Macro Vs. Micro-Influencers
A growing trend in digital marketing is the use of social media influencers. Influencer marketing focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing to a large group of consumers on your own channels, you instead inspire/hire influencers to get out the word for you. Influencers come in different shapes and sizes, typically categorized as either a Macro or micro influencer, but which is right for you?
A macro influencer is famous. They can be traditional celebrities like movie stars, athletes, and musicians. Additionally, a macro influencer can be someone that isn’t instantly recognizable or a household name, but still has a massive following. Swedish vlogger, PewDiePie, boasts 61 million subscribers on YouTube, nearly double the following of the next most popular account.
When working with a macro influencer, a marketing or PR team typically reaches out to the celebrity, organizes a photoshoot and provides the copy for them to use along with the post on social media. The brand will try to match their messaging with the “voice” of the celebrity. Most of the time, this works out flawlessly. Sometimes, when the influencer is completely detached from the marketing of the product, you can end up with a failure like the caption from the sponsored post by Scott Disick, a star of the reality show “Keeping Up With The Kardashians”.
Just because someone isn’t a household name, doesn’t mean they aren’t influential. Typically, a micro influencer has between 10K and 100K followers on social media. Their sphere of influence is smaller, but more targeted.
Micro influencers add an element of authenticity to a campaign that macro influencer promotions can often lack. In many cases, the micro influencers have a bigger hand in the creation and dissemination of the messaging. They’ll snap a picture of themselves using the product along with a caption stylized with their own voice or sense of humor for which their audience knows them and why they follow their content.
Micro influencers, as one would expect, are significantly cheaper than their macro counterparts. While celebrities can demand six-figures per social post, the service of a micro influencer can be purchased for as low as a few hundred dollars or even some free product.
The massive reach of a famous individual comes at a steep price. A micro influencer costs much less because they haven’t accumulated a follower base as large as a celebrity has. However, studies have shown that a higher spend doesn’t buy you a larger engagement rate. As the total following of an account increases, the engagement rate per post tends to decrease.
The choice between using a macro vs. micro influencer comes down to the goal of the campaign. If large scale brand awareness is your aim and you have the budget, Macro may be the best for your company. If you’re looking to increase your brand equity in more targeted segments, employing micro influencers could help you reach you goal.
To learn more, sign up for Nowspeed’s latest webinar: How To Master Influencer Marketing