Comparing the two forms of influencer marketing

Comparing the two forms of influencer marketing

Influencer marketing has become an effective and valuable avenue in marketing a brand. Companies no longer have to spend thousands of dollars in advertising their products and services. With influencer marketing, brands can increase their public profile, reach out to new audiences and improve their sales conversion.

But one question that marketers, business owners and decision makers often ask about influencer marketing is : ‘which is better, macro or micro influencer? ‘

While influencer marketing is widely used these days, many professionals involved in the marketing of a brand are still at a loss on which type to tap for their particular campaign.

To further understand which influencer marketing to tap, below is a short discussion on the differences between macro and micro influencers.

Influencer marketing form 1: The macro-influencers

People considered as macro influencers have a huge following on social media. They have a minimum of 100,000 followers. Celebrities such as movie stars and TV stars, athletes and musicians are considered macro-influencers. Even online personalities like YouTube sensations may qualify as macro-influencers.

Obviously, the large following that these people have on social media is the prime reason for brands to tap them. A wider audience translates to more reach. There is also a low risk of boosted engagement when macro-influencers are tapped.

But one disadvantage of working with them is the higher costs or expenses. These people are usually represented by an artist management company. Brands looking to tap macro-influencers should be ready to spend at least $50,000.

Influencer marketing form 2: The micro-influencers

On the other hand, micro-influencers are those who have a smaller number of followers on social media usually from a thousand to 100,000. While these people have a smaller reach, they can present higher engagement rates compared to macro-influencers.

A key advantage of tapping micro-influencers is that the costs are far lower. Less investment means micro-influencers are accessible to most companies. Micro-influencers can also provide a new niche audience to companies. Moreover, they can offer a higher conversion rate compared to macro-influencers.

In the end, macro-influencers and micro-influencers have their pros and cons. It’s really up to a brand owner or marketer to decide which type of influencer marketing to use for their campaign.