Did you know that 50% of Millennials trust product recommendations from influencers, compared with 38% for those from celebrities? Meanwhile, 92% of marketers believe in the power of influencer marketing.
Influencer marketing can help you reach your ideal audience and drive sales. But you must have the right strategy — which starts with deciding the type of influencers right for your brand. Let’s look at how micro-influencers and macro-influencers differ and their pros and cons.
What Are Micro-Influencers?
Micro-influencers have a small but engaged following of 1,000 to 100,000 fans. They typically focus on a narrow and specific niche and have close relationships with their followers.
• They’re much more affordable, and some may even promote your brand in exchange for products or to support a good cause (e.g., cruelty-free beauty products).
• You can tap into niche markets and reach a highly targeted audience that’d most likely become your loyal fans and customers.
• They’re more trusted and relatable. Their tight-knit follower base allows them to create authentic and personable content to help you build trust with their audiences.
• They can help you create quality visuals and materials to build a content library without investing substantially in photo and video shoots.
• The smaller audiences mean less exposure for your brand. You may need to work with several micro-influencers to achieve your marketing goals.
• You may need to invest more time in coordinating multiple influencers and managing your content. Or you may hire an influencer marketing agency to do so.
• They’re less experienced in collaborating with brands. You may have to spend more effort communicating with and managing them.
What Are Macro-Influencers?
Macro-influencers have a large following of about 100,000 to 1 million people. They may be celebrities, pro athletes, industry thought leaders, or TV personalities. While they have a broader reach, they may not engage as deeply with their audience as micro-influencers.
• They can help your brand and products gain immense visibility, get in front of a broad and diverse audience, and reach millions at a time.
• The large budgets often give brands more control over the ad creatives and messaging to better integrate with other marketing channels.
• Working with a single influencer helps you streamline influencer selection and campaign management.
• They often have their own professional photographers and stylists to produce high-quality images and videos that require little or no edits.
• It’s much more expensive to work with macro-influencers. The high price tag is simply out of reach for many small businesses.
• They have lower engagement rates than micro-influencers because of their broad reach. Your content may not generate much engagement and achieve the ROI you wanted.
• They typically work with many brands, making it harder for your product to stand out and the content to appear authentic.
• Hackers and spambots are more likely to target their profiles and content, which can tarnish your brand’s reputation.
Choosing the Right Influencers For Your Brand
Partnering with micro-influencers will give you a better chance of reaching people who’d take action and engage with your brand. It’s also much more budget-friendly and a good option to help smaller businesses gain traction and build relationships with their audiences.
Meanwhile, macro-influencers are more effective in reaching a broader audience and building brand awareness (instead of engagement.) It’s more suitable for brands with a substantial marketing budget and can afford to invest in content creation.
Regardless of your approach, your influence marketing strategy should be supported by other digital marketing channels so you can continue the conversation, nurture relationships, and drive conversions.
Our omni-channel approach to digital marketing solutions enable you to effortlessly synchronize all aspects, elevating brand awareness and generating leads across various customer touchpoints. Reach out to us today and explore how we can seamlessly integrate influencer marketing into your strategy.
The news and editorial staff of the Bay Area News Group had no role in this post’s preparation.