18 July 2019
Influencer marketing has become the quintessential form of advertisement in recent years. The market is growing rapidly and is projected to reach $10 billion by 2020. An influencer’s promotion of a product, line, or idea grants brands access to that particular influencer’s audience. As such, building partnerships with a few influencers can exponentially increase a campaign’s success.
Micro vs. Macro: What’s the Difference?
While it is certainly true that influencer marketing has proved effective, the magnitude of success is dependent on finding the optimal influencer for your brand. Different types of influencers target different types of audiences and behaviours. Audience size, location, gender, engagement and age are all attracted to various types of influencers. The types of influencers can be narrowed down into micro-influencers and macro-influencers. There is no explicitly defined metric that separates micro from macro, but the difference lies primarily in the amount of followers of the influencer. Influencers with smaller audiences are considered micro-influencers while those with larger audiences are classified as macro-influencers. Both micro-influencers and macro-influencers have the potential to lead a successful campaign; however, the optimal choice is dependent upon your goals as a brand.
Small Influencer, large voice.
Image via Giphy
A Small Influencer With a Large Voice
Micro-influencers have a significantly smaller following in comparison to others in the social space. Contrary to what a small following may suggest, micro-influencers have the capability of facilitating an incredibly successful marketing campaign because their audiences are notoriously dedicated. These audiences are not simply a byproduct of popular appeal initiated by the masses. They are a result of passion and real connection. As such, audiences of micro-influencers are typically very involved and interactive. Campaigns supported by micro-influencers yield high engagement rates. In fact, a recent statistic shows engagement rates are up to 60% higher than other influencers. From a brand’s perspective, an engaged audience is synonymous with an audience more likely to follow through with an influencers suggestions.
“Campaigns supported by micro-influencers yield high engagement rates… a recent statistic shows engagement rates are up to 60% higher than other influencers.“
What is more, micro-influencers are cost efficient as they are typically cheaper to collaborate with. One example of a successful micro-influencer marketing campaign is that of multinational sportswear powerhouse Adidas. While Adidas often partners with some of the biggest names in sports, they also recognise the potential of small scale influencers. A recent campaign utilised approximately 260 micro-influencers to advertise their new Adidas Glitch football boot and Glitch app. Micro-influencers distributed codes that granted followers access to the boot, which was exclusive to the app. The campaign produced 50,000 downloads and a 75% sales conversion rate in only one day after app codes were distributed by influencers.
Photograph by Chanan Greenblatt via Unsplash
Maximising Reach With Macro-influencers
Despite the many strengths they bring, brands are wary of micro-influencers due to their lower reach and minimal reputation and credibility. If your brand is more focused on these attributes, a macro-influencer may be the most lucrative choice. Macro-influencers have a much larger following in the social space. These influencers are widely known, at times reaching celebrity like status. Brands who use macro-influencers for campaigns get to spread their message amongst a very large audience. While a large audience sees the content, not as many engage with it. Many of the followers feel a weaker connection and are more familiar with the influencer for the reason of popularity and reputation. As you can imagine, macro-influencers typically cost more due to their large following.
However, a macro-influencer can be a powerful asset that will exponentially increase exposure towards your brand. Mercedes, for example, use a macro-influencer to promote their sponsorship of champion F1 racer Lewis Hamilton. Hamilton’s millions of followers cause him to be classified as a macro-influencer. Hamilton’s fame and widespread appeal makes him the perfect influencer for spreading brand awareness.When brands decide to use a macro-influencer, exposure is usually the most valuable component in that specific campaign.
Choosing the Perfect Influencer for Your Campaign
The decision of whether to use a micro or macro influencer is unique to each campaign, and is not black and white. Oftentimes the most powerful campaign strategy utilises a combination of micro and macro influencers to optimise the campaign and produce the desired results. Vensy utilises AI-powered technology that assesses robust demographics, insightful psychographics, and accurate metrics to help tailor the perfect influencers for your campaign. From their vast influencer marketing experience, Vensy also suggests the combination of micro and macro influencers. Selecting the right influencers will set your brand on a path to achievement.
Craft Powerful Campaigns with Vensy
If you’re ready to harness the power of influencer marketing, Vensy will connect you with sports influencers who can expand your reach and create lasting impressions with new markets. Contact us at email@example.com for details.
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