Differences between celebrities, influencers and microinfluencers
If we want to differentiate between what we traditionally know as celebrities and the “new” macro-influencers, influencers and microinfluencers, we can segment them by their profile type and, in the last three cases, by their followers’ number.
Singers, actors, writers, athletes, famous chefs, presenters, TV show contestants … Celebrity profiles are extremely varied and do not follow a specific pattern since some are having adapted to the social networks rise and they have become macro-influencers. And on the contrary, others who have decided to keep their privacy more secure and share fewer details of their life with their followers. However, as we say, the followers’ number can oscillate and in these cases is not representative. When a brand wants to collaborate with celebrities, it must be based on the influence type they exert on their followers, in addition to the number they have, and analyze them to see if they really are those people they want to impact.
On the other hand, there are macro-influencers, influencers (as it is) and microinfluencers. Macro influencers are profiles having more than 100,000 followers. Their influence level is excellent but are less likely they can interact with their followers as they receive thousands of messages and comments they must manage daily. They are people who, in most cases, are dedicated full time to manage their profiles on social networks and their collaborations with brands. In some cases, they may even have transcended to film, music or television. Their engagement level decreases as the followers’ number rises.
The influencers as so, are profiles having a follower’s number between 10,000 and 99,999. They are the average point between the macro and microinfluencers. Despite they do not stand out like the previous ones they may continue having their professional activity regardless of their influence on networks, generating incomes and marketing with their image. In this case, they exert a higher level of influence on their followers, but not as much as in the case of microinfluencers, of which we have already spoken above.
Why is it a success to collaborating with microinfluencers?
Before acting, each brand must assess the influencers’ profiles that interest it and make a detailed study of them (followers, interaction, publications, aesthetics, brands which they have previously collaborated with, etc.). Of course, depending on the objectives and strategies that have been previously set.
The idea of working with microinfluencers is to work with different profiles at the same time to disseminate the message as much as possible especially when it comes to a product or service for a specific market segment.
In collaboration with microinfluencers, it will be possible, in addition to minimizing the cost, to obtain a greater investment return, and a greater conversion, thanks to the credibility they have and the more fidelity of their followers (that have turned into potential customers).