Micro vs. Macro Influencers: why are their relationships different?

Micro vs Macro Influencers_ why are relationships different_Hivency Blog

Relationships with influencers vary according to the number of followers they have on their social networks. If you work with a micro-influencer, you will not have the same exchanges as with a macro-influencer. Hivency explains why relationship management is different between both.

First of all, it is important to know that Macro-influencers are content creators with more than 100,000 followers. Micro-influencers have between 5,000 and 100,000 followers. The latter are considered by their community as trusted prescribers who convey authentic messages. They have a privileged relationship with their followers.

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Indeed, close to them, this type of influencer answers their questions, private messages, etc. on a daily basis. Working with micro-influencers therefore does not require the same strategy, exchanges, messages or risks as with macro-influencers. Here are the 5 main reasons why relationships are different with these two types of influencers.


1- Micro-influencers are more in tune with the brands and products they present to their community

Micro-influencers are passionate and, like their followers, they are in search of authenticity. According to a study carried out by Hivency in the spring of 2020 among nearly 3,000 influencers, 77% of those questioned consider the creation of content to be a pleasure activity (passion or hobby). This figure even reaches 83% among French influencers. Moreover, 62% of them pay attention to a brand's values before collaborating with it.

This passion for content creation is fuelled by a genuine thirst for discovery. For them, the main motivation is being able to work with brands they like (28%), being able to try new products (26%) and being able to create content for their social networks (25%).

2- Macro-influencers favour remuneration while micro-influencers favour brand adhesion

According to a study carried out by the Hivency influencer platform in 2019, 80% of content creators with between 5 and 10,000 subscribers, 63% of those between 10 and 50,000 are rarely paid other than in products. On the other hand, 84% of macro-influencers are paid by brands.

3 - Collaboration with macro-influencers is often punctual and not regular

Usually when a brand sets up a partnership with a macro-influencer, these are one-off collaborations because of the cost. On the other hand, with micro-influencers the collaboration can be extended after the campaign, because having developed a community with which they are close, the influencers regularly continue to talk about the brand's products or services, notably by answering their subscribers' questions.

4 - Micro-influencers are brand ambassadors to customers

To stand out from the competition, brands must actively engage with a group of influencers and turn them into brand ambassadors. After selecting influencers that have an affinity for them and a corresponding audience, it is worth creating ongoing collaborations with content creators.

With brand ambassadors, brands will be able to consider more co-creations and build customer loyalty through reviews. In addition, they will be able to gather marketing insights that can help them grow. This will make all the difference!

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5 - Micro vsMacro-Influencers: the brief is not the same

The two types of influencers are different and each brings benefits to brands depending on their influencer marketing objectives and strategies. A macro-influencer, with a broader reach, will create a message that will reach subscribers quickly, while working with macro-influencers will reach more people over the long term. It is also possible to collaborate with nano-influencers, which will enable them to send more localised messages.

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