Influencer Marketing Guide
Influencer Tiers
Nano
1Kโ10K followers
Engagement rate 5โ10%. Niche audiences, high trust. Good for local/product seeding.
Micro
10Kโ100K followers
Engagement rate 3โ5%. Best ROI tier. Authentic content, affordable rates.
Macro
100Kโ1M followers
Engagement rate 1โ3%. 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 ร CPM rate | >3ร spend |
| Engagement Rate | (Likes+Comments) / Followers ร 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 | >4ร for DTC |
Rate Benchmarks (Instagram, 2024)
| Tier | Feed Post | Story | Reel |
|---|---|---|---|
| Nano (1Kโ10K) | $10โ$100 | $5โ$50 | $20โ$150 |
| Micro (10Kโ100K) | $100โ$500 | $50โ$200 | $200โ$800 |
| Macro (100Kโ1M) | $500โ$5K | $200โ$2K | $1Kโ$10K |
| Mega (1M+) | $5Kโ$50K+ | $2Kโ$20K+ | $10Kโ$100K+ |
Campaign Checklist
- โ Define campaign goal (awareness / traffic / conversions)
- โ Vet influencer: audience demographics, fake follower check
- โ Draft clear brief: key messages, do/don'ts, hashtags
- โ Create trackable links (UTM) and unique discount codes
- โ Sign contract with deliverables, timeline, usage rights
- โ Approve content before posting (optional but recommended)
- โ Collect post-campaign analytics report within 7 days