Getting the most out of your efforts really boils down to choosing the right influencers to partner with. For starters, you need influencers that are on-brand. They should be aligned with your brand values and be tapped into your target audience.
But that’s not all you need to consider. The size of influencers’ audiences is important, but not in the way many people think. In fact, sometimes, smaller influencers are more effective. So, should you go micro or macro? Learn more about the differences between the two to make the best decision for your campaign.
Micro vs. Macro: Understanding the Difference
Influencers fall into four main categories depending on the size of their following. On either end of the spectrum you’ve got mega- and nano-influencers. Mega and Web Celebrity influencers, which include big name celebs like the Kardashians and Selena Gomez, have more than one million followers. Nano-influencers have small, niche followings, typically with fewer than 10,000 followers. In between, there are the micro, mid, and macro-influencers.
Definitions vary, but macro-influencers typically have followings between 500,000 and one million. Most of these creators have become famous through the content they’ve been sharing online and on social media. These influencers have experience working with brands and have cultivated a following that’s both large and engaged.
Micro to MidTier Influencers
What they lack in size, they make up for in authenticity and authority. These influencers have fewer followers, typically between 10,000-50,000 (Micro) and 50,000-500,000(MidTier). Consumers often look to these influencers as experts in a specific niche, industry or topic.
Pros of Using Macro-Influencers
Macro-influencers have experience as brand ambassadors and in partnering for campaigns. This gives brands a little more control over the final outcome. You give them detailed instructions, and you pretty much know what to expect. And that’s not the only benefit of working with macro-influencers. Other pros include:
Large, engaged audience: Macro-influencers are more dialed into and engaged with their audience than mega-influencers, making them a happy medium between celebs and micro-influencers.
Enhanced targeting with reach: They’ve got a significant, yet niche following. This extends the reach of your campaign.
Pros of Using Micro to MidTier-Influencers
Micro-influencers may well be the largest group of influencers out there. More importantly, because they’re seen more like experts yet everyday people, what they have to say rings with truth, and it feels authentic. Some of the main pros of working with micro-influencers include:
A sweet ROI: Micro-influencers cost less. That alone has the potential to outperform other influencers’ ROI significantly.
Increased engagement: Fewer followers, more interaction. Micro-influencers boast engagement rates of up to 8.8 percent — a number that’s significantly higher than macro-influencers.
Better targeting: Micro-influencers have a niche audience that’s interested in the content they share.
Micro- vs. Macro-influencers: Who Should You Use?
If you’re looking for killer engagement and laser-targeting your audience, micro-influencers are the way to go. But if you’re trying to reach tons of people, you might be better off going bigger. When you’re choosing between the two, it also helps to consider your budget. And ask yourself if you have the time and ability to nurture a smaller influencer who might need extra guidance.
Ultimately, whether you go micro or macro, it’s all about choosing the right influencer to partner with. As the largest marketplace in the industry, IZEAx Discovery makes it easier than ever to find potential partners of all types.