We are sure ‘Influencer’ is no new term to you, especially if you’re in digital marketing, but the term micro-influencer might be. Micro-influencer Marketing is taking off and beginning to be just as if not more successful as celebrity Influencer campaigns and advertising.
What is a Micro and Macro Influencer?
According to MediaKix, Micro-Influencers are defined as accounts with anywhere from 10,000-50,000 followers and Macro-Influencers as accounts with 500,000-1 Million followers.
https://mediakix.com/
Why is it worth considering them over Mega-Influencers?
People are more willing to trust the opinions of influencers they know and look up to; those they feel will give an honest opinion and who have focused their content on their particular interest.
According to a Morning Consult study, which surveyed 2,000 Americans ages 18-38, 54% of young Americans said they would become an Influencer if given the opportunity. With instant fame just one viral post away, people are constantly sharing pictures of their food because ‘the phone eats first’ or filming their walk down the street telling their followers about their day.
Going Bigger Isn’t Always Better
Many brands see large follower counts and believe it will enable them to achieve their objectives, but despite the broad reach, there are a few downsides to consider. Forbes has listed down a few pointers explain why:
Cost: As follower counts increase, the cost to work with Influencers rises, creating a situation where brands must go all-in on a single content piece. While many people will see a brand’s sponsored content with a Micro-Influencer, in the work our agency has done with macro-Influencers, the number of those followers who will purchase the product is far fewer, limiting the brand’s ROI.
Availability: Due to their large audiences, Micro-Influencers tend to be in high demand as brands aim to leverage their massive followings. The increased demand for partnerships with these Influencers typically leads to more complicated and long-lead arrangements, constraining brands that need to move quickly.
Authenticity:Â As an Influencer grows in popularity, more brands want to work with them, but protecting authenticity is critical to the success of an Influencer. The more sponsored content an influencer posts, the more likely their followers will distrust their authenticity and wonder if they are just interested in the payout. Brands need to be sure to research Influencers, considering how often they post sponsored content and what they say. What an Influencer writes for sponsored content can be enlightening and tell if they care about the brands they are working with.Â
So, what do you think?
Let us know your opinion on @itp.live if you think Micro-Influencers are valuable addition!