Micro and Macro-Influencers

Social media has taken over facets of marketing, the internet, and even our daily lives. Thanks to its increasing popularity, we can see brands reaching out and making contact with those who have found their fame on these platforms. This industry is growing quickly, and you must understand the terms and benefits if you’re to take advantage of these social media marketing avenues.

Brands have historically used actors, comedians, and other known figures in their marketing campaigns. Recently, the pool of influencers has broadened as social media develops and niche communities form. Statista states that influencer marketing value hit nearly 14 billion dollars in 2021 and only continues to increase. Connecting your brand to a familiar face and stable community of followers is proven to be mutually beneficial.

So… what exactly is an Influencer?

Macro-Influencers

Macro-Influencers are those that many of us are most familiar with. These, according to Forbes, are celebrities with a social audience that exceeds 100,000. Many of these celebrities partner with large brands and market their products through sponsored social media posts.

Due to the large nature of their following, Macro-Influencers will have the largest reach among the group. These are celebrities whose names are recognizable, so this partnership would be most beneficial for large brands with higher budgets and want for quality as well as quantity. The trade-off is that many users follow celebrities and don’t engage with their posts. For smaller companies who need to favor action and sales over reach, contacting a Macro-Influencer may not be the safest choice.

Micro-Influencers

Forbes also defines Micro-Influencers as those with a following between 10,000 and 100,000. Below this comes the Nano-Influencers and rising figures within the community; they’re smaller accounts, but still have a close-knit following. These influencers, like Micros and Macros, can also partner with companies and collaborate to create sponsored content for the social media account.

Micro-Influencers are becoming many companies’ preferred partnerships as they bring in a relatively high engagement and sale rate at a lower cost. Though this more budget-friendly option will help drive sales, it won’t do much for increasing overall brand awareness. This could also be the favorable route if you have a product that is targeted for a buyer persona that matches the demographics in a Micro-Influencer’s community.

What does this mean for you?

Business professionals can’t ignore the rising fame of many young social media stars. In the age of the internet, these people may have more influence over the general public than some TV commercials or other traditional marketing media. By collaborating with this new generation of public figures, you and your company can market directly to niche communities online that are looking to buy. Whether it be Macro-Influencers and optimizing brand awareness or Micro-Influencers and driving sales, there is an option for your company in this ever-growing online market.

Need a social media strategy? Contact Ranalli Marketing for a free 30-minute consult at info@ranallimarketing.com.