Influencer Marketing Guide
Influencer Tiers
Nano
1K–10K followers
Engagement rate 5–10%. Niche audiences, high trust. Good for local/product seeding.
Micro
10K–100K followers
Engagement rate 3–5%. Best ROI tier. Authentic content, affordable rates.
Macro
100K–1M followers
Engagement rate 1–3%. Broader reach, brand awareness campaigns.
Mega / Celebrity
1M+ followers
Engagement rate <1%. Mass reach, brand association. High cost, lower conversion.
Collaboration Types
| Type | Description | Best For |
|---|---|---|
| Sponsored Post | Paid mention or review | Product launches |
| Gifting (Seeding) | Send free product for organic mention | Nano/micro, new brands |
| Affiliate / Commission | % per sale via unique link/code | Performance-based budgets |
| Long-term Ambassador | Ongoing partnership, higher exclusivity | Brand building, consistency |
| Takeover | Influencer posts on brand's account | Events, fresh audience |
| Co-created Product | Influencer helps design product/line | Niche loyal audiences |
ROI Metrics
| Metric | Formula | Good Benchmark |
|---|---|---|
| EMV (Earned Media Value) | Impressions × CPM rate | >3× spend |
| Engagement Rate | (Likes+Comments) / Followers × 100 | >2% macro, >4% micro |
| CPE (Cost Per Engagement) | Total spend / Engagements | <$0.50 |
| CPA (Cost Per Acquisition) | Total spend / Conversions | Varies by industry |
| ROAS | Revenue from campaign / Spend | >4× for DTC |
Rate Benchmarks (Instagram, 2024)
| Tier | Feed Post | Story | Reel |
|---|---|---|---|
| Nano (1K–10K) | $10–$100 | $5–$50 | $20–$150 |
| Micro (10K–100K) | $100–$500 | $50–$200 | $200–$800 |
| Macro (100K–1M) | $500–$5K | $200–$2K | $1K–$10K |
| Mega (1M+) | $5K–$50K+ | $2K–$20K+ | $10K–$100K+ |
Campaign Checklist
- ☐ Define campaign goal (awareness / traffic / conversions)
- ☐ Vet influencer: audience demographics, fake follower check
- ☐ Draft clear brief: key messages, do/don'ts, hashtags
- ☐ Create trackable links (UTM) and unique discount codes
- ☐ Sign contract with deliverables, timeline, usage rights
- ☐ Approve content before posting (optional but recommended)
- ☐ Collect post-campaign analytics report within 7 days