Micro vs. Macro Influencers

When determining what talent to work with on an influencer campaign, there are a few key variables to consider. First we have to come up with a strategy, and decide if we want to utilize micro or macro influencers.

Micro-influencer strategy: this typically looks like a larger number of influencers, with a smaller following. This is typically better to reach a more defined and engaged audience. Macro-influencer strategy: this typically looks like a smaller number of influencers (1-2 main focuses), with a wide audience reach. This is typically better for exposure purposes.

What are the variables we should be looking at to pick the best talent?

Requirements: • Aligned target audience - we want to make sure that the influencer's audience is aligned with the same target audience we are trying to reach!

• Content type - what type of content do they make best? Ex: If they are great at short form video content, and we are looking for TikTokkers, that would be a great fit!

• Rate - do they fit into our budget?

Define strategy (micro vs macro)

Campaign ideation

Influencer research

Influencer outreach

At the beginning of the campaign, make sure to set clear KPI's / goals, which can be tracked through social analytics. Some things you can track:

Engagement - views, likes, comments

Impressions / reach

Conversion to new users

New followers

Make sure to set upfront goals, determine which strategy is best for you, and then kickoff the influencer campaign process!