what is the difference?
Which kind of influencer works for your brand? That’s the question you have to ask yourself if you want to incorporate influencers into your marketing strategy.
This post will tell you why.
When you have to choose an influencer for a project it is very important that he or she matches your brand, since the choice of influencer will have a great influence on the credibility of your brand. You can learn more about this topic in our video “The perfect match”.
When we talk about influencers we divide them into three categories – micro, macro and mega. Each category is defined by the amount of followers. Micro with the lowest, macro in the middle and mega with the biggest. It is very different from one country to another when it comes to defining the three categories. Let us try to give you a starting point.
Micro-influencers are set to have around 500-10.000 followers. Despite their “low” number of followers, their engagement rate is quite high and they also seem to have a great influence when it comes to their followers. Several studies even show that micro-influencers tend to use more time engaging and interacting with their followers, which in the end leads to a higher engagement rate.
Why we are talking so much about engagement rate is because it is essential for the credibility and authenticity – which has become an important element in influencer marketing.
The table below shows the less followers the higher engagement rate.
Given that micro-influencers genuinely are interested in their niche, they tend to produce content that is more authentic and personalized which in the end makes them more trustworthy. This also means that it is easier for you to reach the target group you want.
Also the micro-influencer is closer to the customer compared to bigger influencers, which means that social media users easily can identify themselves with them.
Some studies even show that 46% of professionals claim they gain more effective results when working with micro-influencers.
Another benefit with micro-influencers is the fact that they allow companies to work with them for a lower cost than with macro and mega-influencers.
If we look at some cons about micro-influencers, it is their lack of reach. The “low” amount of followers is considerably smaller than that of a macro or mega-influencer.
This means that a micro-influencer might not create the same brand awareness as a bigger influencer would. Also it can be harder to find the right micro-influencer. But when you do it is certainly worth the effort.
To define a macro-influencer you can try to make it simple and say that they are micro-influencers who are just more well known – think of them as “mini celebrities”.
Macro-influencers are set to have +10.000 followers on social medias, which means they reach a higher amount of consumers than a micro-influencer would.
A benefit is that macro-influencers are very cost effective. They have a higher level of professionalism which means their content is well produced and with a clear message and tone of voice.
Just as micro-influencers, macro-influencers tend to be more focused on a specific topic like fashion or beauty. This means that not only are you able to reach the target group you want, but you are also able to reach a larger amount of consumers – win win, right?
One thing you need to have in mind is that macro-influencers require a larger budget than micro-influencers, since they reach a far bigger target group.
Mega-influencers are set to have +100.000 followers which also makes them more expensive than both micro and macro-influencers combined.
There is no doubt that your brand will get the increased attention, exposure and awareness you want. But remember that some mega-influencers are not as authentic when it comes to showing products as micro and macro-influencers are – which in the end can or will affect the followers’ trust in the influencer and as a result, your product.
Time to choose
By reading this, you hopefully got some useful information about the three categories. Now it is time to figure out which kind of influencer you want.
Your decision should depend on what you want to do with your brand and where you wanna be heading. If you want to get your brand out in the world, maybe you should consider using an influencer with a large amount of followers which will get you the biggest reach.
If you want more engagement and local trust you should consider using micro or macro-influencers – maybe combined.
To make your decision easier you can start asking yourself these following questions:
What do I want with this campaign?
Which segment do I want to reach?
What is the budget for the campaign?