Micro or macro influencers?

If you work with influencers or at least follow the trend of marketing influencers, you've probably encountered these terms several times so far.

Media Marketing 7.6.2018.



How to set up the best communication strategy for your brand


As influencers marketing alone is not challenging enough, the mature market situation further complicates when it comes to choosing the right person to collaborate with your brand.


When talking about macro and micro influencers, the answer to the question of what difference between them is imposed by itself. While it is difficult to determine the official definitions of these terms, there is a consensus that micro influencers typically have several thousand followers on social networks, while in the macro influencer there are dozens and hundreds of thousands. While macro influencers are closer to the notion of traditional celebrity personalities and public figures with a strong presence in the media and on social networks, the micro influencers are closer to your friend who has a very sensitive skin and is constantly looking for the right cosmetics and are happy to share tips through their Facebook page or Colleagues who are happy to explore different countries in leisure time and document travel curiosities on their Instagram profile, and keep them more and more friends and friends of their friends.


Based on the significant difference in the number of social network followers, there are five key factors that you can consider when you're in doubt whether you should work with micro or macro influencers.


1. Authenticity


Micro influencers communication is generally more personal and the content is much more suited to their real life. Photographs and videos that are published are realistic and portray real people. With macro influencers, there are often teams that care about communicating this person on social networks, creating content and responding to comments and messages. Content itself is often not something you could easily identify in everyday life. It is more likely that you will soon believe a friend at the beginning of the text when it comes to the latest acne cream, rather than a popular singer who uses a number of other brands and invests much more in skin care and beauty.


2. Audience


Micro influencers on social networks are accompanied by smaller but more engaging audiences. Their interests are most often directed at one or two areas where a micro influencer communicates and where is credibility. On the other hand, the audience in the macro influencers has scattered interests and while one part may be interested in fashion, another cosmetics, the third one is interested in scavengers of the estrade's life. Taking into account the nature of the communication or product being considered, macro influencers are better choices for simple messages to a broad target group, while micro influencers are a better option when it comes to niche.


3. Reach and audience engagement


While the macro influencers are accompanied by a much larger number of users of social networks, and there is a greater potential for a new audience for the brand, the micro-visibility of the micro influencer is much smaller. On the other hand, when it comes to engagement, the results go in favor of the micro influencers. Their campaigns are considerably more effective than those with macro-influencing people and have as much as 60% higher engagement rates.


4. ROI


Although co-operation with micro influencers often involves better engagement and results in terms of brand awareness than standard metrics such as reach, number of buddies, and comments that support campaign performance, it's much harder to link sales results to sales. It's common practice with unique codes or links to track traffic and conversions in your campaign and thus have exact figures. Compared to macro influencers, micro influeners do not have the power to generate so much conversions from the simple fact that not enough people are tracked, so they can expect a smaller ROI.


5. Budgets


Assuming that co-operation with a known person implies a longer process of negotiation and planning, and often the work of managers and PR agencies, there is a need for significantly higher budgets for cooperation with macro influencers. In terms of micro influencers where collaboration often relies on product delivery and disclosure as desired, the benefits of collaborating with macro influencers are detailed obligations, more brand options in terms of creating communication, tracking, and directing the content influencer creates and publishes on their social networks. Considering all the advantages and disadvantages of collaborating with one and the other, it is always necessary to go back to the beginning and determine the goals of the campaign. After that, there are still a number of features that you'd like to match in the ideal profile of the influencer, primarily whether your values ​​match your inner values, how relevant it is, and how much content that creates echoes among its audience. When you choose the right influencers, test different options, and based on your experience and results, you will easily set up long-term collaboration. No worries, the fact that you are even thinking about collaborating with influencers and getting to the end of the text can encourage you in the future challenges of influencers marketing.