Influencer Marketing

Micro & Macro
Influencers

Micro VS Macro

 

BECAUSE MICRO-INFLUENCERS CHARGE LESS, THEY SEEM TO BE MORE COST-EFFECTIVE

 

Some marketers assume that low-reach (micro) influencers, who have yet to achieve celebrity status, have

higher engagement rates because they are more accessible and authentic.

 

High-reach (macro) influencers, help spread brand awareness to the largest number of consumers, while lending their celebrity cachet to the brands they choose to promote.

 

However, these macro influencers may cost more to work with, and due to their relative celebrity probably have lower engagement rates than micro influencers.

What is a

Micro / Macro Influencer?

DEFINITIONS OF MICRO AND MACRO INFLUENCERS VARY WIEDLY

Some brands define micro influencers as virtually anyone on social media who is not a celebrity.

Others define micro influencers as anyone with fewer than 1,000 total followers.

But most marketers have converged around the idea that a micro influencer

has a total reach between 2.500 and 50,000 followers. That’s still a pretty big range!

INFLUENCE

 

FOLLOWERS

 

NANO

MICRO

MID-TIER

MACRO

CELEBRITY

2.5k - 10k

10k - 50k

50k - 150k

150k - 1.5m

5m+

Better 

Engagement Rates

SOCIAL MEDIA ENGAGEMENT RATES DIMINISH CONSISTENTLY AS TOTAL REACH GROWS

We pulled the social engagement rates of a large number of Influencers on Instagram.

Working the ratio:

Program Size

THE EFFECTIVENESS OF YOUR CAMPAIGN MAY DIFFER,

DEPENDING ON HOW MANY INFLUENCERS ARE IN THAT CAMPAIGN

Influencers with lower reach certainly have higher engagement rates on average.

However, you may need to work with 30 micro influencers to replicate the results of 3 macro influencers.

GET IN TOUCH WITH US AND LET'S GROW TOGETHER

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Influencer Marketing In 2019