Social media have radically changed the way businesses approach their consumers. Through their evolution, new roles and opportunities for content creation have emerged. One of the roles you’ve surely heard of is that of the influencer.
What exactly is an influencer?
Essentially, an influencer’s job is exactly what the word implies: to influence the audience to make specific purchasing decisions.
Is it that easy? No.
An influencer must have built a community around them, consisting of people who trust their opinion and appreciate their personality, in order to deliver the desired results for the businesses they collaborate with.
In the world of influencers, there are several categories, depending on the market they target and the size of their following. In today’s article, we will focus on two main categories: micro and macro influencers, and analyze which category may best fit into a marketing plan.
Micro Influencers: The audience’s “online friends”
Micro influencers have an audience ranging between 1,000 and 100,000 followers and are known for their authentic, niche content. They are not celebrities but rather experts in a specific subject area, such as fitness, beauty, tech, or travel.
The advantage of an influencer with a smaller audience is that they create a sense of community with their followers. This enhances the feeling of intimacy and trust. It’s like the user is talking to a friend. Thanks to this connection, it’s easier for the user to trust the influencer and proceed with a purchase.
On the flip side, no matter how effective their influence may be, it is limited to a smaller-scale audience. Additionally, if as a business you aim to make your product or service known to a broader audience, you will need to collaborate with more micro influencers to achieve the same reach a macro influencer could offer, which requires excellent management and coordination from your team.
Macro Influencers: The “stars” of social media
Macro influencers have between 100,000 to millions of followers and include celebrities, YouTubers, TikTok stars, and popular vloggers. Surely, when you hear the term “macro influencer,” specific names come to mind, such as Ioanna Touni for fashion, Akis Petretzikis for cooking, or Eleni Menegaki for lifestyle (three of the most profitable content categories).
The advantages of a macro influencer lie in their ability to reach a massive audience, potentially millions of people. This means your product can be exposed to the masses in a short period of time. Additionally, a macro influencer has experience collaborating with brands, making the communication process easier and more professional.
Sounds too good to be true? Indeed, there is a catch. The larger an influencer’s audience, the lower the rate of meaningful engagement tends to be. Also, collaborating with a macro influencer with a loyal and extensive audience will cost significantly more compared to a smaller creator.
Who is more effective for your brand?
How can you make the right choice for your audience?
Obviously, in marketing—whether we’re talking about influencer marketing, social media, or newsletters—there is no one-size-fits-all solution. The choice depends entirely on the goal you’ve set.
For example, if you want to increase your business’s brand awareness and create a market positioning that evokes a more luxurious feel, collaborating with a macro influencer is the way to go. If, on the other hand, your priority is increasing conversions and audience engagement, then a micro influencer is the ideal choice.
Ideally, if you have the available budget and your team can support it, you can combine both influencer categories to achieve the most optimized results.
If you want to create a successful influencer marketing strategy, Pylarinos Advertising is here to help you find the right influencers for your brand! Contact us today.
