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Which is the most effective? Nano, micro or macro-influencers?

, 4 September 2018

Believe it or not, almost everyone is a potential influencer! The idea of celebrity influencers is outdated. Partnerships with mega-influencers are cruelly lacking in authenticity and have declining engagement rates. For those reasons, brands are turning away to focus on less visible profiles, even on niche influencing. As a result, new influencer profiles are emerging, labeled as nano, micro and macro according to their real impact. Which influencers should you use, for what reasons? We take a look.

The fundamental differences between nano, micro and macro

The nano-influencer

? Number of followers: from 100 to 1000.

? Profile: this is potentially anyone. As soon as someone has more than 100 friends on Facebook, or more than 100 followers on Twitter or Instagram, they’re a potential nano-influencer. Millions of internet users correspond to this profile.

? Quality of influence: maximum. Internet users have the greatest confidence in the members of their networks, whether they’re family members, friends, acquaintances or relationships developed online.

❤️ Engagement : due to the algorithms that govern social networks, the reach of these profiles is preserved. Their engagement rate is therefore mechanically higher.

? Number required: due to their reduced audience, a nano-influencer campaign will have to involve at least fifty of them to reach a useful volume of impressions. It may be wise to use platforms like Quuu Promote where you can offer them to publish your content.

Nano influencers are tens, or even hundreds of thousands per industry. Getting them involved in numbers is a challenge but proves to be extremely effective. (Photo credit: Kipras Štreimikis, Unsplash)

The micro-influencer

? Number of followers: from 1000 to 10,000.

? Profile: these are super active (and have been for a longtime) users on social networks. The interest of the shared content or their personality has allowed them to reach an audience superior to that of an average user.

? Quality of influence: excellent, especially if the micro-influencer has built a targeted audience by specializing in a niche (cosmetics, video games, cars, etc.).

❤️ Engagement: their reach is reasonable, and still much higher than that of mega-influencers. Moreover, most of them have built their audience by establishing a real dialogue with them, which guarantees a high engagement rate.

? Number needed: a handful of micro-influencers may be enough to run a campaign, especially in a niche industry. Ideally you should repeat a partnership with the same micro-influencer, to accompany them in their growing influence.

The micro-influencer par excellence? The niche blogger! They write articles on a particular field and manage to exceed 1000 unique visitors per day, a highly symbolic threshold. (Photo credit: Headway on Unsplash)

The macro-influencer

? Number of followers: 10,000 to 100,000.

? Profile: the influence of these profiles is massive. They are personalities who have exclusively built their popularity online. In some sectors, there are only a few of them, which make them valuable partners… And expensive.

? Quality of influence: relatively good. The enormous subscriber base of such profiles is not the result of chance, but rather the result of content of excellent quality and a certain know how in their relations with their fans.

❤️ Engagement: the mass of their followers guarantees a certain reach to all their content. However, recent developments in social network algorithms have lowered their reach. On the other hand, some macro-influencers have multiple partnerships, which has diminished somewhat the trust that their fans have in them. It’s better to choose well your macro-influencer before concluding a deal.

? Number needed: one or two macro-influencers may be enough for an ambitious influencer campaign. Moreover, it’s simpler to conclude a deal with a macro-influencer than to have multiple contracts with 6 or 7 micro-influencers , which can be complicated in business.

A single macro-influencer is enough to give a great boost to your launch. (Photo credit: Jacqueline Day, Unsplash)

The mega-influencer

? Number of followers: 100,000 to several million.

? Profile: there are very few of them, and their celebrity goes beyond the borders of the web. They can be stars of TV, movies, or music. Therefore a deal with them is virtually a sponsorship deal.

? Quality of influence: limited. Internet users are not fooled. Still, this type of influencer has real fans, not just followers, so an association with these stars can greatly improve, and in a lasting way, your brand image with them.

❤️ Engagement: they suffer from a low engagement rate. The algorithms have slashed their reach, and fans know that their comments won’t be read by the influencer, hence the lack of real dialogue.

? Number needed: a deal with a mega-influencer is a powerful statement but it will cost you tens of thousands of euros, if not more.

Partnerships with mega-influencers are reserved for big brands with considerable budgets. (Photo credit: Jon Tyson, Unsplash)

A question of budget and objectives

In reality, there is no obvious choice between these influencer profiles. First of all, frankly, if your budget doesn’t exceed €30K, you can already forget about an influencer campaign with several macro or even a mega-influencer. This type of partnership is therefore reserved for big brands.

The smaller your budget, the more you’ll want to guarantee its effectiveness. For the same cost, a campaign with micro-influencers will generate 3 to 5 times more sales than if you used bigger players (source: Sapie Space). For influential bloggers, think about the platform that will put you in touch with the best ones.

On the other hand, macro and the mega-influencers offer you the gateway to gigantic audiences. So, if you want to achieve volume and maximize the number of impressions, they are the only ones who can offer you such a performance. Similarly, if your goal is more qualitative, such as brand image, only those profiles with proven charisma or real admirers can have a big impact.

Macro-influencers have long been the be-all and end-all of influencer marketing. Micro-influencers are now fashionable. Soon, eyes will turn to nano-influencers. In reality, each cohort has its advantages and disadvantages. The budget will decide for you, otherwise we advise you to test each of these groups, compare performance, then make an informed choice over the long term.

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