Micro Versus Mega: Differences In Influencer Content

Abstract

This paper explores differences in sponsored content across social media influencers. Using theories of influencer marketing developed by previous literature, this exploratory study uses through content analysis to investigate the relationship between influencer follower size (micro-influencer or mega-influencer) and the types of sponsored content they produce, as well as their disclosure of sponsorship. Fifty-four influencers and sponsored videos from YouTube were collected and analysed. Consumer perceptions of micro-influencers as more authentic and less commercial were reflected in the types of content they produced. Overall, micro-influencers had a lower rate of sponsored videos, and disclosed in less obvious and less commercial ways. This paper provides two key contributions by developing a better understanding of influencer typologies and providing empirical support of a trade-off between mega-influencers' reach and power, and micro-influencers perceived authenticity and intimacy. Importantly, the paper also highlights the need for greater education around disclosure for micro-influencers.