Micro Versus Macro Influencer Marketing – Which One Is Best in 2023?

Perhaps you might be curious about micro influencers and what they can do for your business. The following post will cover the following:

• The difference between micro influencers and macro influencers
• Where to find micro influencers for your company
• The benefits of micro influencers

Before we address the above points, what is a micro influencer?

Someone who has between 10,000 and 1,000,000 followers is considered a micro influencer. Essentially, their followers are slightly larger than a typical social media user, but smaller than a celebrity. These influencers are considered experts in their chosen niche.

Therefore, people follow them because they share mutual interests such as movies, food, sports, books – perhaps something else. Brands can leverage digital advertising, as well as traditional with influencers in this category.

With the number of followers, the influencer will have a personal connection. As a result, meeting the needs of followers will typically be easier. And the connection will enable them to achieve more creatively with minimal limits.

Business-wise micro influencers have a higher engagement rate than macro influencers. Their engagement rate is between 7% – 20%, according to trend.io. Surprisingly, macro influencers’ engagement rate is typically around 5%. Personal connection with users gives micro influencers the edge with engagement.

Here are additional reasons micro influencers outshine macro influencers:

Originality. Micro influencers must connect with customers to stay relevant. Meanwhile, macro influencers rely on their celebrity status, resources, and money to connect with customers.

Seek to connect. They take the time to answer questions or reply to comments. Ultimately, they want to create a sense of community through connection.

Growth. By their nature, micro influencers want to increase their followers, build a brand, and show that they are experts. This drives them to put in the time to research products, ask questions, and understand customers.

Service fee. Micro influencers will not charge the same rates as macro influencers. They are trying to grow their brand, period. As a result, monies you save can be invested, leading to higher ROI which is good for the bottom line.

Below are charts which show engagement rates on Instagram and TikTok, based on different influencers.

The pursuit to grow their brand, connect with clients, and establish themselves are some reasons micro influencers the best macro influencers.

Find Micro Influencers for Your Brand

So, you want to partner with an influencer to elevate your brand? Where do you find reputable, reliable, and proven influencers? Popular Pays is a fantastic website where you can find influencers and manage relationships.

There are more than 90,000 influencers on this platform. So, you will be able to find one who can promote content on any network your brand is on. Perhaps your brand is not on Snapchat, an influencer familiar with the platform will work with you.

Whether it is sneakers, perfumes, travel, there is an influencer for you on this platform. Take time to explore success stores or how brands are connecting with new audience. Grow your brand and increase your exposure with this platform.

Below are other ways to find influencers:

• Find influencer databases
• Do hashtag research
• Search Google or any other search engine to find influencers
• Use an influencer marketplace
• Search on Upwork , upfluence

Benefits of Micro Influencers

Micro influencers

Micro influencers are unique by nature. They have not established themselves, at the same time, they have not reached macro status. This is an ideal place to be because the quest to build a reputable brand. And customers are curious about the person who promoting the niche.

Monetarily, the cost to partner or hire a micro influencer is less than macro. There is less to risk, more to gain during a campaign whether small or large. Additional benefits of micro influencers are they deliver engagement. All businesses, whether established or not, want to drive engagement. And micro influencers have been shown to generate respectable engagement numbers.

Another benefit of micro influencers is they drive social buzz. Influencers who are up and coming, innovative, and driving change in their respective niches are intriguing. Brands understand that is a win-win situation to work influencers because they add value to their company.

Influencers in this category have more than 100,000 followers and at least 3% engagement rate (per Trend.io). Sports icons, celebrities, actors/actresses from this category of influencers among other people. It is easier for macro influencers to build their own brand or promote a brand due to their large following.

Trends indicate macro influencers add followers consistently over time. Despite their large following, engagement is lower due to inability to connect personally with audience.

Macro Influencers

An influencer who has between 500,000 and 1,000,000 followers is a macro influencer. In most cases, macro influencers have grown their followers over time on their own.

Greater reach

TV personalities or celebrities already have a large following. This can be leveraged to generate more views, traffic, or sales on multiple platforms simultaneously. Naturally, people will gravitate towards macro influencers because they aspire to be in their position, or maybe they are simply likable. Per Mediakix, macro influencers reach 22x more social media users than micro influencers.

Professional

Since they built their own following from the ground up, they are polished. In other words, they know how to create quality content. Brands are comfortable approaching these influencers to create campaigns. Macro influencers also have a business team helping them negotiate terms with brands.

Not as risky

Influencers who have established their brand and deemed professional are less risky. Brands will still vet them on the internet or via other methods to do their due diligence. That said, macro influencers have established trust with followers.

Disadvantages of collaborating With Macro Influencers

There are certainly a lot of reasons to work with Macro Influencers. To be fair, we need to assess the disadvantages as well.

High Fees

Even though macro influencers are professional and have extensive experience in the market, they are pricey. Cost per post is calculated based on per post rate which begins at $100 for every 10,000 followers. So, if you have 700,000 followers you charge $7000 per post. Those with agents or representatives will charge higher rates.

Summary

Micro influencers and Macro influencers are good for business. Each group also has disadvantages as well. Micro influencers typically cost less, generate more engagement, and have a personal connection with customers. Meanwhile, Macro influencers have further reach than micro influencers. In fact, they reach 22x more users than micro users.

Despite that, engagement for macro influencers is typically less. Micro influencers on the other hand, don’t have the same reach. Businesses must assess their needs to determine the best fit based on advantages and disadvantages.

Resources

Macro Influences: When Are They Right for Your Strategy. IZEA. 25 May 2021.

Macro vs Micro – influencers: Who’s Best for Your Campaign? Trend.

Team Word. What are the different types of influencers. Whatstheworld. 30th November 2020.

The 2022 Engagement Rate Benchmark for Influencer Content. Traackr.