As social media grows, so does the impact of influencer marketing. It became especially evident in early 2020 as people began to spend more time online due to the pandemic. However, despite the restrictions coming to an end, social media presence and online audience size have not decreased.
Robert Palmatier, a professor at the University of Washington School of Business, believes
that influencer marketing has the highest ROI of any other form of promotion.
The benefit of influencer marketing cannot be underestimated – 71%
of people trust influencer’s ads, which
is also confirmed by the growth of the influencer market overall. In 2022 it was valued at $16.4 billion
, 18.8% higher than in 2021. According to experts, the growth trend of this market will not only not slow down, but will increase by 53%
Micro and macro influencers:
what's the difference?
In this article, we will take a closer look
at the differences of micro and macro influencers: who you should work with
and the goals you can achieve.
These are equally important questions that you need to know the answers to before launching.
Set a clear objective and KPIs,
measurable in numbers.
Measure the metrics before the start of the campaign this will help you set an ambitious and at the same time realistic goal.
Don't forget about deadlines and try
to stay within the timeline.
Now let's analyze the success of influencer marketing using the examples of two most popular objectives and their main KPIs.
High ER and niche audiences
. Despite having small audiences, micro-influencers can bring significant value to brands due to greater engagement. Oftentimes, micro-influencers create content for niche audiences, or simply get to know their audience in detail and create more “personal” relationships. Their ER can be up to 60%
and conversions up to 20%
higher than macro influencers’.
ROI. The cost of working with micro-influencers is significantly lower, which, combined with high engagement and
a niche audience, gives excellent ROI.
The number of influencers and creatives.
Low cost makes it possible to work with several micro-influencers at the same time, get more creatives and test hypotheses. Influencer platform TapInfluence conducted a study
in which they found that campaigns with 30+ influencers showed significantly higher engagement, lower CPE and more even campaign optimization. However, working with many influencers at the same time may not be suitable for small brands due to lack of resources.
Authenticity. Micro-influencers are relatable. People see those who share their interests, sense of humor, or who could even be their friend. In addition, micro-influencers often connect with brands they would like to work with themselves, so their ads often have a more personal approach and genuine feel.
Thanks for reading,
The main difference between micro
and macro influencers is the number of followers and reach. Theoretically, anyone can be a micro-influencer. As a rule, social media isn’t their main source of income, but rather a hobby or a part-time job. Macro-influencers can be classified
as opinion leaders, professionals,
and famous Internet personalities.
in terms of cost
why you should
work with them
If you are promoting a small brand/startup, or just want to raise brand awareness among your target audience, then definitely look into micro-influencers.
Here are a few reasons:
why you should
work with them
Even though macro influencers have less ER, collaborating with them is an essential part of influencer marketing.
If the goal of an advertising campaign
is to build a brand image and maximize reach, then working with macro influencers will bring you undeniable benefits.
Macro-influencers have a large
and diverse audience - these
are ideal conditions for
popularizing the brand, building
an image and finding new
Macro-influencers rarely talk
about niche topics, more often
than not their content is
generic and appeals to the
majority of the population.
This makes it possible for many
brands to work with them and advertise products to a wide audience.
Working with macro-influencers
is a long-term investment as
their following, and thus their
reach, steadily increases. If you
buy an ad from an influencer
with 300,000 followers today,
it could turn into a million followers in a year or two. Even
if new audience does not view old publications, working with big influencers shows the brand is trustworthy and has
a good reputation
and high quality
While micro-influencers are
cost effective, sometimes their content isn't professional. But
when working with macro,
you also pay for the experience,
film quality and responsible approach to work
So which influencers
are right for me?
These questions will help you define your influencer marketing strategy and select the right creators.
Do I plan to build a long-term relationship with creators?
Do I have enough resources to work with many influencers, or just a few?
What is my budget? Do I plan to use paid media to promote my posts?
In order to understand who you should work with, you need to define several criterias.
Project Manager of JOY ads