Understanding Influencer Levels and Incorporating Them into Your Strategy


There used to be a time when celebrity advertising was the be-all and end-all strategy in reaching, influencing, and selling to potential customers.  If your brand wanted to sell sports gear, you identified the NFL star who was most likely to connect with your audience, and you signed that guy to an endorsement.  If you wanted to convey the sex appeal of your product, then you combined forces with the supermodel-du-jour… the list goes on.

However, times, well, they have changed—and the world of influencer marketing isn’t limited to Hollywood Headliners alone. Not by a long shot.  The rise of social media has introduced thousands of “micro-influencers”—individuals who have built up significant groups of followers and admirers and who carry with them the ability to connect and resonate with audiences that go beyond the lure of celebrity alone. 

How is an Influencer Unlike a Celeb? And Vice Versa?

You might be wondering how an influencer who has a YouTube channel with 20,000 followers is different from a celebrity.  After all, it seems like that influencer has a pretty big audience, right? Yes and no.  

Celebrity influencers still garner much more attention than other personalities, for sure, and have significant and wide-ranging audiences, to boot. Micro-influencers, on the other hand, who still might have plenty of followers may also be more targeted toward a specific demographic, industry, or focus (think makeup, travel, DIY, etc.).  Both can be beneficial to an advertising or marketing campaign—but there are individual facets to consider depending on your own business or brand.

Levels of Influence: Important Facts to Consider 

Influencers do not fall into a one-size-fits-all type of advertising or marketing strategy. You must determine whether a micro-influencer or a celebrity influencer is right for you, your goals, and your budget. Think about the following:

  • Micro-influencers will usually be much cheaper to contract with as opposed to a celebrity. While it can be possible to  obtain a spontaneous mention about your brand or product by either group, if you are paying for the honor, know that a big-time celeb is going to come with a big-time price tag.
  • Audience attention levels, with regard to micro-influencers, can sometimes beat that of celebrity influencers.  For instance, if you follow a micro-influencer who is particularly talented in identifying the best or most up-to-date trends in ladies shoes while engaging her followers in a one-on-one capacity, there is a good chance that the attention of that audience will be more targeted when following this person’s suggestions. This is opposed to engaging in the minute detail of tweets put out by a Kardashian, for instance, who has tens of millions of followers spanning all social networks and who does not offer individualized attention.
  • Celebrities, then, have broader appeal and audiences that might come with more “noise.” Micro-influencers, on the other hand, could allow you improved targeting of a certain type of customer or audience because they tend to be connected to individual market interests or niches.
  •  Of course, considering this last point, it must be mentioned that while a micro-influencer might have a hyper-focused audience, their “voice” per se isn’t as loud as an A-list celebrity who walks the red carpet at the Oscars. With this in mind, you really must determine where the greatest bang for your buck is and zero in.  If you know your brand’s supply can only meet the demand that a micro-influencer might deliver, then you don’t want to bite off more than you can chew by having Reese Witherspoon mention your handbag line the next time she is in front of a camera. 

The moral of this story is that there are many different pros and cons to working with either group—celebrity influencer or this week’s latest YouTube phenom.  You really have to examine what you are looking to get out of your marketing or advertising campaign and develop a strategy that aligns with your goals.

And it’s here where Rogers & Cowan PMK can help.  We are well-versed in the world of influencer marketing.  Reach out today and set up a consultation—we are looking forward to learning about your brand or product.