Influencers are the go-to sources for fashion, beauty, health, and other news. Brands are using the power of macro-influencers to get their goods in front of new people and boost sales. However, are macro-influencers the best way for brands to reach all their followers? Let's explore this topic.
Our research led to a surprising conclusion: Nano-influencers, who have smaller followings, are better at generating revenue than macro-influencers, who have larger followings. The usual practice gives more weight to leaders with larger followings, but this result challenges that we see that the interaction between influencers and their fans is very important in this process.
Basically, when nano-influencers have a closer relationship with their viewers, the marketing works better. Our research team used secondary income data and field studies. This is data from one of Europe's biggest direct-to-consumer (DTC) companies. It includes discount codes shared by Instagram influencers that have been tied to almost 1.9 million sold items, bringing in over €17 million.
More than that, the results have been proven for both YouTube and TikTok. This study is also backed up by three separate field studies with 319 paid Instagram nano- and macro-influencers. Because our data is so rich and varied, we can fully grasp the subtleties of how influencer marketing works.
We are the first to do a full-fledged supply-side field study for paid influencer ads, as well as an analysis of secondary income data. This comparison helps managers understand the effectiveness of macro-influencers' reach in influencing buying decisions.
Findings from the past that support macro-influencers have been the same in our data, which is interesting. The rise of social media has transformed the influencer landscape. What was once thought of as a macro-influencer might now be more of a micro-influencer. Also, complicated measures like ROI were only sometimes used in past studies, mostly because the necessary data was not available. A key part of our study examines pre-engagement levels before paid posts. We follow the social capital theory, which says that leaders with more fans may only be able to interact with their followers less. We also use language style matching (LSM) to learn more about how leaders and their fans interact with each other. The results show that nano-influencers' communication style makes them more relatable and effective for influencer marketing.
Macro-influencer marketing is a type of influencer marketing in which brands work with macro-influencers to promote their business on social media. Brands prefer these influencers due to their large followings.
Macro-influencers have a bigger following and more varied hobbies, which makes their influence stronger. Brands are lining up to work with them because they are the stars of influencer marketing.
Working with macro-influencers is different from regular ads because it can build trust and real involvement. Most of the time, it leads to higher turn rates. Macro-influencer relationships can be especially helpful for brands that offer visually appealing goods or services, like those in the fashion, beauty, travel, and tech industries. There are two main types of macro-influencers: native macro-influencers and non-native macro-influencers.
Native macro-influencers, also called self-made macro-influencers, are brand-name stars who got their start on social media. Their movies, vlogs, and other material they share with their fans on Instagram, TikTok, and YouTube are what make them so famous.
Non-Native Macro-Influencers are well-known people from other areas, like movies, sports, or TV shows. They are macro-influencers. They have a huge number of followers on social media because they are well-known in their fields.
Which type of people you use to promote your brand depends on what you want to achieve with the campaign. For example, macro-influencers are the best choice if you want to get a lot of people to know about and see your business. Their large followings allow them to reach diverse audiences.
Micro-influencers, on the other hand, are better if you want to build real relationships with a niche group or get people to interact with your content. Micro-influencers might be the best way to get people to trust you.
Now that we know what a macro-influencer is let's look at why companies of all kinds like working with them. Macro-influencers often have millions of fans. This makes it easy for them to meet with a lot of people and get them involved in a useful way. If they find the right person, they can make sure that their marketing campaigns reach a larger group of people who are likely to buy their products. This way, they can maintain the authenticity and trust that comes with smaller-scale influencers, as opposed to celebrities, who are often seen as less real.
The main idea is that companies can greatly increase the exposure of their brand by working with macro-influencers. These partnerships aren't just about using the influencer's big following; they're also about reaching a group that is ready to listen, talk, and act. This first step makes it possible to look into the specific benefits that macro-influencers offer. Each of these benefits helps reach the main goal of improving company growth and success in a competitive market.
To build on what we talked about earlier, let's look at the specific advantages macro-influencers have over micro-influencers and names. One specific thing is that working with a macro-influencer can help your business grow and be successful in many ways.
Increased reach and publicity enhance brand visibility.
Credibility and trust can make your brand seem more real.
Higher involvement rates help you connect with people on a deeper level and start important talks about what your brand has to offer.
When you work with macro-influencers, you can use their skilled teams. This way, you can support high-quality, visually appealing material that fits perfectly with the image and message of your brand.
Targeted target selection makes sure that the word about your brand gets to the right people so that it has the most effect. You can use data-driven insights and years of experience to plan and run campaigns that are carefully in line with your marketing goals.
Conversions and sales are important because macro-influencers can get the word out about how valuable and useful a brand's goods or services are. People who are macro-influencers are good at telling stories and can work a brand's message into their own. This makes your material seem more real and like it comes from you.
A long-term connection to a brand that helps people continue to love and recognize that brand.
Getting to know macro-influencers is a complicated process that requires more than just doing business with them. It's about making real relationships and treating each other with care. If you want to build strong relationships with influential people, here are some key tips:
Before you reach out to influencers, you need to do a lot of study to make sure that their brand fits well with yours. If you tailor your message to their work and hobbies, it shows that you care about them and aren't just sending out group emails.
Influencers are people who make material and put a lot of work into it. It can go a long way to show them you value their ideas and creativity. This could mean letting them be creative with the marketing.
From the start, marketers need to be clear about what they expect, what they will give, and how much they will pay. Clear communication keeps people from misunderstanding each other and builds trust.
Marketers need to make sure that macro-influencers get paid on time and as planned. In addition to showing respect for their job, this will help you trust and depend on them.
Giving macro-influencers constructive input and thanks for their work can make your relationship with them stronger. To avoid problems, it's important to share achievements and learn from them.
Lastly, digital marketing is a broad field that offers many ways to promote a brand and get people interested in it. Influencer marketing has made a big name for itself in this field. There are two main types of influencers: micro-influencers and macro-influencers. Figuring out the difference between these two can have a big effect on how and what a brand markets.
Micro-influencers usually have between 10,000 and 100,000 fans, which is a small but very active group of people who follow them. A lot of the time, these people have better interaction rates because they are closer to and more personal with their viewers. Because they focus on a specific area, they can do tailored marketing, which makes them perfect for brands that want to connect with a group or demographic in a deeper way.
Macro leaders, on the other hand, have more fans, usually more than 100,000. Their wide reach is very helpful for brands that want to be seen by more people and appeal to a larger group of people. Plus, macro-influencers can spread a brand's message to a wider range of people because they have more followers, though their response rate is sometimes lower than that of micro-influencers.
In the end, a brand's goals determine whether to work with micro or macro-influencers. Micro-influencers are great for projects that want to get a lot of interaction from people in specific niches. They're perfect for brands that know exactly who they want to reach or those that want to build trust and reputation. On the other hand, brands that want to get more people, be seen more, and make a bigger impact in the market should focus on macro-influencers. The choice should be in line with the brand's overall strategy and goals, as each has its strengths.
Macro-influencers are the best choice for brands that want to be known by a lot of people. They make sure that every brand effort shines with their bright personality and knowledge of influencer marketing. Brands need to understand who macro-influencers are and what they do before working with them. It's also important for marketers to recognize and value their employees' skills and let them be creative throughout the influencer marketing process.
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