Macro Influencers VS Micro Influencers: The Ultimate Review for 2022

If you’re struggling to navigate through the world of influencer marketing, you’re not alone.

Looking at how complicated the strategies around micro influencers vs macro influencers can become, it’s no surprise that brands are starting to feel lost in the mix.

The truth is, if you have a big-ticket brand budget you really don’t have to choose between micro and macro influencers, you can use both.

But what about the rest of us who need to stretch that marketing budget to the max? Well, here’s where the true benefits of micro influencers really matter.

In this article, we’ll explore micro influencers vs macro influencers, the benefits of working with them, and a few great examples of each.

Micro and Macro Influencers: What’s the Difference?

Micro Influencers

The spectrum is quite broad when it comes to the accepted follower counts for micro influencers. While some respected sources say it’s somebody with up to 10k followers, others say it’s somebody with up to 100k followers.

In this article, we’ll put them in the range of between 10,000 to 100,000 followers.

With micro influencers, those smaller audiences feel much closer to that influencer than they would be to a celebrity.

As a result, their followers can easily relate to them and trust their opinion as they would follow the advice of a friend or their neighbour. In other words, it’s like word-of-mouth but a bit more measurable.

What they lack in huge follower numbers they make up for in authenticity, relatable content, brand loyalty, and higher-quality content production in some cases.

“So micro-influencers have more conversations about buying recommendations than macro-influencers. At the same time, they hold greater power when driving actual conversions. If you think you need millions of followers to grow your brand, think again. Micro-influencers drive more engagement and hold better recommendation power”

Neil Patel

Benefits of Working with Micro Influencers

  • Affordable for most brands
  • Diverse reach: where macro influencers offer a large audience, using a group of micro influencers can be beneficial to diversifying your reach
  • High engagement rate
  • Higher quality of authentic content – not overly produced, but relatable to ordinary people
  • Niche audiences have a higher conversion rate
  • They will usually go the extra mile to create high quality content and impress their brand partners
  • They deal with your product information directly and gain a deeper understanding of your brand, making their recommendations more credible
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Authenticity and High Engagement Rates

Here’s a great example from micro influencer @lilliambaezmakeup, whose content appeals to a wide audience, even though the products she features are very niche.

She is a real user of these products and is seen as an expert and thought-leader in her field. Her in-depth knowledge, talent, and expertise make her recommendations credible and authentic to her audience.

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Micro Influencer Examples
Image via @lilliambaezmakeup on Instagram

Micro-Influencer Engagement Rates

What kind of engagement rates do micro influencers achieve?

According to a recent case study on Mediakix.com: “Cultivating a loyal audience of nearly 14,000 followers, Kristal engages her followers by replying to comments and showing her appreciation. This enables Forever21 to take advantage of a receptive micro-influencer audience and ultimately build brand trust among Kristal’s followers”.

As a result, she racked up a very good engagement rate of 25.1% out of 130 comments and 3,361 likes.

Micro Influencer Examples
Image via @kristalheredia on Instagram

Now this is how brands can truly leverage the naturally high engagement rates that micro influencers have as a way to get their brand name and products in front of engaged users.

So, if engagement rate is what you’re after, then micro influencers are the way to go.

Engagement rates in influencer marketing
90% of marketers in an Influencer Marketing Hub study chose engagement rates as a measurement of success for their influencer marketing campaigns.

“The concept that an influencer must have millions of followers to be valuable to a brand is misleading. The reality is that the larger the following an influencer has, the lower the engagement rate is. Hiring a combination of micro-influencers and celebrity influencers may raise the ROI of a campaign and lower the overall marketing spend”

Barrett Wissman – Micro-Influencers: The Marketing Force of the Future?

3 Examples of Micro Influencers

Micro influencer example

@SincerelyOghosa 

Oghosa (pronounced Owosa) is a vlogger based in the UK. Her content is all about food, movies, culture, travel, and she regularly posts about life as a young Nigerian woman.

YouTube: 40,000 subscribers
Instagram: 14,200 followers

Micro Influencer Examples

@lilliambaezmakeup 

Liliam is a visual makeup artist and beauty brand ambassador based in the US. She covers unboxings, makeup tutorials, ambassador content and some incredible visual effects.

YouTube: 703
Instagram: 63,300 followers

Micro Influencer Example

@thefitforkfeed 

Lindsay is a food blogger and recipe developer based in the US. She covers meal prep, snacks and treats, and healthy recipes, as well as a bit of beauty-related content from time to time.

Instagram: 37,000 followers
Facebook: 1,331 followers

How to Leverage Influencer Marketing – Neil Patel

Macro Influencers

Macro influencers are basically famous people, either celebrities or social media personalities, with more than 100k followers.

As a result, brands usually approach these macro influencers to feature a product on their social media accounts, and this way the awareness and visibility of the brand increases.

While micro influencers have a closer and more engaged network, macro influencers reach a much larger (and often very aspirational) audience.

However, access to these large audiences comes with a hefty price tag. For instance, in 2018 Kylie Jenner reportedly earned up to $1 million per post on Instagram!

Benefits of Working with Macro Influencers

  • High value in brand association with celebrities
  • An opportunity to reach an incredibly large audience in short space of time
  • Macro influencers generate millions in media value
  • Easier to find on different influencer marketplaces & platforms
  • Time saving: working with 1 macro influencer vs many micro influencers
  • Easier to manage: campaigns with macro influencers are usually handled by influencer management or PR agencies

High Media Value, High Reach

A single Instagram post from Kendall Jenner could set you back about $500,000 but could reach millions of people. But with incidents like Fyre Festival coming to mind, the credibility of certain macro-influencers comes into question.

Macro Influencer Examples

3 Examples of Macro Influencers

Macro Influencer Example

@isabellath 

Isabella is a Danish travel, lifestyle, and fashion blogger who is based in the UK with large international reach. She’s one of the few macro influencers who started as a blogger and not as a celebrity.

Instagram: 226,000 followers
YouTube: 4,400 subscribers

Macro Influencer Example

@Caspar_lee

Casper is a South African/British entertainment vlogger who started his online career on YouTube. He continues to vlog and regularly features UK celebrities and other macro influencers on his channel.

Instagram: 3 Million followers
YouTube: 7,3 Million subscribers

Macro Influencer Example

@Caradelevingne  

Cara is one of the world’s most popular models and is a great example of a celebrity-grade macro influencer or “Mega Influencer”. As a result, her reach spans millions across both traditional and digital media.

Instagram: 42 Million followers

Twitter: 10.1 Million followers

Summary: Micro and Macro Influencers: What’s the Difference?

  • Micro influencers have between 10 to 100k followers. Having a smaller following allows micro influencers to have a closer connection to their audience. Followers tend to relate to and trust micro influencers more because of this. They also usually have higher engagement rates, and higher authority than macro influencers.
  • Macro influencers are influencers with over 100k followers, and celebrities with a million+ followers. Macro influencers have a larger reach than micro influencers and, depending on their role or area of expertise, they may also have high authority. However, their engagement rates tend to be lower than micro influencers.

Is it Really About Micro Influencers vs Macro Influencers?

No. It’s about what you want to achieve through your influencer marketing strategy whether it’s reach, engagement or just the hype of having a celebrity endorsement – and your marketing budget of course!

Do keep in mind that influencer marketing has its roots in word-of-mouth and ambassador marketing.

The purpose of using influencers in general is to create awareness and drive sales through their followers using a trusted, authentic source of recommendations.

However, we are definitely seeing a shift towards using more micro influencers due to their affordability, authentic content, and credible recommendations.

“A growing number of marketers are taking a back-to-basics approach, scaling back their use of celebrities and mega-creators for so-called “micro-” and “nano-” influencers who have smaller audiences but may actually use a product and can speak authentically about it”

Global Influencer Marketing Report 2019 (via emarketer.com)

Consequently, the rise of micro influencers has boosted an industry of new Influencer Relationship Management tools and software to help manage and track the large number of individuals involved in campaigns. Therefore, if a micro influencer strategy meets your objectives, then why not get started?

Summary: Is it Really About Micro Influencers vs Macro Influencers?

In terms of marketing, micro and macro influencers are both incredibly effective, in different ways. The type you choose depends on the objectives of your campaign and your marketing budget. Broadly, macro influencers are better suited to driving brand awareness, whereas micro influencers are better suited to driving engagement and conversions.

The Influencer Marketing Revolution [Demographic]

The influencer marketing infographic
The Influencer Markeing Revolution (Infographic) ~ www.oneproductions.com

Frequently Asked Questions

How to get started with Afluencer as a brand?

The first step is to register your Brand with Afluencer. To do that, you can click the sign up button on the website and complete the short signup process. After that, just create a Collab and reach out to influencers in the directory.

What is a Collab?

A Collab outlines your partner program and what you are looking for from a potential Influencer. You can include project requirements, target audience, content type, etc. in a Collab.

Can you invite influencers directly through Afluencer?

Yes. After you have registered your brand, you will be able to access the Influencer Directory where you’ll be able to filter, sort and invite your ideal influencer(s) to apply to your Collab directly.

Does Afluencer have a Shopify app?

Yes, the Afluencer app is available on Shopify. You can use it to directly work with your Shopify store and scale your ecommerce business.

Does Afluencer offer a free trial?

Yes, there is a 30-day free trial available where you can test out all the features before proceeding to a paid plan of your choice.

References

Emarketer: Global Influencer Marketing 2019

Forbes: Micro-Influencers: The Marketing Force Of The Future? 

Martech: The 4 Advantages of Micro-Influencers

MediaKix: What is a Macro-Influencer? 

Neil Patel: 4 Ways to Use Micro-Influencers to Gain More Customers

Right Mix Marketing: Micro or Macro Influencer: The Influencer Marketing Revolution [Infographic]