Celebrity Influencers vs Microinfluencers. What’s the Difference?


When you’ve decided to dive into the world of influencer sponsorship, it’s important to create a strategy for your business. To do this, it’s a good idea to know the difference between celebrity influencers and microinfluencers so you can choose which will be the better investment for your company (or even choose to utilize both). 

Celebrity influencers typically have a larger following and are often famous in a certain area (such as modeling, acting, broadcasting, writing, music, etc.). Microinfluencers, on the other hand, occupy a much more niche area of influence. Typically they have fewer followers, such as in the tens of thousands, but are viewed by their followers as experts in their fields or a leading voice on a topic. Even though these influencers may have a smaller following, several microinfluencer sponsorships can have a similar or even higher return on investment as one celebrity influencer contract. 

Whether you decide to invest in celebrities or microinfluencers, be sure to find accounts who have active interaction with their followers, as the reported number of followers is less important than the amount of people who are actually engaging with the account. And it’s necessary to consider how much each influencer is going to cost. Celebrities typically have higher fees, so that may affect whether you wish to do a single-post deal or an extended contract.

How do I know which influencers are right for me?

When selecting an influencer (or two! or three!) it’s important to find those people who have a connection to your targeted clients. If you run a hiking company, for instance, you wouldn’t be looking for a celebrity chef who spends all of his days in the kitchen. Rather, a wise investment would be in a popular hiking account or a celebrity who is known to have a fondness for nature. Additionally, you want to find an influencer who could genuinely benefit from your products or services; this will make their praise more organic, and this genuineness will shine through the post, helping to prove to clients that your brand is trustworthy.

Of course, finding the right influencer can be a tedious and time-consuming task. Sometimes the wise thing for your business is to let a marketing company, such as 5th Factory conduct research and help match you with the influencers that will best suit your business.

What should you pay?

To answer this question, it’s important to think about the amount of foot traffic, both on-site and online, generated by your investment. Typically, you should aim to spend an amount similar to the amount you would spend on a typical advertising campaign. Costs will also vary based on whether you choose to do a single post sponsorship or a contract that could span the course of several months.

A Worthwhile Investment

Alright, so you know what influencer marketing is, but how does its success register statistically? Well, influencer marketing has proven to be one of the most worthwhile investment strategies, with an ROI of 81%, according to Social PR Chat. Moreover, social influencer marketing is practical and profitable, and has a return of $6.85 for every $1 spent.

Overall, it is clear that influencer sponsorship is a trend that is taking over the marketing industry. With its high level of trust and cost effective ROI, this form of advertising has many benefits and a high level of potential. When deciding whether it is right for you business, remember you don’t have to traverse it alone, as there are many marketing services and companies willing to help you along the way. If you have any more questions please feel free to reach out to hello@5thfactory.com!

Annie Mahaffey