Micro Vs. Macro Influencers: Who Is Better For Your Business?

An influencer is a person who can sway potential buyers’ decisions through promoting or endorsing items on social media. They play a central role in brand promotions now more than ever before, due to more brands becoming more social first. However, it’s essential to understand that not all influencers are created equal. They come in a myriad of sizes, not only physically but also reflecting the amount of value they can bring to the table for your brand. Following this, the hotly debated topic of micro vs. macro influencers is always at the forefront of social media marketing decisions. 

Micro-influencers, for instance, are exceptional at reaching a more focused target audience while the benefits of macro-influencers, on the other hand, can greatly expand your brand visibility on a global scale with their many followers. But, when it comes to micro vs. macro influencers, which one is right for your business? Let’s discuss it.

What are micro influencers?

Our first deep dive into the micro vs. macro influencers discussion is headed by the micro influencers. 

A micro-influencer is someone with a follower count ranging from 10,000 to 100,000. Don’t be fooled by the smaller numbers though! The benefits of micro-influencers lies in their ability to connect with their followers on a deeper level, typically boasting engagement rates of around 10%+.

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When it comes to cost, partnering with a micro-influencer is significantly cheaper than their macro counterparts. Brands can expect to pay anywhere between £50 – £1,500 per post, making them an ideal choice for smaller businesses or those with a limited budget.

Pros & Cons of micro influencers 

Pros (benefits of micro-influencers):

1. Higher engagement rates: Micro-influencers often have a more focused and niche audience. This means their followers are more likely to engage with their content, leading to higher engagement rates. 
2. Authenticity: Their smaller follower base allows them to create a more personal connection with their audience, often seen as more genuine and trustworthy.

Cons:

1. Limited Reach: Despite the quality of engagement, the scope of influence is confined due to their smaller follower count.
2. Increased Management: Working with multiple micro-influencers can mean more time and resources spent on management and coordination.

What are macro influencers? 

Next up for the micro vs. macro influencers discussion are the macro influencers. 

They are individuals with a follower count ranging from 100,000 to 1 million – often celebrities or well-known figures in their respective fields. Their engagement rates may hover around a lower 1-3%. However, these influencers can provide brands with access to a large and diverse audience that listens to them exclusively. When a macro-influencer endorses a product, they expose it to their numerous followers, increasing the brand’s visibility significantly.

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Macro influencers often charge higher rates for their influence, anywhere from £1,500 to £25,000 per post, making them a considerable investment for brands.

Pros & Cons of macro influencers 

Pros (benefits of Macro-Influencers):

1. Wider Reach: Macro influencers can take your brand visibility to a whole new level. Their massive following means your brand gets exposed to a much larger audience.
2. Content Creation: Macro-influencers are skilled content creators with a keen understanding of what engages their audience. Collaborating with them can provide a brand with high-quality, engaging content that can resonate with consumers and provoke interest in the brand.
3. Increased Sales: The endorsement of a macro-influencer can directly translate into increased sales. Their followers often see them as trusted figures, so their recommendations can carry significant weight.

Cons:

1. Higher Costs: The impressive reach of macro-influencers comes with a hefty price tag, often making them inaccessible for smaller businesses.
2. Lower Engagement: Despite their larger following, macro influencers tend to have a lower engagement rate as their audience base is less niche and more diverse.
3. Audience Relevance: The larger and more diverse an influencer’s follower base, the more likely it is to include individuals who are not part of the brand’s target demographic. This means that some of the exposure gained through a macro-influencer partnership may be to individuals who are not potential customers.

Micro vs. macro influencers: Who should you choose?

The Ball is in Your Court.

The answer to the micro vs. macro influencers debate ultimately lies within the hands of the business and aligns with the goals they’re looking to achieve.

If your aim is to increase brand awareness on a large scale, and you have the budget, a macro influencer may be the way to go. However, if you’re seeking authentic engagement and have a more targeted audience, a micro-influencer could be a better fit. You might even benefit from using a mix of multiple micro/macro influencers to achieve your business goals.

Remember, the best influencer for your business is not determined by the number of followers they have, but by the quality of the relationship they have with their audience and how well that audience aligns with your brand. As you venture into the world of influencer marketing, keep these factors at the forefront of your decision-making process to ensure that the micro vs. macro influencers discussion withholds its importance.

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@ Socially Powerful