Position Paper Two: Influencers

 

   Global vs Local Influencers 

 The Influencer Marketing Hub defines an influencer as someone who "has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience." Now anyone can be an influencer all that is required is a large following on social media platforms. Several of the most well-known influencers started out as just a regular person who one day started posting about their day to day lives or content within their Niche. In the influencer world there are different "levels" of influencers. There is Nano influencers who only have one thousand to ten thousand followers, micro who have 10k-100k, macro who has 100k-1M, and mega who have 1M plus. While most would assume that a nano or micro influencer does not have as much influence as a macro or mega influencer one could argue that they have just as much sway. 

    Local influencers focus more on tourism and food as well as lifestyle and community. These local influencers not only have an audience of others from the area or state but also those who may be traveling to the area. Who better to learn where to go and what to do while traveling than from a local? In states such as Arkansas local influencers create content on local restaurants that may be hidden gems as well as tourist attractions and outdoor recreation. 

    Globally known influencers and macro influencers are often seen collaborating with major brands versus small family-owned restaurants and stores. These influencers are typically viewed more as a celebrity than just any other person. Most of the influencers in these groups gained fame through a different route whether it be as an actor, athlete, or musician. 

    Local influencers have been deemed the "Local Champions" for small businesses. For small businesses it is all about getting the bell on the door to ring as new costumers come in. According to Forbes these small businesses are targeting those within roughly a four-mile radius and not as broad of a reach as global reach. While big businesses have the budgets to create large and intricate advertising campaigns local businesses just cannot compete with that. However, there is one thing that small businesses can do that is harder for big businesses to do. By "tapping into the local ecosystem is how small businesses can compete. The hyper-local audience around a business has the highest propensity to be potential customers, so empowering local everyday people to tell their friends should be your number one marketing priority." 

    While micro-influencers might have a smaller following it has been found that they have more engaged followers. A micro-influencer marketing strategy helps reach niche audiences. Since a micro-influencer is more likely to post content that is centered around a certain niche, they will have a following that is made up of people who are also interested in the niche. Founder of ESPLMedia, Sidney Pierucci says that "because they are personally invested in their crafts, micro-influencers are trusted sources of recommendations for followers." Those in the micro-influencer group are great for smaller businesses that may not have the budget to spend on an influencer with more of a following.

 While local influencers are more likely to create content for a business with the only payment being a discount or free product a macro or mega influencer may not accept the same payment. A global influencer may have a going rate of $10,000 or more per post. A macro influencer may charge between $1,000 to $5,000 or more per post. 

    One example of a local influencer from Arkansas is Mantha Gregs with her account Munchin with Mantha. With only 14.9 thousand followers she is in the micro influencer group. On her TikTok account she produces content mostly about restaurants in Arkansas. While some of her videos feature restaurants that are not local majority of the restaurants are locally owned and unique to Arkansas. In her TikToks she makes sure to show the menu as well as the pricing so people can know what to expect before going. She also comments on what kind of atmosphere the restaurant has and if the restaurant has any history to it or the area around it. She also posts content on Instagram where she has 28.5 thousand followers. She started posting in 2018 while she was in college at the University of Arkansas. After graduating in 2021 she moved to northwest Arkansas and has continued to grow her Instagram and TikTok. 

    An example of an Influencer that has a global outreach is Charli D'Amelio. She has an astonishing 41 million followers on Instagram alone and 156.3 million followers on TikTok. Has collaborations with multiple global brands and has even launched her own products. Some of her collaborations include Dunkin’, Hollister, Morphe, and Pura Vida. She is known for posting content centered around fashion, beauty, food, fitness and lifestyle. Through her rise to fame Charli has been credited with being one of the influencers to shape the influencer market as it is known today. As she gained more and more followers, she showed brands the value in partnering with micro-influencers as well as how vital it is for consumers to see authenticity. And while Charli is no longer considered to be in the micro-influencer group her authenticity and the personal connection that consumers feel with her continue to be key factors in her success. 

    Whether they have 100 million followers or only 100 an influencer is going to do what they do best: influence. And sometimes those with only 100 followers can influence a person to go somewhere or buy something than an influencer with 100 million. While the macro and global influencers have fame and get the bigger brand deals the nano and micro influencers are seen with more authenticity and they are more relatable.