It is important to have a clear goal with what you want to achieve when it comes to influencer marketing.
A common mistake many people make is choosing influencers based solely on the size of the profile. The first question you as a company should ask yourself is whether the campaign should only run for example conversion or if you just want to create brand awareness? Or is it important to actually include both parameters?
If you as a company want to reach out with a message, the most important thing can be that the profile actually represents the values that your company stands for, and then it is precisely the profiles that will speak for you and your brand. If the scope is important, it may be wise to instead choose to reach out with the campaign through several profiles.
Having millions of followers on Instagram does not mean that you have a good channel for conversion. A person who has a smaller following and is niche within a certain target group can give at least as good commitment.
Engagement decreases with the number of followers
A survey conducted by the company Markerly shows that the engagement decreases the more followers you have. According to this study, influencers with fewer than 1000 followers have 8% engagement in the form of likes and comments, and those with between 1000-10,000 followers have 4% engagement – thus significantly lower.
For the profiles that reach 10,000-100,000 followers, the engagement has landed at 2.4% and will continue even further, between 1 million to 10 million followers, we land at 1.7%. The figures once again emphasize the importance of engagement for conversion campaigns, ie the extent to which the followers interact with the channels.
Using reach works very well in brand-building campaigns when, for example, you want to reach out with some message as mentioned above. It is also noteworthy that older profiles often have lower engagement because the older target group is less likely to like and comment.
To summarize, it is seldom that campaigns should be measured only by scope. What you should put your weight on is what you want to get out of the campaign and then make sure the profiles are adjusted to the campaign goal, for optimal results. Good luck!