Chapter 10: Influencers
Influencers are typically sorted into two main categories: Micro and Macro. Micro Influencers refers to people or accounts with less than 100k followers, while macro typically refers to those accounts with 1M+. The middle area between 100k-1M is variable and can often be sorted into one of those two categories based on engagement (a person with 500k followers and a 3% engagement rate would be treated micro, vs. a 70% engagement rate would justify macro designation). These distinctions are fairly arbitrary, but helpful when deciding what kind of social promotion strategy to implement. Micro influencers are typically much cheaper and more likely to have an intimate connection to their audience, while macro influencers have much larger reach, but might struggle in the intimacy department. In general, a good promotion strategy employs both macro and micro influencers to yield the best results.