Micro-Influencers: The Necessary Type of Influencer

By Lauren Ikenn in Marketing, influencer marketing, Influencer Posted 5/20/17 1:04 PM

Most businesses use influencers but some, who are new to influencer marketing, don't realize there are several types of Influencers

There are many ways one can categorize influencers but the easiest is macro-influencer vs. micro-influencer.

To put it simply, macro-influencers have a bigger following, with over 100,000 followers, whereas micro-influencers have a smaller following, typically ranging from 10,000 to 90,000 followers.

While most companies typically target macro-influencers, due to their increased number of followers, it isn’t the smartest approach.

Macro-influencers may have more followers but that doesn’t necessarily mean their followers are engaged.

While micro-influencers have a smaller audience, their followers feel a deeper personal connection with them, leading to increased trust and authenticity.

Customers are more likely to trust micro-influencers than they are celebrities and that fact alone allows your company and product to gain more traction, ultimately leading to increased sales and revenue.

Additionally, micro-influencers typically have a more targeted fan-base.

This allows you to better pinpoint their followers’ demographics, resulting in you being able to choose an influencer who can more effectively reach potential customers.

Now for the most obvious fact: micro-influencers are a lesser expense.

While every company pays to market their products, you should consider the return you’re getting on your investment.

Macro-influencers are exponentially more expensive and don’t necessarily produce better results.

Where’s the upside to that?

While using a macro-influencer is better than marketing your product without influencers at all, people need to stop automatically assuming more followers is the better choice.

Next time your company is seeking out an influencer, stop and think to yourself: is a macro-influencer really the best business decision?

The answer: NO.

TAGS: Marketing, influencer marketing, Influencer

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