We’re all wondering: are mega influencers really the answer? With more than 113 million followers, Kylie Jenner is the most famous and expensive mega influencer on Instagram. But is the price of $1.000.000 per post a lucrative deal?
Sure, she’s a super successful woman. She has a ton of followers and probably the widest influence in the world. But is she really the holy grail of marketing, or is there a cheaper way to get the same or potentially better results?
We think there is.
Let’s talk about engagement rate for a second. This is the percentage of followers who interact with the content and shows an interest in the post. Teami Blend recently paid Kylie 1 million dollars to post a single picture of their drinking bottle. The post got a 3.0% engagement rate, which is 4.000.000 likes and comments. That’s a lot of people engaging with the post. But we believe it’s possible to reach the same exact segment with better engagement and higher authenticity.
Micro influencers are typically people with less than 5.000 followers who have an average engagement rate of…. wait for it – between 5 – 18.3% (influencermarketinghub). So, not only are micro influencers much cheaper to work with, they also get more engagement.
This means that it’s possible to get the same reach (113 million people) with higher authenticity and more personal diversity as Kylie Jenner with 8.000 micro influencers followed by 5.000 people on average. At Brandheroes, a price for an influencer post is €90, which means you can make the same campaign with micro influencers as Kylie for only $828.800. That’s 17.12% cheaper, and you would end up with 8.000 posts of high-quality content to use later on.
Wait, there is more: the 8.000 influencers would actually also buy your bottles – so you better stock up on all the goodness 🙂
Think about it. It’s food for thought.