Working with micro-influencers is the new black. Everyone is doing this but should you?
When it comes to planning an influencer marketing campaign, there are different factors to consider: who is your target audience, does the content quality of an influencer meet your expectations, are your brand values aligned with the influencer’s tone and voice, what social media platform are available, have you researched the cultural and local specifics, etc.
And on top of all these questions, you also have a choice between working with macro-influencers, who have massive reach, or micro-influencers, who have a niche audience.
The difference between the two is in the number of followers.
Depending on the social media platform, micro-influencers usually have between 10,000 and 100,000 followers while macro-influencers can have up to 1,000,000 subscribers.
But these two tiers are not of the same size. According to Statista, only 24% of Instagram profiles have more than 100,000 followers. 67% (more than double!) have 1,000-100,000 followers.
Since there are fewer macro-influencers, they tend to be in higher demand compared to micro-influencers. That’s why there are higher costs and competition in macro-influencer marketing.
Working with macro-influencers has several benefits:
Micro-influencers don’t have as many followers as macro-influencers do but they are also very popular among brands of different sizes:
There are different ways to categorize influencers in tiers but based on our experience, we recommend brands to partner with micro-influencers who have between 5,000 and 50,000 followers. This size helps to maximize engagement rates and focus on a specific target audience.
As you can see, working with macro- and micro-influencers has different benefits: it all depends on what your goal is. But we recommend a balanced approach: partnering with influencers from both tiers can help bring better results for your campaign.
If this sounds overwhelming, you can also consider involving an agency. Outsourcing influencer marketing can help you not only maximize your marketing efforts but also let you focus on other tasks.