Micro-influencers are creators on social media platforms that have between 10,000 and 50,000 followers. These creators produce followings around niche interests and base their content around it. These niches can include really anything – travel, fashion, beauty, photography, etc. By posting this type of content exclusively, they are cultivating a community around their account.
The appeal to these micro-influencers is that they are more relatable, and they interact with fans regularly; therefore, generating higher engagement and active audiences. Using popular, high-profile influencers to post sponsored content is great, but smaller influencer partnerships can also be incredibly beneficial.
These micro-influencers exist on many, many platforms, but Instagram is easily the primary hub for these influencers’ social activity. Due to Instagram’s content-centric format and influencer discovery tools, it makes it easy to build and sustain followings around specific interests.
On the other end of the spectrum is what we consider to be macro-influencers. These are accounts with anywhere between 500,000 and 1 million followers. Although they have a large following, giving a sponsored post a chance for larger reach and impressions, it’s less likely to produce the amount of engagement a micro-influencer’s post would.
Micro-influencers work best for small campaigns that are simple and straightforward, whereas macro-influencers are often a part of a huge advertising campaign with a focus on branding.
Pros to micro-influencer marketing:
- Higher Engagement
- Due to their smaller, but relatively more active and engaged communities.
- Lower Cost
- These influencers don’t have the high price tags associated with macro- or mega-influencer.
- Niche Categories
- These influencers cultivate niche communities around their content. Their audience follows them because they likely share these interests and characteristics.
Cons to micro-influencer marketing:
- Lower Reach
- Typically, these influencers have higher engagement, but reach fewer people.
- Less Brand Lift
- These influencers don’t generate the same magnitude of brand awareness as large influencers.
- Less Real Engagement
- Some influencers do buy fake followers and engagement. This may also apply to macro- and mega-influencers.
When looking for an influencer to partner with, whether micro, macro or mega, it’s important to pay attention to their reputation, consistency, legitimacy, and professionalism. Start with figuring out your budget as well as your goals and KPIs, then you can move on to finding an appropriate niche that your brand would be targeting. After you’ve decided on the basic parameters of your influencer campaign, you can start the exciting part – looking for influencers that fit your brand and message, as well as their following, a.k.a. your potential audience!