Photo Credit: @Lifeonabanjo

More than ever, businesses are turning to social media influencers as a new way to get the word out about their brands. There are two types of influencers for marketers to be aware of: macro and micro influencers. Larger influencers, called macro influencers, such as Kylie Jenner, James Charles, Salt Bae, and Charli d’Amelio have millions of followers. Micro influencers are defined as 10,000 to 100,000 followers with a much more niche audience. 

For an example of micro influencers in and around Austin, take a look at this helpful list developed by Austonia

Macro vs Micro: Making the Most of Your Influencers

Many think a brand will get the best results with a large, well-known influencer, but surprisingly, that’s not always the case. While macro influencers do have a larger audience, the percentage of their audience that attentively follows and interacts with them is smaller. Of those who are engaging, the amount that use macro influencers as a trusted source is even less. Fewer still is the percentage of followers that will actually be interested in your brand.

Conversely, micro influencers often have a high percentage of followers who interact with their content, more followers that consider them a trusted source, and a larger overlap with those that will actually have interest in your brand due to the nature of their audience. 

There are influencers for virtually every industry, but the sectors where influencers play a major role in consumer behavior are beauty, fitness, fashion, lifestyle, food and travel. Micro influencers often fit a niche geographically, stylistically and content wise, making their audience more specific. Macro influencers appeal to a wide range of people around the world.


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A post shared by Laolu Onabanjo (@lifeonabanjo)

The Rise of Social Media

There has been a growing trend toward getting news from social media instead of traditional newspaper, radio and television mediums. While traditional news sources aren’t going anywhere, neither is social media. Consumers are always looking for trusted, authentic sources. Influencers with smaller followings are usually perceived as more authentic and therefore, trustworthy, similar to a recommendation from a friend.

Don’t make the mistake of thinking influencers are out of reach altogether. Many smaller or up-and-coming micro influencers will trade content for an experience or product. Of those that charge a fee, the results are often well worth the monetary cost. When compared to the cost that a brand might spend on more traditional advertising, influencer marketing can often be more cost effective when results are benchmarked and accurately measured.

Getting Started with Influencer Marketing

To be sure you choose the right influencer to work with, review local influencers in your target audience’s geographic area and get a feel for their content style. You want your brand to blend in with their regular content. For example, an Austin-based food or beverage brand should check an influencer’s page for frequent posts about restaurants, foods and drinks in Austin.

Social media marketing is a worthwhile method for any brand looking to reach new audiences, meet consumers where they are, or to get  products/services in the hands of real people with influence. At Breakaway PR, we have experience in social media and influencer marketing and are happy to discuss your plans in more detail.