Mega, macro and micro influencers

september 3, 2018
september 3, 2018 Mahyar

The influencer marketing space is growing enormously each year and it’s becoming a key component in most digital marketing plans. If you’re a business owner and you’re thinking of starting an influencer marketing you’ll soon find out that finding the right influencers is not as easy as it seems. A lot of factors come into play when choosing the right influencer. In this blogpost i’m going to cover the different kinds of influencers based on the size of their following.

Micro influencers

Micro influencers usually have between 1.000 and 25.000 followers. This doesn’t seem like that much, especially near the lower end of the spectrum. Some businesses don’t even reply to influencers with less than 100.000 followers. However, you shouldn’t underestimate them. They usually have a very good connection with their audience and when they promote a product, their following will experience it as more authentic when compared to huge influencers doing brand deals.

Because these influencers are most likely just starting out and they don’t have the numbers to do big brand deals yet therefore the cost of working with them is significantly lower compared to macro or mega influencers. This means you can work with a lot of micro influencers at the same time. I found that they are also way more grateful when given an opportunity because it happens to them less frequently. This is why i personally find it more fun to work with micro influencers compared to bigger influencers.

Pros

  • Good connection with their audience
  • More authentic and genuine
  • Less costly
  • More gratitude

Cons

  • Smaller reach
  • Overall less impact
  • Less experience

Macro influencers

Macro influencers have around 25.000 to 1.000.000 followers. These influencers already have several years of experience and probably hundreds of brand deals under their belt. They know how the game works and they play it well. They have a less personal connection with their audience but they do have the numbers and authority that comes with that. Influencers in this category tend to have the highest engagement ratio which is always a good thing when you want people to really engage with your brand.

Because of their experience, macro influencers know what they’re worth and price themselves accordingly. This means you’ll be paying a good sum of money to work with them but you’ll also get a lot of results. Their experience also makes for a way more professional and well executed collaboration overall. Even though they do a lot of sponsored deals, they are usually still pretty accessible and willing to work with your brand.

Pros

  • Big audience
  • Authority
  • High engagement ratio
  • Accessible

Cons

  • More costly
  • More competition

Mega influencers

Mega influencers are on top of the game. They have more than 1.000.000 followers and they are known and respected within their field of expertise. They usually don’t have the engagement rates of macro or micro influencers but they make up for it with their massive reach and the respect they get from their followers.

Working with mega influencers is very costly, that’s why it’s mostly done by huge brands like Nike or Pepsi. When you work with huge influencers like these, it’s not just about the reach or the conversion rate. It’s more about brand awareness and brand association. Being associated with the most successful people in a certain niche gives your brand a real boost in the eyes of potential customers.

Pros

  • Huge reach
  • Brand awareness
  • Positive brand association
  • Authority

Cons

  • Very costly
  • Low accessibility
  • Enormous competition

Summary

There are influencers for businesses of every size and budget. Depending on what kind of business you own, how big your business is and the information i just shared with you. You should be able to choose the right ones for your first (or next) influencer campaign. If you have any more questions about choosing, contacting or making deals with influencers: feel free to contact us trought the contact form on our site or you can email me at steff@kings-agency.com.

Good luck growing your business!

 

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KING'S AGENCY