What is the difference between micro influencers and others? 

There’s a ton of buzz around influencers and their impact on social media commerce. In fact, influencer marketing has seen a big jump from a $1.7 billion dollar industry in 2016 to a $13.8 billion dollar industry in 2021, but the reality is it can be difficult to find a brand ambassador. There are many types of influencers and some may be better suited to your business than others. Many marketers focus the conversation on Mega vs. Micro influencers, but the truth is it’s much more complicated. In actuality there is a spectrum of influencers that will vary in content, reach and relevance that business owners should scrutinize before spending money on this type of advertising. From Mega-Influencers to Nano-Influencers, it can be difficult to know which type of influencer marketing is best for your business.

Here’s what you need to know…

Influencer type is based mostly on numbers. As you might expect, Mega-Influencers tend to have the largest audience with over 1 million followers (think celebrity), but keep in mind more isn’t always better. Mega-Influencers are the most expensive collaborators and their followers aren’t always known for their loyalty. They can be a good fit for brand awareness, but may not result in the return on investment you seek. On the opposite side of the spectrum is the Nano-Influencer that has a much smaller following, less than 5k. This is a much cheaper option for influencer marketing with a highly loyal following. It can be beneficial for local businesses looking to target a specific community or neighborhood. However, Nano-Influencers are often less experienced which can make working with them more difficult and something to consider before you establish a new marketing relationship. 

Then you have the in-betweens, the Macro and Micro Influencers. These are the “mediums” of the group. The size you pick when you don’t want to take the risk of something too large or too small. Macro-Influencers usually have between 100k – 1 million followers and Micro-Influencers are a step down, usually falling around the 10k – 50k mark. Both of these types of influencers could be worth your time (and money) depending on your product and specific goals because they are highly valued for the more personal relationships they’ve built with their audience. Micro-Influencers tend to have a very engaged audience which could mean more bang for your buck. The challenge is in finding a good fit for your specific product or service and relevance is a key component.

If you are interested in learning more about what type of influencer marketing could be a good fit for your business, let’s talk!

Don’t Miss Out on Tip Tuesday!

For more marketing and business-related tips, sign up for our weekly #tiptuesday email newsletter here: