How many followers makes a person a microinfluencer?

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Micro -influencers are people who have between 1,000 and 10,000 followers on their social media channels. Despite their smaller following compared to larger influencers, micro-influencers typically have a highly engaged and loyal audience, making them an attractive option for brands looking for a more authentic connection with their audience.

Macroinfluencers, new 2.0 ambassadors
Considered stars on social media, macro-influencers have a numerical advantage over micro-influencers. However, engagement and conversion rates are not always proportional to the size of their communities (which number hundreds of thousands or even millions of subscribers).

The magic of virality will offer the brand a unique peak of visibility , as well as a potential increase in traffic to its site, but the lack of proximity of macro-influencers with their subscribers can minimize the impact of a digital campaign, under the prospect of an avalanche of publications.

Closer to celebrities, macro-influencers have thus become real brands. In Spain, for example, prominent figures such as the streamer and influencer Ibai Llanos with 10.5 million followers on Instagram and 11.5 million subscribers on his YouTube channel; Dulceida with 3.5 million followers on Instagram, or the beauty and fashion influencer María Pombo with 3.2 million fans are examples of this. They have all developed campaigns with various brands such as Calvin Klein, Swarovski, Pandora, Pepsi Max or El Corte Inglés. This is how the notoriety of macro-influencers transcends digital borders and turns them into “pseudo-stars”.

How micro influencers are an asset for brands?
Passionate and expert in a field (fashion, beauty, cooking, travel, digital, etc.), micro-influencers share and distribute content with a target audience, who follows their news more than their personality. They meet consumer expectations and represent reliable sources of purchase recommendations. While the audience of micro-influencers is smaller than that of macro-influencers (500K-1M), the engagement rate of each of their posts is, on the other hand, much higher.

According to a report by Digiday, micro-influencers followed by less than 1,000 followers generate an engagement rate of up to 8% . It drops to 4% for accounts with between 1,000 and 10,000 subscribers, then to 2.4% for those between 10,000 and 100,000 subscribers. Finally, for accounts exceeding one million subscribers, engagement drops to 1.7%. This is explained b chairman email database y the growing need for authenticity advocated by consumers.
Taking advantage of a more engaged/active community, these small “trendsetters” are a real asset for brands looking to activate campaigns to promote their products and services.

What strategy can brands adopt to work with macro influencers in Spain?
To get the most out of influencer advertising , brands should not only identify influencers whose interests align with their own, but they should also take a multifaceted approach to engaging their target audience. Here are some ideas to further develop this strategy:

Selection based on congruence of values ​​and interests: The first step for a brand is to partner with influencers who share its values ​​and are genuinely interested in its products or services. This congruence ensures that promoted messages fit naturally into the influencer’s organic content, thus reinforcing the authenticity perceived by followers. It is crucial that recommendations appear to come from a genuine interest and not from a contractual obligation.
Prioritise authenticity for maximum resonance: Authenticity is the currency of the social media realm. Brands need to ensure their campaigns reflect an authentic and transparent image. This means working with influencers who are open about their relationship with brands and who know how to seamlessly integrate promotional messages into their regular content.