Influencer marketing is one of the most popular and effective means of increasing a brand or company’s return on investment. Influencer marketing helps companies with achieving conversions as well as driving high-quality traffic to their pages. However, celebrity influencers are no longer the mainly sought-after influencer avenue as the demand for micro-influencer collaborations has risen. In designing an effective influencer marketing strategy, a brand must consider what type of influencer is right for their campaign. This decision must be made based on their target audience, engagement rate, reach, authenticity, and the quality of their content. Macro-influencers are known for having massive reach, while micro-influencers are known for having limited reach but higher engagements. Depending on what is most important to the brand and its campaign goal, this would determine what influencer would be best suited. This post will highlight three areas to consider when selecting an influencer for your campaign and the more substantial influencer option in each.
Micro-influencers are known to have significantly higher engagement rates than macro-influencers. Their audience has a genuine interest in the content they post and are more likely to engage with it. Micro-influencers are usually experts on a specific subject matter, and so their followers are mostly persons interested in that subject. Their posts are generally high quality and relatable to their target audience, for example, mommy bloggers who may post a sponsored ad recommending a specific brand of diapers. Their typical audience is other current or soon to be moms who will engage with their content. It is less likely that a micro-influencer would promote a brand that does not resonate with them or would not resonate with their community and so their engagements are generally authentic. This authenticity is what drives sales for the brand because their community has a sense of closeness to the micro-influencer and are invested in their success as well as trusts their recommendations. Macro-influencers often seen promoting services or products that are not within their expertise or not necessarily relating to their target.
Macro-influencers have a higher reach than micro-influencers. If the campaign goal is ultimately to increase brand visibility and awareness, macro-influencers may be the right option for your company. The con is that macro-influencers are more likely to have followers they do not resonate with and who may not necessarily be influenced by their recommendations. It depends on the end goal. Macro-influencers have a more extensive reach, and so their posts stand a higher chance of getting to the discovery page, being shared, or being a top post when searching for hashtags, thus more visibility. However, a micro-influencer may not have a high reach, but targeting a micro-influencer who has a strong engagement and reach within your ideal target audience can also benefit your brand.
Launching a campaign using a micro-influencer is much more affordable, especially if the campaign is for a startup or small business with a more modest marketing budget. It is highly possible that for the cost of one macro-influencer, you could work with three or four micro-influencers, which could end up to the same amount of reach as one macro-influencer.
Who is better for your campaign?
The better influencer option is entirely dependent on your campaign goal; however, based on the areas highlighted, the benefits of partnering with a micro-influencer seem to outweigh that of a macro-influencer. Micro-influencers are more affordable so you can make the most out of your budget and have a higher authentic engagement, which means you can expect a higher percentage of their followers to lead to conversions and have more meaningful interactions with your brand. Working with macro-influencers also has its benefits, however. If it is within your company’s budget, there is a macro-influencer relevant to your campaign, and your campaign goal is awareness and visibility, then a macro-influencer may be the best bet for you.