Is it worth your time and effort to engage in influencer marketing? Especially “micro influencer” marketing?
In November we outlined Why and How to Engage in Influencer Marketing. Here we will talk about the potential payoff.
There is no question that engaging with micro influencers takes more time. Putting all your eggs in one or a few baskets (major media personalities or publications) can reduce your time investment. But as we outlined, it might not produce exposure to the targeted, engaged audiences micro influencers can provide. And so while working with multiple, smaller influencers takes more time and effort, we think it is worth the money.
We’d like to offer our 2019 International Food Blogger Conference as an example. We did an analysis of 20 of the more successful food bloggers signed up for this year’s conference. The 20, on average, have:
- 8,568 Twitter followers
- 29,124 Instagram followers
- 32,978 Pinterest followers
- 125,424 Facebook followers
This gives a grand total of 196,094 followers per blogger or 3,921,880 in total. That does not include other platforms such as YouTube or the tens of thousands of unique website visitors these blogs receive each month.
In our opinion this is pretty dang impressive considering 1) most of these folks are blogging and using social media only part time and 2) the consuming public has an awful lot of choices for consumption of media. Bravo, food bloggers.
We think this also shows that working with even one food influencer can provide significant exposure, especially at reaching consumers who actually care about what these influencers have to say. This is even more true if you do your homework to work with influencers whose subject matter corresponds well with your brand.
And if you choose to attend and sponsor one of our influencer conferences, you can meet multiple influencers in one weekend!