Influencers at the Micro and Macro Levels
Influencer marketing is at an all-time high in the beauty, fitness, and travel industries. While this emerging marketing strategy demonstrates its ROI, businesses must now decide whether micro or macro influencers are more valuable to their brand and overall marketing campaign. To begin, consider the distinction between a micro and macro influencer.
What exactly is a micro-influencer?
A micro-influencer has a social media presence and a following of 10–25k people. Your next-door neighbour, coworker, or younger sister could all be micro-influencers. Their online presence may be minimal, but their online voice is more powerful than you realise. What micro influencers lack in reach, they more than makeup for engagement.
What exactly is a macro-influencer?
A macro-influencer is someone who has a larger social media following than 50k people. These influencers are frequently celebrities or individuals who have amassed a sizable online audience and reputation over time.
Why Should You Use a Micro-Influencer?
Micro-influencers, as opposed to macro-influencers, are ideal partners if you have a limited budget. Because these influencers are developing their social presence, they are a more cost-effective option for campaign collaboration. Micro-influencers will frequently accept a product or service in exchange for content rather than monetary compensation. It's a no-lose situation! Micro-influencers also have a higher level of loyalty from their followers. Because of their smaller audience, micro-influencers are perceived as more relatable and authentic, increasing the likelihood that their audience will trust their recommendation. Micro-influencers have an average engagement rate of 4–8%, while macro-influencers have an average engagement rate of 1.7%.
Why Should You Work With a Macro Influencer?
Because a larger audience means a greater reach, collaborating with a macro influencer allows you to gain broad exposure for your brand while targeting the right market. When working with a macro influencer, you can expect high-quality content because they frequently have professional photography equipment or even their own photographer. Macro-influencers frequently have management, making the communication process go much more smoothly. Working with a macro influencer also allows you to understand your ROI. Because of their large audience, you can accurately measure the success of your campaign. Because macro-influencers can reach more people, they can be more expensive to collaborate with than micro-influencers. Regardless, they provide an excellent opportunity to get your brand in front of a larger audience.
So, which one is best for me?
It is critical to first understand what your campaign goals are and how you will measure success. Are you looking for increased brand awareness or conversions? If your campaign goal is more focused on brand exposure and you have a budget to work with, it's probably best to collaborate with a macro influencer to get the most reach possible. If your campaign is more sales-driven and may target a more niche audience, collaborating with a micro-influencer is a better option.
Finally, you want to make sure that whoever you partner with, whether micro or macro, is aligned with your brand and your overall goal. If an influencer's values do not align with those of your company, the success of your campaign is unlikely.
At Sociapa, we specialise in connecting brands with credible influencers, as well as managing and reporting on their campaigns. We take the time to understand your campaign objectives and collaborate with both you and the influencer to develop the best strategy possible. We simplify Influencer marketing, which is why we are Noida's most effective Influencer marketing agency.
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