Are macro- and mega-influencers worth working with, and in what kind of campaigns should they be used instead of micro-influencers? What are the benefits?
Micro-influencer marketing is a really trending marketing tactic right now. Keyword search gives you abundant information on how to do influencer marketing and mostly focuses on the benefits of using micro-influencers over other categories. We still cannot deny the presence and importance of other categories in Influencer Marketing: macro-influencers and mega-influencers.
So, what are the characteristics of macro-influencers and mega-influencers?
The biggest difference between micro-influencer and macro-influencer is the amount of followers as well as the price it costs to use them for one post. As mentioned in the previous blog Who is a micro-influencer, a micro-influencer' account can have 1,000 to 10,000 followers while macro-influencers' have a much higher volume of up to 100,000 followers.
Because of the massive follower counts, these macro-influencers also tend to charge much much more than micro-influencers, just for a single post to promote your brand. While you may reach wider audience’s attention, it is important to keep an eye on your ROI to make sure you are getting what you pay for.
In this video, the makeup queen introduced Lancome's lipsticks (one of L'Oreal’s luxury brands).
Before EMCosmetics started to operate independently in 2 years, lots of people got to know Michelle Phan and L'Oreal products through their collaboration.
A post shared by EM Cosmetics (@emcosmetics) on
Since macro-influencers are already experienced promoters, they probably already work with lots of companies. In order to stand out from the rest of the brand and to negotiate a good deal with macro-influencers, you should have a good story to tell, which resonates with macro-influencers to motivate them to cooperate with you.
Mega-influencers are extremely famous people. They can be Hollywood stars, supermodels, singers, dancers, public/ political figures or successful businessmen of global companies such as Apple, Microsoft or Google. With the help of celebrities, a brand can reach millions of audience at the same time in just one single post.
Many companies, especially in the US, have had business relationships with celebrities for a long time already, even before influencer marketing became a trending term. You have probably seen a popular celebrity holding certain branded product in movies, TV, magazines, and newspaper advertisements. In today’s landscape, these celebrities are now utilizing social media platforms to express their own opinions directly to their fan base, which is of course seemingly more authentic than scripted advertisements.
For example, the global football star Lionel Messi, whose Instagram account currently has 71.8 million followers, promotes Adidas shoes and Vega Sicilia wine in addition to being Tata Motors’s brand ambassador. In average, over 2 million people like his posts, which means these brands immediately reach the eyes of a vast audience.
A post shared by Leo Messi (@leomessi) on
Not everyone may be able to hire celebrities for their marketing campaigns. Mega-influencers are the most expensive to hire, and is more fit for a global brand owned by large enterprises. Unless you have a huge budget to launch a new product, it may be safer to stick with micro-influencers, who have a more targeted audience base.
These 3 types of influencers each have its own pros and cons, and in order to decide which ones to use for your brand, it is essential to define your objective, decide on the budget, and see what would be the best combination of method to take for your campaign.
Contact us if you need help in searching for the best influencer for your brand.