The power middle stands for influencer of “average” influence. Please note the use of quotation marks here. They are everywhere (Blogs, Pinterest, Facebook, Twitter, Tumblr, and many others) and they have between 2,500 and 25,000 recurring monthly visitors. Their audience is highly targeted and highly engaged.
So, how is that better than a well-known media with millions of visitors? That is precisely because the power middle’s audience is highly engaged. MSL Group & Social chorus reveal in their study that a power middle engagement can be up to 16 times superior to a bigger influencer.
That makes a lot of sense: huge media sites tend to be multi-category, whereas ‘power middle’ media tend to be targeting one niche. On that very niche, they become experts with a real authority, and the ‘go to’ website in this very topic. Mathematically, the audience is limited to the users having a pronounced interest in this topic.
This “limited” target audience will be, comparatively, a lot more likely to comment, share, like, retweet, pin, and create a conversation around the content offered by that media. These ‘actions’ are worth a lot more than simple page views. This determines the actual viral potential of the content.
That way, during an Influence campaign, you should think twice before investing a significant budget into a mass media. Instead, spend that budget on the handful of key ‘power middle’ influencers of your industry. These will generate hundreds of thousands of social interactions, relayed to millions of potential consumers.
A 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.