Micro Influencers vs Macro Influencers

What’s the difference between micro and macro influencers? What are the advantages and disadvantages? Which of the two is the best for your business?

I will explain it below.

Micro influencers

Micro influencers are not celebrities; they are often unknown to the general public. They are brands or individuals that have about 5,000 to 100,000 followers. Micro influencers have a specific target group with similar interests because they focus on their own niche.  Due to their smaller number of followers, they often have on the other hand more interaction with their followers than macro influencers. Because they are always involved with their followers and often respond to reactions.

Macro influencers

Macro influencers are famous and are often well known to the general public. They have more than 100,000 followers. A company will ask them to place their product or service on their social media, with a contextual caption that mentions the brand.

The advantages of micro-influencers

1      They are approachable

You can contact them yourself, so you don’t have to go to a management agency.

2      They offer more engagement

Research shows that Instagram accounts with many followers score lower on both likes and involvement. They are also often more helpful and active in responding to reactions from their followers.

3      They are not that expensive

They are cheaper than macro influencers. They ask around $180 per post. But, they don’t always want money so you can discuss what they want in return. You can also offer them a photo shoot or give them discounts and so on.

4      They are more credible

They usually tell about their life, interest and field of expertise. If your product or service fits into that, you have a nice match.

5      Authenticity

Micro influencers are characterized by passion and a lot of knowledge about a certain subject. They only work with brands they really support. On the other hand, macro influencers will work with anyone.

6      Reach a specific target group

People who follow micro influencers will be very interested in the subject. People who follow macro influencers are not interested in a specific topic, they follow that person for different reasons. So if you want to reach a specific target group, it is advisable to work with a micro-influencer.

The advantages of macro influencers

1      More professionalism

They add more professionalism to their content than micro influencers.

2      A wide audience thus a wider reach

They give brands the opportunity to reach a huge audience as they have so many followers.

3      Brands have more control when running a campaign

A brand can often choose the exact celebrity and give them precise instructions on what to post.

The disadvantages of micro-influencers

1     Many micro-influencers needed

You need a lot of micro-influencers before you have sufficient reach and commitment.

2     Time and effort

It takes a lot of time and effort to find the right micro-influencer.

3     Smaller range

They reach a much smaller audience than macro influencers. While a macro influencer can reach a very large audience.

The disadvantages of macro influencers

1     High costs

As they are usually represented by an artist management agency. It can cost anywhere between $2,000 to $50,000.

2     Lack of credibility

According to a survey conducted, only 3% of consumers are influenced by celebrities to make product purchases. Customers often doubt whether the product has really been used by the celebrity.

So, which one is the best?

Both macro and micro influencer campaigns have their advantages and disadvantages. Every company is different, so you can now compare which kind of influencer suits your company best.

 

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