Micro vs Macro Influencers

16 Sept 2024 · 1 min

Watch on YouTube

1:00

This content was created by Eric Siu. This content was uploaded by Eric Siu. This is a YouTube video titled "Micro vs Macro Influencers" (uploaded 2024-09-16). The excerpt is a single-speaker spoken segment by a social media manager describing real-world experience with influencer marketing in the travel/hospitality niche. The speaker recounts an example where nine guests with 1M+ followers generated only 11 new followers and no bookings, argues that large (macro) influencer deals and free stays no longer deliver measurable ROI, and recommends working with micro/nano influencers on performance-based (rev-share) deals because they tend to have higher engagement and clearer revenue outcomes.

Chapters

Did you know the ROI of creators is zero? No. What do you mean by that? Okay, so I was reading a thread. This is interesting. I'm a social media manager for 18 hotels and restaurants in Germany, Sri Lanka, Maldives, and Thailand. The other week in one of our hotels, we had 9 guests with over a million followers each. So let's say 9 million potential viewers. We got a total of 11 followers and no extra room sales, DMs, website clicks. And yes, they were in the travel niche. At our last marketing meeting for one of the hotel groups, we decided that no one gets to stay for free in exchange for anything anymore. The ROI of creators is there when you work with micro or nano influencers. And you do a rev-share deal, we're finding that to be extremely profitable. You drive revenue, you get paid. You don't drive revenue, you get paid zero. I think to this gal's point, the old way was like, dude, you can stay at the Maldives for free and then we'll also give you like another like $20,000, $50,000 or something like that. That doesn't work anymore because they're just throwing money at the problem before. And it was this perceived value that was just never there. But with the micro-influencers, they have more engagement with their audience and they have more affinity with their audience too. And if it performs great, if not, then you get nothing. So that's a good deal.