Micro and Macro Influencers…any difference?
As influencer marketing is getting more popular, we must first understand the different tiers in influencer industry. There are celebrities, micro and macro influencers. Celebrities category is pretty much understandable.
In this blog post, we will discuss the difference between micro and macro influencers.
What do you think of when you hear the term “Micro-Influencers?”
If you do a direct translate, you’ll probably end up with “small-scale influencers”, and does that mean macro-influencers are “large-scale influencers”? You’re almost there.
The big question is, “Why do we have to differentiate between micro/macro influencers? Aren’t they all just Influencers?
These are the well-known influencers who has a huge following, usually ranging between 10k – 100k or more.
We can easily name a few on top of our list, such as @xiaxue (602k followers), @naomineo (396k followers), @bongqiuqiu (300k followers), @speishi (277k followers) and so on.
These leading personalities sure has a whopping amount of fans, and you might think it’s best for brands to advertise with them since their outreach is extensive.
However, do note that if you’re dealing with an extremely low budget, you can cut the idea off. On average, a macro-influencer is paid about at least $500 – $1,000 for an Instagram post. Not cheap after all, isn’t it?
Brands might be willing to pay thousands of dollars to advertise their brand with a macro-influencer, but the results may not be as effective in terms of engagement rate for the price paid.
In fact, the same amount of money spent on 1 macro-influencer could be spent on multiple micro-influencers and achieve higher engagement rates. At the same time, your outreach may be huge with macro-influencers, but are their followers your target audience after all?
Continue reading micro-influencers:
To be exact, anyone can be a micro-influencer, even yourself.
Yup, your eyes aren’t playing tricks. According to CNBC, “Macro-influencers are defined as social media users 10,000 or more followers on their accounts, while micro-influencers are the rest of us.”
In our opinion, micro-influencers are anyone with a decent following (ranging between 2k – 10k *or lesser) who are active on their social media with a specific niche, and has the ability to cast an impact on their followers. They are not the usual online personalities that everyone on Instagram knows about, they’re basically just ordinary citizens who are enthusiastic about what they share on their social media.
It can be as simple as a typical female working adult who’s also a beauty junkie, and raves about a new cosmetic brand that worked wonders for her. If you’re a beauty junkie like her, will you be tempted to check out this new cosmetic brand? (Don’t be shy, we already know the answer).
This may surprise you, but “82% of consumers are more likely to trust a recommendation made by a micro-influencer”. Micro-influencers also tend to achieve higher engagement rates at a more affordable price (ranging from $50 – $500 depending on engagement rates) as compared to macro-influencers.
Referring to the charts below, we can observe that the percentage of comments and likes on Instagram declines as following increases.
This is pretty predictable though, we seldom see famous online personalities replying actively to their comments. It’s usually just left where it was, sadly. Well if they do reply, you’re in luck!
Micro-influencers, on the other hand, are usually more than happy to respond to any underlying questions you might have and builds a relationship with their followers over time.
To get a better understanding of micro-influencers, you may watch this video produced by Forbes: click here
We hope this was informative for you! Do keep a look out on this page for further in-depth discussion about micro and macro influencers. We’ll place a halt here for now. Till next time!