The popularity of influencer marketing in today’s marketing economy has paved the way for brands and businesses to build their online presence and reach more audiences. Nowadays, there are different types of social media influencers in every niche. This provides marketers with several options for whom they want to partner with for their influencer marketing campaigns. However, having a variety of possibilities does not always imply that selecting the correct influencer for your marketing strategy will be simple. In fact, influencers are classified into four groups based on their following count: nano-influencers, micro-influencers, macro-influencers, and mega-influencers.
An influencer having more follower count doesn’t always mean that they are the right influencer for your brand. So, how does an influencer’s follower count impact the engagement rate with their audiences?
Influencers Conversion Power
The engagement rate is a measurement that indicates how actively an influencer interacts with their viewers. In influencer marketing, it is the measure of the interaction between the influencer and the audiences on a piece of content from your brand campaign. This metric helps marketers gauge the level of engagement, particularly the likes and comments generated from the posted content on social media.
Engagement is a significant indicator of the amount of conversion power an influencer has based on the interest your audiences are showing in the content. However, not every social media user who engages with a piece of content is interested in purchasing your brand’s product or service offerings. However, the amount of engagement that audiences have may be utilized as an estimate that can be used to determine if the influencer can grab audience interest or not.
Depending on your brand marketing goals, each type of influencer might be a beneficial partner in raising brand recognition or reaching a broader audience. Below will talk about the benefits of partnering with micro-influencers in comparison to the benefits of collaborating with macro-influencers.
Micro-Influencers
Micro-influencers have smaller audiences but are much closer to their audiences. And because their followers are much smaller than those of other types of influencers, their audiences can relate to them, trust their opinions, and follow their advice, as they feel much closer to micro-influencers. Because they have a small number of followers, this may imply that their followers are engaged in social media posts, resulting in a genuine connection and conversion for your brand. They create content that customers can relate to by showcasing their genuineness and enthusiasm for your brand. And because they are actual users of your brand’s product or service offerings, this makes their comments more authentic and trustworthy.
Compared to macro and mega influencers, micro-influencers have niche audiences that have higher conversion rates. They also usually go above and beyond to create high-quality content that impresses both their brand partners and their audiences.
Macro-influencers
Macro-influencers are well-known figures on social media. They can reach larger audiences than micro-influencers because of their large followings. Brands frequently collaborate with macro-influencers to increase online brand awareness by showcasing their products on the influencers’ social media content. This allows marketers to reach a large number of people in a short period of time. The power to reach large audiences and communities, however, comes at a cost. Collaboration with macro-influencers is often more expensive than collaboration with micro-influencers.
The large followings of macro-influencers may not always suggest that all of their followers are interested in the products they endorse. Their engagement rate is lower than that of micro-influencers, resulting in much lower conversion than those micro-influencers that are experts in their niches.
Choose In Relevance To Your Objectives
The influencer’s follower count can greatly influence the engagement rate. Your brand may be able to reach larger audiences when collaborating with macro-influencers but it will not have a high engagement rate. Partnering with micro-influencers however, will provide your brand with a higher engagement rate but will not be able to reach larger audiences. Both collaborations with macro-influencers and micro-influencers can help brands grow.
Choosing the right influencer for your brand’s marketing campaign can be a challenge. This is where an influencer marketing agency can assist your brand in locating, connecting with, and collaborating with the appropriate influencer relevant to your brand’s niche and campaign objectives.
