Why is Micro-Influencer Marketing more effective than Macro-Influencer Marketing?

In the midst of battles among brands, we can clearly hear the blowing horn of digital transformation on loop. Each day adds a significant development in the way brands reach out to their customers.

It’s no secret that we have become technology-bound and spend most of our time skimming through countless content pieces. More often than not, we stumble upon celebrities and known figures advocating brands to intrigue people like us.

Influencer marketing is no longer a gimmick and has redefined how we conceive marketing. Brands must raise a distinct tone of voice and amplify their message with the help of relevant influencers.

We have all shown interest in a brand at some point in our lives because a big name was associated with it. If leveraged to its full potential, influencer marketing can give a much-needed boost to your brand’s visibility and invite more people to buy your art, eat at your restaurant, or book a place to stay at your hotel through influencers who talk about your business.

The exponential rise in the number of influencers across categories means there is endless options for allies. In addition, influencers across platforms have followers going from tiny to gigantic, which can work wonders for your brand.

Going big is not the approach you would want to take today when it comes to influencer marketing. Specifically, micro-influencers, with followers ranging from 10,000 to 100,000, are still unexplored and can give a brand an edge in the market.

Nevertheless, there are advantages and disadvantages associated with different influencer levels and can bring varying results for a brand. Hence, it is vital to assess the type of influencer you need for your brand based on the follower count.

Are you going with the big shots?

Most brands assume a long trail of zeroes in the follower count is all they need to meet their marketing goals. However, there are other factors you might want to look at.

Marketing budget

The zeroes in the follower count are not the only ones increasing. The bigger the follower count, the bigger the cost to work with these influencers. Going ahead with macro-influencers often leads brands to expend all of their influencer marketing budgets in one go.

Meanwhile, brands that tie-up with micro-influencers can spend just enough to push a series of content pieces across demographics and enhance the brand’s reach.

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