Posts Tagged ‘influencer marketing’

Macro vs Micro Influencers: Who’s right for your brand?


Fashion Rocks Day 2_09

When it comes to influencer marketing, we love collaborating with huge social media influencers to create fantastically OTT campaigns. However, while it’s great to think big, it’s also important to think a little smaller sometimes too!

Working with micro influencers offers an exciting, authentic, and rewarding way to promote your brand or product and take your marketing campaigns to the next level. If you’re torn between micro or macro, we’ve outlined the basics of each to make your decision a little easier.

Micro influencers:

Rather than Hollywood heartthrobs or pop sensations, micro influencers can be anyone with an online following. They’re the people you know, that have often gained clout through a good eye for photography and a unique style or personal brand. While there’s no specific numbers that define micro influencers, they usually have somewhere between 10,000 to 90,000 followers.

Macro influencers:

Macro influencers are a more traditional type of celebrity, who have a face – and a brand – positioned in front of millions of people. Macro influencers are usually asked first hand by brands to feature their products or services on their social media profiles.

What are the benefits of micro influencer collaborations?

#1 They’re authentic

Micro influencers have earned the respect and trust of their followers. This means that when they promote a product or brand online, it’s easy to believe that they genuinely buy those products and actually love the brand.

#2 They’re less expensive

Fun fact: the Kardashians earn 25% of their income through endorsements – that’s some serious bucks. While these huge collaborations are often worth every penny for brands, it’s a serious initial investment.

On the contrary, collaborating with a micro influencer costs a brand an average of $200 per post. This means you can get more out of many single posts, rather than blowing the budget on one expensive macro post.

#3 They’re easy to execute

As you can imagine, macro influencers receive hundreds of endorsement requests, meaning they usually have to go through numerous PR agencies and managers. With smaller influencers, it’s easy to message them directly, get straight to the point, and work on building a personal relationship with them.

#4 They deliver higher engagement

Micro influencers earn higher engagement than macro influencers. Ok, so it’s only marginally (0.10%), but their relatable content makes means they form personal relationships with their followers, making them a great option for brands trying to target a niche audience.

What are the benefits of macro influencer collaborations?

#1 Brands have more control

With a micro campaign, brands can choose their ideal celeb collab, and can give them precise instructions on what to post.

#2 They’re easy to measure

With macro influencer endorsements, the outcome is much easier to predict. Brands can set up a unique offer code for the influencer to post in their caption. This will make it easier to define the ROI, as brands can track how many times the code was used to determine an exact number of sales to come from each post.

#3 They reach more people

Macro influencers offer an unparalleled platform for you to get your message out there instantly to millions of people – now that’s brand awareness! With one single post you can promote your event, product or inspirational message to the world.

At the end of the day, every campaign and collab is different. So long as you keep it authentic and engaging, there’s very little that can go wrong. If you need any help finding a totally kickass influencer to join forces with, let us know! Here at this is LESTER we’ve worked with some amazing influencers – big and small – and would love to set you up with your perfect match.

How to Find the Right Influencer to Promote Your Event

Fashion Rocks Day 2_21

Growing up, we turned to trendsetters to help us decide if low-rise jeans were in, which Spice Girl should be our favorite (an impossible decision), and what brands we should be wearing. While we’ve waved goodbye to the 90s, many of us still turn to influential people to keep us in the loop.

Influencer marketing allows you to gain access to a large following through a social media personality.  If you want a fresh way to boost awareness of your brand event, take a quick sec and learn how to find the right influencer to promote it.

What is influencer marketing?

Influencer marketing is the newest form of celeb endorsement – and it’s totally worth trying. Brands can collaborate with top social media influencers who have a ton of followers, high engagement rates on their posts, and a persuasive voice. Influencer marketing offers brands a savvy way to promote events, increase sales, and spread their message to a wider audience.

How to get started

#1 Define your audience, and your influencer

To make sure you pick an influencer that targets the same audience as you, you’ll need to understand where your ideal consumer hangs out online. For example, if you’re hosting a food festival, your foodie audience will likely be on following influencers on Insta that serve up pictures of chic dining experiences and mouthwatering meal preps.

#2 Do your research!

Once you know the type of influencer that inspire and excite your audience, it’s time to do some research to find a perfect fit. As the saying goes in Hollywood, “It’s all about who you know”, so don’t be afraid to reach out to connections that can introduce you to people.

However, you can also use the powers of the Internet to search and rank influential social media accounts. Just remember that follower counts aren’t everything: It’s easy to see through vanity metrics to find an influencer that covers your niche and really engages with their followers.

#3 Reach out to your influencers

While it’s all well and good to have a quick stalk of an influencers page (we all do it), you’ll want to avoid liking all of their posts for the past 8 months. Instead, play it cool and put strategic planning behind your initial outreach. If you can, mingle at industry events so you can interact with influencers IRL and spark genuine and authentic interactions. Oh, and keep tabs on who you have and haven’t asked to collaborate with to avoid any cringeworthy mishaps.

#4 Offer incentives

A collaboration with an influencer is a two-way street. While we don’t mean to sound like The Godfather, you’ll essentially need to make them an offer they can’t refuse. This could be monetary compensation, freebies, or VIP invites to your event.

Make sure to clarify your expectations too, and outline the ROI you want to achieve and the number of posts you expect in the weeks leading up to your event.

If you need any help connecting with amazing influencers, we can hook you up! Here at this is LESTER, we’ve been well and truly *blessed* to work with amazing, inspiring and powerful influencers. We’d love to help you target niche audiences in authentic ways, so let’s schedule a call to get started!



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