{"id":2800,"date":"2022-03-21T03:27:08","date_gmt":"2022-03-21T07:27:08","guid":{"rendered":"http:\/\/digital.hec.ca\/en\/?p=2800"},"modified":"2023-03-28T22:31:22","modified_gmt":"2023-03-29T02:31:22","slug":"why-choose-micro-influencers-over-macro-influencers","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/why-choose-micro-influencers-over-macro-influencers\/","title":{"rendered":"Why choose micro-influencers over macro-influencers?"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-2801 aligncenter\" src=\"https:\/\/digital.hec.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/influencer-300x200.png\" alt=\"influencer marketing\" width=\"300\" height=\"200\" \/><\/p>\n<h2>What is the buzz over influencer marketing?<\/h2>\n<p><span style=\"font-weight: 400\"><strong>Influencer marketing<\/strong> has been embraced as one of the most effective channels in helping companies drive higher returns on investment (ROI). <\/span>80% of marketers<span style=\"font-weight: 400\"> say influencer marketing is effective, and 89% say it works just as well (if not better) than other marketing channels.\u00a0<\/span><span style=\"font-weight: 400\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Whilst marketeers first started leveraging influencer marketing through engaging popular celebrity influencers, engaging micro-influencers are rising in popularity within the marketeer community.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Well, you may be asking why would a company engage someone with less following to drive their marketing campaigns? Let\u2019s discuss the difference between the two, and reasons why micro-influencers can effectively help your company.\u00a0<\/span><\/p>\n<h2><strong>What\u2019s the difference between micro-influencers and macro-influencers?\u00a0<\/strong><\/h2>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">According to <a href=\"https:\/\/www.mavrck.co\/the-three-types-of-influencers-all-marketers-should-know-infographic\/\">Mavrck<\/a>, micro-influencers are <\/span><span style=\"font-weight: 400\">everyday consumers or employees who have 500\u201310,000 followers.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">On the other hand, macro-influencers are <\/span><span style=\"font-weight: 400\">executives, bloggers, and journalists who have 10,000\u20131M followers.<\/span><\/li>\n<\/ul>\n<h2><strong>Why should you work with micro-influencers?\u00a0<\/strong><\/h2>\n<h3><strong>1. Consumers trust micro-influencers more.\u00a0<\/strong><\/h3>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Micro-influencers tend to have a stronger connection with their followers. Hence the chances that your brand will gain trust by association is high. Moreover, micro-influencer marketing would definitely look more natural to consumers as compared to other forms of advertising since micro-influencers integrate your product or service into their platform organically and seamlessly.\u00a0<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400\"><strong>2. Higher engagement and conversion rate<\/strong>s\u00a0<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Micro-influencers\u2019 <\/span><span style=\"font-weight: 400\">accounts boast up to a 60% increased engagement rate as compared to macro-influencers. <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">In fact, in general, the engagement rate of an influencer peaks in the early thousands and starts to plateau after around the hundred thousand mark. They also offer 20% higher conversion rates that can help your brand boost sales.<\/span><\/li>\n<\/ul>\n<h3>3. Lower Cost<\/h3>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The cost of engaging an influencer is dependent on the size of their following. <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Naturally, engaging micro-influencers who have a smaller following would be a more cost-friendly option to your business. <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Furthermore, micro-influencers who are trying to grow their career would go the extra mile to serve their paying clients. This would bring about a greater ROI for your company!\u00a0<\/span><\/li>\n<\/ul>\n<h3><strong>4. Multi-Market Reach\u00a0<\/strong><\/h3>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Due to the lower costs of engaging a micro-influencer, it would also mean that you would have extra budget to work around to engaging multiple micro-influencers from different market segments for your campaign. <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">This would help your brand reach a broader range of target audiences that could have been missed out if your company chose to engage with a single macro-influencer.\u00a0<\/span><\/li>\n<\/ul>\n<h3><strong>5. Niche Market\u00a0<\/strong><\/h3>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Micro-influencers have smaller, more targeted audiences that can help your company drive more effective engagement and conversions if you\u2019re trying to target a specific niche market.\u00a0<\/span><\/li>\n<\/ul>\n<h2>Now that you know why you should work with micro-influencers&#8230;.<\/h2>\n<p><span style=\"font-weight: 400\">Consumers these days are getting more savvy with the amount of information they are able to retrieve from the internet. They do their own research on the products that are being advertised to them. Therefore, they are no longer as easily swayed by brand advertisements.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">This is why engaging micro-influencers for your brand campaign is so effective as micro-influencers have established great credibility, trust and personal connections with their followers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Identify your company\u2019s business goals and objectives before choosing what type of engagement methods are the best!<\/span><\/p>\n<p><strong>Sources:<\/strong><\/p>\n<p>https:\/\/www.freepik.com\/free-vector\/influencer-woman-social-media-landing-page_5481523.htm#query=social%20media%20influencer&#038;position=4&#038;from_view=keyword<\/p>\n<p>https:\/\/blog.hubspot.com\/marketing\/how-to-work-with-influencers#:~:text=80%25%20of%20marketers%20say%20influencer,better<\/p>\n<p>https:\/\/www.socialbakers.com\/blog\/micro-influencers-vs-macro-influencers<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is the buzz over influencer marketing? Influencer marketing has been embraced as one of the most effective channels in helping companies drive higher returns on investment (ROI). 80% of marketers say influencer marketing is effective, and 89% say it works just as well (if not better) than other marketing channels.\u00a0\u00a0 Whilst marketeers first started [&hellip;]<\/p>\n","protected":false},"author":725,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1053],"tags":[636,645,639,558,559],"class_list":["post-2800","post","type-post","status-publish","format-standard","hentry","category-influence-marketing","tag-digital-marketing-en","tag-influencer-en","tag-influencer-marketing-en","tag-macro-influencers","tag-micro-influencers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why choose micro-influencers over macro-influencers?<\/title>\n<meta name=\"description\" content=\"Engaging micro-influencers for your brand campaign could be effective, as they have established great credibility that could help your company generate higher returns\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digital.hec.ca\/en\/blog\/why-choose-micro-influencers-over-macro-influencers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why choose micro-influencers over macro-influencers?\" \/>\n<meta property=\"og:description\" content=\"Engaging micro-influencers for your brand campaign could be effective as micro-influencers have established great credibility, trust and personal connections with their followers! 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