Macro, Micro and Nano Influencers… Oh My!
Influencers, influencers, influencers! If you think about the impact influencers have had in social media, it’s really astounding. Who would have thought that pairing with content creators to promote products would be as effective as it is? Well, Ted Murphy, founder of PayPerPost, did back in 2006—and since then it has become an extremely relatable, valuable, and effective way to market products and services online.
As brands think of new and exciting ways to market, it’s only a matter of time before they ask themselves, “What if we partner with an influencer?” It’s a great question, and if the answer is “yes,” it’s important to know which influencer direction to take. To do that, you’ll want to learn more about the types of influencers.
The Three Types of Influencers
Influencer partnerships give brands a way to create their own word of mouth online. And it works. Over two-thirds of consumers trust an influencer over a brand’s direct marketing. Finding the right influencer who is the most accessible to you is the complicated part. There are different types of influencers, all categorized based on their reach and their amount of followers. Three such types of influencers are macro, micro, and nano influencers.
1. Macro Influencers
Macro influencers are individuals who have over 100,000 followers. They can be anyone: celebrities, athletes, or popular bloggers who have established a strong reputation and a significant online presence. Given their incredible reach and reputation, these influencers are typically paid big bucks to promote products and services. Their reach is broad and can extend across different demographics and geographies.
While macro influencers have a massive following, they can sometimes be perceived as less authentic than smaller influencers due to their celebrity status. Additionally, they can be more expensive, which can make them less accessible to smaller businesses and brands with limited budgets.
2. Micro Influencers
Micro influencers have a smaller following than macro influencers, usually between 10,000 and 100,000 followers. This category is mostly made up of niche bloggers or enthusiasts who have developed a loyal and engaged audience within a particular industry or topic. While they also collaborate with brands for payment, these influencers may also accept free products or other incentives.
Micro influencers tend to have higher engagement rates than macro influencers, as their followers are more likely to be genuinely interested in the content they create. They also tend to be more affordable for smaller businesses and brands looking to engage in influencer marketing.
3. Nano influencers
Nano influencers are individuals who have a small but highly engaged following, usually between 1,000 and 10,000 followers. They are often everyday people who have a passion for a particular niche or interest and share their experiences and recommendations on social media. While at EMB we always advocate for paying content creators for their work, some nano influencers will work with brands solely in exchange for free products, discounts, or other incentives.
Nano influencers are highly trusted by their followers, as their recommendations are perceived as more genuine than those of macro or micro influencers. They are also the most affordable for small businesses and new brands, making them an attractive option for smaller campaigns.
How to Choose an Influencer
For many brands, influencers represent a chance to amplify their message, but it’s crucial to choose the one that suits your marketing needs. If you’re just getting started down the influencer path, make sure that you’re being strategic about which type of influencer you’re choosing and why you’re choosing that person.
In conclusion, macro, micro, and nano influencers each have their own strengths and weaknesses. But remember—choosing the right influencer for your budget is only one part of the process. As you select the type of influencer to partner with, make sure to stay intentional and have a strategy so you can get the best results from your campaign. But no rush! Take a moment to consider your influencer options; then, when you’re ready, contact us to learn more about how you can implement the right influencer marketing strategy for your brand.
Written in collaboration with ChatGPT