5WPR President On Micro-influencer Marketing vs Macro-Influencer Marketing

Dara Busch of 5WPR says Influencer marketing is not only about likes and shares on social media platforms. An influencer resembles a loyal customer who recommends a product or a service to hundreds or maybe thousands of friends and relatives. They have the power to allure people towards products and services, and are treated as trusted friends whose suggestions are taken seriaously. Businesses normally choose influencers who align with their messaging and with whom their audience relates. Partnering with an influencer can be beneficial because it allows companies to reach a niche audience and heighten brand awareness. Influencers belong to different categories. Influencer tiers are common nowadays, as there are all kinds of influencers.

Micro Influencers

Micro influencers have between 1000 and 100,000 social media followers. They have a more engaged following than macro-influencers. Micro-influencing is not determined by the number of social following but the extent of influence a person has on the purchasing decision of their followers.

Advantages of Micro Influencers

These days, consumers seek authenticity on social media platforms and they look for content that is sincere. Trust is an important issue, and influencers should care about the products they promote. Micro influencers may not have a huge following, but their followers tend to have more digital conversations, and are well-engaged. There is less investment involved when it comes to micro influencers, and hence they are more accessible to most brands and businesses. Brands that seek the help of micro influencers also experience a conversion rate of more than 20%. For instance, the brand Daniel Wellington partnered with the micro influencer Joyful Jax. Joyful Jax is an extremely popular 'dog mom'. In one of herposts, she shared a photo of her dogs where she is wearing a Daniel Wellinton watch. The particular post became popular among consumers in a new range of demographics, and increased sales because of account-specific discount codes.

Macro Influencers

Macro influencers have massive followings on social media platforms. They could have anything between 500,000 and one million followers. Brands prefer macro influencers for their visibility and reach. They are powerful tools that brands can leverage. Macro influencers can prove to be useful for brands who want to maximize their visibility.

Advantages of Macro Influencers

The massive following of a macro influencer translates to more reach for a brand. There is a higher level of professionalism involved, and time is not wasted in managing a greater number of influencers. For an increase in brand visibility and brand awareness, macro influencers are a better option. Compared to micro influencers, macro influencers are able to reach a greater number of people with a single post. Benefits like link clicks and comments increase when a brand chooses to associate itself with a macro influencer. Daquana White is a YouTuber who has a following of 300,000. She is a fashion and lifestyle vlogger who partners with brands such as Shein and Fashion Nova.