In recent times, the peculiarity of marketing briefs we come across as digital marketers is an attestation to the growing tide of Influencer Marketing in Nigeria.

This channel of marketing is not an entirely new phenomenon in this part of the world. The build-up to the 2015 general elections, however, helped unleash the potentials of influencer marketing on an unprecedented scale.

While there is no questioning the fact that influencers can help brands tick off marketing metrics like brand awareness, customer acquisition and retention, the dilemma of choosing the right influencer(s) to deliver on campaign objectives often pose a challenge to marketers.

In the digital sphere, influencers are largely classified into two: micro and macro.

Macro influencers typically have a huge fan base (usually in the hundreds of thousands or millions) from all walks of endeavour across social platforms. Often, these individuals or social pages as the case may be, have attained celebrity status and are recognised in the entertainment sphere.

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Due to the sheer size of followers they possessed, macro influencers have the advantage of getting enormous reach on their sponsored content. Naturally, they are sought after and their services utilized by large brands with hefty marketing budgets.

Micro influencers, on the other hand, are often smaller, well-known, real individuals that have carved a niche for themselves in a specific area of interest. Usually, their followers on social media are summed at tens of thousands to a few hundred of thousands.

Though of a smaller fan base, micro influencers offers more specific benefits to brands utilizing them. Due to the personal and relatable nature of their accounts, their content is more niche than those of macro influencers thereby generating more engagements with their sponsored posts.

Marketers seeking to utilise Influencer Marketing should have it at the back of the mind that having a huge fan base does not necessarily translate into better engagement.

According to a report, sponsored posts by macro-influencers generally have a larger reach than those of micro-influencers, and they also receive much more engagement (likes and comments) in absolute terms.

All in all, both classes of influencers can offer immense benefits to marketers and impressive ROI if strategically selected based on campaign objectives, target audience and most importantly, budget.