Our attention is often directed towards influencers — key individuals who have the power to influence the decisions of large numbers of consumers through their online platforms. In this context, the debate is often between micro and macro influencers. Micro influencers are those who have a smaller number of followers, usually in the range of 1,000 to 100,000, while macro influencers have hundreds of thousands or even millions of followers.
While a macro influencer's large following may look impressive at first glance, it's no secret that micro influencers often achieve greater engagement and authenticity with their audiences. This creates a significant dynamic when considering marketing strategies. The influence these individuals have can be a key success factor in promoting a product or brand.
Considering the characteristics of influencer marketing, it is important to understand the pros and cons of working with micro and macro influencers. As a company, we are interested in how to maximize the return on investment, build authentic connections with the market and adjust the marketing strategy so that the brand story reaches the right audience in an effective way.
Analysis of trends in influencer marketing
In the context of influencer marketing, it is important to highlight the changes that dictate the rise of micro-influencers and the criteria on the basis of which brands choose partners for the promotion of their products.
The rise of micro-influencers
In our research, we have noted a strong growth in the popularity of micro-influencers. They typically have between 1,000 and 100,000 followers and are known for having a more engaged audience compared to macro-influencers. Advantages of working with micro-influencers include:
- Higher engagement rate: Micro-influencers often achieve a significantly higher rate of interactions.
- Specificity of the target group: Targeting specific niches allows brands to more precisely reach their desired audience.
- Authenticity: A smaller number of followers contributes to the perceived closeness and trust between the influencer and the audience.
Brands deciding on the type of influencer to partner with
When choosing influencers to partner with, we consider a number of factors that go beyond follower count. In order to make an informed decision, the following criteria are important:
- Campaign objectives: If the goal is to increase brand awareness, macro-influencers may be more suitable due to their wider reach.
- Budget: Micro-influencers are often more affordable, which makes them attractive to brands with limited budgets.
- Industry and niche: Certain industries profit more from the specialized knowledge and audience offered by micro-influencers.
- Content quality: We value the quality and originality of the content that influencers create.
A successful influencer marketing strategy requires careful consideration of the above factors in the context of the specific needs and goals of each brand.
