Understanding Twitch Influencer Tiers
Tags: Marketing Strategies, Influencers, Twitch, Influencer Marketing

Lost on how different tiers of influencers can help your campaign? Are you still unsure what the exact tiers are when it comes to influencers on Twitch? Look no further than our official Powerspike guide to influencers. Here we will discuss the definitions, how to utilize the tiers and the pros and cons between each level.

Powerspike defines Twitch Influencers levels as according to ACV, or Average Concurrent Viewership over a period of 30 days, as follows:

Nano: 0–10 ACV

Micro: 10–30ACV

Mid-Tier: 30–100ACV

Mega: 500–1000ACV

Pros & Cons — The Most Effective Ways to Use Influencers

It’s important to consider both relevance of the influencer and reach when implementing your campaign. Luckily, Powerspike has the solution for you — choose from our pool of influencers at any scale. Unsure of what tier to choose? Let’s break down the pros and cons of each level of influencer for you!

Mega: These are Influencers that everyone knows. Think of celebrities, known names, etc. They’re the influencers that are recognizable just for being influencers.

Cost — Con — They can be COSTLY to work with. Some brands may find them overstepping their budget to bag an extremely well-known influencer. Availability — Con — Since they’re high in demand, they can be hard to get a hold of and a bit difficult to work out an appropriate schedule with. Relevancy — Con — Depending on what audience you’re trying to tap into, mega influencers may not be the influencers you’re looking for. Sponsored content is usually met with some level of distrust due to the popularity of the mega influencer. Reach — Pro — If you want your campaign to be noticed, this is the way to go. Due to the size of their audience, their reach is massive. Conversion may not be as high compared to their reach but it is a huge way to increase awareness.

Mid-Tier: Influencers you might have heard of them in passing. They are not as well known as the mega influencers but you might have seen them mentioned here and there.

Reach — Pro — They’re more established and usually Cost — Con — More expensive than micro and nano influencers but not as much as mega influencers. They’re still rather costly and solely depend on what type of campaign you’re enacting and your budget, you might want to steer clear of mid-tier influencers. Engagement — Pro/Con — a higher number of users, the limited number of engagement Professionalism — Pro — Having been at this for a while, Mid-tier influencers usually have a high likelihood of professionalism when it comes to execution and communication.

Micro: Smaller, more niche or up-and-coming streamers. They have great engagement with their followers and a tight-knit community/following that trusts them.

Cost — Pro — Micro-influencers are nowhere near as expensive as an influencer that has more followers. They are relatively fair in their pricing. Reach — Pro — Believe it or not, micro-influencers, though smaller, have an amazing reach. This is due to the fact that most micro-influencers have a great engagement rate with their community. They’re trusted and looked to as authentic influencers (unlike larger influencers which may be seen as someone just into sponsorships for money). Engagement — Pro/Con — Engagement can be really high depending on where they are on the spectrum. Even if they’re a lower-tier influencer, they still have extremely high engagement rates since people tend to visit their streams due to their personality and content. They’re not afraid to give constructive feedback and share their thoughts with their community. Availability — Pro — Their schedule is freer than mid-tier and, especially, mega-influencers. Micro-influencers are usually more flexible and willing to work around schedules.

Nano: Influencers that are just starting out. They have anywhere from a handful of followers to a more sizable audience. They usually make it to micro-influencers quickly (if they play their cards right).

Cost — Pro — Since they don’t have restraints on availability and are very easy to schedule and work with, nano influencers cost a lot less money. Reach — Con- They have a limited audience but can tend to have a close relationship/following with their viewers. While we list this as a con, it could be considered positive if you wanted to mix it up with nano & micro-influencers for your campaign. Professionalism — Con — First-time influencers may not always provide the most professional content or experience. While they may create content that is good, it might not be a good fit for your brand if you want super polished campaign assets. Conversion — Pro — Since they are more trusted than mega influencers, there is a higher chance that their audience will engage in the content that they have presented before them. While the conversion may be small, the conversion rate will be higher due to the size of the audience. Utilizing a small rate of nano influencers could be helpful with driving traffic to your website.

After this article, you should have a better understanding of how influencers are used at different levels. When creating your first campaign or even putting together your next one, it’s important to keep these tiers in mind. Reach is one of the most important things to consider during campaign creation and Powerspike’s influencer dashboard helps to meet those goals. Other campaigns, however, prioritize clicks and new customer sign ups. Whether you’re an established brand or just starting out, it’s never a bad thing to get people talking about your brand and Powerspike’s influencer solution helps you to get out there. What are you waiting for? Start your campaign creation today!