Influencer marketing has evolved into a marketing strategy for trial and error.
The majority of marketing budgets for several firms are going into collaborations with macro- and micro-influencers.
Naturally, smaller campaigns have a greater room for mistake, so you want to get the most out of your limited marketing funds.
Making a decision on the sorts of influencers you want to work with is the first step in making the most of influencer marketing.
The two main influencer types, micro and macro, are examined in this article along with which kind will work best for your campaign, according to influencer marketing agencies in NYC.
How do you spot the ideal influencer—or, more specifically, the ideal “kind” of influencer—for your business? Let’s investigate.
Article Contents
Micro Influencers
Normal, ordinary folks who are passionate about a particular subject or expertise are known as micro influencers.
They have developed a bigger, but not too huge following base (2,000 to 50,000) of individuals who are likewise interested in the same product or niche and have a tendency to express their ideas, views, likes, and personal recommendations regarding goods and services in the niche.
It’s interesting to note that micro influencers use websites like Tribe and Takumi to apply to become “real influencers” (both of which have a focus on Instagram).
The excellent photography of micro influencers on such sites is one of their best qualities.
Brands use the influencer platforms to submit briefs to these micro influencers, who then apply if they believe they can satisfy the requirements and produce innovative postings.
Macro Influencers
In contrast to micro-influencers, macro-influencers are essentially well-known people.
They are well-known and well-liked, with most of them being household names or superstars.
They frequently have millions of followers and subscribers in addition to enormous crowds of 100,000 or more.
They frequently set trends and may be authorities or important thought leaders across a range of sectors and niches.
The audience demographics of macro-influencers frequently vary. The interests of these influencers are varied as well.
A single macro influencer who enjoys baking, mindfulness, beauty, and exercise may exist.
Macro influencers, according to some, may have up to 300,000 followers. They are well-known “mini-celebrities” in their own areas.
Why Bigger Isn’t Always Better
Macro influencers may seem like the way to go at first, but there are drawbacks to using a larger scale influencer versus a micro influencer. This can include:
A Lack Of Authenticity
It is likely what you want from your campaign is genuine testimonials. It is what drives consumers to interact with your business and products, thus your relationship must be a perfect fit for success.
When you remove the authenticity from influencer marketing, you’re left with a soulless piece that clearly reads like an advertisement.
Most browsers will conclude that the person behind the account does not believe in the goods and will not look further into the brand.
Micro accounts, on the other hand, produce high-quality posts that engage with your business with genuine passion. They also have active communities that value their advice.
Lower Engagement
Macro accounts may have a larger reach, but their engagement rates are lower. When comparing engagement rates, nano accounts outperform all other following tiers.
Because your marketing agency will pair you with talent whose niche precisely matches your items, your brand will connect better inside these groups.
They Cost More
The quantity of followers you see will often reflect the expense of conducting business. The top influencers will cost far more than using smaller ones.
Which Should You Choose?
Both micro and macro influences, as we have seen, have advantages and disadvantages. So, should you choose macro or micro?
Here’s some things to consider:
- What do you hope to accomplish with your brand? Do you want to broaden your audience, raise your profile, or boost traffic? Or are you hoping to boost sales and conversions?”
- Macro influencers are your greatest choice if you’re trying to expand your audience, make yourself more visible, or raise brand recognition. Contrarily, consider using micro influencers if you want to boost direct sales and conversions.
- Macro-influencers have the power to drastically alter how many people see your business. The relationship with a well-known person boosts the brand, making it more “likeable.”
- Macro influencers will spread the word about your referral programme, but since micro influencers are more trustworthy and relatable, they will bring you subscribers.
In Conclusion
There are benefits to using both Micro and Macro influencers for your campaign, but the important takeaway is that bigger does not always mean better.
Get away of the notion that you need a million followers to make a big impact with your campaign.
Depending on your needs, utilizing smaller influencers and revising your influencer marketing approach in 2023 and beyond can help increase your online engagement, all while saving you money on your campaign for hiring the influencers themselves.
Think of what strategy you want, and what your goals are for the campaign.
