Why Should you Choose Micro Over Macro-Influencers
The success of utilizing influencers to increase social media metrics such as engagement, reach, impressions and consumers’ purchasing behaviors is no secret. The only question is - should you employ micro- or macro-influencers?
First of all, let’s explain the difference between micro- and macro- influencers. Micro-influencers are usually “regular” people, with no more than 50,000 followers. They will usually reach out to you and ask you something like “Hey, I love your brand and I’d love to promote your product on my page!”
On the other hand, macro- influencers are usually celebrities with millions of followers (such as Chiara Ferragni or Kylie Jenner), and brands have to reach out to them with very generous offers. Although macro-influencers expose your brand to millions of people and provide great visibility and awareness, there are many reasons why you should consider working with micro-influencers instead.
1. They have special connection with their niche audience
Let’s say that you’re a skin-care brand from the United States and that you cannot ship your products internationally. Working with macro-influencers will put your brand out there, you will reach many people from all over the world and you’re going to get lots of new followers. But is it worth it? Not really. From all the people you’ve reached, maybe 10% of them would be from the United States. And from that 10% of people, half of them won’t be within your target audience.
Macro-influencers have a diverse fan base, located all over the world. If you’re not a huge global company with offices in 120 countries, you should be using micro-influencers. They have a smaller, but a very specific audience, and you’ll reach the people you need for your brand.
Foot Locker is one of a few sports brands that collaborated with @theliveitup. The girl behind the brand shares her stunning and authentic photos of favorite sneakers. Her nicely curated feed will assure you that you can trust her when it comes to choosing a trendy pair sneakers for the season.
2. They are authentic
Because micro influencers are real people with a deep passion for a specific subject, they will create content that is more relatable. Their review of your product would be genuine and authentic, and people can sense that.
3. They won’t cost you a fortune (but they will be worth a fortune for your brand)
You don’t need to spend your entire budget to hire a micro-influencer. Some of them love your product so much, that they’ll post about it in exchange for getting the product for free, with no additional costs included.
Two sisters from London, Olivia and Alice, are killing it! They are trendy, attend fashion week and are very committed to making their brand successful. Brands such as Reserved and TOPSHOP love working with them!
4. The will drive higher engagement
We’ll let the numbers speak for this one. According to HelloSociety, 60 percent higher campaign engagement rates are driven by micro-influencers. Those campaigns are 6.7 times more efficient per engagement than macro-influencers, which makes them also more cost-effective. Additionally, micro-influencers drive 22.2 times more weekly conversations than the average consumer.
Do you need trend insights? Or maybe a suggestion for beauty products? Ulta Beauty knows how to choose the right micro-influencers because The Styled Seed does a great job when it comes to sharing her passion for clothes, beauty, and travel, while incorporating products she promotes.
5. They are easier to connect with and the execution of campaign is simple
You can easily connect with micro-influencers via our influencer marketing platform, In/Spree Brands, as we have a vast influencer database and tools to streamline your efforts. It’s also much simpler to communicate with micro-influencers if you have to make any last-minute changes.
We hope that we solved your dilemma! In 2018, being authentic and getting the relevant audience is important, and you’ll get those with a tiny help from micro-influencers!
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