What is a Micro-Influencer vs. Influencer? | How to Start My Influencer Marketing Campaign
Learn the different types of influencers that you may engage with as a part of your marketing campaign. From celebrity to micro-influencer learn what these influencers are and the pros and cons of working with each.
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It’s helpful to first decide which level of influencer you want to work with as the expectations are different at each level.
A micro-influencer generally has under 25,000 followers. With people growing a larger audience as social media grows over time, a micro-influencer may have up to 100,000 followers. More important than the number of followers, however, is how engaged the micro-influencer’s audience is with their content. Best practice is to view these numbers as the number of active followers, not the total audience size.
The advantage of working with a micro-influencer is they tend to be easy to work with and may not be approached by brands too often. This means they’re really excited to partner with a business and view the partnership as a way to establish themselves and their credibility. While a micro-influencer audience may be relatively small, it’s often very niche and specific. Content is highly focused on certain topics that people have come to trust over time.
Influencers will have a range of active followers between 25,000 to 250,000 people. Influencers are used to working with brands and view it as a business. They know how to work with brands and will know what to do to get their audience to consider your product or service. Influencers expect to be financially compensated. One thing to look for before partnering with an influencer is how many and what other brands they are partnered with, and if these sponsorships conflict with your own brand.
A celebrity has a following over 250,00 to a couple million people. Often, this person will have an agent, clear guidelines, and know what they’re worth. This is big money, big plays, and potentially big payoffs as well.
These are the main categories of influencers, but as you think of influencers for your own brand, also consider someone smaller than a micro-influencer.
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