The Difference Between Micro and Macro Influencers

What is an influencer? A quick search in google tells us this: a person or thing that influences another. "he was a champion of the arts and a huge influencer of taste"

MARKETING

a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.

"influencers can add serious credibility to your brand"

Influencers are online celebrities that bring credibility and exposure to brands and their products which lead to immediate or future sales and can also raise brand loyalty. The influencer market is new for businesses but an opportunity that more and more brands start to profit off. Last year brands have raised 47% of their Influencer and Content Marketing budget. Agencies like Pixeronic Media and other marketing agencies offer the Influencer Marketing service. What does the service really do for you? A quick Wikipedia search answers this question.

Influencer marketing is a form of marketing in which focus is placed on influential people rather than the target market as a whole on social media. It identifies the individuals who have influence over potential customers and orients marketing activities around these influencers.

https://en.wikipedia.org/wiki/Influencer_marketing

In other words, Influencer Marketing is identifying social media influencers that have the same public as the potential buyers of the brand. Afterward, a campaign is promoted on their social media platforms to raise awareness and generate sales or leads for the brand.

Back to topic, should we work with micro or macro-influencers? We look at this through Instagram. We first have to analyze both possibilities. Let’s start off with the macro-influencers. A macro influencer is an Instagram account with a very big number of followers. Therefore they charge a higher fee per content promoted on their accounts. There have been many companies that have studied the engagement on Instagram accounts and have all concluded that the engagement on a macro influencer account is on average of 1-3%. Influencer marketing hub has made some studies regarding the estimate of engagement on accounts, and what is over 100,000+ followers the average engagement is 1,7%

Let’s think of a 500,000 followers account. You would have to pay him an average of 4,000$ for one post. The estimated engagement is 1,7% which leads to 8,500 likes and comments.

On the other hand, we have a micro-influencer with 500,000 followers. A campaign ran on this profile would cost an estimate of which would cost an average of 6,500$ in total with the agency fees. The estimated engagement on those accounts is 8% therefore 40,000 likes and comments with the content.

Calculations are estimated on past campaigns with influencers and Pixeronic and the founder. The interesting part is that we have seen and recruited accounts with over 12,4% engagement and 40,000+ followers, another example would be 24,7% engagement with 1,400+ followers.

So if you are interested in a higher cost per exposure then micro-influencers are the path to go. If you want to display it in front of a bigger audience use the macro-influencers for cost-effectiveness but we recommend the micro option.

CONCLUSION

In conclusion, influencers are new to the market and a great opportunity for brands, each year more and more brands choose to promote themselves through this marketing method but the market is fresh and we can only speculate things through the little data that we have. Anyway, we have discovered how to check the quality of the influencer services and estimate a fair price for both parties. Nobody wants to pay for promotions to fake followers bought with cash.

Let us know what you think about this subject or if you have any thoughts or questions! Feel free to contact us anytime!