bigger like beauty, but a more niche market like plant skincare influencers is a lot more apt to connect to consumers and provide a different type of insight larger influencers may not be able to understand or offer. On the other hand, you never know an influencer’s potential, so working with them when they are smaller may prove useful when trying to grow larger and still working with that same influencer.

Opportuinity Potential

The opportunity is unlimited when it comes to marketing with influencers, at least in this day. Also working on different social platforms, but the influencer one works with is ideally the biggest point when determining what type of influencer marketing strategy one is going to have in place. The potential of future growth, new connections, and a broader reach is unlimited and is imminent is the strategy put in place is done correctly and efficiently researched.