Consider macro-influencers: Activate’s DiSanto said that influencers with larger followings are sometimes chosen over micro-influencers for livestreams. “You have to do a lot of prep work to make sure that the influencer understands the brand safety guidelines and to invest that one-on-one time for a single piece of content,” he said.

We realized that a lot of our micro-influencers have their own followers and people that count on them for direction on their wellness journey. By engaging with those influencers, we're really focused on making Blink central to that community.

However, rates for nano-influencers (500 to 5,000 followers) were significantly below average, while those for celebrities were in the thousands for each content type. Even so, brand sponsorships are still likely to be how creators of all sizes bring in most of their income.

In a February 2019 survey by influencer marketplace Activate, for example, 64.2% of US influencer marketers said they worked very often with microinfluencers (defined as having 5,000 to 100,000 followers) and 25.7% said the same for nano-influencers (less than 5,000 followers).

Nearly two-thirds (64.7%) of the microinfluencers surveyed by SocialPubli used reach to measure the success of their work with a brand, but one-quarter (25.1%) said they preferred conversion rate.

Most of the influencers were micro-influencers with an average of roughly 35,000 Instagram followers. Nearly six in 10 participants were US-based women. Direct Messaging. In late September, Facebook announced that it was integrating Instagram’s direct messaging service with Messenger for users who opt in to the new feature.

“We're starting as marketers to learn that influencers are content,” said Brooke Robinson, managing partner at Peersway Nano Influencer Marketing. “We know now when they post something organically less than 10% are seeing the content organically, the rest are the result of paid media support.

“Instagram has seen huge growth, but Pinterest will be the next big platform,” said Brooke Robinson, managing partner at Peersway Nano Influencer Marketing. “Pinterest Canada launched their head office in Toronto, and they're going to start working with agencies and brands.

This may convince more brands to embrace micro-influencers, who often generate a better ROI than do macro-influencers, whose audiences are more diffused.

Many marketers have shown significant interest in Instagram Stories and are focusing on working with microinfluencers, who have smaller but dedicated followings. According to an August 2018 Econsultancy survey, 56% of US and UK marketers work with microinfluencers because they are more cost-effective than working with top-tier talent.

According to their August 2018 survey of US and UK digital marketers, the top reason cited for working with microinfluencers and nanoinfluencers was their cost-effectiveness relative to top-tier talent (56%) and their better connection with customers (55%). Social Commerce Measurement and Optimization.

Microinfluencers, who have between 100,000 and 500,000 followers, solicited the highest degree of approach. Participants’ emotional intensity and memory encoding registered at 62% and 55%, respectively, above ads within general content. ("General content" being that found on TV, Facebook and YouTube.).

Gasner’s Stack Influence works primarily with microinfluencers who refer their followers to Amazon using affiliate links and coupon strategies. Amazon accredits product sales only to affiliate link conversions that occur within 24 hours. But if a customer adds the product to their shopping cart within that timeframe, the affiliate link will remain valid for 90 days.

Goodbye Celebrity Influencers, Hello ‘Nano-Influencers’. There’s definitely a shift going on in influencer marketing, as young and unvarnished TikTok creators gain marketers’ attention and as issues of credibility, authenticity and fraud continue to crop up in the mega-influencer ranks. But did marketers make a wholesale shift from celebrities toward influencers with smaller followings? Not quite.

Influencers also see strong potential for brand collaborations on Instagram Stories; it was the top choice for the microinfluencers in North America, South America and Europe who were surveyed by SocialPubli in September 2019. Few marketers want to use influencers for branded Facebook Stories, Schotland said.