If you haven’t noticed, it has been raining influencers in social media marketing, and the overflows are sweeping away traditional celebrities in the space. Smart businesses are using influencer marketing in their marketing strategies.
Often, the main challenge comes in choosing the right type of influencer. While macro-influencers with millions of followers may seem an obvious choice, there is a budding trend towards using micro-influencers with smaller but highly engaged followings.
So, which one is right for your brand?
Macro VS. Micro-Influencers
Macro-influencers are typically athletes, or social media personalities with large followings, often in the millions. They have a broad reach and can expose your brand to a massive audience.
However, their high fees can be prohibitive for smaller brands, and their audience may not always be relevant to your target market. Their content can feel more like an ad than a genuine endorsement. This can be off-putting for some consumers.
In contrast, micro-influencers are individuals with a smaller but highly engaged following, often in a specific niche. They have a more personal relationship with their followers, and their endorsements can carry more weight.
Micro-influencers are often seen as more authentic and trustworthy. This can translate to higher engagement rates and conversions. Micro-influencers also tend to have lower fees, making them a more accessible option for smaller brands.
Consider your brand’s goals and target audience when deciding between micro-influencers and macro-influencers. A macro-influencer may be the way to go if you want to increase brand awareness and reach a large audience quickly.
But if your goal is to build a more engaged and loyal following, micro-influencers may be a better fit.
Also, consider the type of content you want to create. Macro influencers often have a specific style and aesthetic, which may not resonate with your brand’s image. Micro-influencers, on the other hand, tend to have a more flexible and adaptable approach. The small guys can make it easier to create content that aligns with your brand’s values and message.