2.3 Micro-influencers Compared to Celebrity Influencers
Celebrity influencers can be very expensive and do not always generate the ROI that micro-influencers can provide.
As such, a brand needs to be able to determine what option can provide the best mix of reach and engagement with their target audience. Based on that knowledge, most brands will be able to make an educated decision on which type of influencer they’d prefer to work with to achieve their goals.
Celebrities have been used in advertising since their were celebrities but with the emergence of social media the ability for lesser known people of Influence have become much more commonplace. These networks and the technology behind them, while still developing, have made these impacts much more measurable then in previous decades. Micro-Influencers (from the paid media side) and brand advocates (from the earned media side) come with smaller communities, but with higher engagement rates and typically better results. As shown in the previous link you can see clearly that Micro-influencers drive 60% higher engagement rates in campaigns, which are 6.7 times more efficient than that of larger influencers, and are much more cost-efficient per post. This is especially relevant with influencers of niche interests, who are seen as more trustworthy by followers when it comes to a specific product within that niche.