In this blog, we'll explore the differences between nano, micro, and macro influencers and help you determine which is the best fit for your influencer marketing strategy.
Before we get started let’s look at some definitions and differences between these types of influencers.
Nano-influencers have in recent years been more popular to use in influencer marketing. These content creators have followers ranging from 1,000 to around 10,000 followers. They typically have an incredibly close connection to their followers and are focused on very specific niches.
Micro-influencers are content creators with smaller, yet highly engaged, niche-focused followings typically ranging from 10,000 to around 100,000 followers. They are often regarded as subject matter experts within their specific niches, whether that's beauty, fitness, technology, or any other area of interest. Micro-influencers excel in creating authentic, relatable content that deeply resonates with their dedicated audience.
Macro-influencers are prominent social media figures with substantial follower counts, typically from +100,000. Macro-influencers have a broad reach, enabling them to connect with a diverse and extensive audience. While their follower numbers are impressive, their engagement rates may vary, as their content may not always connect as deeply as that of micro-influencers.
There is a reason to use all types of influencers. While they all bring something unique to the table, there are some questions you can ask yourself before settling on your influencer marketing strategy:
While performance differs from influencer to influencer, nano, and micro-influencers overall have better engagement rates than their macro counterparts.
Nano and micro-influencers are known for their ability to create authentic and relatable content. Their followers often view them as peers rather than distant celebrities. This relatability leads to higher engagement rates as followers are more likely to trust recommendations and engage with content that mirrors their own experiences.
They also frequently specialize in specific niches or industries. This specialized knowledge not only attracts followers who share the same interests but also positions these influencers as experts in their fields. Brands benefit from this expertise as it allows them to tap into highly targeted and passionate communities.
While macro-influencers certainly have their place in many influencer marketing strategies, particularly for broad brand exposure and as brand ambassadors, nano and micro-influencers offer a unique ability to connect with their niche audience on a personal level.
Their authenticity, expertise, and cost-effectiveness make them powerful allies for brands seeking to drive meaningful engagement and conversions within specific market segments.
Plenty of micro-influencers can be found by recruiting them manually on social media such as Instagram and TikTok. Often influencers have a business email in their bio or you can DM them from your brand account.
If you want to dig deeper and make sure you recruit the best influencers for your brand and campaign, Make Influence allows you to view their creator data, to make sure you recruit the best influencers possible.
This way your influencer marketing strategy gets driven by data instead of gut feelings, removing risk and increasing the chance of success.
Start today and recruit the perfect influencer for your brand. Our platform is created to make it easier to recruit, collaborate, and expand your influencer marketing. Through our platform, you also get access to pay-per-performance campaigns that allow you to pay when you finally see the results.