MIKAIL GOKMEN: INFLUENCER MARKETING EXPERT
We recently interviewed Mikail Gokmen, an expert in digital media, media sales, marketing, and management. Gokmen has 20+ years of experience in the digital world. Mikail is the founder of several start-up companies in a variety of fields. Currently, he is the founder of Promodex, a blockchain programmatic promotion marketplace.
Promodex brings companies ready to launch an influencer campaign together with promoters. Campaigners can easily find and filter promoters, target platforms and geolocations, and manage their campaigns and budget within the program.
For promoters, it allows them to monetize their publicity, contribute to campaigns, and interact with campaigners ready to market a product or service. It’s an all-in-one platform for social media and influencer marketing.
So what does somebody who works every day to assist marketing campaigners to capitalize on influencers have to say about the discussion on micro or macro-influencers?
Mikail stated, “Everybody wants to work with bigger, bigger, and bigger influencers. Those smaller influencers are more effective…a small influencer is going to have more engagement.”
Here are a few items to consider when choosing whether a micro-influencer or macro influencer is a better choice for your brand.
INFLUENCERS FOR YOUR BRAND
These days, when talking about social media influencers, the discussion often turns to which type of influencer is the best choice for your brand. Influencer marketing is an effective way to market your brand, but how do you know which influencer will bring the results you are hoping for?
In prior years, celebrity or macro-influencers were highly sought after and in demand, but as of late, micro-influencer collaborations have risen. Brands are seeking different ways to effectively engage with their target market and expand their influence among their demographic. Depending on what is important to the brand’s campaign, a macro or micro-influencer may be the best option.
So, which influencer is the better choice for your brand?
WHAT ARE MACRO INFLUENCERS
Macro influencers in marketing are known for their large audiences on social media platforms. Generally, they have between 100,000 and 1 million followers or subscribers. They are often celebrities, but not always. Some macro-influencers have gained their notoriety from social media like YouTube, Instagram, Facebook, and blogs.
WHAT ARE MICRO INFLUENCERS
Micro-influencers on social media platforms are creators that have between 10,000 and 50,000 followers or subscribers. They are not celebrities. These types of influencers have built their followings in niche markets such as travel, beauty, and fashion. Micro-influencers are seen by fans as more relatable and as experts in their specific niche.
IMPORTANT FACTORS TO CONSIDER WHEN CHOOSING AN INFLUENCER
One of the key focuses of most companies when selecting an influencer is the number of followers a content creator has. Typically, the number of followers you have will impact the influencers’ market reach and engagement. That may not always ring true since social media user’s behavior is sometimes difficult to predict.
Let’s consider the key factors when deciding on which influencer is best to market your brand.
With broad audiences on their social media platforms, macro influencers have a larger reach than micro influencers. The more followers they have, the more people will see your post. This is an advantage for a brand if the goal is to maximize visibility of their campaign.
Micro influencers may not have as extensive of reach as macro influencers, but a micro influencer with strong follower engagement within your target audience can be an asset to your brand.
Micro influencers generally have more engagement with followers than macro influencers. They are seen as trustworthy experts in their niche and are relatable to followers. This is important to a brand who desires a loyal audience. Just because 500,000 people viewed a post, doesn’t mean that those views will convert to sales. Authenticity in a micro influencers promotion of a brand drives sales. Macro influencer promotions resonate less with their community.
With larger audiences comes a larger price tag. A macro influencer is able to charge higher prices to endorse products because of their significant following. Your brand will benefit from the reach and brand awareness these influencers offer, but it comes at a high price.
Micro influencers charge much less to promote your brand. Micro influencers are much more affordable for startups or small businesses with modest budgets. It is possible for some brands to work with several micro influencers at one time and achieve a similar result to a macro influencer.
When choosing an influencer for your brand, strategically plan your campaign goals. Are you wanting to broaden your brand’s awareness? Are you looking for trust and brand loyalty from a niche community? What’s the best way for followers to receive your brand message? These questions can impact the right choice when selecting an influencer.
MICRO VS MACRO INFLUENCERS: WHICH IS BEST FOR YOUR BRAND?
Ultimately, when deciding on a micro or macro influencer for your brand, the best choice will depend on the budget and the goals you are wanting to achieve. There’s no one-size-fits-all answer for which is best for your brand.
There are pros and cons with both types of influencers.
Micro influencers have smaller audiences and less reach, but followers are more engaged and trusting. They also are more affordable and convert sales easily because they are relatable.
Macro influencers reach a more extensive audience and create more brand awareness, but they can be quite costly. Mikail Gokmen mirrored this idea in his interview by saying, “…they are really expensive…if you notice their prices are very high and getting higher day by day by day.” They may be more difficult to acquire as promoters for your company as well posing additional challenges to the campaign.
The good news is, you are not limited to having to choose just one option for your brand. As part of your marketing influencer strategy, you have the ability, if your budget allows to utilize both. If you can afford it, create a team of influencers that achieve different goals of the campaign.