Influencer Marketing Strategy

What's a Mega Influencer?

Influencer Marketing is omnipresent on Social Media, but it is more complex than it looks... Today we will focus on the Mega Influencers! Ready to dive in?

July 14, 2021

Mega Influencers are the Influencers that everyone knows; if you don't know who I'm talking about, you need to come out of your bubble! 😮

To keep it simple, they are celebrities whose subscribers exceed 1M. Most of them are not influencers but actors, athletes, DJs, singers, etc.

Need a few names? Ariana Grande, Kelly Slater, Gigi Hadid, Kylie Jenner, Kim Kardashian, LeBron James, Cristiano Ronaldo...

You probably follow at least one mega influencer! 👀 They are very influential since everyone wants to know what they do, following every single move.

However, they don't do a lot of partnerships because of the money they already make. They often focus on long-term partnerships, or ambassadors collaborations, etc. Each partnership is scheduled weeks or months in advance!

With mega influencers, you are guaranteed to create buzz around your campaign and generate more visibility. Indeed, mega-influencers have an admirative community that tends to imitate them.

Therefore, this type of influencer adapts the product to their image so people can relate to it. We can almost talk about Celebrity Marketing (using a celebrity to represent your product or the brand).

The influencer will become the brand image like George Clooney with Nespresso "what else?" Dior Makeup with Bella Hadid.

Your brand can also be rebranded or propelled like Balmain with Kim Kardashian!

⚠️ Nevertheless, be careful to make the right choice when looking for an influencer that matches your brand's values.

Mega Influencers also mean mega expensive!💸

Prices start at a minimum of 10 000 dollars / 150 000 dollars then the price range only increases. It would help if you also considered how the Mega Influencer is undoubtedly part of an agency or has a manager. In this case, the prices are more significant because the agency or manager takes a commission.

A few examples...

👉 A sponsored post from Kylie Jenner would be estimated between $492,000 and $821,000; get ready to burn the visa!

👉 A post with Frenchie fashion influencer LenaSituation would be between $6,000 and $10,500, a less consequential price but still hurts the wallet!

Let's have a look at the advantages and disadvantages of mega influencers:

Advantages ✅ :

  • wide visibility
  • long term partnership
  • develop your sales

The mega-influencer allows you to strengthen the credibility of your brand with a large audience! Example: launch the new YSL perfume collection with Dua Lipa or a new brand.

With these types of influencers, you won't need to make several partnerships most of the time. A single one can be enough to increase your popularity and increase your sales.

Disadvantages ❌ :

  • low engagement rate
  • mega influencers reserved for big mainstream brands with a substantial budget

Let's not forget that we are dealing with real stars, which means they are very complicated to contact, and they have particular expectations.

The most complicated part is to: contact the star, negotiate, find a common agreement because celebrities can be complicated to work with, and they quickly sign the contract to ensure that everything goes well!

A mega influencer for your campaign? You're pretty sure your brand will be associated with the celeb, so choose wisely to have a positive image with the media and consumers.

Careful! Being followed by millions of subscribers doesn't necessarily mean that they will bring you millions! Some of them buy their community, and others can be subject to bad buzz and drown your brand with them.

Example: Like Morphe, who stopped their collaboration with Jeffree Star, who got labeled as racist, which has stuck to him for a few years after videos of Jeffree Star using racist terms were diffused on the web.

Now that you know everything about mega influencers and how to approach them, it's your turn! 😉