Advertising is shifting focus from celebrities to influencer marketing thanks to social media. People want authenticity, something organic. This isn’t the vibe large brand-sponsored celebrities give off and it shows. Statistics tell us that 62% of social media users trust influencers more than celebrities.
In fact, 80% of marketers are already utilizing the power of influencers in their campaigns and reaping the rewards. But before reaching out, you need to identify what type of influencer fits your brand best – Macro or Micro-Influencers?
In a nutshell, macro-influencers are more expensive. That’s justifiable since their reach covers more people. However, having more followers means lower engagement.
A Statista study suggests engagement rates decrease as followers increase. This is where micro-influencers come in. Engagement is higher despite the smaller audience.
Marketers need to weigh out the advantages and disadvantages and identify which type of influencer can give the best return on investment (ROI).
To help with the process, we’ve curated a list of pros and cons between micro and macro influencers.
The majority of micro-influencers are seen as more grounded when compared to macro-influencers or celebrities.
They have that next-door neighbor-type vibe that you can easily relate to. They also express their passions or niche through content that gets you hooked.
The following are the advantages and disadvantages of utilizing them in your next marketing campaigns:
Micro-influencers have a decent number of followers (2,000 – 50,000). It’s manageable enough that they can engage with a large chunk of their audience.
Research suggests micro-influencers have 319% more engagement than macro-influencers. But aside from engagement, they also have advantages in the following:
This type of influencer wins hands down in terms of affordability, relevancy, and trust. But they fall short when it comes to the following:
Macro influencers have a large audience ranging from 100,000 to millions. They can reach a more diverse group of people. Others might call these influencers mini-celebrities, key opinion leaders, industry experts, or content creators.
Here are the pros and cons of using macro influencers in your marketing campaigns.
Macro influencers have a larger reach. Statistics reveal that they can reach 2200% more people than micro-influencers. They give the following advantages:
Here are the disadvantages of reaching out to macro influencers:
We’ve run through the top pros and cons for both influencer types. Now it’s time to decide which one fits your brand best. But before you send out outreach emails, consider the following:
Consider your brand’s goals when deciding to reach out to influencers. You need to balance out factors such as brand awareness, conversion rates, and engagement.
If you want to focus on brand awareness and visibility, go for macro. If you want engagement and better conversion rates, micro-influencers are your go-to.
Authenticity and trust are common themes in advertising. So, choose an influencer whose audience aligns with yours. It makes more sense that way.
Identify your target audience, and the influencer’s audience, and find your perfect match. You wouldn’t want to reach out to a beauty influencer and sell gaming apparel.
No matter what industry or niche your business is in, your budget would ultimately decide which influencers you can go for.
If your brand can afford a macro-influencer and reaching out to one aligns with your campaign’s goals, do so. If you can’t afford to pay that premium, you should stick to micro-influencers.
There are even cases where big brands with more than enough of a budget for macro-influencers still go for several micro-influencers. But there aren’t any rules that prevent you from using both as long as you can afford to do so.
Both micro and macro influencers help brands immensely with their marketing campaigns. They can provide reach, engagement, and more importantly, authenticity.
Here’s a rundown of what you need to know when it comes to influencers:
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