The trend (unfortunately) is that influencers with more followers don't necessarily have proportionally more influence. This is mainly due to the engagement rate , which is the percentage of engaged and active followers. Research has shown that as the number of followers increases, the engagement rate decreases .
This means your post can reach a larger audience, but generates relatively less engagement phone number data from that audience. Besides the characteristics of the audience, the influencer's connection with their audience also changes.
The girl/guy next door
Let's give it a try: we'll all send a DM with a personal question to Jan Smit Why did you become a singer? Why do you sing in Dutch? Does it always smell like herring in Volendam?
I have a pretty high regard for Jan Smit and his social media team, but I doubt we'll get the personalized response we'd like. This is another area where celebrities differ from influencers with limited reach: the connection with their followers.
A special relationship
Influencers with a small audience, so-called micro-influencers, are unique because of the relationships they have with their followers . They're cool, fun, smart, or beautiful enough to look up to, but normal enough to remain the girl/guy next door . They can also manage personal contact much better: a hundred DMs a day is manageable. 10,000 DMs, unfortunately, is no longer possible. That makes sense. No hard feelings , Jan Smit!
Different types of collaborations
So why should I even collaborate with macro influencers? Not so fast! Macro influencers (and other celebrities) can be incredibly valuable for your marketing efforts. They can reach a large audience that is virtually unreachable through traditional media.
They also have a unique style and a powerful personal brand that they can connect with yours. It's best to collaborate with them on awareness or branding campaigns and product launches. These kinds of partnerships can also work well for large, influential brands looking for ambassadors.