Why Micro-Influencers Leverage Better Than Macro-Influencers?
3 min read
At Convirza, we’re talking about influencer marketing this whole week. We’ve already presented the top 20 statistics that matter and the 2 simple steps to select the right influencer. In case you missed them, catch up by reading the stats here, and to follow the 2 simple steps and get your influencer, click here.
Now that we have the perfect influencer for you, let’s start from where we left.
Influencers can be divided into two major categories- macro-influencers and micro-influencers. The type of influencer you choose will affect not only your influencer marketing budget but also the outcome of the influencer marketing campaign. Let’s understand both the categories and their traits.
Macro-influencers have a large audience and are highly followed on social media platforms. They basically are social media stars. It is observed that since the fan following is huge, their audience is not much engaged, the engagement rate is as low as 2%. When it comes to the costing, stats say that 97% of macro-influencers charge less than $500 per branded Instagram post. (Source)
Micro-influencers, as you must’ve guessed by now, have a small but dedicated fan following group. It can be anyone with the number of followers ranging from 1000 to 500,00. They’re more approachable than macro-influencers. They enjoy a greater percentage of likes and comments. And their followers certainly trust them. Micro-influencers are deeply connected to their audience.
To quote Forbes,
“While the overall following numbers do attract attention, engagement is the key factor in an influencer’s ultimate success when it comes to commercial viability. The concept that an influencer must have millions of followers to be valuable to a brand is misleading.”
Before you choose between a macro and a micro influencer, make sure you decide the goal of your campaign. Having the goal in place will help you make a firm decision as to who will better speed up your campaign to achieve the desired results. If you’re launching your brand, connecting with a macro-influencer might be more beneficial than connecting with a micro-influencer. Micro-influencers are better when you’re selling a product.
Influencers tell their stories to the audience to build a relationship and gain the trust. The relationship and the trust are what brands benefit from when connecting to an influencer. When influencers tell your brand’s story, their audience is ready to hear.
Since micro-influencers are easily approachable, you can easily establish and build a relationship with them by engaging with and appreciating their content. You can follow them, share their posts, comment on their posts and remember to tag them. Send direct messages. This will make them more likely to reply when an actual campaign is being built.
As discussed earlier, micro-influencers enjoy a greater percentage of engagement when compared to macro-influencers. Do not ignore the reality that the larger the following an influencer has, the lower the engagement rate is. Hence, micro-influencers are more likely to influence their audience to buy from you through all the engagement activity. You can also give away free gifts that micro-influencers can show-off on social media. Influencers can talk about the reliability and comfort of your product. This will subtly push their followers to buy from you.
Most macro-influencers are twice as costly as micro-influencers- 84% of micro-influencers charge less than $250 per branded Instagram post. (Source)
If you still wish for a larger group of followers, you can hire more than one micro-influencer. Every influencer has a reach to a different audience, and hence, hiring more than one micro-influencer has a greater chance of working in your campaign’s favor than hiring one macro-influencer. This solution will also keep a check on your campaign budget. Plus, we also have a few tips for you.
Your industry might have loads of potential influencers but only a few suit your campaign’s goals. Micro-influencers have a better engagement rate and the engagement rate is all that matters.
Make sure you read the next piece of this blog series to learn about the process or precautions one must take when working with an influencer. Comment what you found most valuable in this series or let us know what we might be missing.
Happy marketing to you!
Published on: May 2, 2018