Macro and Micro Influencers

Sara Steever
August 23, 2011

Rural lifestylers turn to third-party verification of information, often online, before making a purchase decision. We believe there are two types of influencers that have decision-making impact on potential customers; macro and micro influencers. These influencers are sought out while making purchasing decisions.

Macro influencers have the most individual impact and the greatest influence among peers. They have always been a part of the decision process.

  • Industry thought leaders
  • Veterinarians and nutritionists
  • Dealers
  • Educators and research leaders
  • Member organizations and peer groups
  • Trusted and knowledgeable friends and family

Micro influencers have developed through digital media. They have some credibility, mainly through acquaintance or common interests. They could be a complete stranger who is similar to the buyer in some way.

  • Social media friends
  • Online communities
  • Other shopping sites that contain ratings and reviews

Rural lifestylers are very active in social media spaces, often seeking advice from influencers.

There is a strong pattern of influence happening online among complete strangers with a common interest. While not as powerful as macro influencers, micro influencers are becoming more and more important to the decision-making process.

Read more about how consumer reviews impact each step of the purchase decision-making process click.

Paulsen Attends World Dairy Expo

Precision Ag Center at SDSU Supported by South Dakota Corn

South Dakota Game, Fish and Parks Launches New Website and App at 2018 Pheasant Fest