INFLUENCER MARKETING: ASSESSING EFFECTIVENESS AND RISKS OF USING MICRO- AND MACRO-INFLUENCERS

Abstract

The article explores the impact of different types of influencers on the success of marketing campaigns. Influencers, with their large social media followings, have become key players in modern marketing. Micro-influencers, in particular, are characterized by a smaller but more dedicated audience, which ensures a high level of engagement. Meanwhile, macro-influencers have a significantly larger number of followers, allowing them to reach a broader audience. The effectiveness of collaborating with micro- and macro-influencers depends on many factors, including the type of product, target audience, and specific campaign goals. Micro-influencers can provide a higher level of trust in a product due to their closer connection with their followers, making them ideal for niche products and local campaigns. Macro-influencers, with their large audience, are capable of significantly increasing brand awareness on a national or even international level. However, their content may be less personalized, which can sometimes reduce the level of trust in the advertised product. Influencer marketing is highly relevant in today's digital world, where social media plays a crucial role in audience communication. According to studies conducted in the field of influencer marketing, the effectiveness of collaborating with influencers significantly depends on their type (micro- or macro-influencers) and choosing the right fit for specific marketing strategies. One study revealed that micro-influencers typically achieve higher engagement and trust levels among their followers because they maintain more personal and authentic relationships. This makes them effective for promoting niche products or specific services. On the other hand, macro-influencers can reach a much larger audience due to their broad popularity and influence. They can help increase brand awareness and attract a large number of new customers. However, there is a risk of reduced authenticity and content personalization, which can impact trust in the advertised product. Overall, the research confirms that choosing between micro- and macro-influencers should depend on specific marketing goals, target audience, and the characteristics of the product or service. A clear understanding of the advantages and disadvantages of each influencer type allows companies to maximize the impact of their marketing campaigns and achieve desired outcomes in the digital environment.