Influencers are individuals who are perceived as having expertise on a topic and use this authority to engage with a large follower base to influence their attitudes and behaviours. The influencer marketing industry has doubled since 2019, revealing the critical impact that micro and macro influencers have on businesses worldwide.
So if you want to work with influencers to hit your company objectives, how do you know which type of influencer to opt for?
In this article, we’ll discuss the difference between nano, micro, macro, and mega influencers to help you make the right decision for your next campaign.
What is a Macro Influencer?
A macro influencer’s follower count falls in the range between 100,000 and 1 million followers. While they don’t always have deep connections with their audience, they can use video marketing and other content to reach a large number of individuals.
Macro Influencer Advantages:
- High Reach - With such a large follower base, you can expect your business to be visible to a vast number of potential consumers when working with a macro influencer. If their audience aligns with your own, you’ll see a spike in brand exposure and a higher chance of generating more conversions.
- Consistent follower growth - Macro influencers are known for producing a relatively consistent performance in their follower growth, meaning that if you hire this type of influencer for a long-term campaign, you can expect to reach increasing numbers of people.
Macro Influencer Limitations:
- Expensive - Partnering with a macro influencer will cost you much more than if you were to partner with a micro influencer. After all, those with over 100K followers can charge over £350 per post, meaning you could collaborate with around four or five micro influencers for the same price as one macro influencer. Expect these prices to increase for video content, like Reels or TikToks.
- Lower engagement rate - Because of their prominent following, macro influencers sometimes find engaging with their followers and building solid relationships tricky. Always check their engagement rate before collaborating with a macro influencer.
- Bots and fake followers - Macro influencers often have more fake followers more than micro influencers. If you spend money on an influencer with fake followers, you risk wasting it on people who won’t actually take action on the promoted posts.
Which brands should partner with a macro influencer, and what should they expect?
If your brand objectives include increasing awareness and reach, macro influencers could be the answer you’ve been looking for. Macro influencers also tend to work for companies with quite a generous budget and a broad target market.
Hiring a macro influencer can help modify how a large following perceives your brand. You will effectively associate your brand with a popular person or someone leading an aspirational lifestyle, thus making it more attractive.
What is a Micro Influencer?
Micro influencers are individuals who have a follower base of 10,000 to 100,000. They usually focus on a particular area of expertise and are perceived as topic specialists, meaning their consumers can fall within a niche market.
Micro Influencer Advantages:
- High engagement rate: Micro influencers often have stronger engagement rates than macro influencers because they are able to build strong connections with their followers. With a smaller following, micro influencers can respond quickly to their audience and have more meaningful and personal long-term conversations with them. This helps the influencer to understand their audience better, and create content that truly resonates, driving engagement and trust.
- Possibility for higher ROI: It’s no secret that micro influencers cost less than macro influencers. They will tend to charge around £50 to £350 per post, depending on their specific following, engagement rate, content quality and niche. Because they cost less than macro influencers, you may see a much better return on your money in the long run.
- Community focus: Micro influencers typically take the time to answer people’s comments and messages to build relationships and a strong community. This helps them to stay relevant and retain followers.
Limitations of Micro Influencers:
- Smaller reach: Because of their niche topic focus, micro influencers have a smaller reach than macro influencers, meaning that their sponsored posts won’t be exposed to as many people.
- Can be hard to find: Seeking out the best influencer for your brand is no easy process, mainly because you want to work with someone that fits your target audience, is excellent value for money, and has high engagement. Because of this, finding the right micro influencer that fits your specific requirements can be challenging.
Which brands should partner with a micro influencer, and what results can they expect?
Consider collaborating with a micro influencer if your business objective is to enhance conversions, sales, and brand credibility. Brands with niche target markets and smaller budgets are also more likely to go for micro influencers.
However, even the largest brands are investing in micro influencers nowadays. For example, Coca-Cola worked with micro influencers in Belgium to generate social media content which promoted the company. This content helped reinforce Coca-Cola as an everyday drink of choice for real people with all different types of lifestyle.
You should hopefully see an increase in your audience base after using a micro influencer since they can be very relatable to specific target audiences.