Micro and Macro Influencers: How Do They Work

The form of marketing is changing. If we initially trusted advertisements, now we trust influencers who talk about different types of products. These days, influential people are becoming increasingly popular because people trust them more than traditional marketing on TV or in magazines. They are people like you, but have a large number of followers on social media.

It is important to remember that an influential person can have a small number of followers, but still be more influential than others who have a large number of followers. This is because the audience emphasizes seeking genuine voices that can resonate in specific markets and communities. For millennials, authenticity is also very important because they are the largest market for purchasing online products and they are what they need to seize.

Another thing to keep in mind is the engagement rate. According to the Corporate Financial Institute, the engagement rate refers to the degree of interaction between the content created by users and their followers. This means that engagement can be higher or lower, depending on the number of followers and the interaction between an individual and the audience. In fact, enterprises seeking influencers must pay attention to the number of followers, because sometimes people with a large number of followers may be transformed into false engagement and brand promotion, while small followers may be transformed into trust and good engagement.

Micro-influencers have approximately 10,000 to 100,000 followers. They are mostly fashion bloggers, travel bloggers, technology reviews and lifestyle blogs. The audience regards them as experts in specific fields. Suppose you are a technical student and want to start a channel about the importance of recycling in the technology industry. You will see that your audience will be half tech enthusiasts and half environmentalists, and they think this is a good idea. You will understand your audience and you will devote your creativity to such topics. It is important to understand both so that you can create the target content.

It's easier to work with micro-influencers because they are cheaper than celebrities or macro-influencers. In addition, influencers create brand awareness in specific markets or communities. Then, when you use micro-influencers, the participation rate is higher than when you use macro-influencers.

According to marketers, it's great to use micro-influencers in your campaigns because the level of interaction with their followers is higher than that with macro-influencers. This proportion is as high as 85%, and it is cheaper than managing a campaign with macro influence. They create brand awareness in specific fields so that people can start to pay attention to the brand.

Then comes the authenticity of the brand and influence. We must always remember that the bond between influencers and their followers is based on trust. If they think you are trustworthy, they will help you build a fan base. Followers are the people who help you gain popularity. Collaborating with Zero Waste and tech brands will help you build an audience. It is very important to always maintain authenticity, because if you lose it, you will lose credibility.