Summary
The “influencer” calculation sheet caused controversy by exposing assessments of creators of large and micro, raising questions about the real impact of influencers.
Last week, social networks were taken by the controversy of the “influencer’s calculation sheet”. The viral document brought a mixture of compliments and criticisms to celebrities and creators of content, exposing behind the scenes often unknown to the public. The calculation sheet contained evaluations of famous and well -known influencers of the public, from the point of view of those who have already hired or worked with them.
The impact was immediate. For some, the spreadsheet was a showcase of good practices; For others, a negative exhibition that lasted recurring problems, in particular between macro influencers and great celebrities, such as delays, disorganization and difficulty in effectively providing campaigns. On the other hand, micro creators (profiles with a maximum of 100,000 followers) have been praised, most of the time, praised, highlighted for their proactivity, conformity with deadlines and higher results. This episode asks the spotlight on an important question: is it really the size of the influencer that defines the impact?
If we look at the numbers, the answer is clear: no. The size of the public is a traditional metric, but the true value of the creators is at the level of connection with their audience.
We have analyzed the most cited profiles in the calculation sheet with the Brandlovers to platform and identified a clear discrepancy. Macro influencers, even with a large number of followers, have low involvement rates, between 0.25% and 0.32%. In comparison, the micro creators mainly reach the rates of reaching 3%.
In practical terms, this means that while a campaign with a macro influencer, with a rate of involvement of 0.3%, can only generate 3,000 interactions for 1 million followers, one with 10 micro creators, each with 10,000 followers and a rate involvement of 3 %, can reach 9,000 interactions. We are talking about an impact three times greater at a considerably lower cost.
This difference strengthens the fact that the strategies focused only on the flow rate can be ineffective and precious waste. More than large numbers, the differential is near and trust. When a dwarf creator recommends a product, the public trusts this indication because the bond is closer and more authentic.
Therefore, despite the relevant criticisms of the prejudice and the lack of context of the “sheet of calculation of influencers”, this story serves as a reminder on the importance of expanding the range beyond the big names. The need for a more structured and mature influence market also strengthens.
The most recurring complaints, such as delays in the delivery of materials, lack of alignment with briefing and other operational problems, are clear symptoms of a gap in professionalization, a common gap on the market. However, technological tools can play a crucial role in resolving these challenges. Solutions that help to structure the work of the creators, allow them to access light briefing, keep track of deadlines and provide content with greater consistency. This not only reduces unnecessary delays, andirilli, but also improves the experience for all the subjects involved, creating a more fluid and productive relationship between creators and advertisers.
A more democratic and efficient market
Including the creators of Nano and Micro in its strategy not only increases the impact of the countryside, but also democratizes the flu market, allowing thousands of talented creators and often invisible to live on their creativity and offer exceptional results for brands .
This change benefits both advertisers, who can optimize investments and generate more involvement, as well as creators, who have more opportunities for professionalization and appreciation on the market.
The episode of the calculation sheet leaves us an important lesson: it is time to change the mentality. The market must look beyond the obvious numbers and the valuable tools that generate a deeper and more accurate analysis of the campaigns with influencers. The creators of Nano and Micro can be a true involvement and conversion engines and brands that understand that it will come out.
Source: Terra
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
