Micro vs. macro influencers: which one is better for your brand?

If you haven’t heard of the , it’s time to upgrade! The micro influencers they are here to stay, and they are the new boom in marketing for entrepreneurs. Are you ready to meet them?

But before moving on, just in case the word still influencer is not in your lexicon, let’s do a quick refresher to find out who they are and what makes them so important in the age millennial:

An influencer is a celebrity who has a large audience on their social networks. Due to its reach, big brands choose it to communicate different messages, from promotions to products or services new.

His Instagram account, in addition to being a space for fun and relaxation, is part of his source of income, that is, they pay him for posting content on his feed or in their stories, either with products or with money depending on the contract they have with each brand.

We can easily recognize them: in addition to their thousands or millions of followers, influencers’ accounts are often full of photos of their trips, their outfits and their lifestyles. And they combine everything perfectly with the brands with which they work or collaborate.

On the other hand, for some time now we have micro-influencers who represent a new marketing opportunity. A micro-influencer is a person non-celebrity who is dedicated to a particular topic and shares it on her Instagram account.

He has a small audience that interacts with him, checks his content every day and trusts what he publishes because they consider him an expert in it.

Both human resources are very useful and are already being chosen by brands. But to understand which one is the best for your business, Let’s see the 3 well-marked differences between influencers Y micro influencers. ¡To take note!

1 reach

As I mentioned earlier, a influencer he is famous, a celebrity. He has thousands or millions of followers on his social networks and shares content from his daily life and from the brands that invite him to collaborate.

On the other hand, a micro influencer he is a person who has a passion that motivates him to post on his social networks and be relevant in that particular content. It can be from photography, to “How to raise your children in the 3.0 world”.

The ideas that lead to micro influencers to publish their contents are thousands, and each one has its niche that follows it in sunshine and shade.

For example, he is an influencer, has millions of followers and posts his daily life on his Instagram account. Secondly, can be considered a micro influencer focused on photography and travel. And if you want to know more, we invite you to read this list with the 50 best known.

two- Engagement

A influencer it has so much reach that it cannot answer and have interaction with its entire audience. A micro influencer can do it, his followers are much less. This generates better interaction which means that Your audience is more aware of what you post and considers it more important than other content.

For example, isand imagine a answering all the queries and comments that come to you every day? Neither do I! But has a smaller community and answers all the queries it receives on a daily basis.

3- Type of content

The influencers are aspirations for the people who follow them, they create a fantasy world that fits perfectly with what the social network wants us to show.

The micro influencers, on the other hand, do not maintain a lifestyle of the rich and famous. The imprint they have is much more similar to one, they share their routine in a normal way and this leads us to consider them much closer.

And so, which one is better?

There is no better or worse, but one more functional than another for your business, and for each stage of it.

Big brands choose to work with influencers. In many cases, the impact that these companies want to have is global, so they look for types of marketing that adapt to it.

An influencer who has a reach of millions of followers most likely has an audience all over the world. By collaborating with them, brands ensure a global position. This, of course, has its high economic cost.

On the other hand, and what I recommend if you are an entrepreneur, is to choose to work with micro influencers. Look for those people who do not have millions of followers and who are not going to cost you so much financially, so you can start moving your social networks at a low cost.

But, like any marketing tool, working with a micro-influencer does not always guarantee us that it will be effective. I leave you 3 keys so that when you do such an action, it has the desired impact:

• That shares the ideals of your brand: sIf you are going to work with a person who has a great impact on his audience, that the bond they maintain is real. It is very important to know who you are delivering your products to for you to recommend them. Just as it is important from the other side: the micro influencer you should test those products and validate them before recommending them.

• That the agreement is beneficial for both:The good thing about working with this type of is that the low cost allows us to maintain a long-term relationship and generates even more trust among the people who perceive this alliance. I recommend you define well what type of agreement you are going to have and always make it clear to both parties. You can work for a sum of money or by exchanging your products or services. As an entrepreneur, my advice is to first find micro influencers who want to do the work by exchange, especially to know if the action has an effect and not waste your budget on something that does not impact.

• That you do not have an alliance with your competition: we are talking about doing an action with a person who has a great impact on his audience, we do not want that audience to confuse us with our competition. If you are going to work with a micro influencer make sure that he does not work for brands with which you compete and make it clear that you would like to maintain the exclusive relationship. A guy? Explain who your skills are, tell them what makes you different from them and make them part of your brand’s universe. A lots of micro influencers they feel as much a part of the projects as the owners themselves, and it is they themselves who decide not to work with skills beyond the offers that arise.

conclusion

To conclude, I recommend that you start an action with a micro influencer at a specific moment. For example, you can take advantage of the fact that it is coming since it is one of the most important dates of ecommerce.

After reading this article, find out who they are micro influencers that can go with your brand. Get in touch with them and armen an action that has an impact for this long-awaited date. Think about how you would like to share your partnership with your audiences; look for ways that suit both Instagram accounts and do teamwork.

In this way, the social network of the moment can become a new source of income for your online business. 🙂 I discovered more secrets about it in the exclusive Tiendanube guide.