Influencer Micro vs Macro: Siapa yang Lebih Berpengaruh?

Summary

In this video, the speaker shares insights from their MBA research on influencer marketing, comparing macro and micro-influencers using both soft selling and hard selling techniques. They discuss the effectiveness of these strategies in driving sales, maintaining brand credibility, and influencing purchasing decisions, supported by data and analysis. Key findings include the success of macro influencers for instant sales and the role of micro-influencers in building trust and engagement. The speaker emphasizes the importance of data-driven decisions in marketing, cautioning against reliance on intuition and emphasizing the need for learning and adapting in the business world.

Takeaways

• 😀 The research paper focuses on comparing macro and micro influencers in marketing, particularly through soft and hard selling techniques.
• 😀 Influencers are categorized into four types: Nano (1k-10k followers), Micro (10k-100k), Macro (100k-500k or 500k-1M), and Mega (1M+).
• 😀 Hard selling involves direct calls to action and is most effective for boosting instant sales, especially with macro influencers.
• 😀 Soft selling is more subtle, without clear calls to action, and works well for building trust and credibility, particularly with micro influencers.
• 😀 Macro influencers with hard selling language are the most effective for immediate sales boosts.
• 😀 Micro influencers with soft selling techniques are effective for maintaining brand trust and credibility.
• 😀 Micro influencers with hard selling language have the strongest impact on purchasing decisions, particularly in sectors like fashion and food blogging.
• 😀 Macro influencers using soft selling techniques are the least effective and may even damage trust with consumers.
• 😀 Marketing decisions should be data-driven rather than intuition-based, focusing on measurable returns like Return on Marketing Investment (ROMI).
• 😀 A new marketing trend, KOC (Key Opinion Consumer), is emerging, where consumers act as brand ambassadors and provide testimonials in exchange for incentives.
• 😀 Business owners must continuously educate themselves and rely on data to scale effectively, ensuring they make informed marketing decisions.

Q & A

What was the primary objective of the research discussed in the script?

The primary objective was to compare the effectiveness of macro-influencers and micro-influencers in marketing campaigns, particularly focusing on the use of hard selling and soft selling techniques, and how these influence customer purchasing decisions in the context of a shoe brand.

What are the different categories of influencers mentioned in the research?

The research categorizes influencers into five types: Nano influencers (1,000 to 10,000 followers), Micro influencers (10,000 to 100,000 followers), Macro influencers (100,000 to 1 million followers), Mega influencers (1 million followers and above), and Key Opinion Consumers (KOC), a more recent category.

Why did the speaker choose not to research themselves for the paper?

The speaker avoided researching themselves because personal bias could influence the results. Instead, they focused on comparing macro-influencers and micro-influencers objectively.

What was the key hypothesis tested in the research?

The hypothesis tested was whether hard selling or soft selling language is more effective for influencing customer purchase decisions when using macro-influencers and micro-influencers.

How did the researcher segment the influencers for the study?

The influencers were segmented into four groups: macro-call with hard selling, macro-call with soft selling, micro-call with hard selling, and micro-call with soft selling. Randomization was used to compare the effectiveness of these segments.

What was the most effective influencer type and technique for boosting instant sales?

Macro-influencers using hard selling language were found to be the most effective for boosting instant sales, as they can generate quick and substantial revenue, particularly for large campaigns.

Which influencer type and technique were most effective for maintaining trust and credibility?

Micro-influencers using soft selling language were found to be most effective for maintaining trust and credibility with a brand, as their higher engagement and organic approach foster stronger relationships with their followers.

What is the significance of using micro-influencers for customer purchasing decisions?

Micro-influencers using hard selling language were found to significantly impact purchasing decisions, particularly in niche markets or for products like fashion, where authenticity and trust are crucial.

What role does the new concept of Key Opinion Consumers (KOC) play in influencer marketing?

Key Opinion Consumers (KOC) represent regular customers who are incentivized to act as brand ambassadors by sharing testimonials and promoting the brand. This concept has been gaining traction, especially in community-driven marketing (CDM) strategies.

How does the script differentiate between marketing strategies and creative direction?

Marketing strategies and analyses are focused on numbers and data, measuring effectiveness like return on investment (ROI), while creative direction is about executing campaigns creatively. Marketing strategies involve calculating marketing efficiency and ROI, whereas creative direction involves the ideation and campaign rollout.