When It Comes To Influencer Relations, Play Small Ball

The Double Forte team is off to watch the San Francisco Giants play the Colorado Rockies this afternoon and while the homeruns will probably bring us to our feet cheering, it’s small ball that could decide the game. The same is true about influencer relations.

When planning influencer campaigns, we see so many brands wanting to partner with celebrity influencers and “A-list bloggers” or social stars with hundreds of thousands of followers. And while it might be fun to have a sitcom or pop star post about you on her Instagram account, it may not be the most effective strategy.

When it comes to influencer relations, small can be mighty. Hello Society, an advertising agency owned by The New York Times, “has found that “micro”-influencers, or accounts with 30,000 or fewer followers, are more beneficial for marketers to work with.” That’s because smaller influencers drive higher campaign engagement rates than larger influencers.

Another firm, Expercity, found followers are more likely to act on a smaller influencer’s suggestions than on that of a big influencer. They are more likely to believe that the influencer has authentic feelings about what they are posting and are more likely to trust their opinions and recommendations.

Sure it may be easier to score runs with a single grand slam then by moving four players around the bases on 4 singles, and it may be easier to hire one Kardashian than finding 50 relevant Instagrammers, it’s not always the best way to play ball.