Uyini Umthelela we-Micro vs. Macro-Influencer Strategies ku-Instagram
Ukumaketha kwe-Influencer kuphakathi nendawo phakathi kozakwenu omethembayo kanye nesikhangiso esikhokhelwayo osifaka kuwebhusayithi. Abagqugquzeli bavame ukuba nekhono elihle lokwakha ukuqwashisa kodwa bahluka emandleni abo okuthonya amathuba esinqumweni sokuthenga. Yize kuyisu lamabomu, elibandakanyayo lokufinyelela izethameli zakho eziyinhloko kunesikhangiso sesibhengezo, ukumaketha kwe-influencer kuyaqhubeka nokudlondlobala ekudumeni.
Kodwa-ke, kunokungqubuzana kokuthi utshalomali lwakho ekukhangiseni kwabanamandla lusetshenziswa kangcono yini njengesamba esikhulu kuma-superstars ambalwa - i-macro influencer, noma ukuthi utshalomali lwakho lusetshenziswa kangcono yini ku-niche eyengeziwe, amathonya agxile kakhulu - ama-micro-influencers.
Isabelomali esikhulu se-macro-influencer singase siwele phansi futhi sibe ukugembula okukhulu. Isabelomali esikhulu esichithwa phakathi kwabathonya abancane singenza kube nzima ukuphatha, ukuhlanganisa, noma ukwakha umthelela ofisa ukuwufisa.
Iyini i-Micro-Influencer?
Ngingahlukaniswa njenge-micro-influencer. Ngigxile kakhulu kubuchwepheshe bokumaketha futhi ngifinyelela abantu abangaphezu kuka-100,000 ngezenhlalo, iwebhu, ne-imeyili. Igunya lami nokuduma kwami akudluleli ngale kwalokho engikugxilile kokuqukethwe engikudalayo; ngenxa yalokho, nokwethenjwa kwezithameli zami nomthelela wokwenza isinqumo sokuthenga.
Iyini i-Macro-Influencer?
Ama-Macro influencers anomthelela obanzi kakhulu nobuntu. Usaziwayo owaziwayo, intatheli, noma isihlabani senkundla yezokuxhumana bangaba amathonya amakhulu (uma bethenjwa futhi bethandwa izethameli zabo). I-Mediakix ichaza le ngxenye mayelana nendawo:
- Umgqugquzeli omkhulu ku-Instagram uzoba nakho enkulu kune-100,000 abalandeli.
- I-macro influencer ku-YouTube noma ku-Facebook ingachazwa ngokuthi ine okungenani ababhalisile abayi-250,000 noma ukuthandwa.
I-Mediakix ihlaziye okuthunyelwe kwe-Instagram okuxhaswe ngaphezu kuka-700 okuvela kumabhrendi aphezulu angu-16 asebenza nama-macro and micro influencers ukuze ahlole ukuthi yimaphi amasu abesebenza kangcono. Bakhiqize le infographic, i I-Battle of the Influencers: Macro vs. Micro, bese ufinyelela esiphethweni esithokozisayo:
Ucwaningo lwethu lubonisa ukuthi ukusebenza kwe-macro influencer kanye ne-micro influencer cishe kuyalingana lapho kuhlolwa kusekelwe kuphela esilinganisweni sokuzibandakanya. Ukwengeza, sithole ukuthi ama-macro influencers awina ngokuya ngokuthandwa okuphelele, ukuphawula, nokufinyelela.
Ngithinte uJeremy Shih futhi ngabuza umbuzo ocacile - buyela kutshalomali (RIO). Ngamanye amazwi, ukubheka ngale kokubandakanyeka nokuthandwayo, ingabe bekunomehluko olinganisekayo ezinkomba zokusebenza ezibalulekile njengokuqwashisa, ukuthengisa, ukuthengiselana, njll. U-Jeremy uphendule ngokwethembeka:
Ngingasho ukuthi umnotho wesilinganiso uyadlalwa lapha ngomqondo wokuthi kulula (isikhathi esincane kanye nomkhawulokudonsa ojulile) ukusebenza nabathonya abambalwa, abakhulu kunomzamo wokuhlanganisa amakhulu noma izinkulungwane zabathonya abancane ukuze bafinyelele ukufinyelela okufanayo. Ngaphezu kwalokho, i-CPM ijwayele ukwehla njengoba usebenza nabagqugquzeli abakhulu.
UJeremy Shih
Abakhangisi kufanele bakukhumbule lokhu njengoba bebheke ekukhangiseni okunamandla. Nakuba ukusebenzelana okubanzi kanye nomkhankaso omuhle we-micro-influencer ungase ube nomthelela omkhulu ekugcineni, umzamo odingekayo ungase ungakufanelekeli ukutshalwa kwezimali ngesikhathi namandla. Njenganoma yini ekukhangiseni, kufanelekile ukuhlola nokuthuthukisa ngamasu akho omkhankaso.
Ngicabanga ukuthi kubalulekile futhi ukukhumbula ukuthi lokhu kwakusekelwe ngokuphelele Instagram futhi hhayi ezinye izindlela ezifana nokubhuloga, i-podcasting, i-Facebook, i-Twitter, noma i-LinkedIn. Ngikholwa ukuthi ithuluzi elibukwayo elifana ne-Instagram lingahlanekezela imiphumela yokuhlaziya okufana nalokhu kakhulu ukuze livune usaziwayo.