Since the dawn of the digital age, especially over the last ten years, marketing is no longer a flat-packaged product. There are several different avenues businesses can approach marketing their product or service.
One marketing approach that is raising eyelids in the marketing world is that of influencers focusing on micro-influencers. Micro-influencers are those social media experts with a following of 1000 to 100 000. Despite their smaller numbers, micro-influencer followers engage more and are more loyal to a brand than macro-influencers.
Micro-influencers give businesses a better chance of reaching their target audience, especially if their product or service is in a niche market. Micro-influencers are small businesses’ answers for increased conversions and engagement.
Suppose you require more clarity on micro-influencers and their role in marketing. Read On! The following article highlights the differences between micro and macro influencers and some benefits of micro-influencers in marketing.
What Makes Micro Influencers Stand Out From Macro Influencers?
Undoubtedly any small business should engage with its clients or customers via social media. And for businesses to increase their followers, create better brand awareness, etc., micro-influencers are the answer.
Some key differences between the two make micro-influencers stand out in certain situations, making them ideal for businesses to utilize in their marketing campaigns.
Authentic and Relatable
One of the main reasons for micro-influencers effectiveness is that their audience sees them as more authentic and relatable than macro-influencers. With a smaller following, micro-influencers have a more personal connection with their followers.
Marketing experts see them as experts in their niche; therefore, their audience trusts them for honest opinions and recommendations. Authenticity and relatability are potent marketing tools for brands looking to build trust with their audience.
In contrast, macro-influencers often have a much larger following and may have different personal connections with their followers. While their audience sees them as more influential and reachable, their recommendations are less genuine or relatable.
Engagement and Reach
While macro-influencers often have a more significant following, it doesn’t always translate to better engagement. Micro-influencers often have a more engaged following than macro-influencers. Micro-influencers are more likely to have a niche audience interested in their content and engaging with their posts.
They may also have a higher engagement rate because they have a more personal connection with their followers.
Additionally, micro-influencers may have a more targeted reach than macro-influencers. While macro-influencers may have a greater audience, their followers are less interested in a business’s brand or product. In contrast, a business’s brand or product is likelier to interest micro-influencers, who often have a more targeted and engaged audience.
Cost-Effective
Another benefit of working with micro-influencers is that they are often more cost-effective than macro-influencers. Micro-influencers may charge lower fees or be willing to work with a business’s brand in exchange for products or services. Working with micro-influencers primarily benefits smaller brands or those with limited marketing budgets.
In contrast, macro-influencers often charge exorbitant fees due to their more extensive following and higher demand. While their target reach is broader, it is not feasible for smaller brands.
Niche Expertise
Micro-influencers often have a specific niche or area of expertise, which benefits brands looking to target a specific audience in their marketing campaigns. They are experts in a specific industry or have a strong following in a particular niche. This is helpful for small business brands to reach a more targeted and engaged audience that is interested in their products or services.
In contrast, macro-influencers may sometimes have a different level of niche expertise or a broader audience that is not as interested in a small business’s brand or product.
Final Thoughts
While macro-influencers may have a more significant following and reach, micro-influencers offer unique benefits such as authenticity, engagement, cost-effectiveness, and niche expertise. When deciding between the two, small businesses need to consider their brand’s goals and target audience to determine the best type of influencer to carry out and ensure the effectiveness of their marketing campaign.
