Micro-Influencers vs. Macro-Influencers: Choosing the Right Approach for Your Brand

 

Micro-Influencers vs. Macro-Influencers    

 - Choosing the Right Approach for Your Brand 


    Brand is a product or a service that has a unique and immediate recognized identification that makes it differ from other products or services in business. The word "Brand" is derived from the Old Norse word "Brandr" which means "To burn" referring to burn a product or animal to symbolize the ownership.  Over time, it has come to represent the status and identity attached to a product or a company.

    There are many types of brands which signifies the ownership based on the type of company:

  • Product Brands:
           These brands are linked with specific products or product lines.
            Ex: Coco-Cola, Nutella and Levis

  • Service Brands:
           These brands are related to services other than physical products.
            Ex: Banks, Hotels and car rentals

  • Personal Brands:
             These brands are related to the individuals who are popular and known as public figures in their respective fields.
              Ex: Elon Musk, Simon Sinek and Martha Stewart

  • Corporate Brands:
              These brands denote the identification of a company and give insights about the organization's culture.
              Ex: Google

  • Family Brands:
              These brands are group of products or services marketed under the same brand name.
               Ex: Sony

  • Umbrella Brands:
               This brands cover multiple products or special categories.
                Ex: Virgin Group

  • Store Brands:
               This brands are privately labeled and sold by retailers.
               Ex: Great Value for Walmart

        Influencer: 

            An Influencer is a person who promotes the brands with their social media handles and earn reach from it. Commonly used channels for social media promotions are Instagram, Facebook and YouTube.

            There are many types of influencer, but we will discuss here 2 types here: 

  •  Micro Influencer:  
               These types of influencers are the persons who have high following in specific communities but less in number. These type of influencers range followers between 1000 to 100000 in number.
               Ex: Alina Gavrilov based on fashion, has 64000 followers.

  • Macro Influencer:
              These types of influencers are the persons who have large following and exceed in millions. These type of influencers range followers more than 100000 in number. They are mostly celebrities, social media personalities.
             Ex: Anunat Sood based on photography, has 1.2 Million followers.
    When compared to both micro and major-influencers, micro-influencers are having more engagement with their audience than macro-influencers. This is because micro-influencers are genuine with their followers and they based on small communities. They mostly interact with their followers by reacting to their likes, comments and messages sometimes. Hence, equal-bonding is grown here. Whereas, macro-influencers are having followers of more in number and they can't give time to all the followers and they react and bond less with their followers.

    Hence, the influencers we need for our brand depend entirely on the type of target audience we have, It purely depends on our use.

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