As a business it’s tempting to employ the biggest influencers with the most followers to promote your brand. But is that really the best choice? Micro-influencers - typically defined as those with 10,000 to 100,000 followers - are often overlooked as too small to be of interest, but they offer some unique advantages that may strategically be beneficial for your marketing strategy.

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Higher engagement, lower costs

Micro-influencers boast higher engagement rates that can be up to 60% higher than macro-influencers, with their followers more likely to interact with and trust their content. This increased engagement can translate to up to 22.2% more conversions weekly and a higher ROI for businesses, partly because micro-influencers specialise in specific niches, allowing brands to more precisely target their ideal audience. 

It’s a bit like comparing sundried tomato paste with passata…smaller, cheaper and more condensed, packing a punch. Their authenticity and strong connection with their audience can lend credibility to the products or services they promote, potentially leading to more genuine and impactful endorsements. 

Micro-influencers also tend to be more cost-effective, making them an attractive option for brands with limited marketing budgets. As of 2024, the average fees for micro-influencers were:

• Instagram: $100–$500 per post
• YouTube: $200–$1,000 per video
• TikTok: $25–$125 per video
• Twitter: $20–$100 per Tweet
• Facebook: $250–$1,250 per post

Compare this to macro-influencers, who can charge up to $20,000 for one post on YouTube. Quite a cost saving! 

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But a smaller reach isn’t always good

That said, working with micro-influencers isn't without its challenges. Their smaller follower count means a more limited reach, which may not align with the goals of businesses looking to cast a wide net. Managing relationships with multiple micro-influencers can also be time-consuming and potentially complex…after all, you’re talking about distributing your budget let’s say over 10 micro-influencers rather than 1 macro-influencer, which takes some management.

The biggest consideration of all potentially is also the quality of your material. We’re talking less glitzy and professional, with probably more amateur editing skills which may potentially negatively affect your brand. The other thing is that successful micro-influencers may quickly grow their following, potentially outgrowing their "micro" status and becoming more expensive to work with over time. 

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Go big or go home…the argument for macro-influencers

On the other hand, macro-influencers, those with follower counts ranging from 500,000 to 1 million or more, offer their own set of benefits. Their expansive reach can expose brands to millions of potential customers, significantly boosting visibility and brand awareness. Brands make an average of $5.78 for every dollar invested in macro-influencer marketing.

These influencers often have more resources at their disposal, resulting in higher-quality content that can elevate a brand's image. For businesses looking to make a big splash or reach a broad audience quickly, macro-influencers can be a powerful ally. 

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But the price tag is steep

Yet, the advantages of working with macro-influencers come at a price – literally. Collaborations with these high-profile individuals typically come with a hefty price tag, which can be prohibitive for smaller businesses or those with tight marketing budgets. Despite their large following, macro-influencers often have lower engagement rates compared to their micro counterparts. The relationship between macro-influencers and their audience may also be less personal, potentially diluting the impact of their brand recommendations. 

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There’s no one-size-fits-all solution

69% of consumers trust recommendations from influencers more than those directly from brands. The decision between micro or macro influencers isn’t a one-size-fits-all solution, but one thing’s for certain…it’s best to go with one than none. The answer ultimately depends on a variety of factors, including the business's goals, target audience, and available resources. Some companies may find success in a hybrid approach, leveraging both micro and macro-influencers to capitalise on the strengths of each category. As the influencer marketing landscape continues to evolve, businesses must stay agile and adapt their strategies accordingly. 

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