Micro-influencers vs. macro-influencers: What's the right choice for your campaign?

November 2, 2023

In recent years, the influencer marketing market has grown steadily, reaching $16.4 billion in 2022, according to a Hubspot study. It's clear to companies that influencer marketing campaigns are essential for increasing brand awareness, reach on social networks and sales. However, the question now facing companies is what kind of influencers they should work with.

Macro-influencers and mega-influencers: Large-scale reach

Macro-influencers are content creators with over 150,000 subscribers, while mega-influencers have over 500,000 subscribers.

With their large number of subscribers, they offer massive reach. Their high profile gives your brand instant visibility with a wide audience.

However, having such a massive audience can also lead to less personal and pronounced engagement.
In addition, macro-influencers will often have higher rates than micro-influencers, which can make it difficult for small businesses or emerging brands to commit to partnerships with them.

Micro-influencers: small-scale authenticity

Micro-influencers, on the other hand, have a more limited reach, generally with fewer than 50,000 subscribers.

But micro-influencers are generally considered to be more authentic, and manage to develop a community that is often highly engaged.
In addition, their cost is generally more affordable, offering an attractive option for companies with limited budgets.

What's the right choice for your campaign?

Working with micro-influencers is just as interesting as working with macro-influencers. The choice between macro-influencers and micro-influencers depends on the specific objectives of your campaign.

In summary, if brand awareness and visibility are your priority, macro-influencers may be the optimal choice. But if you're aiming for deeper engagement or a specific niche, micro-influencers may better suit your needs. A balanced mix may also be the key to maximizing reach while maintaining authenticity.