Macro vs. Micro-Influencers in Marketing
Influencer marketing has increased a lot, with companies working in partnership with individuals who have a good social media following to endorse their product or service. But when selecting the right influencer for your business, should you use a macro or micro-influencer? Let’s explore the differences in order to assist you in making the most appropriate decision.
1. Reach and Audience Size
The most significant distinction between macro and micro-influencers is audience size.
- Macro-Influencers possess huge followings, ranging from 100,000 to millions of followers. Macro-Influencers tend to have a wide reach, thus they are best suited for mass exposure and brand awareness campaigns.
- Micro-Influencers, however, have lower followings (1,000 to 100,000 followers) but tend to have higher engagement levels with their base. Their niche audience is more likely to be loyal and focused.2.
2. Engagement Rate
Engagement rate (likes, comments, shares) is one of the most important measurements of influencer success.
- Macro-Influencers might have lower engagement because their audience is more diluted and diverse and larger in size. Their work might be viewed by many, but there can be dilution of engagement.
- Micro-Influencers generally have better engagement rates because they have a more personal relationship with followers. They are perceived by followers as more authentic and relatable, which prompts better interaction.
3. Cost of Collaboration
- Macro-Influencers tend to charge more for their services, considering that they have a large following and audience. The price can differ considerably depending on the popularity of the influencer.
- Micro-Influencers are priced relatively lower, making them an ideal choice for brands with low budgets but desire to produce more targeted campaigns.
4. Authenticity and Trust
- Macro-Influencers have a large follower base, and therefore their endorsement can sometimes be perceived as less personal or genuine. They are likely perceived as more business-oriented.
- Micro-Influencers tend to be viewed as more genuine and relatable because they only endorse products that appeal to their niche and smaller audience. This tends to lead to greater trust as well as improved conversion rates.
Conclusion
Macro and micro-influencers both have their benefits. If you’re looking to connect with a huge mass of people and create widespread brand awareness, then macro-influencers are your best bet. On the other hand, if you’re trying to accomplish more engagement, trust, and precision in targeting, micro-influencers are usually the better option.
