Does size really matter?
Caught in a dilemma between micro vs macro influencers for your next social media campaign? Influencer marketing is a great strategy for brands looking to engage with audiences on social media, especially Instagram. However, the key to a successful campaign lies in your ability to understand the differences between the two.
Checking out the number of followers is the easiest way to categorise an influencer. A micro influencer has 10,000 - 100,000 followers. Meanwhile, a macro influencer typically has more than 100,000 followers. Once you’ve identified the basic differences between the two, it's time to understand the advantages of these influencers, that goes beyond their follower count.
The Benefits of A Micro Influencer
Micro influencers are well known for their authenticity. In a time when fake news and reviews are dominating headlines, micro influencers are becoming handy assets due to their ability to form a tight-knit community with their followers. Additionally, these influencers allow brands to target niche audiences, which is especially useful when dealing with a specific group of consumers, like gamers or sneaker heads. Next, unlike macro influencers who have to deal with a large fan base, micro influencers are able to consistently engage with a smaller group of audience.
By simply liking a comment or better yet, replying to it, macro influencers have the ability to drive engagement rates on a post. Combined with the authenticity factor, people are more likely to trust products that are promoted by this influencer. Last but not the least, they command a smaller fee, which is handy for companies with smaller budgets or for brands that are looking to engage with several micro influencers.
The Benefits of A Macro Influencer
Macro influencers are extremely important if you’re looking to target a large group of consumers. Capitalising on their bigger fan base, businesses are able to boost their brand awareness. Additionally, collaborations with a macro influencer can potentially yield results quickly, if the right objectives are set for the campaign. Plus, working with them might also present a better workflow, as these influencers are usually managed by professional agencies or managers.
Therefore, the presence of talent managers and agencies saves a brand valuable time, as they have experience working with brands. These influencers can also command massive attention, which is useful for promotional events and parties, because let’s be honest, each of us has a touch of FOMO on the inside.
Micro vs Macro Influencers: Who Comes Out On Top?
First and foremost, focus on your campaign objectives. This is the ultimate factor to help you decide which influencer to opt for. Be it brand awareness, foot traffic or an increase in sales, your objectives are crucial to your social media campaign and must be considered for every step of the way.
If you’re still struggling to decide on your objective, focus on your long and short term benefits. Looking to boost your visibility? A macro influencer is the way to go. Need to launch your product to a niche target audience? An army of micro influencers are your go-to option.
With your campaign goals laid out and the dilemma between micro vs macro influencers settled, it’s now time to engage with influencers of your choice. Get in touch with us, and we’ll work with you to give you the ultimate bang for your influencer marketing buck!
Tell us about how your influencer marketing game is going. We’re always up for a Mad Hat chat.