When it comes to influencers and advocates, it’s important to consider the context of what the brand is attempting to accomplish. Each group of influencers – macro and micro - has their own merits, and it’s important for marketers to clearly understand their own objectives and the needs of their target markets.
If you’re looking for brand awareness and education, a giant influencer can bring that to you. However, if you’re looking to convert a consumer who is in the middle or tail-end of their path to purchase, a micro-influencer might be a better tool to deploy. For example, if you’re new to marketing cameras and want to build brand awareness, Taylor Swift might deliver you a lot of brand impressions. However, a great many of those individuals who receive her messages won’t care about cameras, but rather are more interested in following Ms. Swift for music, fashion, ex-boyfriends or whatever other reason.
Conversely, if you’re looking to convert consumers who might already be aware of the brand and are deeper in their purchase cycles, a group of micro-influencers that make their living with photography, like New York’s Vivienne Gucwa or California’s Frederick Van Johnson, might be the perfect fit.