Influencer Marketing amid pandemic

Updated: Jul 28, 2020

With the exponential growth in marketing virtually in the last decade, Influencers have become a key component of advertising objectives globally.

What marketers say about influencer marketing;

  • 93% of marketers use social media influencers(1)

  • Approximately 70% of marketers use influencers for content promotion and product launches(1)

  • 84% of marketers believe that influencer marketing is successful(1)

  • 36% of marketers use micro-influencers(3)

  • 30% of marketers use high-tier influencers and celebrities

  • 68% of marketers say Instagram is the most important social media platform for their campaigns(2)

  • 57% of marketers say influencer content outperforms their own brand content(2)

  • 35% of marketers say influencer marketing has the best return on investment(1)

(1. SocialPubli 2019 Influencer Marketing Report, 2. Linqia’s The State of Influencer Marketing 2019 Survey, and 3. Rakuten’s 2019 Influencer Marketing Global Survey.)

These global stats show that Influencer marketing is here to stay. 

By now, us marketers have become very well acquainted with buzzwords and terms such as followers, reach, engagement …etc., that are the keywords in categorizing influencers and their tiering, which according to and Standard Terminology in Influencer Marketing (STIM) are now divided into 5 main groups: Nano, Micro, Mid-Tier, Macro and Mega.

But as we all know the behavior of consumers and their needs constantly changes and as a result the ever adjustments of online platforms’ algorithms (it also works the other way around… perhaps a chicken and egg conundrum) that directly affects Influencer Marketing strategies across industries. Especially now that consumer behavior has shifted drastically due to the Novel Coronavirus outbreak it is crucial for brands to navigate their way in trying to choose the best influencers for their respective campaigns and more importantly how to connect with their desired influencers easily. And that is what we do in Vidanes Celebrity Marketing.

Let’s refresh our memories on Influencer Tiering;

· Nano-influencers 5,000 or fewer subscribers on YouTube, 2,500 – 10,000 followers on Instagram, and 5,000 – 50,000 followers on TikTok. 

· Micro-influencers: have 5,000 – 25,000 subscribers on YouTube, 10,000 – 100,000 followers on Instagram, and 50,000 – 150,000 followers on TikTok.

· Mid-tier influencers: 25,000 – 250,000 subscribers on YouTube, 100,000 – 500,000 followers on Instagram, and 150,000 – 750,000 followers on TikTok.

· Macro-influencers: 250,000 – 1,000,000 subscribers on YouTube, 500,000 – 2,500,000 followers on Instagram, and 750,000 – 2,500,000 followers on TikTok.

· Mega-influencers: 1,000,000+ subscribers on YouTube, 2,500,000+ followers on Instagram, and 2,500,000+ followers on TikTok.

(marketing stats reports vary in their classifications. Not all influencers should have all platforms to be considered as part of a specific tiering and also influencers could be macro on one platform and mid or mega on others)

As a Celebrity and Celebrity Influencer Marketing agency, connecting our brand partners to the right ambassador and influencer is one of our main services. Managing thought leaders and content creators in different tiering and classifications has allowed us to gain insight in to the functionality and capabilities of influencers hence making us an experienced consulting partner for brands to reach their campaign goals with the influencer that meets their criteria the best. 

At VCM we specialize more specifically in bridging advertisers with 3 major influencer tiering: Mid, Macro and Mega. Of course engagement, reach and followers vary across the 3 categories but we can help brands identify which ranking could benefit their campaign checklist better than the other. 

For this purpose, we have categorized our influencers based on their tearing and their core brand personality and strengths;

Our Mid-Tier Influencers:

Sarah Carlos: @carlos.sarah with 278,000 followers on Instagram. 

Her content revolves around beauty, health and fitness

Dj ChaCha: @mor1019chacha with 390,000 followers Instagram, 1,642,757 likes on facebook and 169,000 subscribers on Youtube. 

A prolific radio host and online personality, she just recently gave birth to her 2nd child, her recent content became veered towards giving friendly and helpful advice for young moms, that is beside her humorous, relatable best friend love advising persona

Our Macro Influencers:

Mikael Daez: @mikaeldaez with 619,000 followers on Instagram, 276,000 likes on facebook and 193,000 subscribers on Youtube. Mikael is an all-around self-sufficient content creator. His content is authentic, informative, fun and light. Centering around lifestyle, tech and finance which he self produces. As an added bonus for advertisers he has a great podcast together with his significant other Megan Young titled: Behind Relationship Goals. Not to mention that the couple is also avid gamers. (With the ongoing ECQ we have seen a surge in gaming related content viewership and consumption)

Joyce Pring: @joycepring with 600,000 followers on Instagram, 187,301 likes on Facebook, 84,900 subscribers on Youtube. 

Ms. Pring a.k.a Ms. Adulting is a multi-facetted radio, tv and online personality. Joyce’s ease and openness in communicating her personal experiences and life lessons has greatly contributed to her popularity