As influencer marketing matures and evolves, brands are now more aware than ever about the advantages of amplifying messages among smaller hyper-targeted audiences. We’ve shared a comparison of (macro / mega ) influencers versus micro-influencers previously:
- (Macro / Mega ) Influencer – these are people like celebrities. They have a large following and may influencer purchases, but it’s not necessarily in a specific industry, product, or service.
- Micro-Influencer – these are people that may have a much lower following, but they are highly engaged and have great influence over the followers they do have. An example may be a real estate sales professional who is followed by many agents.
Micro-influencers offer the perfect combination of proximity, credibility, engagement, and affordability and unlike what happens with macro-influencers and celebrities, the content that they produce resonates with their audience because they are relatable.
The infographic, created by our client, influencer marketing platform SocialPubli.com, highlights the four key advantages of working with the so-called ‘long-tail’ of influencer marketing:
- Micro-Influencers have more credibility – they’re knowledgeable and passionate about the specific niche that they cover, and because of this, they are seen as experts and trusted sources of information.
- Micro-Influencers get higher engagement – the content that micro-influencers produce resonates with their audience because they are relatable. Studies show that as follower count increases, engagement rates decrease
- Micro-Influencers have greater authenticity – because they are genuinely interested in their niche, micro-influencers produce content that is more personalized and authentic.
- Micro-Influencers are more cost-effective – micro-influencers are more affordable than celebrities or mega-inflencers with millions of followers.
Here’s the full infographic: