Micro and macro influencers: who to choose to boost your brand on social media?

Influencers on social media have become an increasingly popular tool for companies looking to promote their products or services. There are several types of influencers, including micro-influencers and macro-influencers. Each has its advantages and disadvantages, and it is important to understand the differences between them to choose the one that best suits your marketing strategy.

| Micro-influencers

Micro-influencers are people who have a small number of followers on social media, usually less than 100,000. Their community is often very targeted and engaged, and they have strong credibility with their audience. Brands can use micro-influencers to reach specific niches and for targeted marketing campaigns. They are the kind of person you subscribe to for their personality and sharing of their passion.

Micro-influencers generally cost less than macro-influencers, but their strength of having a real connection with their community can also represent a weakness in having a low reach.

| Macro-influencers

Macro-influencers are people who have a large number of followers on social media, usually over 100,000. They have a large and diverse audience, and a strong reach. Brands can use macro-influencers to reach a wider audience and for mass marketing campaigns.

Due to their high visibility, they can have a significant impact on sales. They generally have a higher cost and may have a less targeted and engaged community. These influencers may also face certain stereotypes associated with their profession and may have less credibility with their audience.

| Choosing your brand ambassadors

Choosing the right brand ambassadors can be a daunting task, but it is an essential step in ensuring the success of your brand. Brand ambassadors help build your reputation and can also provide useful support for promoting your products and services. Here are some tips to help you choose the right brand ambassadors for your business.

• Define your objectives: Before you start looking for brand ambassadors, take the time to clearly define your objectives. What are the benefits you want to get by using influencers? It is important to understand what you want to achieve in order to be able to identify the right people for the job.
• Identify relevant influencers: Once you have defined your objectives, it is time to start looking for relevant influencers. This may involve using search tools to find influencers who are related to your brand, reading blogs and forums to find people who are interested in your product, and looking for people who are active on social media. Experts and Social Listening tools can be of great help in accomplishing this task.
• Evaluate their platforms: Once you have identified potential influencers, you need to evaluate them based on their platform. Make sure that their networks and the image they project match your objectives and brand.

---

In summary, micro-influencers and macro-influencers both have their advantages and disadvantages. Brands should choose the one that best suits their marketing strategy based on their target audience, budget, and campaign objectives. It is important to note that it is also possible to combine both types of influencers to maximize the impact of your marketing campaign.