There’s no denying that influencer marketing works. From improving brand awareness to impacting purchase decisions, and eventually converting brand loyalty to brand advocacy, Influencer marketing is the oldest go-to marketing tactic in the book.
So, micro or macro influencers? Which one will actually work for your brand?
While we have Hitesh Motwani, CEO at Skillopedia, breaking down the concept of influencer marketing for us, here are the basic to set you on the right track:
Micro influencers are just the regular average joe/jane people. They typically have less than 10,000 followers, but that doesn’t stop them from having a ton of engagement on their posts. Considering that most of their followers are friends and family, they mostly cater to niche audiences.
Macro influencers are the famous kind – celebrities, household names, the whole shebang. They typically have a large follower base that ranges across gender, age, and geographics. These influencers are routinely approached by business owners to market new products and improve brand visibility, but because of the range of demographics their followers cover, they don’t cover any sort of niche.
Much of the success in influencer marketing in the digital realm stems from the fact that a majority of consumers nowadays trust reviews from actual people than any form of paid advertising.
While both kinds of influencers have their own set of pros and cons, the best option for marketers is to vary their options campaign to campaign. Based on the objective of the campaign, consider factors like budget and your audience when deciding on the best option for your brand.