Influencer marketing has become one of the most effective campaigning methods for brands. As the world becomes more digitized and the impact of social media grows, the demand for influence marketing is only expected to increase.
While influencer marketing in the USA can prove to be a game changer for you, it is important to understand what type of influencer you need for your particular business type. One of these distinctions is between micro and macro influencers. Only when you understand their difference, will you be able to make the right decision
Micro-influencers are people who have a relatively high rate of engagement. Their social media following is somewhere between one thousand to a hundred thousand. These influencers are normal consumers, who let people know about their thoughts on a product or service. This is one of the main reasons their engagement rate is high; their followers can connect to them at a deeper level.
Macro-influencers, on the other hand, are usually celebrities who have a large number of followers. Their influence is what gets brands to partner up with them. They can convince people to buy a product or service simply because their name is associated with it.
We can see how working with micro and macro influencers is beneficial for brands in different ways. When choosing between these two, make sure to compare them in every way and then devise the marketing strategy for your business.
Reach and Engagement
If you want the name of your business to reach a large number of people, working with macro influencers is better since they have more followers. Working with one macro influencer will help you reach more people than you would if you worked with three micro-influencers. However, keep in mind that it is hard for them to actively engage with their audience as a result of the same following. Having more people on your socials means not being able to build a deeper connection. For micro-influencers, this is not a problem. Their followers trust them since they view them as ordinary people, and as a result, take what they say seriously.
When you compare the content of micro-influencers with that of macro-influencers, you can view the difference between the two. The former usually puts in more effort while making content, to ensure it reaches its maximum engagement capacity. Moreover, they know the only way to get more followers is by producing authentic and reliable new content that speaks to everyone. When given a social media influencer platform, micro-influencers usually go out of their way to make sure the brand they are working with like what they have produced.
Since macro-influencers know that their influence is what brings them followers and not the content itself, they usually just post pictures. It is mostly the brand they are collaborating with that comes up with campaign ideas.
One of the major reasons why many brands choose to partner with micro-influencers is because of their affordability as compared to macro-influencers. Not everyone is willing to pay a large amount of money to people for social media marketing. Micro-influencers are affordable for small businesses as well as large corporations. This allows them to allocate this money elsewhere.
To summarize, all influencer marketing solutions are impactful in their own ways. The important thing to do here is to figure out what kind of influencers your business needs. If you are a start-up, then micro-influencers would be more affordable and can target a small segment of people easily. However, if you are an international company that needs someone with global influence then working with macro influencers seems like the right way.