Influencer marketing has become an essential tool for modern businesses. By collaborating with influencers, companies can reach the right audience, boost brand awareness, and build trust in their products or services.
Let’s take a look at the main types of influencers and their distinguishing features.
Micro-Influencers — These are opinion leaders with fewer than 10,000 followers. While their audience is smaller, it’s highly loyal and engaged. Their recommendations tend to convert well into sales, as followers actively engage with their posts and closely track updates. Because these influencers often interact personally with their audience, engagement is stronger, making users more likely to subscribe, visit a website, or make a purchase.
Macro-Influencers — These influencers have between 10,000 and 100,000 followers. Working with them provides a wider reach with relatively low bot risk, meaning their audience is typically genuine and less likely to include fake or inactive accounts. Brand awareness tends to be stronger, and their content quality is usually higher. While micro-influencers often use phone-taken photos, macro-influencers typically rely on professional equipment and maintain a polished style. However, their fees for posts and stories can sometimes be higher.
Mega-Influencers — These are celebrity-level influencers with audiences in the hundreds of thousands or millions. They’re ideal for mass brand awareness campaigns but often promote many different products—from inexpensive shampoo to home appliances.
Objectives of Influencer Collaborations
When planning an influencer campaign, choose wisely. If your goal is sales, prioritize influencers with up to 100,000 followers. If your goal is broad reach and recognition, partner with those who have hundreds of thousands of followers.
In smaller cities like Geneva, where paid ads don’t always perform as expected, collaborations with micro-influencers and word-of-mouth marketing are essential. From personal experience, I can confirm that influencer partnerships—even barter-based deals—often deliver better results than targeted ads.
In Geneva specifically, the influencer market is still developing, and there aren't many mega-influencers. But remember, sometimes a blogger with 30K followers can bring more new clients to your business than one with 100K followers.
Analyze your competitors, observe their promotional strategies, and don’t be afraid to test new creative approaches. Algorithms evolve quickly, competition is fierce, and the brands that adapt fastest to new trends gain the greatest advantage.
Image source: @kostrova_karina (Instagram)
Professionnelle du marketing créatif et orientée résultats, avec plus de 5 ans d'expérience dans les réseaux sociaux, les campagnes digitales, la création de contenu et le storytelling visuel.
