- 02.08
Student Influencers
Author: CAMPUS
Who are they?
Nano vs Micro vs Macro vs Mega vs…
It’s a lot, we know! But we’re here to talk about a different category – and that’s ‘Student Influencers’. They’re considered to be a type of nano, some micro with few on their way to macro, but generally range between 2,000 – 50,000 followers (dependent on platform!).
And there’s one thing that they all have in common – their university experience. Freshers week, Halls and your first student house, new friends, new experiences, student loan drops, assignment stress, library fines, insane pressure to get a job… All of these are key relatable moments that brands have the opportunity to be a part of.
Last year, we tapped into that post-exam summer high with a student influencer campaign for Heinz, each gifted with their very own BBQ pack and a guide on hosting the ultimate garden party, with our 6 influencers achieving over 100,000 views.
How do we find them?
They pride themselves on their authenticity, and so do we, which is why our influencer team are tasked with pairing brands and influencers together that share values. Our unique and thorough recruitment process includes search and outreach, a video task related to the campaign at hand and a F2F interview
With various backgrounds, different cultures and a multitude of interests, the diversity amongst student influencers means brands can be targeted in their approach, find the niches that work for their brand/product and be more localised with their approach.
When working with Hi-Chew to increase product awareness, we worked with student influencers to produce a piece of content detailing their journey from halls to their most local stockist, which saw an uplift in purchase in the local areas to those influencers.
Uber X Its On Us campaign
“People crave authentic connections, relatable stories, and voices that resonate with their own”
What can they achieve?
Overall engagement is often overlooked as a metric in favor of views or reach, but online engagement is the exact thing we’re constantly trying to drive. It’s the comments, the likes, the saves and the shares that are driving conversation around the product, brand or company, and it’s often where you can measure the true performance of any campaign, delving into consumer reactions.
So why do we so often see better engagement with nano and micro influencers? People crave authentic connections, relatable stories, and voices that resonate with their own. And this is exactly where nanos and micros excel. The speak directly from the perspective of their peers
Their relatability and strong bond with the audience ensure that their promotions go beyond online engagement and lead to real-world involvement. Student influencers, who are in tune with campus life, can greatly extend the reach of these events.
For our recent campaign for London Insurance Life, we were tasked with raising awareness for graduate roles within the specialist insurance industry. We got students to think differently about the roles by hosting a series of events using the available roles as themes. We recruited a host of student influencers local to the events to drive awareness and ticket sales, resulting in sold out events and thousands of students reached both online and in person.
In short,
They’re valued for their authenticity and close relationships with their followers.
They’re relatable, creative and reactive to trends.
They boast higher engagement rates and have a more active following.
So If you’re a brand looking to reach a new audience, collaborating with nano-influencers can offer a fresh and impactful way to connect with potential customers.