Micro and Macro Influencers: How It Works

The forms of marketing are changing. If we initially trusted advertisements, now we trust influencers who talk about different types of products. These days, influential people are becoming increasingly popular because people trust them more than traditional marketing on TV or magazines. They are like you, but they have a large number of followers on social media.

It is important to remember that an influential person can have a small number of followers, but they are still more influential than others with a large number of followers. This is because the audience emphasizes finding the real voices that can resonate with a specific market and community. For millennials, authenticity is also very important because they are the largest market for online product purchases, and they are the ones to target.

Another thing to remember is the engagement rate. According to the data from Corporate Financial Institute, the engagement rate refers to the degree of interaction between the user-created content and the followers. This means that the engagement level can be higher or lower, depending on the number of followers and the interaction between the person and the audience. In fact, companies seeking influencers must pay attention to the number of followers because sometimes people with a large number of followers may be turned into false engagement and brand promotion, while small followers may be turned into trust and good engagement.

Micro-influencers have approximately 10,000 to 100,000 followers. They are more often fashion blogs, travel blogs, technology reviews, and lifestyle blogs. The audience regards them as experts in specific fields. Suppose you are a technology student and want to create a channel about the importance of recycling in the technology industry. You will see that your audience will be half technology enthusiasts and half environmentalists, and they think this is a good idea. You will understand your audience and will put your creativity into these topics. Understanding both is important so that you can create targeted content.

Working with micro-influencers is easier because they are cheaper than celebrities or macro-influencers. Moreover, influencers create brand awareness in specific markets or communities. Then, when you use micro-influencers, the engagement rate is higher than when using macro-influencers.

According to marketers, using micro-influencers in your activities is good because the degree of interaction with their followers is higher than that of macro-influencers. This ratio is as high as 85%, and it is cheaper than managing a campaign with macro influence. They create brand awareness in specific fields, so people can start to pay attention to the brand.

Then there is the authenticity of the brand and the influence. We must always remember that the bond between the influencer and their followers is based on trust. If they think you are worthy of their trust, they will help you build a fan base. Followers are the people who help you gain popularity, and collaborating with zero-waste and technology brands will help you build an audience. Maintaining authenticity is very important because if you lose authenticity, you will lose credibility.