The festive season is seemingly the busiest season for brands too. From gifts to groceries, brands are constantly on the edge to reach consumers. Consumers’ heavy reliance on social media for purchase decisions and with influencers in the game now, brands are standing at a crossroads to choose between micro-influencers and macro-influencers. “When it comes to influencer marketing during the festive season, it plays a key role in connecting with our audience. As a brand focused on conscious consumers, especially those seeking eco-friendly products, we carefully decide whether to partner with micro- or macro-influencers based on the campaign’s objectives,” Sudip Ghose, founder and managing director, uppercase, told BrandWagon Online.
According to a report by Influencer Marketing Hub, the influencer marketing industry was worth approximately $16.4 billion in 2022. “We believe influencer marketing is crucial for brands during the festive season. It boosts visibility, engagement, and sales. Choosing between micro and macro-influencers depends on our goals—whether we seek deeper engagement or broader reach,” Drishti Madnani, co-founder, Shryoan Cosmetics, told BrandWagon Online. Especially during the festive season, when consumers are more likely to spend on gifts and experiences, leveraging influencer partnerships can lead to a more significant return on investment (ROI).
Micro or Macro?
The choice between micro-influencers, those with 1,000 to 100,000 followers, and macro-influencers, those with over 100,000 followers, can significantly impact a brand’s campaign effectiveness. “Micro-influencers often have higher engagement rates and closer relationships with their followers, making them ideal for targeted, niche campaigns. They are also more cost-effective, which is beneficial for maximising ROI. In contrast, macro-influencers can quickly build brand awareness due to their larger reach, making them suitable for campaigns aimed at broad visibility. Ultimately, our choice depends on campaign goals, whether it’s driving immediate sales or enhancing brand recognition,” Rishabh Sethia, director and business administrator, MARS Cosmetics, said.
Experts opine that micro-influencers can help brands reach highly specific target audiences. For smaller businesses or niche brands, micro-influencers can offer a cost-effective solution, allowing them to engage with a loyal and responsive audience. Moreover, micro-influencers can often create a more genuine rapport, as they are perceived as “one of us” rather than celebrities. On the other hand, macro influencers are often seen as tastemakers, capable of elevating a brand’s image and creating a buzz that trickles down to various consumer segments. Their association with well-known personalities can also lend credibility and aspirational value to the brand. 49% consumers depend on recommendations from macro-influencers when making purchasing decisions, a Digital Marketing Institute study revealed.
Ultimately, the decision between micro-influencers and macro-influencers depends on a brand’s specific goals for the festive season. “Micro-influencers offer targeted access to niche or regional markets, fostering strong, localised engagement. Macro-influencers, on the other hand, provide a broader reach, amplifying brand visibility on a larger scale. Both help drive conversions by directing followers to our e-commerce platforms, making it easy for them to shop the promoted looks,” Sidhant Keshwani, founder, Libas, commented. Brands should consider their target audience, budget, and desired engagement levels. A hybrid approach that combines both micro and macro influencers can often yield the best results, allowing brands to enjoy the benefits of high engagement from niche audiences while also achieving broad visibility. As the festive season draws near, brands that strategically align their influencer marketing efforts with their objectives are likely to see significant returns, making this approach an essential part of their holiday campaigns.