For any social media campaign to work at its full potential, you need to collaborate with the appropriate influencer category. Speaking of categories, there are three of them — Mega, Macro, and Micro. The focus of this post will be on macro influencers and micro influencers, and how they can help your business to scale within a predefined budget limit.
The good news is that you can work with macro influencers & micro influencers at the same time. It is just a matter of defining your goals, expectations, and content collaboration program with each influencer. The process is time-consuming, but it is totally worth it.
Especially if you have set up proper measuring tools to see how each of the influencers that you have partnered up with, are performing. Let’s take an in-depth look into working with such influencers without getting lost in the mix.
What’s The Main Difference Between Macro Influencers and Micro Influencers?
If you have read our previous posts (Link to previous post here), we have elaborated on different categories of online influencers in a lot of detail. If you haven’t, don’t worry about it. You’re in luck. From a layman perspective, here are some of the key differences when you are looking to work with macro influencers, or micro influencers for the first time.
a. Micro Influencers
Any online or social media influencer with an average follower count between 5,000 – 10,000 is a micro influencer. These influencers are relatively new to the social media influencer game. You can’t call them veterans because their userbase is above average, but micro influencers have the knack for learning quickly and moving up the ladder accordingly.
Now, regardless of the influencer level, there is a broad spectrum definition of the exact number of followers that contribute to the respective category of the influencer. For instance, in any given niche, if the mega influencers are averaging at, let’s say 4 million followers, we will assume the follower count for micro influencers is between 10,000 – 100,000.
As compared to mega influencers, micro influencers have a small userbase. However, you don’t have to be intimidated by the numbers here. These influencers have a very high engagement rate because they not only work hard to create content, but are also well connected to the audience.
According to recent statistics shared by ‘Influencer Marketing Hub’, you can see that influencers with a low follower count have higher engagement rates on Instagram, TikTok, and Twitter. Beyond the 100K follower mark, the engagement rate begins to drop.
For Instagram influencers, an engagement rate of 2.1% means that the influencer has around 100K followers, and the content’s responsiveness is not as effective. In that order, you can see TikTok is doing fairly well because micro influencers at that particular platform average at 7.23% with a follower count threshold at or lower than 100k.
Benefits of Collaborating with Micro Influencers
Micro influencers are relatively flexible, easier to reach, and creative.
They are affordable when it comes to sponsored content collaboration programs with your company or brand.
Micro influencers have a high engagement rate.
For best results, you can use a bunch of micro influencers to diversify your audience groups. Hiring a micro influencer from Country A, Country B, and Country C will get you referral traffic from those respective regions – and that too, within an affordable budget.
Since micro influencers are new, they tend to go the extra mile to create high-quality content.
Depending on the influencer’s niche audience, you can expect a higher ROI and conversion rate from your influencer marketing campaigns.
b. Macro Influencers
Moving on, if you value a combination of engagement rate + audience size, then macro influencers are the right choice for your business. Depending on the platform, a macro influencer can be a celebrity or a non-celeb with an equally high number of followers. However, the message here is to choose your influencers according to the engagement rates and audience diversity.
Now, we move on to the important stuff, i.e., the number of followers under macro influencer profiles. They usually average above 100K – 1 Million followers. Against that number, the main problem is getting in touch with the right type of macro influencer.
For instance, back in the year 2018, Kylie Jenner, Ja Rule, and lots of other macro influencers took fire for allegedly “misleading” people during the notorious ‘Fyre Festival’ campaign. The CEO of the company pleaded guilty to multiple counts of fraud, but it was relatively harder for the macro influencers to clear their rap-sheet. This is why the credibility of macro influencers is often online because they have to be super careful and insightful about the brand they choose to work with.
Regardless, companies still approach a variety of macro influencers to promote products and services from time to time. With an average macro influencer netting followers above 100K, higher post visibility is always guaranteed. Engagement, on the other hand, is an entirely different game, which we’ll talk about in the next few segments.
Benefits of Working with Macro Influencers
Macro influencers have a guaranteed higher follower count as compared to micro influencers.
Your message outreach is incredibly fast when working with macro influencers.
They are easier to find when you are looking for social media influencers to work with.
You can work with one macro influencer at a time if multitasking isn’t your forte.
The main downside to working with macro influencers is the high cost factor.
A single post from a well-known macro influencer can set you back by $500,000. On top of it, a higher engagement rate, and diversified audience portfolio is also never guaranteed. Therefore, if you have lots of cash to spare, or you’re working with a really good PR firm, only then proceed with macro influencers.
We’re not suggesting that they are a bad choice. However, if you are a brand new or a small business owner, you can get better results through micro influencers.
How to Choose the Right Influencer for Your Business?
Choosing an influencer is just as important as going into a relationship with your significant other!
Fortunately, the internet is littered with tools to find macro influencers and micro influencers easily. Here are some tips to get you started:
Do a simple hashtag search on Instagram to see which profiles have the highest number of followers. If you are looking for micro influencers, keep your expectations between 10,000 – 100K users.
Fiverr and a bunch of other similar websites offer services where you can get a list of micro influencers for $5!
While you are looking for a macro influencer or a micro influencer, make sure that the content is relevant to your niche.
Skip bloated profiles with fake followers as they do not drive any real value to your campaigns.
Avoid working with shady service providers who represent micro, or macro influencers on freelancing websites.
Always monitor your social media influencer campaign results for each individual macro influencer, or micro influencer that you’re working with. Data-driven metrics are the best way to gauge performance and optimize future content.
Macro Influencer Vs Micro Influencer | Which One’s Best for My Business?
However, the cost is one underlying fact that has to be kept in mind. We recommend working with multiple micro influencers due to their authentic value-driven content, realistic recommendations, and in-depth coverage of whatever you have to offer.
Macro influencers are also a good choice, but against a guaranteed viral outreach factor, post engagement is significantly lower. These influencers are ideally recommended to brands and businesses that can manage to work with multiple influencers at the same time.
At the End of the Day…
Consequently, the rise of macro influencers and micro influencers has benefited a variety of businesses in the industry. It all comes down to the influencer strategy that suits your business in the best possible manner.
For startups, a mix of nano influencers and micro influencers is recommended for reasons stated earlier in this post. Bigger brand owners are more than welcome to work with macro influencers and mega influencers to measure ROI, audience outreach, etc.
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