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The Benefits of Working with Micro & Macro Influencers

By November 12, 2019May 6th, 2021No Comments
Influencer relations social media

In the modern-age of technology, social media influencers have a massive social reach and the ability to increase exposure for brands in a multitude of industries. According to Influencer Marketing Hub, the search term “influencer marketing” has increased by 1,500% over the last three years on Google alone. That percentage will only continue to climb as Instagram takes center stage as the most popular social media platform. At Fort Lauderdale and Aspen-based public relations agency Durée & Company, we have relationships with influencers far-and-wide, and know that working with influencers can help shape the perception of a brand and bring awareness to clients by creating buzz on social media.

Partnering with influencers isn’t a one-size-fits-all approach. It’s important when adding influencers into the social strategy mix, you work with those who align with your brand and will send the right message to your target demographic. Influencers are massive players in generating buzz for clients and the Dynamos have the knowledge and social-savviness to know the right influencer for your brand.

When collaborating with social media influencers, it’s critical to understand the difference between macro and micro-influencers so your company partners with one who aligns with your brand. Micro influencers often have more focused content on their page and have a loyal fanbase. Macro influencers are famous, often celebrities and have a following of hundreds of thousands or millions. Here are the benefits of working with both:

Macro Influencers: 

  • Reach
    • Macro influencers guarantee numbers in the millions. In 2018, Selena Gomez was the most followed Instagram celebrity. In 2019 it happens to be Cristiano Ronaldo. You can imagine the kind of exposure these two can deliver for a brand that can afford their influence. Macro influencers have a broad reach to a large audience of diverse followers. For companies whose goal is to reach a larger demographic with different interests, collaborating with a macro influencer can give your brand a wide breadth of exposure on social media.
  • Engagement
    • Engagements are a big factor in hiring influencers! It’s one thing to post something on social media, but how well the influencers engage with their fan base is huge. The engagement rate is calculated by the number of likes and comments divided by the number of followers. Since macro influencers have a wider audience reach, their content receives a high level of engagement from their followers. Macro influencers can be a valuable asset to your brand by driving sales and brand awareness toward your company.

Micro Influencers: 

  • Authenticity
    • For small scale brands, micro-influencers are less about sponsored content and more about authenticity. They voluntarily post about products and services they themselves are a fan of in fun and creative ways, keeping followers engaged and interested in their posts. For many, these people are just more relatable. This kind of authenticity attracts engagement, awareness and brand recall for client products as the audience. Micro influencers typically share their day-to-day life and can humanize your brand by posting relatable content that resonates with their audience. For niche clients, working with this type of influencer will allow your brand to reach the right target demographic.
  • Trust
    • There is a level of trust between micro-influencers and their followers as a result of their genuine and organic posts, making them that much more influential. Reaching out to these types of social media accounts for the promotion of a client or product is less costly and, though the post may not reach as many people overall, has a greater impact on those whom it does reach. Also, with the newest rumor about hiding likes on Instagram, it could mean that influencer content will need to become higher quality, since users won’t be able to lean on the number of likes on their posts when a company considers working with them.

At Durée & Company, we’re constantly researching and staying on top of what’s trending on social media and the types of products and services social media influencers are promoting.  Choosing the right Influencer for your brand usually depends on the objective of a campaign, and the target audience of a given brand. Not sure how to navigate the world of influencers? Leave that to our expert team.

If you are searching for an experienced PR, marketing and special events firm that has the understanding and knowledge to take your social strategy to the next level, contact us.


About Durée & Company 

Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relationssocial mediamarketingcontent developmentadvertisingspecial eventsbrandingradio promotions and more. Durée & Company clients include well-known names in businessfashionhospitalitytravelwellness and CBDmarine & yachtart and culturenonprofit organizationslegal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, go to, visit Durée & Company on Facebook at, Instagram at Twitter at or YouTube at, or call 954-723-9350.

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