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Micro vs Macro Influencers: An Introduction

Micro vs Macro Influencers An Introduction

When it comes to digital marketing, the best time to integrate influencers into your campaigns was yesterday. According to Influencer Marketing Hub, 63% of marketers plan to increase their influencer marketing budgets. The reason for this trend is simple: influencers are very effective. This is because the connection between the influencer and consumer increases credibility, allowing for effective campaigns on platforms like Instagram.

Whether your marketing goal of your business is to increase engagement or to spread awareness, understanding influencer marketing is a must. Even further, as a marketer, you must understand that influencer marketing can be broken into two distinct categories: Micro vs Macro Influencers. Both have their own unique benefits and disadvantages, making it important to determine the goal of your marketing campaign first to then choose the right influencers for your unique situation.

Macro Influencer

Macro Influencers are those who have follow counts ranging between 100,000 and 1,000,000 on social media platforms such as Tik Tok, Twitter, and Instagram. Examples of this type of influencer are Lily Pebbles, Nicole Solomon or Blair Davis

The main benefit of being a Macro Influencer is superiority in reach. If the goal of your influencer marketing campaign is to reach as many people as possible, these are the people to work with. According to Social Media Today, it would take hundreds – if not thousands of micro influencers to reach over a million engagements on a platform like Instagram, whereas a macro Influencer can do that same job with less effort. With their ability to reach up to 20 times more people than micros, these influencers are definitely effective.

Micro vs Macro

With these larger followings comes the issue with lack of engagement, in relation to the amount of followers. While you reach a greater number of people with these influencers, there isn’t the same connection between the viewer and influencer, because of the skepticism bigger influencers receive for authenticity. In conclusion: Macro influencers are highly effective for reaching a wider audience but aren’t as useful if the goal is to build trust with your audience.

Micro Influencer

You can think of Micro-Influencers as those who have between 1000 – 100,000 followers on sites like Tik Tok and Instagram. A few people in this category for reference are small-time bloggers and niche markets experts such as Daniel Mattia and Doririmi on Instagram. This group carries more unique ideas, outlooks, and credibility. 

What micro-influencers lack in reach, they compensate for in engagement. Not only are you 10 times more likely to get a like or comment with these influencers, but you also positively affect your long-term goals by working with them. This is because the amount of trust these influencers can build is not replicable by the larger macros. Smaller influencers are able to niche down and engage pain points in a way that leaves a positive impression on their fanbases, creating that sense of loyalty.

Micro vs Macro

The main drawback of working with micro-influencers over macro Influencers is the reach disadvantage. One Macro influencer will always be able to reach far more people than many active micros based on their platform sizes 

Conclusion: Which Influencer is best to market with?

In this article you’ve learned about the importance of influencer marketing, and the difference between Micro and Macro Influencers. With this in mind, the answer to the question of which is best to work with lies within the goals of your marketing campaign. Hence, you must have an understanding of what their role in your influencer campaign will be, and utilize them effectively.

Determining whether your campaign goal is reach or engagement is key: and if you have a goal that is a mixture of the two, using a combination of influencers is a great start.

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