Share on facebook
Share on google
Share on twitter
Share on linkedin

MICRO INFLUENCERS VS MACRO INFLUENCERS

There are many factors to consider when it comes to working with an influencer.
Here we will show you the key differences between macro and micro influencers, and how to identify which scenarios to work with each of them.

MACRO INFLUENCERS

Macro influencers are basically famous people, either celebrities or social media personalities with more than 100k followers. As a result, brands usually approach these macro influencers to feature a product on their social media accounts, and this way the awareness and visibility of the brand increases.

While micro influencers have a closer and more engaged network, macro influencers reach a much larger audience. However, access to these large audiences comes with a high price tag.

Why work with Macro Influencers

Although campaigns with macro-influencers often involve significant investment, the autonomy of brands in selecting the right influencer to work with, and the ability to provide specific instructions, gives marketers more control over the campaign. Key advantages of working with macro-influencers are: 

  • – High value in brand association with celebrities
  • – A wide audience range, which translates to more reach
  • – Macro influencers generate millions in media value
  • – Easier to find on different influencer marketplaces & platforms
  • – Time saved on selecting and micromanaging a larger number of influencers
  • – Easier to manage: campaigns with macro influencers are usually handled by influencer management or PR agencies
  • – Relatively low risk of fake followers or boosted engagement

However, one disadvantage of working with macro-influencers is high costs as they are usually represented by an influencer or artist management agency. While the cost of one piece of content ultimately depends on the status of the influencer, Social Media Today reports it can cost anywhere between US $2,000 to US $50,000.

Another major problem is the lack of customer credibility towards celebrities’ voices. According to a survey carried out by Collective Bias, only 3% of consumers are influenced by celebrities to make product purchases.

Promoting a product on a celebrity’s social account, is usually seen by consumers as inauthentic. Therefore, users rely less on celebrity sponsored content, often doubting if the product was really used by the celebrity.The issue is often experienced by brands that use macro-influencers, who have followers of a similar scale.

Macro influencer campaigns are a little harder to execute. They’ll often take longer to organize, and may require a PR agency. Getting hold of a celebrity or their manager is one thing, but standing out amongst many other requests, is another.

Celebrities can also be picky with which brands they endorse, so showing them how your product will raise their profile and person brand is also important.

MICRO INFLUENCERS

There has been increasing interest in working with micro-influencers. Commonly categorized by their smaller number of followers (usually ranging from 1000 to around 100,000) on Instagram, micro-influencers were also initially defined as having higher audience engagement rates as compared to macro-influencers.

In this case, a smaller number of followers actually means that micro-influencers are still able to develop personal relationships with followers, and these followers show genuine interest in their content, which leads to more genuine support for sponsored posts.

Key benefits of collaborating with micro-influencers are:

  • – Less investment, which makes it accessible to most brands or businesses
  • – Diverse reach: where macro influencers offer a large audience, using a group of micro influencers can be beneficial to diversify your reach
  • – High engagement rate
  • – Higher quality of authentic content 
  • – Niche audiences have a higher conversion rate
  • – They will usually go the extra mile to create high quality content and impress their brand partners
  • – They deal with your product information directly and gain a deeper understanding of your brand, making their recommendations more credible -Possibility of working with several influencers at the same time

However, one of its main drawbacks is the lower visibility and reach compared to macro-influencers. Brands also have less control over a micro-influencer’s content in terms of consistency and legitimacy. There is also a high possibility of inaccurate target audience and engagement, which makes measuring return on investment (ROI) difficult.

Why Do Some Brands Choose to Work with Micro Influencers?

Influencers are content creators that have found niche audiences with vested interest in their content. Social Media and online communities consisting of international members have emerged around specific interests. Collaborating with micro-influencers allows brands to adapt their marketing efforts to target specific audiences and reach consumers at a personal level.

The large pool of micro-influencers makes it harder for them to demand high rates, making them an attractive choice for marketers with smaller budgets or those looking to maximize their investment. Instead of spending on a few publications from one or two top influencers, marketers can collaborate with a larger pool of micro-influencers to potentially reach a more engaged audience over a sustained period of time. In some instances, publications from micro-influencers may have higher engagement as compared to publications from macro-influencers.

Which One Should You Go With?

CTV & OTT

With recent advancements in web based and communicative technologies, modern audiences have fractured and are now consuming content on a wide range of various platforms.

Read More »

This Post Has 27 Comments

  1. Ahaa, its pleasant dialogue about this paragraph at this place at this weblog, I have read all that,
    so at this time me also commenting at this place.

  2. That is a very good tip particularly to those fresh to the blogosphere.
    Brief but very accurate info… Many thanks for sharing this
    one. A must read post!

  3. It’s a shame you don’t have a donate button! I’d certainly donate
    to this superb blog! I suppose for now i’ll settle for bookmarking and adding your RSS
    feed to my Google account. I look forward to fresh updates and will talk
    about this blog with my Facebook group. Talk soon!

  4. Pretty! This has been a really wonderful article.
    Many thanks for supplying these details.

  5. Simply desire to say your article is as astonishing. The clearness
    in your post is just cool and i can assume you’re an expert
    on this subject. Well with your permission allow me to grab your RSS feed to keep updated
    with forthcoming post. Thanks a million and please keep up the gratifying work.

  6. Hi would you mind letting me know which hosting company you’re
    using? I’ve loaded your blog in 3 different web browsers and I must
    say this blog loads a lot faster then most. Can you recommend a
    good web hosting provider at a fair price? Many thanks, I appreciate
    it!

  7. Wow, this article is pleasant, my sister is analyzing such things, so I am going to inform her.

  8. Wonderful, what a blog it is! This blog presents helpful facts to us, keep it up.

  9. Thanks for share this article it is quite helpful to me.
    King regards,
    Mead Schneider

  10. Ӏt is perfect time to make some plans foг the future and it is
    time to be һappy. І’vе learn this submit аnd
    if І ϲould І wіsh tо recommend you some fascinating tһings
    or advice. Perhaρs you can write subseqquent articles
    regarding this article. Ι wіsh tо гead mߋre issues aboսt
    it!

    My һomepage … gifts online (Carmel)

  11. Does your website have a contact page? I’m having
    a tough time locating it but, I’d like to shoot
    you an email. I’ve got some recommendations for your blog you might be interested in hearing.
    Either way, great website and I look forward to seeing it grow over time.

  12. Hi my loved one! I want to say that this post is awesome,
    nice written and include almost all important infos. I would like to peer more posts like this .

  13. It’s amazing designed for me to have a website, which is useful in favor of my experience.
    thanks admin

  14. Hi there would you mind sharing which blog platform you’re using?
    I’m planning to start my own blog in the near future but I’m having a hard time choosing between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your design and style seems different then most blogs
    and I’m looking for something completely unique.
    P.S My apologies for getting off-topic but I had to ask!

  15. Thanks to my father who told me concerning this website, this weblog is in fact amazing.

  16. This article will assist the internet people fоr setting up new website ߋr even a weblog fгom start tο
    end.

    Feel free to visit mу web-site: buy online (Daniele)

  17. I enjoy, cause I found exactly what I used to be looking for.

    You have ended my 4 day long hunt! God Bless you man. Have
    a nice day. Bye

  18. Do you mind if I quote a couple of your posts
    as long as I provide credit and sources back to your weblog?
    My blog is in the very same area of interest as yours
    and my users would really benefit from some of the information you provide here.
    Please let me know if this alright with you. Cheers!

  19. I’m really enjoying the theme/design of your blog. Do you ever run into any browser compatibility problems?
    A number of my blog audience have complained about my website
    not operating correctly in Explorer but looks great in Opera.
    Do you have any suggestions to help fix this issue?

  20. Way cool! Some very valid points! I appreciate you penning this article and the rest
    of the website is very good.

  21. Hey! Would you mind if I share your blog with my zynga group?
    There’s a lot of folks that I think would really appreciate your content.
    Please let me know. Thanks

  22. I was suggested this website by my cousin. I’m not sure whether
    this post is written by him as nobody else know such detailed about my problem.
    You are incredible! Thanks!

  23. This is a topic which is near to my heart… Take care!
    Exactly where are your contact details though?

  24. Very energetic article, I loved that a lot. Will there be a part 2?

  25. Hi, Neat post. There’s a problem along with your site in web explorer,
    would check this? IE nonetheless is the marketplace chief and a good section of folks will pass over your magnificent writing due to this problem.

  26. I’m impressed, I must say. Seldom do I encounter a blog that’s both equally
    educative and entertaining, and without a doubt,
    you have hit the nail on the head. The issue is something
    too few men and women are speaking intelligently about.
    I’m very happy that I came across this during my hunt for something regarding this.

  27. At this time I am going to do my breakfast, afterward having my breakfast
    coming again to read further news.

Leave a Reply

Close Menu