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Micro Influencer, Mighty Punch!
Micro is small. Influencers no matter how small, have a desire to influence their followers by providing unique and compelling content. The term micro influencer has become widely adopted with the rise of social media giving birth to a whole new category of media.
On the flip side, Macro Influencers usually have a huge following but do not necessarily find that the majority of their followers engage with their content. By engage I mean: like, share or comment on their actual posts. From my perspective, the number of followers you have is meaningless if those users are not interested or seeing your content.
Enter the Micro Influencer. Myself included, may not have a large number of followers but the ones that do follow and look forward to each and every post. The Micro Influencer may not have the reach that advertisers are craving, but they can interact with their following on a personal and authentic level.
Another downside to Macro Influencers is that they may not be able to answer every direct message or comment they do receive as a result of their posts which may make them come off as disinterested or in-genuine. Since advertisers have different business objectives which often combine reach and engagement, it is in their best interest to craft a strategy that uses both kinds of Influencers.
