Micro and macro influencers on Instagram

You will not find two identical people in the world, nor two identical influencers. Every creator has their own way of building an online image and holding a dialogue with their followers.

Which is just as well, because depending on brands’ advertising needs and the specifics of their products, expectations of influencers are remarkably varied. At this point in the development of influencer marketing, every company and every creator will find something tailored to them.

The pyramid of influence

Dividing influencers by reach does matter. It is not, however, the only criterion or deciding factor when choosing whether to enter an advertising partnership. It is worth knowing what to expect from micro and macro influencers. Depending on the creator’s size, they often follow different working models. The number of followers goes hand in hand with a certain – more universal – way of communicating.

Between the extremes

A creator who enjoys enormous popularity can gather a community of more than a million around them. Such a large audience earns them the title of mega influencer. A creator who has not reached their “first million” but already has 100,000 followers counts as a macro influencer. Micro influencers have an audience of between 10,000 and 100,000 fans. The smallest (though by no means the worst) influencers have from 1,000 to 10,000 followers. Of course, this is only a conventional division that applies in the online world of creators. It organises influencers into a hierarchy by size, but in no way judges the quality of their communication.

Noticed means effective?

Greater reach does not necessarily mean higher audience engagement. Smaller creators can usually boast a more trusting audience. The relationship between follower and influencer is more credible and authentic, which translates significantly into trust in the creator. As a result, they naturally exert greater influence on their audience. Micro and nano influencers may not reach every corner of the internet, but they certainly have a well-defined, specific group of fans. Such a creator gains recognition within a particular community or subject while drawing their loyal audience into an ongoing dialogue – and that audience holds enormous advertising potential.

A guarantee of success or one element of promotion?

In the world of influencer marketing you can find the perfect advertising match in the form of a creator – backed by their unique ideas. While that is an undeniable fact, it does not at the same time guarantee the brand a spectacular success in image or sales. Hard figures are a set of measurable advertising pointers, but it is the human factor, broadly understood, that forms the basis for achieving the business goals you have set. Influencers can be effective intermediaries in achieving them, but even the best social media advertising campaign does not guarantee one hundred per cent success.

The essence of an influencer’s work

A specialised creator builds their position online meticulously and deliberately. Regardless of the size of their online audience, they can win support and become an authority in the field they represent. When entering an advertising partnership, you can opt for many models and ways of communicating; what matters most is awareness of the values the brand stands for – a short-term face of the brand or its long-term ambassador must share them without question.