MACRO INFLUENCERS V/S MICRO INFLUENCERS: WHICH ONE SHOULD YOU PREFER? 

Micro-influencers are people who have followers of less than 100k and macro-influencers are people who have followers of more than 100k. 

This has been the debate in the world of influencer marketing for a long time now. We can’t deny that both these marketing strategies have pros and cons and we are going to look into them one by one today. And by the last, we are going to give you our personal opinion on what do we recommend to you. Stick around! 

ENGAGEMENT RATES:

It’s a no-brainer that micro-influencers have higher engagement because they have a more concentrated audience. These influencers know their audience well and hence the audience sticks around. They have an engagement rate from 3% to 20%. 

Whereas macro-influencers have a diverted audience. They don’t know their audience well and it is difficult to figure out a target audience with them. They have heavy followers though. Anyway, their engagement rate is 3% or less. 

CONTENT CREATION:

Micro-influencers are more sincere when it comes to creating content. They know what their audience likes and they have worked strategies to see what works on their page and what doesn’t. So, they create content according to that integrated brand. 

Macro-influencers are mostly people who are TV stars, actors people who have different professions out of the social media world. Therefore, they don’t really concentrate on making relevant content and planning everything out. They simply put the content out there and apply the formula “if it works, it works”. 

BUDGET:

You might know that micro-influencers are pocket-friendly for your brand because they don’t have that many followers and even they have just begun. Some of them may even prefer the barter system. This makes them easy to work with. 

Macro influencers however are people with big professions and it is not their first priority to grow. They are established already and hence they charge more because of their strong base. It may not be possible for a lot of brands to do this and pay heavy amounts to them. 

COMMUNITY FEELING:

Micro-influencers are more warm creators who interact with their audience and know what they are up to. They are good at building a community feeling that makes the audience feel connected to them. This also creates trust and that is why if the influencers recommend a product to the audience, they consider it. 

Macro influencers however don’t have a community feel as much as micro-influencers because their audience is big and diverted, It is difficult to bind them together. This may not work in the favor of the brands that are trying to highlight their products or services. 

CHANCES OF ROI (RETURN ON INVESTMENT):

Micro-influencers have a concentrated audience, interactive people, and higher engagement and that is why the chances of people considering the product promoted by them are higher than anything else. This will create a chance of ROI here and micro-influencers are therefore effective in gaining the returns. 

The same may not be the case with macro-influencers because what they are promoting may not be liked by all because they have an audience of all types. This may decrease the chance of ROI for your brand and might be very risky if you are looking for a business. However. If you are just looking for brand awareness, macro-influencers can e a great option to go for. 

You can decide what you prefer and what your marketing strategy for the business needs, but we always recommend you to prefer micro-influencers because the ROI and brand awareness chances there are very high and who doesn’t like good engagement to themselves, right?