Elvira

Project Manager of JOY ads

Elvira

Jan 15, 2023

3 min read

Macro-influencers have a large
and diverse audience - these
are ideal conditions for
popularizing the brand, building
an image and finding new
customers.

Universal approach

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.

Audience growth

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

Professional approach and high quality collaboration

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

Nano

Micro

Middle

Macro

Mega

1-10K

10-50K

50-100K

high ER,
low cost,
local dating

niche content,
low cost,
single audience

effective
in terms of cost
and quality
collaborations
with brands

large coverage
opinion leaders

100K-1M

selebrity,
largest reach,
high cost

>1M

Introduction

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% in 2023.

Micro and macro influencers:
what's the difference?

Micro-influencers:- why you
should work with them

Macro influencers - why you
should work with them

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.

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.

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.

In order to understand who you should work with, you need to define several criterias.

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’.

Thanks for reading,
Elvira

So which influencers are right for me?

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.

What is your goal?

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?

These questions will help you define your influencer marketing strategy and select the right creators.

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.