Influencers marketing has proven to increase ROI (return on investment) and overall growth. Approximately 71% of the marketers say that influencers marketing offers you quality traffic, and 80% say that they’re highly effective for your campaign. Today, we’ll discuss the differences between micro influencer and macro influencer; micro influencer vs macro influencer.
Multinational mega brands and companies want to exploit the power of celebrities and macro influencers; whereas the popularity of micro-influencers is also increasing. When it comes to developing an effective influencers marketing strategy; you should choose the right influencers for your campaign. However, approximately 61% of marketers have difficulty doing so.
While looking for influencers; some of the traits should keep in mind are their market reach, authenticity, engagement rate, audience demographic, and quality of content they produce. Macro influencers have got a great market reach, but they cost you a lot of money. Micro-influencers have limited market reach with high user engagement, and they cost you less money.
Micro Influencer vs Macro Influencer – Key Differences
Some of the main differences between micro influencer vs macro influencer marketing campaigns are as follows;
Trust & Authenticity
According to a study conducted by TapInfluencer; the ROI (return on investment) of influencer marketing is 11 times higher than the traditional promotional campaign. It is because people would like the reviews of products and services from their favorite influencers rather than ads of the company. They would follow their recommendation; it means influencers marketing campaign would make your brand authentic and trustworthy and authentic.
If you compare both marketing campaigns in terms of trust and authenticity, micro-influencers win in this regard. It is because macro influencers have got millions of followers, and they don’t have time to connect with all of them. Companies have been using celebrity endorsement; approximately 3% of the customers buy such products and services endorsed by their favorite celebrities.
On the other hand, 30% of the customers buy products endorsed by niche-focused celebrities. If you want to win the trust of customers, micro-influencers are a much better option because people consider them authentic. However, celebrities are a much better option if you compare them with traditional advertisement campaigns.
People don’t find the sponsored content and posts of micro-influencers authentic and trustworthy. Brands have to partner up with a lot of influencers if they want to amplify their market reach.
Relevance
Micro-influencers have got a limited target audience, and they have the capability to connect with all of them and amplify user engagement. That’s why the ROI (return on investment) of micro-influencers marketing campaigns is higher. It is because micro-influencers have got expertise in specific fields like gaming vloggers, fitness Instagrammer, fashion, and beauty bloggers.
On the other hand, macro influencers may have expertise in one field like actors or sportsmen. But you would see them promoting products completely different from their niche. For instance, Jack Douglas promoted the sponsored video of the ancestry test, and there is no question about the quality, production, and delivery of the content. But the followers of Jack Douglas have got no relevance with ancestry tests. Instead, brands should collaborate with niche-focused micro-influencer that posting content relevant to their field.
Affordability
Macro influencers have got millions of followers, and their high cost makes them inaccessible to small businesses. According to a report by the New York Times, top macro-influencers with 3 to 7 million followers would charge roundabout 187500 dollars for a sponsored video post on YouTube. They charge 75000 dollars for a Snapchat and Instagram post; 50000 dollars for a Twitter post.
On the other, the charges of micro-influencers with 50000 to 500000 are much lower. They charge 400 dollars for a Twitter post, 1000 dollars for Snapchat and Instagram posts, and 2500 dollars for a Twitter post. However, 84% of the micro-influencers on Instagram charge less than 250 dollars for a sponsored post.
Market Reach
One of the top competitive edges that macro influencers have is the massive market reach. The micro-influencers have a limited market reach with limited numbers of followers. For instance, macro-influencers have got followers ranging from 10000 to 1 million; micro-influencers have got followers ranging from 500 to 10000.
It doesn’t whatever number of followers they have; it offers them an opportunity to approach hundreds of thousands of people with one post in a short time. Micro-influencers don’t have this option of approaching a wide audience because of their limited market reach. You have to work with a lot of micro-influencers to cover a large portion of the market rather than one macro influencer with a vast market reach.
If you want to amplify your brand visibility and brand awareness, then working with macro influencers is the best option. For instance, Jack Douglas has got 2.6 million followers and he qualifies as a macro influencer.
User Engagement
Micro-influencers definitely have got a competitive edge over the macro influencers in terms of user engagement, especially on social media platforms. According to a study conducted by SocialPubli, the user engagement of micro-influencers is 7 times more than macro influencers. Micro-influencers are highly engaging and fastest growing
According to a study conducted by Statista, there is an inverse relationship between the number of influencers and user engagement on Instagram. Higher the number of followers would result in the form of limited user engagement. The same study showed that influencers with fewer than 1000 followers would receive 5% likes and engagement. On the other hand, the influencers with 10 million followers would receive 1.6% likes and user engagement.
Who to Work With
After carefully analyzing both micro-influencers and macro influencers; we have realized that both of them have got their own benefits and challenges. But micro-influencers have gotten a lot of attention from companies in recent years because of the abovementioned reasons and they have proven their worth. You can always collaborate with micro-influencers to amplify user engagement and brand awareness with minimum risk and lower cost.
Conclusion: Micro Influencer vs Macro Influencer – Key Differences
After an in-depth study of the difference between micro influencer vs macro influencer marketing campaigns; we have realized that influencer marketing is highly effective for your business. If you’re planning to select any one of the marketing campaigns; then you should keep in mind your budget and marketing objectives, and select the campaign accordingly.
Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. Other than that, he’s a fun loving person.
