What is Micro (Micro) and Macro Influencer Marketing? Can It Increase Your Sales?

A relative, acquaintance; Or did any celebrity convince you to buy anything? It’s okay if the answer is yes, we all went through this stage and when we wanted to buy something, we consulted the people we trust around us and made the purchase decision based on their experiences. In fact, I was recently convinced to buy a GoPro camera by watching a famous skier. The shots of this athlete, which I watched on Instagram, helped me to see how high quality the camera was shooting and to listen to his experiences. Then I decided to buy the camera.

With the social media influencer market worth more than $ 10 billion until 2020, we are starting to see the influencer market take a recognizable shape. This figure can be divided into four categories; mega influencers, macro influencers, micro influencers, and nano influencers – and while the difference between these four categories may seem like just the size of their followers, the differences are really much more nuanced. Knowing a mega influencer from nano influencer is absolutely essential if you want to dive into the lucrative world of influencer marketing.

A marketing method like this is a very effective marketing method. The other day, I saw how successful the recipes account of a 16-year-old girl on Instagram was; It was just as good quality and there were 400,000 followers following the content made by this influencer. It is certain that the influencer, which has almost half a million Instagram followers, is a very effective marketing power.

Who Are Influencers Called and What do Influencers do?

Influencer marketing is a basic form of social media marketing. It is a form of social media marketing that uses influencers, that is, the endorsements and mentions of individuals who have a dedicated social follower and who are seen as experts in their field. Influencer marketing works because of the high trust social influencers create with their followers, and recommendations from them serve as a form of social proof for your brand’s potential customers.

Influencer Marketing is a mix of old and new marketing tools. It takes the idea of ​​celebrity endorsements and puts it in a modern content-focused marketing campaign. In the case of influencer marketing, the main differentiator is the collaboration of the results of the campaign between brands and influencers. But influencer marketing doesn’t just include celebrities. Instead, most of them revolve around influencers who never consider themselves famous offline.

In our article titled What is an Influencer, we defined the influencer as someone with the following features:

The power to influence the purchasing decisions of others due to his authority, knowledge, location or relationship with his audience.
To be a follower in a different area he actively interacts with. The size of the following depends on the size of the niche topic.
One of the biggest mistakes traditional media makes is the failure to see the difference between celebrities and online influencers.

It is also important to understand that those who create a keen and enthusiastic audience are influencers. It is no coincidence that these people follow the influencers, not the brand. In reality, the audience is no less interested in your brand. They only care about influencers’ views. Don’t try to impose rules and business practices on an influencer. The audience is there and they can walk easily, taking their followers with them.

What are Micro Influencers and what do they do?

A more recent concept known as micro-influencer marketing has recently joined the social media scene. Same concept as influencer marketing, but on a smaller scale: Brands partner with people who have less followers on social media to promote products with original, visual posts instead of sponsored ads. In this blog post, we’ll tell you everything you need to know about micro influencers, including which brands have used them successfully and how you can connect with them to promote your brand.

Working with micro influencers is effective marketing on a smaller scale: brands partner with people who have between 1,000 and 10,000 followers on social media. They are generally well known for their particular interests and have very high engagement rates from their audience. Brands can expand their reach in niche areas by following micro influencers.

Micro influencers are social media users as opposed to typical celebrities, experts or public figures. Individuals who work or specialize in a particular vertical and often share social media content related to their interests. Unlike traditional “influencers”, micro influencers have a more modest number of followers – typically thousands or tens of thousands – but hyper-interactive viewers.

For example, a yoga influencer can have millions of followers and run several yoga studios. A yoga micro influencer may only have a few thousand followers and post educational videos on Instagram for fans to try at home, but their average posts get a healthy engagement based on the size of their follower base.

Influencer or Micro-Influencer

Influencer marketing is when organizations partner with top content creators (people with thousands or even millions of followers) to promote their products or services to the creator’s target audience. When brands partner with influencers, companies can increase built-in trust among influencers’ audiences. Consumers are more likely to buy from someone they know and trust, so influencers are extremely effective when it comes to strategies like word-of-mouth marketing or increasing social proof. Brands will pay influencers to publish content that highlights their products or sponsor their events, and they will gain wide reach of influencers.

A perfect example of influencer marketing is the partnership between Scottish whiskey brands Lagavulin and Oban’s parent company Diageo and actor Nick Offerman. Known for his role as a grumpy, hyper-masculine government official in Parks and Recreation, Offerman appears in a 45-minute parody video drinking Lagavulin single malt whiskey alongside a traditional holiday Yule Log. The video went viral and won multiple awards, bringing an old brand to one level of cultural relevance.

On the other hand, micro-influencers have a more moderate support – compared to influencers, myco-influencers usually have less than 100,000 followers. However, the rate of audience engagement to content peaks around 1,000, which makes partnerships with micro influencers incredibly valuable for companies looking to increase brand awareness. Micro influencers generate a ton of content that appeals to their target audience and is rooted in their interests. More than 82% of consumers surveyed said they were likely to buy something the micro-influencer suggested. Companies can partner with micro influencers to write a post about a product offer, post a review, or share the product with their social community.

Impact Value of Micro Influencers

It might seem counterintuitive to use micro influencers. Why would you look for someone with fewer followers to promote your brand?
There are several reasons to believe that micro influencers can achieve better results for your brand.
Micro influencers have better engagement rates.
Markerly studied Instagram engagement and found a surprising trend : As the number of followers of an influencer increases, the number of likes and comments from its followers decreases.

Markerly determined in his analysis:

Instagram users with less than 1,000 followers liked it 8% of their time
Users with 1,000-10,000 followers gained 4% likes
Users with 10,000-100,000 followers reached 2.4% likes > Users with 1-10 million followers like only 1.7% of the time.
See Markerly’s graphical breakdown of how likes and comments decrease as followers increase:

Kaynak: Markerly Kaynak: Hubspot

Markerly recommends that brands follow micro influencers that Instagram follows in a range of 1,000-10,000. Micro influencers and brands can achieve higher engagement rates among a sufficiently large audience. In a recent study, micro influencers have 22.2 times more conversations than typical Instagram users – largely because they are passionate and knowledgeable about their interests, they date far earlier.

Micro-influencers have more target audience.

Markerly also points out that micro influencers have more targeted follower bases than influencers with hundreds of thousands and millions of followers.

Think about it: If a clothing brand has partnered with a celebrity who has millions of followers on Instagram, they could reach their big pool of celebrities, but most of them might not be interested in fashion. Instead, if the clothing brand connects with 100 fashion bloggers, each with 1,000 followers, it can connect to a smaller but much more targeted and engaged audience.

Markerly CEO and co-founder Sarah Ware told Digiday that partnering with sisters Kardashian and Jenner to promote weight loss tea on Instagram has resulted in a significant number of transformations. However, Ware also noted that working with 30-40 micro-influencers achieved a higher conversion rate than when celebrities introduced the tea. In fact, 82% of customers surveyed by Experticity said they would be very likely to follow the recommendation of a micro influencer.

Micro-influencers are more economical.

Micro influencers are typically more affordable than celebrities or profiles with millions of followers. Celebrities sometimes charge up to $ 100.00 for a single Instagram post promoting a product. In comparison, 96% of micro influencers on Instagram charge less than $ 500 for a promotional post. When accepted, brands often work with multiple micro influencers to maximize reach, but even 100 micro influencers cost less at these rates than a single celebrity on Instagram.

For micro influencers with smaller followers, brands can compensate for them as free products. Companies sent a micro-influencer voucher for free products instead of paying micro influencers. With this coupon, micro influencers were able to buy and use products, and they promoted the brand by promoting the products.

Micro Influencers are more specific.

Micro influencers are real people, so Instagram content is real too. Instagram users with a few thousand followers are likely to post their own content, reply to comments, and behave more realistically than a celebrity with a brand or a social media manager could. If the micro influencer interacts with a promotional post on Instagram, their followers may be more inclined to click to learn more about the brand they’re posting.

It should also be noted that Instagram recently changed its algorithm to reflect Facebook’s. Now, posts on profiles that users follow and interact with are first shown on Instagram feeds, and original, quality content is prioritized according to the promoted content of major brands. If the algorithm determines that users may be more interested in it, this may make micro-effect content more visible than celebrity content.

If you are wondering why we only mention Instagram in this blog post, it is because micro influencers are primarily on this platform as a marketing strategy. Because Instagram is so visual, it’s easy for micro influencers to post photos of products and brand experiences instead of writing promotional tweets or Facebook posts. This does not mean that micro influencer marketing cannot be done on other social media platforms, but Instagram’s Explore tab helps users easily find and interact with micro influencer content. Below you will see what we mean when we dive into the different micro-influencer strategies that brands have successfully used and you will use these methods.

Should your brand Benefit from a Mega Influencer?

Mega-influencers with a largely large follower base give brands a significantly greater reach, but at a very high cost. Some famous entrepreneurs demand $ 1 million per sponsored social media post. “The professional for [mega influencers] is that they give you the most exposure and are often used to working with brands and companies on impressive outreach campaigns. However, macro influencers are generally more expensive than other types of influencers.

It should also be taken into account that mega influencers do not have “real transformative impressive power” due to the wide variety of demographic and psychographic they follow. It is necessary to take into account the fact that mega influencers are more appropriate at the beginning of funnel marketing campaigns that promote products that appeal to the masses, and we think that micro influencers with a wide variety of audiences should be managed very well.

What is a Macro Influencer?

Macro influencers are one of the mega influencers. One way to describe a macro influencer is the number of followers that should fall somewhere between 100,000 and one million followers. “Your average macro influencer sits somewhere between micro and mega. Experts, the importance of bringing these numbers forward; it is just to draw a limit; but there is no exact science that separates these categories.

Unlike most mega influencers, macro influencers have earned a reputation mainly through the internet, either using vlogs or producing funny or inspiring content.

Should your brand be a Macro Influencer?

If you want to target a specific type of client but still want to reach audiences, then a macro influencer can be more useful than a mega influencer. If you want to reach a broad demographic like young women, macro influencers are probably the way to go on this channel.

What is Micro Influencer?

A micro influencer is someone with between 1,000 and 100,000 followers. Micro influencers focus on a specific niche or area and are often considered an industry expert or subject matter expert. According to Gayl, “[Micro influencers] have stronger relationships than a typical influencer. This is usually due to their perception of [a] as opinion leaders of the subject. “Unlike a celebrity or a regular influencer, a micro influencer usually has a very uniform audience,” he said. It is well known that technology companies such as Adobe and Microsoft are participating in micro-influencing marketing campaigns.

Should your brand benefit from a Micro Influencer?

Micro influencers have relatively few followers and often don’t have celebrity status. Therefore, brands can trust their followers who are interested in what makes the micro influencer “famous on the internet”. Let’s underline the relevance of this point: “If micro influencers have gained a huge following through travel vlogs, this is an ideal option for a travel agency or airline,” he said.

Also, let’s underline that micro influencers will generally cost much less than macro influencers. [Micro factors] often give the best bang for your buck. They have a follower but usually don’t charge the same as those with more.

However, we need to take into account that some micro influencers charge a hefty fee, especially while micro influencers provide a high level of engagement on Instagram. The main [disadvantage] of working with micro influencers is that they [charge] per post, sometimes overly expensive, and there is no consolidation to make sure you get a good deal.

What is Nano Influencer?

Nano-influencers are a relatively new type of influencers. They tend to have fewer, less than 1,000 followers compared to micro influencers. Influencer, “[Nano-influencer] is a person who has an influence within their community. This could be someone who has an influence on the local neighborhood or community. Some examples could be a local pastor, local community leader, or local government leader.

Brands Using Micro Influencer

Coca Cola partnered with Travel & Food influencer Miette Dierckx and 11 other Belgian influencers to create content for the heritage soda brand. Dierckx’s content is branded for Coke, but is also consistent with its own posts. This represents the brand well while providing originality and a strong appeal to its niche. Why it worked: Coca Cola benefits from a long-term relationship with this micro influencer. Long-term impressive relationships are a great way to build reach and engagement over time.

Coca Cola Partners with Miette Dierckx
Kaynak: Miette Dierckx

Banana Republic Shows Season Items

Banana Republic Shows Seasonal Products and introduces its products to all its followers and relevant target audience by providing a very serious interaction with this work.

banana republic micro-influencer campaign
Kaynak: MediaKix

SEPHORA has been renewed on Instagram with Micro Influencer

Makeup venue Sephora is showcasing its own beauty product line, the Sephora Collection, with the help of influencers. In a recent campaign, she took to Instagram interacting with beauty-focused micro influencers and macro influencers to promote her line. He combined the Sephora campaign under the idea that beauty doesn’t have to be complicated by the #beautyuncomplicated hashtag.

Our analysis found that the micro influencers Sephora used in this campaign had an average engagement rate of 2.7%. Specifically, the macro influencers involved in the campaign had more than twice this engagement rate at 6.0%.

In each impressive headline, he mentioned a link in his bio and directed his followers to the brand’s website. Sephora reached over 8.8 million Instagram users during this campaign, creating awareness among an enormous audience.

sephora micro-influencer
Kaynak: MediaKix

As a result;

Influencers are experts who specialize in certain subjects and publish in these areas on YouTube, Instagram and other social media channels. In a way, because these people have the power to influence their followers, we call them influencers. Influencers within themselves; It has sub-breakdowns such as Macro, Micro or Nano influencers according to the number of followers.

We call influencers with less than 1 million followers as macro influencers. We can call influencers with more than 1 million followers hyper influencers and influencers with 10,000 – 100,000 followers as micro influencers. Less than 10.000 followers; or even an influencera with less than 1,000 followers, we call it Nano influencers.

You can use a micro influencer marketing strategy for your brand to be successful in a specific area and you can get support from us in this regard. We provide support in issues such as digital strategy building and influencer marketing. [email protected]

Picture Credit: Pixabay

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