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Micro vs Macro Influencers: Finding the Right Fit for your Brand

Micro-Influencers

Micro-influencers have smaller followings usually between 1000 to 10,000 followers. They often function in niche fields with a dedicated following that they have built over time. These influencers are valuable because of the organic engagement they have with their audience. Micro-influencers are ideal for brands with smaller budgets or those looking to build a reputation in a niche market.

Here are some reasons to pick a micro-influencer for your next marketing campaign!

1. Authenticity

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Micro-influencers cater to a focused group of followers and are automatically more in tune with their audience. They have built an authentic connection with their followers through organic and relatable content. Their posts, therefore, draw more engagement and brand recall.

Micro-influencers can humanize your brand with the ‘realness’ that they bring into the mix. This study by Stackla found that 86% of consumers lay emphasis on authenticity when deciding on what brand to support. A familiar face endorsing a brand through a creative post is simply more likely to be remembered.

2. Reach niche audiences

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Micro-influencers are ideal for building trust in niche markets. These influencers have loyal followings. A trusted micro-influencer can use their credibility to open up new audiences for your brand.

This study found that users with up to 1000 followers generally received likes on their posts 8% of the time, while those with upwards of 10 million followers only received likes 1.6% of the time. Working with this type of influencer ensures your brand reaches a specific demographic.

3. Less investment

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Micro-influencers deliver high conversion rates at significantly lower costs.  Top-tier influencers can charge anywhere between $2000 to $50,000 for a post on Instagram. For most brands, this is a massive investment. A brand could invest in one macro influencer, or hire multiple micro-influencers at the same cost. 

Cons

Micro-influencers may be more accessible to more companies in terms of budget, but working with micro-influencers has its own obstacles. Given their limited followings, most brands hire multiple micro-influencers for their campaigns. Ensuring clear and consistent brand messaging that also complies with established trade regulations is pivotal to the success of a campaign. Managing and monitoring dozens of influencers creates more work for the company.

Macro-influencers

Macro-influencers are influencers having upwards of 50,000 followers on any social media platform. Their content is unique in their professional quality, and their uploads are carefully curated. Macro-influencers are known for their vast reach and are often household names in their field of expertise. These influencers are ideal to promote widespread visibility and awareness of a brand.

Here are some reasons to pick macro influencers for your next marketing campaign!

1. Far-reaching influence

Macro-influencers enjoy the status of ‘mini-celebrities’ within their communities. Their reputation has grown organically over years of hard work and networking, and this is what sets them apart. A successful marketing campaign with a macro-influencer can go a large way in building stigma or reputation around a brand.

2. Diverse audience

The reach of macro-influencers usually goes unaffected by social media algorithms. This means that their posts turn up in a large number of user feeds. Macro-influencers often diversify into several inter-connected categories over time. For example, a health and wellness influencer would likely also explore subjects like cooking, beauty, and fitness.

Macro-influencers are the way to go for brands looking to break out of a niche and get to people from different walks of life. One endorsement is likely to reach a large variety of users at a go.

3. Cost-effective

Macro-influencer is usually seasoned media professionals who are adept at producing high-quality content. They often have teams of media experts at their disposal, as well as professional equipment. Given their experience in media, these influencers can guarantee brand quality content for the price they charge.

If you have the budget for it, macro-influencers are a valuable asset in boosting your brand’s online presence. Their endorsements can drive up a brand’s engagement, sales, and social media presence within a small span of time.

Cons

Working with macro-influencers requires a large budget. Macro-influencers are known to charge anywhere between $2000 to $50,000 for a post. The Kardashians are known to charge up to $500,000 a post. This makes macro-influencers quite out of reach for most companies. Pulling off a marketing campaign with macro-influencers can be tricky as they are hard to get hold of. A company would have to go through a PR agency or managers, and also have to stand in line with many other brands. The competition is harder with macro-influencers.

Conclusion

Macro and micro-influencers both have their advantages and disadvantages. While micro-influencers bring authenticity to the campaign at significantly lower costs, they cannot match the larger influencers’ vast reach. For the price, macro-influencers can put a brand in the limelight with their considerable following. However, this is often at the cost of ‘realness’ that people translate as credibility.

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