Want to know the difference between macro and micro influencers and when to use them. See below:
- These are high profile people, often celebrities with a widespread reach
- Example: Michael Jordan and Nike
- Major industry figures and celebrities have spearheaded iconic advertising campaigns. These associations can drive sales long-term however this comes at a high price in cost as well as the risk that the delivery of the message (or the message itself) may fail to connect.
- Valuable because: This emphasises the importance of researching your potential influencers’ audiences to identify who is engaging with them, and if your audience has a significant crossover with who you want to be targeting.
- Often less followers (15-90K followers), these people are usually more specific to an industry (they could be industry experts)
- Example: PUMA used popular and socially active local runners in their #IGNITEYourCity campaign. The chosen influencers recorded engagement rates 24x higher with their campaign Tweets than PUMA’s core accounts.
- Valuable because: Despite not being celebrities these individuals have a significant following and resonance with the audience you wish to target. This enables them to bring your brand into the conversation at a level that’s personally connected to a lot of people in the audience, which a celebrity or a brand account may be unable to do.