How high is the engagement of micro and macro influencers?
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Micro and macro influencers exhibit varying levels of engagement on social media platforms. Research suggests that micro-influencers, with up to 400,000 followers, are impactful in generating high engagement levels for fashion brands on Instagram . On the other hand, macro-influencers face challenges in maintaining authenticity and engagement, with the impact of community size on engagement following an inverted U-shaped pattern . When it comes to influencer marketing, both celebrity endorsers and micro-influencers play crucial roles in enhancing consumer-brand engagement through social media. Celebrities attract more followers, while micro-influencers generate more clicks, comments, and likes, ultimately increasing engagement levels . Additionally, smaller influencers, such as micro-influencers, demonstrate higher prowess in engaging customers compared to traditional celebrities, suggesting that "less is more" in influencer marketing strategies .
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| Papers (5) | Insight |
|---|---|
26 Jul 2019 16 Citations | Micro influencers have higher engagement, using 6 hashtags per product placement compared to macro influencers' 4 hashtags, indicating a more involved approach in promoting products on Instagram. |
6 Citations | Engagement for influencers varies based on community size, with macro-influencers experiencing an inverted U-shaped relationship. Disclosure messages enhance engagement for macro-influencers when shared by the influencer. |
| Micro influencers show higher engagement in terms of clicks, comments, and likes, while macro celebrities attract more followers. Both influencer types contribute to consumer-brand engagement on Instagram. | |
5 Citations | Micro influencers exhibit higher engagement levels compared to traditional celebrities, suggesting that smaller influencers are more effective in engaging customers. |
Open access 01 Jan 2019 | Micro-influencers show higher engagement levels for fashion retail brands on Instagram compared to macro-influencers, as analyzed in the study. |
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