micro vs macro influencer

Marketers are no stranger to the benefits of influencer marketing. Including this tactic in marketing strategies has become quite the norm for most professionals across various industries. In fact, eMarketer has forecasted that two-thirds of US marketers will use influencers for paid or unpaid brand partnerships in 2021. This comes as no surprise since many consumers find influencer-generated content more compelling than content produced by the actual brands themselves. 

As this newfound marketing practice begins to develop, different strategic approaches emerge. For example, influencers with follower counts big and small can offer different benefits and results. Famous influencers provide certain advantages that lesser-known influencers simply can’t bring to a campaign. And you might be surprised to find that the opposite is true as well. 

The size of an influencer’s audience can affect your marketing in unexpected ways. So, which influencer is right for brand? Learn more about the differences between micro vs macro influencers to make the best decision for your campaign.

What Is a Micro-Influencer?

Micro-influencers aren’t celebrities. Their follower count ranges from 10K-50K and their followers look to them for brand and product recommendations. From a follower’s perspective, what’s so valuable about a micro-influencer’s advice? In many cases, micro-influencers are experts in a specific niche. 

A micro-influencer could be a food critic who explores local diners in a small city. Or they could be an up-and-coming fashion model or fitness trainer. Micro-influencers can specialize in anything; the important thing is that they show a level of expertise or experience that inspires trust from their followers.

Why Partner With a Micro-Influencer?

Micro-influencers are often willing to engage with their followers in ways that more famous influencers may not. They take the time to build close relationships, personally respond to comments and listen to requests from the audience. In return, audiences come to see micro-influencers as authentic and trustworthy. So, when a micro-influencer offers a sincere endorsement of a brand or recommends a specific product, their post carries plenty of weight.

Cost efficiency is another benefit of working with a micro-influencer. These influencers typically demand less payment per post than macro-influencers. On the flip side, they are less expensive because they have less to offer in terms of reach. You may need to hire multiple micro-influencers if your goal is to reach a broad audience. Or you can look for one effective macro-influencer.

What Is a Macro-Influencer?

Macro-influencers have larger followings than micro-influencers, ranging from 500K-1M. They’re often people who have used their talents or knowledge to build highly successful personal brands. Like micro-influencers, they’re experts in specific industries, but they speak to a much broader segment of the population.

A macro-influencer could be a world-renowned chef who shares recommendations on kitchenware, a famous model or even an Olympic-level athlete. Some macro-influencers have found fame entirely through online activities, such as creating viral videos or blogs.

Why Partner With a Macro-Influencer?

While micro-influencers can speak to small, niche communities, macro-influencers can reach a broad audience. A single Instagram photo of a macro-influencer posing with your brand’s products can grant you instant visibility. This might even help you discover a customer base that was outside of your intended target audience. 

While micro-influencers may respond directly to your collaboration pitch, you may need to reach out to a macro-influencer’s personal agent or manager. This can make the partnership a little more complex than a collaboration with a micro-influencer. You should also expect to pay a higher price per post. In return, you’ll reap the benefits of high quality and highly visible influencer-generated content. 

It’s important to note that consumers may view a macro-influencer’s endorsement of a product with some level of skepticism. Because of their fame, macro-influencers don’t always come across as authentic or engaging as micro-influencers.

Micro vs Macro: Consider Your Goals

While micro-influencers can speak to small, niche communities, macro-influencers can reach a broad audience. A single Instagram photo of a macro-influencer posing with your brand’s products can grant you instant visibility. This might even help you discover a customer base that was outside of your intended target audience. 

When considering the pros and cons, deciding on micro vs. macro influencer marketing will come down to one more factor: the goal of your campaign. Are you hoping to broaden brand awareness before an upcoming event or holiday? You can rely on a macro-influencer to quickly reach a broad audience in time. Want to gradually build public trust with a niche community? Micro-influencers are the right choice.

Of course, you don’t have to limit yourself to one kind of influencer. If you have the budget, you can create a team of influencers to fulfill different objectives and spearhead various campaigns. Partner with a macro-influencer on YouTube to create a single promo video for your latest product. At the same time, use a team of micro-influencers on Instagram to share stories about how your brand has improved their lives. Both approaches can be used simultaneously to drive traffic to your site. The sky’s the limit!

Making the Right Choice for Your Brand

Ultimately, when choosing between micro vs macro, the right choice will depend on your budget and the results you are looking to achieve. The beauty of influencer marketing is there is no fixed formula to success. Influencers at all levels have unique benefits to offer your brand. 

 

Ready to start planning your next campaign? Start discovering and connecting with the best influencers in the industry with our suite of influencer marketing tools!

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