In the wake of Netflix’s widely lauded documentary ‘Fyre’ and Hulu’s ‘Fyre Fraud’, the tragic, yet at times hilarious, sequence of events that led to the catastrophic Fyre Festival serve as a stark reminder of the prominence of influencer marketing. On that note, now seems as fitting a time as any to examine some key considerations to take into account before utilising influencers for your brand or campaign:
From Nano to Macro:
While it took over 50 million #EggGang participants to topple reigning Instagram queen, Kylie Jenner, the driving force behind the influencer economy is not always the mega influencers, but those followed by tens of thousands of followers. By developing a trusting following within a niche interest, micro-influencers offer brands the ability to target specific areas both accurately and cost-effectively.
While follower requirements vary depending on who you talk to, the industry standard typically defines a nano-influencer as having 1,000-10,000 followers, a micro influencer between 10,000 and 50,000 followers, a mid-tier influencer between 50,000 and 500,000 followers and a macro influencer from 500,000 all the way up to 1,000,000.
Working with these influencers has pros and cons. While micro-influencers offer a tight knit relationship with their audience, macro-influencers boast a larger, more diverse following. Furthermore, while macro-influencers may have a well-established influence within a given community, with the additional benefit of prior experience working with brands, micro-influencers cover a wide range of niches (e.g. yoga, well-being or food) and come at a substantially cheaper rate (Social Media today quotes an average rate $180 per post on Instagram). And nano-influencers are often just doing it for fun and no payment is required at all.
Finding the right influencer:
While calamitous in its eventual activation, what made Fyre Festival such an unusual case was the incredible amount of attention it garnered via its use of influencers. Despite coming at a substantial cost, utilising mega influencers such as Hailey Bieber (née Baldwin), the Hadid sisters and numerous others to promote the festival indicated a real understanding of their target audience.
Whether it’s nano, micro, mid-tier, macro or mega influencers, certain elements will always remain vital to ensure:
- That the chosen influencers’ past, present and future content aligns with your brand and its values
- That the target audience relates to the influencer
- That the influencer understands what they’re promoting / advertising (to avoid Fyre Festival-esque backlashes)
- That the promoted post is successfully delivered (Daley Blind and Scott Disick take note)