Post navigation

“Power Middle” Influencer Marketing Campaigns Drive 16x Engagement Of Paid Or Owned Media

Influence Marketing: the Bullhorn vs the Conversation

Photo courtesy of edenpictures (Flickr).

With the rise of Klout and other personal influence measurement tools, much of the talk around influence marketing has focused on how to best target and engage high-ranking influencers.

But new research is showing that a focus on mid-level influencers is actually far more effective when it comes to engagement and driving earned media, and at a much more efficient cost than working with “professional” A-list influencers.

This is the conclusion from a SocialChorus analysis of over 200 social word-of-mouth campaigns, which shows that large-scale social engagement is increasingly driven by a group of influencers the company refers to as the “Power Middle.”  These influencers typically have a smaller but very loyal audience (2,500 to 25,000+ unique monthly visitors to their blog or other social networks). Because their communities are so loyal, these Power Middle influencers drive an average of 16x higher engagement rates than paid media and owned alternatives–and at a much lower individual cost than professional influencers.

Interestingly, these findings match what many experienced marketing people have known for years. In an interview a year ago, Zoetica co-founder Kami Watson Huyse talked about how to leverage the power of the “Magic Middle“–a term based on a 1996 article by Technorati founder David Sifry–to build long-term relationships and form enduring communities around your brand or initiative.

The SocialChorus analysis finds that brands can achieve both scale and engagement when working with 100 – 300 power middle influencers, vs a smaller number of high-end influencers with larger followings. Over the course of three months, a Power Middle campaign with 100 influencers routinely drives 10 actions per influencer and 30,000 to 40,000 social endorsements delivered to millions of consumers.

Why do these mid-tier influencers drive so much engagement? Their audience isn’t just consuming news but often feels a true connection and allegiance to the influencer. They are part of a community and an ongoing conversation.  As a result, a mid-tier influencer’s audience is much more likely to engage with an influencer-endorsed brand.

Campaigns targeted to Power Middle influencers tend to be far more cost-effective. In the 200+ programs SocialChorus has run, the “social currency”–content, access, product and other rewards used to engage the influencer–has averaged under $100 in total value per influencer, within a range of $0 (when highly exclusive content is involved) up to $500. In contrast, professional influencers can require thousands, even tens of thousands of dollars to work with brands. The lower cost of the Power Middle allows brands to approach a wider set of influencers with different personalities, perspectives and vertical areas of expertise, which, in turn, can drive more focused engagement from each influencer’s audience.

Successful social brands truly see these campaigns as two-way relationships. One way they increase audience actions is by repurposing influencer-generated content on their owned channels. Influencers appreciate the attention and are more likely to link to your brands and encourage their audiences to do the same.  SocialChorus found that when their clients repurpose Power Middle influencer content on their owned channels, it outperforms the brands’ own content by an average of 3 to 5X and as high as 10X when used for (Facebook and Twitter) sponsored stories.

Echoing the conclusion drawn by the influence marketing panel at this year’s SXSW, the Social Chorus analysis shows that ongoing relationships are more important and effective than sporadic campaigns.

For more details on the analysis, including how SocialChorus measures and compares engagement rates across different types of platforms and campaigns, you can download the complete Power Middle white paper (free, registration required). The company is also hosting a March 28 Social Endorsements webinar with SocialChorus CEO Greg Shove and Viral Heat CEO Raj Kadam that you may want to check out.

20 Responses to ““Power Middle” Influencer Marketing Campaigns Drive 16x Engagement Of Paid Or Owned Media”

  1. [...] With the rise of Klout and other personal influence measurement tools, much of the talk around influence marketing has focused on how to best target and engage high-ranking influencers. But new research is showing that a focus on mid-level influencers is actually far more effective when it comes to engagement and driving earned media, and at a much more efficient cost than working with “professional” A-list influencers. This is the conclusion from a SocialChorus analysis of over 200 social word-of-mouth campaigns, which shows that large-scale social engagement is increasingly driven by a group of influencers the company refers to as the “Power Middle.” These influencers typically have a smaller but very loyal audience (2,500 to 25,000+ unique monthly visitors to their blog or other social networks). Because their communities are so loyal, these Power Middle influencers drive an average of 16x higher engagement rates than paid media and owned alternatives–and at a much lower individual cost than professional influencers….  [...]

  2. [...] With the rise of Klout and other personal influence measurement tools, much of the talk around influence marketing has focused on how to best target and engage high-ranking influencers. But new research is showing that a focus on mid-level influencers is actually far more effective when it comes to engagement and driving earned media, and at a much more efficient cost than working with “professional” A-list influencers. This is the conclusion from a SocialChorus analysis of over 200 social word-of-mouth campaigns, which shows that large-scale social engagement is increasingly driven by a group of influencers the company refers to as the “Power Middle.” These influencers typically have a smaller but very loyal audience (2,500 to 25,000+ unique monthly visitors to their blog or other social networks). Because their communities are so loyal, these Power Middle influencers drive an average of 16x higher engagement rates than paid media and owned alternatives–and at a much lower individual cost than professional influencers….  [...]

  3. Social media is about people. Companies that don’t keep ALL their audience in mind will never get any traction.

  4. [...] With the rise of Klout and other personal influence measurement tools, much of the talk around influence marketing has focused on how to best target and…  [...]

  5. [...] Influencer marketing is making ripples among brand managers and social media marketers. Reaching customers during their key decision-making processes is one of the most coveted positions in marketing, and influencer marketing is shaping up to be one of the most powerful strategies to get there: influencer marketing campaigns drive 16x more engagement than paid or owned media, according to a recent SocialChorus report.  [...]

  6. [...] Influencer marketing is making ripples among brand managers and social media marketers. Reaching customers during their key decision-making processes is one of the most coveted positions in marketing, and influencer marketing is shaping up to be one of the most powerful strategies to get there: influencer marketing campaigns drive 16x more engagement than paid or owned media, according to a recent SocialChorus report.  [...]

  7. […] în considerare rezultatele unui studiu din The Realtime Report. In colaborarile cu 100 pana la 300 de bloggeri cu influență de nivel mediu, brandurile au […]

  8. […] influencers,” compared to traditional advertising. “But once you do, you could end up seeing 16x better results than traditional advertising. Those are the types of numbers that Raynforest and some of the […]

  9. […] compared to traditional advertising. “But once you do, you could end up seeing 16x better results than traditional advertising. Those are the types of numbers that Raynforest and some of the […]

  10. […] this analysis on The Real Time Report. A study on word of mouth campaigns found that action and social mentions […]

  11. […] Read this analysis on The Real Time Report. A study on word of mouth campaigns found that action and social mentions are driven more effectively by what they call the “power middle.” These mid-level influencers have a smaller but more loyal audience and drive 16 times more engagement than paid media and “mega influencers.” Guess what else? This tactic wasn’t only more effective, but it also cost less. […]

  12. […] Speaking of money, top-level bloggers translate their high impression count to high adverting prices.  And yet, advertisers could be spending less money to attain better results.  Studies show that the “Power Middle” has an action rate of sixteen times that of higher-end blogs, because of reader loya… […]

  13. […] Read this analysis on The Real Time Report. A study on word of mouth campaigns found that action and social mentions are driven more effectively by what they call the “power middle.” These mid-level influencers have a smaller but more loyal audience and drive 16 times more engagement than paid media and “mega influencers.” Guess what else? This tactic wasn’t only more effective, but it also cost less. […]

  14. […] a few bits of information found from a study done by Social Chorus. Working with 100-300 mid-level influencers, brands found that they got 16 times higher engagement […]

  15. […] Research from Social Chorus shows that marketers can target 100 mid-level influencers and get more action and social mentions than working with a small number of “high level influencers” like celebrities. These findings are good news because mid-level influencers tend to be more abundant and easier on the budget. […]

  16. […] Influencer data and information is gathered by analyzing the profiles of tens of thousands of YouTube influencer channels using around 20 pieces of criteria: number of subscribers, views, comments, location, return viewers, etc. Once this data is polished and organized, the YouTube influencer profile is put into the marketplace ready to be searched for by brands who want to create influencer marketing campaigns. […]

  17. […] gets filtered through many social platforms such as Facebook, Twitter, Pinterest, Instagram, etc. The Real Time Report recently reported that even though bloggers have a smaller social following than traditional media, […]

  18. […] this analysis on “the power middle.” A study on word of mouth campaigns found that action and social mentions […]

  19. […] Research shows that mid-level bloggers can often times have more loyal and engaged audiences because they can keep up with and stay in communication with their smaller networks. In fact, reaching out to a bigger number of mid-level influencers can achieve more brand mentions while also being easier on the budget according to this study. (Remember you’re setting monetary compensation qualifiers so you can track and see if this holds true for you.) […]

Leave a Reply

Post navigation