Micro Influencers or Macro Influencers? Brands are often asking this question and it depends on brand objectives. Multiple factors apply: money, target audience and time. Each approach can be highly successful if done right. Here’s everything you need to know.
Micro Influencers: Small size communities, genuine engagement
Micro influencers actually have an audience somewhere between 10,000 to 100,000 followers. It tends to create more engaged audiences as they perceive the connection to be authentic. Their audiences often trust their opinions and product suggestions similar to a friend’s and this influences a buyer’s decision differently.
On average, micro influencers have higher engagement rates as the comments, saves and shares often outshine much larger accounts. On the plus side, costs are far less and you are able to partner with a larger quantity of influencers without the budget being too stretched.
This also provides another positive trait that is niche relevance.
Macro Influencers: Scale and Speed
Macro influencers are any creators with an audience over 100,000 followers and this can reach into millions. The main selling point of macro influencers is reach. One post from a macro influencer can allow a brand’s content to be seen by a great deal of individuals quickly.
This can work very well for product launches, seasonal sales and any situation where awareness is paramount. Most macro influencers can also provide high-quality content with superior production value which is perfect for brands who are aiming to portray a well polished aesthetic.
Another factor to consider is the ease of managing macro influencers. Partnering with one macro influencer can save a lot more effort than working with a handful of micro influencers at the same time.
Using both Micro and Macro Influencers:
Many brands find that the best approach is to work with both types of influencers. The use of a macro influencer for brand reach and awareness while micro influencers are used for more targeted, personalized marketing is an excellent combination that covers all bases. A macro campaign gets the brand’s message to a mass audience and a micro campaign ensures authenticity and direct engagement.
If you are a brand and looking to boost social media presence with the campaign, then it is best to engage a reputable service as it will make the brand more credible for the influencer.
What to Avoid:
Do not just look at the number of followers this is a mistake a lot of brands do. Having a lot of followers and no engagement proves that there is no interest, and you are not reaching them. Look at the engagement rates, comments and opinions before working together.
An audience being the same across various micro influencers, will not have the desired effect of a brand and will likely drastically reduce the reach the brand intended to make with its collaboration. Make sure to also analyze follower demographics.
Brands cannot expect results from short-term collaborations. Building a loyal following of an audience takes a lot of time and continuous effort.
Conclusion:
Micro and macro influencers have their uses. Micro is better for targeting and cost effective campaigns. Macro for quick reach. Brands like SocialWick that understand this balance tend to get more value from their influencer spend by matching the approach to the actual goal rather than going with whatever looks most impressive on paper.
