ChicExecs Co-Founder and Co-President Kailynn Bowling shares why mid-tier influencers are overshadowing A-list celebrities on Newsweek blog. Enjoy this excerpt from the piece.
You might be familiar with TikTok-famous influencers like Charli D’Amelio and Bella Poarch, but these big-time influencers experience many of the same problems as celebrities. Their followings are so massive that it’s hard to garner real, authentic engagement. That’s why more brands are leveraging mid-tier influencers instead.
A mid-tier influencer usually has a follower count ranging from 20,000 to 100,000 people. That’s a big range, but what sets mid-tier influencers apart is the fact that they aren’t household names. They might not be world-famous, but they still have a large enough following to be considered influential in their niche.
Why do mid-tier influencers hold so much sway?
Let’s look at the main reasons these mid-tier influencers hold sway and where their value comes from.
• They look like regular people, not celebrities.
Celebrities are so big that there’s no way they can cultivate one-on-one relationships with their followers. But 46% of consumers prefer to follow influencers who act like everyday people — while just 10.3% prefer to follow celebrities.
• Engagement rates are higher.
Did you know that engagement rates are higher for influencers with smaller followings? Mid-tier influencers see engagement rates ranging from 1.22% to 1.7%, while influencers with more than 100,000 followers see 1.06% engagement rates on average.
• Mid-tier influencers are more specialized.
Celebrities tend to endorse a range of products, but mid-tier influencers are more focused and specialized. They usually specialize in a single topic or niche that they’ve become well-known for.
• Mid-tier influencers are cost-effective.
If you care about gaining new followers and orders, mid-tier influencers provide the best return on investment (ROI). A mid-tier influencer comes with a one-two punch of authenticity and engagement.
• Social media algorithms favor engaging content.
Are you trying to boost your social media following? Mid-tier influencers tend to show up more in people’s feeds than celebrities. That’s because social media algorithms favor engagement first — not follower numbers.
Read Kailynn’s blog in its entirety here.
