Micro-influencers vs. macro-influencers in influencer marketing.
Micro-influencers after macro-influencers, are gradually becoming the new targets of brands and professionals, for their influence marketing campaigns.
Influence marketing is a phenomenon that has taken a real scale in recent years. Every professional actor in the net is constantly looking for solutions to ensure its visibility in order to sell. However, we do not know how difficult it is to emerge in the midst of a growing infobesity, where browsers surf the net of purchasing power that is crumbling and constantly being over-solicited.
Micro-influencers here have every chance to impose themselves in the spheres of influence, which would leave more room for those wishing to become influencer.
We must sell to ensure its sustainability, but where influence marketing is already showing its limits, it is in the lack of authenticity of macro-influencers who have become more professionals with the same vital need as everyone: eat and pay his bills!
Faced with this finding, how to emerge a balanced influence marketing that redistributes the cards of authenticity?
Who are the micro-influencers?
Insofar as the influence remains between macro-influencer and micro-influencer, it is a matter here of scope with regard to the audience, but also of rapprochement and commitment at the level of the Internet users who follow them.
The macro-influencer will have the numerical advantage at the level of his community but the commitment and the connection with his community will not always be at the rendezvous. We just let the magic of virality make its way and operate alone. The exchanges, remarks, questions asked by Internet users will not always find answers from macro-influencers. It all depends once again on the influencer or influencer behind the account, which is sometimes even managed by an agent.
If the macro-influencers gather several tens or hundreds of thousands of Internet users, it is thus clear that the bringing together and the interactions will not necessarily be numerous. The interest lies in the push caused during an action, that is to say the peak of one-off visibility that will eventually offer the brand better sales and high traffic (but that remains to be demonstrated)
And the micro-influencers?
Micro-influencers are usually passionate and experts in their field and do not gather hundreds of thousands of Internet users.
However, they generally have a targeted audience because Internet users follow their news more than their personality … an important detail that is easy to understand if we take the example of a star like Kim Kardashian. Many Internet users will follow the star for what it represents more than for the products they place in the content it broadcasts.
The micro-influencer leaves more room for the products or services it promotes.
Thus the target of a micro-influencer will be more beneficial for a brand or a company that wishes to use its services. One can also raise influencer marketing and influencer bloggers: is it a winning duo in the end?
Many influencer bloggers produce content at a fast pace, which makes a sponsored post unattractive in the middle of a stream of same-day content. If we reduce the visibility of an article on x posts broadcast in a day, the ratio can be low.
The target of macro-influencers and micro-influencers
The target of the macro-influencers is thus not really refined insofar as the Internet users follow more the influencer for what it is, than what it puts forward like product or service. It all depends of course on the type of influencer.
The target is more precise with micro-influencers, which is an asset for brands looking for an influencer or an influencer with real expertise and a more engaged community.
Some areas such as cooking, travel, digital, do it yourself … allow companies to deal with interesting levers for their products or services.
Micro-influencers will generally be experts in their field and the passion they put into their work will detect a much more authentic authenticity than among macro-influencers.
Beyond there is the affinity and the relationship with the brand that will play a lot in the authenticity of the influencer.
How to work with micro-influencers?
We work with micro-influencers as with influencers. I do not like this idea of offering gifts, promo codes or a few euros as if we were distributing peanuts to people who do a real job, especially for bloggers influencers and those who work creativity in their content.
The micro-influencer is an authentic person who has managed to mobilize a community around a common expertise and / or passion. His community can thus represent thousands or tens of thousands of Internet users as seen previously.
Among the micro-influencers is the person who has succeeded in becoming an influencer on Instagram, the one who has become one on YouTube or another in the world of blogging. Micro-influencers are present on all social networks.
For micro-influencers bloggers for example, you should know that write an article, dress up photos, get in shape and promote it on social networks. All this is a real job that easily takes half a day to the full day, especially if it is to detail a product or service by testing it beforehand.
At this stage, it is clear that a financial reward must be addressed to micro-influencers. Until proof to the contrary advertising or any communication action undertaken by a company, is not free of charge from agencies!
It is therefore a subject to be addressed which is further discussed below.
Should we pay the micro-influencers?
Should we pay the micro-influencers? And if so, how can they be more interested in its internal policy, its brand, its products and / or services?
Above all, it’s easy to say that all work deserves pay, especially when it comes to influencer bloggers who have to write, layout and promote their articles. It is not uncommon to spend a day, and as such I am obviously for this work to be paid.
However, an influencer juggles today easily between competing products, without deciding in the quick by comparing the actors of the same universe. Prudence, lightness, lack of objectivity … what about when to emphasize the advantages and disadvantages of a product or service?
Do influencers work half-heartedly when it comes to tidying up with a brand?
These are issues in which influencers do not comment too much, but brands could also counterbalance by putting forward ambassadors for their specific products, services or universes.
The role of the ambassador (influencer) would be to be the worthy representative of the brand with a real affinity. The perfect mediator between the brand and the community it manages, to prescribe its products.
The goal of the influencer is not to cut himself off from potential partnerships that he might make with other brands.
Which is understandable from a human point of view, but which limits affinities and sometimes objectivity. It would be difficult to work for a brand and those that compete with it.
If the influencer has this ethics then it is a real asset to put forward. Working for a brand by comparing it and then refusing to work for competitors by ethics, is a very interesting approach, especially by placing affinity and objectivity at the center. This can be the case through a tool, a solution, a specific product … that transpires within the blog for example.
The other solution is the ambassador and the close work between the influencer and the brand. In the latter case, it is a question of detecting the affinity and working on the interests that a product or a service can bring to the influencer.
The brand will however provide a regular work to the influencer to interest him in a long-term collaboration.
The influencer would therefore indirectly become a seller for the brand?
If we take a closer look, it’s a bit like seeing that a lot! Since a sales representative will not have the reach of an influencer and he will need to deploy a whole sales plan to offer his products to his future customers, the influencer will already have a community that has won over his theme.
From there it may be interesting to compare what it costs a commercial for a company to an influencer and make the ration on the ROI.
For a brand one can see in the influencer a form of commercial, but without the balance of power that can exist between him and a customer. It is therefore an investment and a very profitable lever for a brand.
Communities Managed by Influencers
An influencer without community is a person … without influence! To be an influencer, you need a group, an audience, a group of people who deliberately or unconsciously agree to follow his advice or extravagance.
Some opted to make clowns in front of a camera, others preferred to give advice (real ones) and still others to bring new experiences to their communities. One can imagine an infinity of actions under the guise of influence and led by these micro-influencers or macro-influencers.
If I speak here to follow unconsciously, it is because the influence sometimes takes the form of fanaticism at the expense of a product or a service whose influence would boast of the merits.
No matter what the influencer seeks to sell in quotation marks, the focus is on him by a crowd of people. If Marcel sells such a product, it can only be good! The influence of the blind person completely the user on the real quality of a product.
Communities managed by these influencers do not have the privilege of finding personalized answers to their favorite stars. While some influencer communities number in millions of fans or subscribers, it is clear that a match is not possible with everyone.
The effect of mass plays here its role by advocating a degree of influence equivalent to a size of community … in short it is thought that the one who has the biggest “should be” the most influential! This is not necessarily the case for micro-influencers.
The community is therefore a central element of influence, and this is where the magic takes place in terms of actions to promote, calculation of commitment and ROI.
However, the influence is measured by the largest community and even more so when it comes to placing authenticity at the center of the exchanges as we have seen.
In conclusion on macro-influencers vs. micro-influencers
Faced with all these problems, we size in the actors of the influence and we divide the influencers to extract micro-influencers against the macro-influencers. The macro-influencer is the one considered to be a star, and by extension the one that is bankable for brands.
If we take a closer look it is not necessarily true because the micro-influencer has an authenticity and a greater commitment with his community. Real passionate and / or expert, he shares his experiences with content that is generally relevant to the users who will follow him.
Micro-influencers are gradually becoming the new targets of brands and companies, in order to obtain a more lasting effect and more objective returns through the actions undertaken.
We will see in a future article the notions of medium and long tail in marketing influence. This will bring new elements on the advantages / disadvantages between macro-influencers and micro-influencers.
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