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micro vs macro influencers

Micro Vs Macro Influencers


1. Micro vs Macro Influencers: Which Is Better for Brands?


When discussing micro vs macro influencers, it’s vital to first highlight their fundamental definitions and provide an explanation of their roles in the current influencing landscape. Micro-Influencers are people with a much smaller following than macro influencers. They may have fewer than 1,000 followers, whereas a macro influencer may have tens or even hundreds of thousands of followers.

The biggest distinction between micro vs macro influencers is their audience reach. After that, the cost of hiring, public perception, types of companies that often use them, and many different factors all vary. A micro-influencer may have a smaller audience, but their followers are more engaged. They are more likely to trust the recommendations of a micro-influencer because they feel like they know them personally.

On the other hand, although macro influencers have a larger audience, their followers are less engaged, and because they don’t feel as though they know them personally, they are less inclined to believe their advice.

While talking about the differences between micro vs macro influencers, it is also important to stress the costs of recruiting each. Micro-influencers are often more cost-efficient to work with, more effective at boosting engagement and generating leads than macro-influencers, and are seen to be more affordable for smaller-scale influencer campaigns and less well-known firms. On the other side, macro influencers are often more expensive to work with since they have a reputation in the industry, have worked with some of the top firms, and have developed a career in the influencing field.


micro vs macro influencers


In the following post, here at the Top Influencer Marketing Agency, we have detailed the most essential differences between micro vs macro influencers, and have also discussed their main benefits and cons. We believe both categories of influencers have a lot to offer businesses, and we’ll make sure to draw attention to their greatest qualities to make it easier for brands to select the right ones for their next influencer marketing campaigns.


2. What Is Micro-Influencer?


micro vs macro influencers


A micro-influencer is someone who has a higher social media following than the average user and is typically regarded as one of the greatest influencer types to recruit in the current influencing industry. However, their social media following is significantly smaller than that of well-known social media influencers, such as macro or celebrity influencers. That often means having between 1,000 and 100,000 followers. On the other hand, micro-influencers typically make use of their fan following, regardless of size, to advertise products and services that are connected to their interests or areas of expertise. They are fantastic partners for businesses looking to focus on more intimate, specialized, and closely-knit influencer relationships since they like promoting goods and companies that they genuinely care about.

As a result of their smaller audiences’ trust in them, marketers frequently turn to micro-influencers to honestly endorse their products at a far lower cost than they would pay for the services of well-known influencers. Micro-influencers are also frequently referred to as social media hidden gems with a modest yet loyal following. They frequently are authorities in their profession or sector, which lends them credibility with their followers. They also frequently have a devoted fan following that trusts their thoughts and suggestions.

When discussing micro vs macro influencers, because of their narrower audience, micro-influencers are sometimes less expensive to work with than conventional celebrities or macro influencers. Additionally, they have a more responsive and engaged audience, which makes them a useful resource for businesses trying to market their goods or services more intimately and credibly.

Also noteworthy is the fact that micro-influencers may be a great resource for brands trying to expand their audience on social media by effectively increasing reach and engagement.


2.1. How Much Does It Cost to Hire a Micro-Influencer?


How much it costs to hire a micro-influencer is typically determined by how many followers they have. When comparing micro vs macro influencers on social media, and given that they are sometimes classified exclusively according to the amount of their following, micro-influencers generally have between 10k and 75k followers, whereas macro influencers have substantially more. However, having a larger audience doesn’t inevitably translate into superior performance because micro-influencers may have the best engagement rates even when they have fewer followers.

The costs shown below represent both the going rate for influencer marketing globally as well as what micro-influencers charge for equivalent services.

  • Instagram posts: For every 1,000 followers, this site typically charges $10 per post. Generally, micro-influencers charge $200 to $1,000 per post.
  • Posts on TikTok: The app’s influencers charge $5 to $2,500 for every post. Micro-influencers often charge between $300 and $1250 per post.
  • YouTube videos: For every 1,000 followers, YouTubers sometimes charge $20 for each video. On average, micro-influencers bill between $500 and $3,000 for each post.
  • Posts on Facebook: Influencers typically charge $25 for every post for every 1,000 followers. On average, micro-influencers often charge between $100 and $800 per post.
  • Snapchat views: Popular Snapchat users often charge $10 for each post for every 1,000 followers.  Typically, a micro-influencer charges around $1,000 and $3,000 and obtains between 5,000 and 9,999 views.
  • Twitter posts: At $2 per post and 1,000 followers, Twitter offers the most competitive prices for influencer marketing. In general, micro-influencers charge $50 to $350 per post.

There are also other additional variables, such as the influencer’s specialty, gender, engagement rate, geography, etc., that may have a significant impact on the cost of employing a micro-influencer.


2.2. How to Find Micro Influencers?


There are some essential steps every brand or agency should take when looking for micro-influencers. Among them are the following:


micro vs macro influencers


  • Examine your social media account first

Every brand or agency should start by searching through their following on personal social media profiles when looking for the highest caliber micro-influencers. Micro-influencers frequently begin following the brands they adore, and they quite often make an effort to get in touch with them by leaving comments on their posts or liking their images and videos. When a brand wants to collaborate with a micro-influencer, it should constantly check its accounts to see who is sharing and commenting on its material. Now, if they are interacting with your brand, it means that micro-influencers are already connected to your target market. Additionally, it’s possible that they already have a favorable opinion of your company and are familiar with your products, which will save you time when attempting to win them over. When you do get in touch, make sure to be kind and express your gratitude for their support and engagement with your content.

  • Keep involvement and consistency in mind

Even if they engage with your content or are familiar with your brand, if you find a micro-influencer who enjoys cakes and other sweets but your company promotes a sugar-free diet, they generally aren’t the ideal fit for you. Remember that engagement is much more significant than reach, therefore they should not only provide the sort of material you want to be connected with your company but also generate positive engagement from their followers. Examine how frequently your chosen micro-influencer posts and how many shares, comments, and likes it receives. Micro-influencer becomes more influential with their audience the more interaction they have with them. Frequency is beneficial since it increases the likelihood that they will be regarded as reliable, pertinent, and current with the audience’s wants and problems. After weighing relevance and communication methods, you should focus on a smaller group of micro-influencers based on reach.

  • Utilizing the power of hashtags

Using hashtag search tools, specially customized hashtags is a successful method for locating the correct sort of micro-influencer for your company. You may also locate people who are already interacting with your brand by using the hashtag strategy to search for your brand’s name. This is an easy approach to discovering which micro-influencers are already talking about you. Try hashtags for themes related to your business and items when you’re ready to broaden your search. You may access a variety of options by entering your hashtags into the Instagram search field.

  • Using influencer databases

Using influencer databases, some of which are free, straightforward, and simple, is another technique to discover micro-influencers. Additionally, they offer statistical information about the influencers as a bonus. For instance, Scrunch is a user-friendly website that makes it simple to identify micro-influencers and lets you select them depending on the category. Tinysponsor is another option to consider. This application focuses on micro-influencers and helps firms to identify and interact, regardless of location or social platform, and the influencers can even be paid through it. Simply click the “Continue” button when you arrive at Tinysponsor to create your brand profile before you begin looking.

On the other hand, if you don’t like using online resources to find micro-influencers, you always have the option of working with a reputable influencer marketing company, like The Top Influencer Marketing Agency, which has millions of influencers of all sizes and shapes that are available for hire and will deliver better results for your brand’s influencer campaigns.


3. What Is a Macro Influencer?


Macro influencers are often regarded as celebrities or famous social media personalities with more than 100K followers, sometimes even reaching millions in their following audience. Given their high reach, some of the world-leading brands frequently require these macro influencers to showcase their products on their social media profiles, to boost their exposure and brand awareness. When talking about micro vs macro influencers, it’s important to note that, while macro-influencers have a much wider, and frequently highly aspirational, following, micro-influencers have a smaller and less engaged network.


micro vs macro influencers


A macro influencer is typically an individual who has a large following on social media and can influence a large number of people. They are typically celebrities or other public figures, but can also be everyday people with a large and engaged audience, specializing in many different niches and working with a wide range of brands from various industries, Macro influencers can be used to promote products or services, or to share a message about a cause or issue, and brands and agencies often prefer working with them, especially on a large-scale campaign with a fast and big ROIs.

Macro influencers have a wide audience, which makes them particularly successful at spreading awareness or advancing a brand’s story, and their followers frequently accept their judgment on significant societal issues. This is since common social media users who look up to their well-known role models assume that they wouldn’t choose to discuss a particular topic if it weren’t essential or significant. As a result of their followers’ propensity to accept their opinions, when an influencer recommends something, their target market is more likely to act. Additionally, macro influencers can connect with people who wouldn’t often be exposed to a message because of the reach of social media.

However, when taking into consideration the differences between micro vs macro influencers, macro influencers can be rather expensive to work with, but there is typically a higher return on investment because of their ability to generate awareness and engagement. It is crucial to carefully select the appropriate influencer for the brand’s campaign because not all macro influencers are created equal, they frequently have little personal investment in the companies they collaborate with, and they commonly view collaborations as nothing more than business agreements. Some may have more credibility than others or be more relevant to your target audience. Macro-influencers are popular because they have a large following on social media. Their followers trust their opinion and are likely to listen to their recommendations. Macro-influencers also have a wide social media reach, meaning they can promote a product or service to a large audience, helping brands generate more revenue, more high-quality leads, and a faster return on investment. They are often seen as experts in their field, which helps build trust with their followers.


3.1. How to Find Macro Influencers?


When high-end brands first begin using influencer marketing, they typically start by looking for macro-influencers. There are several ways of finding the best-fir macro influencer for your next influencer campaign, and some of the following are the best ones:

  • Using hashtags to discover influencers

To discover postings from creators in your niche, you can frequently conduct a direct search utilizing hashtags and keywords inside a social media network. You may even analyze their following numbers to identify the greatest macro influencer that suits your tastes. This way you’ll get an idea of the largest producers in the field.

  • Look for influencer lists

To discover lists of macro influencers inside a certain industry area, check marketing blogs and industry publications. The most well-known creators in your sector are a good place to start with influencer marketing campaigns, but the macro influencers who appear on these lists are typically over-solicited and may not fit within your budget. However, you can even determine this with the help of an experienced influencer agent who can guide you in your search while staying within your budget.


micro vs macro influencers

  • Search through business media

You may learn about macro influencers and important opinion leaders with whom you could partner by reading newsletters, following industry blogs, and going to events. You’ll learn about industry leaders and up-and-coming talent firsthand by interacting with the media, so don’t wait to cultivate those connections.

  • Locate influencers by using your website and social media accounts

You may create an application form that invites people to apply and describes what you’re looking for in a good macro influencer on your website or social media platforms. To do this, however, you must bear in mind that your company must be well known and a leader in its industry since, in contrast to micro-influencers, macro influencers only partner with firms that will be mutually beneficial and increase their visibility. This is one of the most difficult issues to address when comparing challenges between micro vs macro influencers.

  • Make use of influencer research tools

The majority of marketers and agencies find that manually locating macro-influencers takes too much time. Investing in influencer marketing tools that can assist you in identifying the finest influencers for your campaign is a smart move if you want to have both number and quality. The time spent choosing influencers will be greatly reduced if you have access to a massive influencer database with performance statistics at your fingertips!

Additionally, you may utilize filters while searching an influencer database to focus your search and locate the influencers that are the greatest matches for your business. On the other hand, discovering macro influencers inside your brand community aids in the analysis of the social performance and reach of your clients, subscribers, and followers to find natural influencers for your business.


4. Which Influencers Are Better for Campaigns: Micro or Macro?


When it comes to influencer campaigns, there is no definitive answer as to which type of influencer is better, micro vs macro influencers. Both have their unique benefits that can be advantageous for different types of brands and campaigns.

Micro-influencers are typically considered to be those with a following of 1,000 to 10,000 people. They tend to have a more engaged following than macro-influencers, and because they are seen as more credible, they can be more effective at driving conversions. In addition, they are often more affordable than macro-influencers.

Macro-influencers are typically those with a following of 10,000 or more people. They have a large reach and can be very effective at driving awareness for a brand or product. However, they can also be more expensive than micro-influencers.

Ultimately, the decision of whether to use micro or macro-influencers depends on the specific goals of the campaign and the budget of the brand. If engagement and conversions are key goals, then micro-influencers may be a better option. If reach and awareness are key goals, then macro-influencers may be a better option.


micro vs macro influencers


We will showcase some of the most successful influencer campaigns for both micro and macro influencers in the text that follows. The top campaigns for both influencer categories may be analyzed by brands with particular influencer marketing goals in mind to find the greatest fit for their needs and goals. When selecting the influencer for your upcoming campaign, some factors to consider include if your objectives are to increase sales, build brand recognition, promote product awareness, generate more qualified leads, or something completely different.  It would be advisable to work with an experienced influencer marketing agency that can guide you through your influencer marketing journey if you are unsure about your marketing objectives.


4.1. Which Is the Most Effective Micro-Influencer Campaign?


When it comes to micro vs macro influencers, micro-influencers have several advantages over macro influencers that no other influencer group possesses, given their distinct qualities and unique position in the influencing sector. Micro-influencers have a high engagement rate with their followers, and a more personal connection with their social media audience, which can lead to a higher conversion rate for all brands working with them.

Micro-influencers are also more likely to recommend a product or service because they believe in it, not because they are being paid to do so. Their followers trust their recommendations and are more likely to follow their lead. Additionally, micro-influencers are often more affordable than traditional influencers. Their smaller following means that they are not as in demand and are therefore less expensive to work with.


micro vs macro influencers


The following are some of the most effective strategies for high-quality micro-influencer campaigns:

  • Gifting free brand products to micro-influencers in exchange for positive reviews

Influencer gifting is one of the most effective micro-influencer marketing strategies because it allows influencers to connect with a product or service, which helps them favorably support it and raise brand familiarity. Asking a micro-influencer to promote a brand’s goods in return for money or other items is a great way to start your campaign.

  • Having micro-influencers provide discounts and promotions to their social media audience

This might be a coupon code, a discounted affiliate link, or even just a notification of a great purchasing deal. The primary goal is to convince their target market to test out the brand’s products and services on a tight budget, and it benefits both influencers and brands. Brands might also offer a gift along with the transaction while charging full price as an alternative.

  • Supporting the next micro influencer’s online giveaway

Giveaways bring in a lot of new customers and have been proven to increase a brand’s online sales and revenue. Giveaways might be a quick and inexpensive method to advertise your company or product while giving the influencer access to more people. Everybody enjoys the possibility of getting something for nothing. There are generally a few basic giveaway forms and methods, however, every sector and company may handle giveaway sponsorship differently, since every way has its benefits and is great for boosting sales.

  • Turning micro-influencers into brand ambassadors

This is easy in many aspects with micro-influencers and has several marketing and advertising advantages. Micro-influencers typically haven’t obtained many offers throughout their careers, so they are enthusiastic to capitalize on their influence and online career.  The trust of their followers will rise as their degree of sincerity does as well. It’s even more of a win for micro-influencers since brand ambassadors grow their brands alongside yours.

  • Leveraging the power of micro influencers’ user-generated content

Brands should benefit from micro-influencers regular and cost-free content production. Brands should encourage micro-influencers to post photos of themselves using their products or showcasing the results of utilizing their services. Companies may utilize this to gain awareness for their brands or products without coming across as invasive advertisements.


4.2. Which Is the Most Effective Macro Influencer Campaign?


Macro influencer campaigns are a type of marketing campaign where brand partners with a macro influencer to reach a large audience. Macro influencers are social media users with a large following, typically numbering in the millions. They have a high level of trust and authority with their followers, making them an ideal partner for brands looking to promote their products or services.


micro vs macro influencers


A macro influencer campaign usually involves the creation of content by the influencer, which is then shared by the influencer on their social media channels. The content may be a video, a blog post, or even just an Instagram story. In addition to creating content, the influencer will also often promote the campaign to their followers, encouraging them to check out the brand’s products or services.

The goal of a macro influencer campaign is to reach as many people as possible with the brand’s message. By partnering with a macro influencer, brands can reach an audience that is larger than they could ever hope to reach on their own. In addition, because macro influencers have such high levels of trust and authority with their followers, they are more likely to convert into customers.

When it comes to macro influencer marketing, there is no one-size-fits-all solution. However, a few basic components are required for every campaign to be effective. Some of them include the following:

  • Identify the best-fit macro-influencers

The first step is to identify the right macro influencers for your brand. This can be done by using different software that is usually free and available, to find relevant accounts with high engagement rates. If you are not into using online tools for influencer discovery, you can always hire a professional influencer marketing agency to help you identify the best influencers to achieve your most relevant marketing goals.

  • Produce goal-oriented content

Once you’ve selected your targets, it’s important to create engaging content that will resonate with them. This could include original blog posts, infographics, or even short videos. Be sure to target your audience’s interests and passions, and make sure the content is high quality and visually appealing. Next, reach out to the macro influencers you’ve chosen and pitch them your content. Make sure to personalize each message, and explain why you think their followers would be interested in what you have to say.

  • Measure your campaign’s success

Finally, track the results of your campaign and analyze the data to see how well it performed. Use this information to adjust your strategy for future campaigns. Recognize that raising brand recognition is the best thing you can do while waiting for sales and online income to increase over time. This is mostly because macro influencers have a large audience reach but low interaction rates. Additionally, macro influencers are sometimes seen as being quite costly to work with, yet their influencer campaigns do offer the finest overall results over time and yield outcomes with enduring benefits. You can also consider hiring a professional macro influencer agency to help you organize your budget properly and in an ROI-oriented manner.


5. What Are the Benefits of Using Micro Influencers?


The benefits of collaborating and strategizing with micro-influencers for your company can range from enhancing campaign conversion rates to strengthening brand reputation. We’ll go through the special benefits of this kind of relationship in more detail below.

  • They produce high audience engagements rates

Working with micro-influencers may help companies achieve their goals, whether they want to spread the word about the debut of a new product or increase sales of their best-selling item. It’s vital to keep in mind that micro-influencer campaigns frequently see significant levels of engagement and superior marketing success metrics when comparing the advantages of micro vs macro influencers. This is mostly due to their close-knit ties and powerful influence over their niche followers. When their fans contact them, they reply promptly and regularly with tailored comments. As a result, their target audience has faith in them, what they say, and the goods and services they advocate. Impressions, clicks, and comments are significantly more likely to result in conversions that may be used.


micro vs macro influencers


  • Niche community access

Micro-communities, or smaller audiences with a strong enthusiasm for a particular subject or business, are typically led by micro-influencers. It might be challenging to locate or join the channels where these specialized customers hang out, whether they are online or offline. However, you may access specialized groups, try out outreach strategies, and be successful with access from a micro-influencer.

  • They are more affordable for lower budgets

Micro-influencers frequently demand far lower fees than the majority of other social media influencers and well-known bloggers, particularly when comparing micro vs macro influencers. The amount you charge in the world of influencers and content creators relies on many factors. For instance, a proposal for a 30-second video will cost more than a sponsored post with basic words or a picture. But one of the key elements continues to be the number of followers. Working with micro-influencers helps you maximize the effect with your intended audience while keeping your influencer marketing expenditure under management. 

  • Accessible and receptive to criticism

Micro-influencers could be more recent entrants to the market, and they use every encounter to grow as individuals and build their brands. As a result, they could be more receptive to suggestions for projects, helpful criticism, and alternative payment schemes (direct payments, free items, covered travel expenses, etc). Particularly when contrasting micro vs macro influencers, the micro-influencers you deal with probably better manage themselves. Because of this, marketers may find it simpler to maintain control over campaigns and solidify partnerships.

  • Ready to collaborate with small or new companies

Influencers tend to become pickier about the brands for whom they produce content as their following grows, restricting campaigns and sponsorships to respectable companies with a lot of social proof. This is one of the most crucial differences between micro vs macro influencers. Micro-influencers, on the other hand, are more receptive to collaborating with fresh companies, goods, and services. They’re still developing their fan base, just as your business is, so it doesn’t harm to try a sponsorship or relationship.

  • Willing to maintain relationships when they gain power

If the experience is positive for both the influencer and your company, they may become a brand ambassador and promote your company as they gain recognition in their industry. Of course, when a campaign’s viewership grows, its costs might increase. However, if you begin working with influencers before they advance, you may make use of that connection to negotiate a better contract.

  • Genuineness and credibility in their field

Brands probably already know that referrals from friends and family are the most trusted. The best recommendations come from people you know, and the legitimacy of a review or mention from a micro-influencer is significant. They are important thought leaders in their field, fandom, profession, hobby, or another endeavor, and they are well familiar with their target audience. It’s a relationship that cannot be purchased, but marketers may take advantage of it by running a micro-influencer campaign.


6. What Are the Benefits of Using Macro Influencers?


There are several important advantages to working with a macro influencer, some of which typically include the following:

  • Greater Reach

When compared to micro-influencers with 1,000–100,000 followers or mid-tier influencers with 50,000–500,000 followers, macro influencers’ audiences might be much broader and more diversified. Because of this, choosing a macro influencer is advisable if you want to raise brand recognition. Additionally, finding a macro influencer with high levels of interaction may improve a brand’s conversion rate and increase visitors.

  • Higher Competency

Since they have amassed enormous followings of millions or more, macro influencers usually have experience working with businesses and delivering high-quality content that has demonstrable benefits. As a result, working with influencers and businesses may be easier and more fruitful. A specialist macro influencer agency like The Top Influencer Marketing Agency, which creates predetermined terms and conditions for influencer-brand cooperation, also represents a large number of macro influencers and could be a great business option for brands of all shapes and sizes.


micro vs macro influencers


  • Reduced Risk

More competent influencers usually provide less of a risk to businesses. Macro influencers have a recognizable voice and a devoted fan base. When contrasting micro vs macro influencers, many micro-influencers are still working to build their brands and earn the trust of their following. It has also been observed that some micro-influencers grow their following and perceived authority by purchasing or acquiring “fake” followers. Since these followers generally do not interact with influencers or permit themselves to be impacted by them, this presents a risk to marketers.

Even while this is normally not the case with macro influencers, you can tell if a follower is phony if you examine their profiles to see if they are run by real people, look at their engagement rates, look at their most recent posts, and other similar things. Working with a respected macro influencer agency, which often has already established significant networks of the highest-caliber, well vetted, and in-demand macro-influencers will provide you further assurance in your ability to spot false followers.

  • Increasing credibility

Additionally, macro influencers may aid in developing your authority and trust with your target audience. People are more inclined to heed the advice of an individual with a sizable following than an individual with a tiny following. By delivering helpful information and interacting with consumers on social media, macro influencers may also assist you in developing long-lasting relationships with clients.

Overall, macro influencers can be a powerful tool for marketing your brand or product. They can help you reach a larger audience, build trust and credibility, and create long-term relationships with customers.


7. Micro vs Macro Influencers: Final Thoughts


The distinction between micro vs macro influencers is an important one to understand when it comes to influencer marketing in general. Macro influences are those that are felt on a large scale, such as economic conditions or political changes. Micro influences, on the other hand, are those that have an impact on a small group of people, such as the opinions of a friend or family member.

There are several benefits to using macro influencers in your marketing campaigns. First, macro-influencers have a large reach – they can influence a large number of people. Additionally, their followers are typically highly engaged, meaning that they are more likely to respond to the messages that the macro influencer shares. Finally, macro influencers are typically considered credible sources of information, which can lend more credibility to your brand or product.

While there are many benefits to working with macro influencers, there are also some drawbacks to consider. First, macro influencers often charge high rates for their services. Additionally, reaching out to them can be difficult – you may need to go through an intermediary or agency to connect with them. Finally, since macro influencers are often so popular, competition for their attention can be fierce.


micro vs macro influencers


Micro influences can also be beneficial for marketing campaigns. First, micro influences typically have a more personal connection with their followers than macro-influencers do. This means that their followers are more likely to trust their recommendations and take them seriously. Additionally, micro influences often have higher engagement rates than macro-influencers do; this means that more of their followers will see and act on their recommendations. Finally, micro influences are often easier and less expensive to work with than macro influencers.

There are some drawbacks to working with micro influences, however. First, micro influences typically have a smaller reach than macro-influencers do. Second, their followers may not be as engaged as those of macro influencers. Finally, it can be more difficult to find credible micro influences than it is to find credible macro influences.

In general, your brand’s marketing objectives and available resources should be the first things you look at, assess, and take into account when comparing micro vs macro influencers and selecting the greatest match for your influencer campaigns. What do you personally have to offer influencers? What are your most important influencer marketing objectives? What do you hope to gain from collaborating with influencers? Make a list of your needs and desires, then consider which influencer group will best meet those demands.

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