This research is AMAZING!!!

Unsplash / Maddi Bazzocco

Have you ever found that big-time social media influencers seem a little…phony?  Here is a lesson in psychology and persuasion that explains why.

New research published in the Journal of Marketing suggests macro-influencers and micro-influencers need to use different language to be effective.

Engagement drops for macro-influencers (people with more than 100,000 followers) on Instagram when they use exclamation points or high-arousal words like “amazing” or “sensational.”  The same phenomenon is present on TikTok, where macro-influencers who pitch their voices higher (which suggests high arousal) also see lower engagement.

It’s opposite effect with micro-influencers (people with fewer than 100,000 followers).  When they use more high-arousal words and exclamation points, their engagement goes up.

The authors conclude that micro-influencers seem more genuine, so they have more latitude to gush and emote.  On the other hand, we assume macro-influencers are trying to sell us something, so we treat their content almost the same as any other kind of advertising.

The research shows macro-influencers can be more effective if they tone it down a notch or two. Educate followers more than overtly selling them on something.  Maybe even criticize a product’s weaknesses while praising its benefits.  All this can make those macro-influencers appear more trustworthy.