Micro vs. Macro Influencers

Embold Team

Micro vs. Macro Influencers

Influencer marketing is a great way to elevate any brand as influencers have built a highly engaged community that is extremely valuable to advertisers. By using influencers to represent your brand, there is guaranteed traffic to your site as audiences find influencer-generated content more appealing. Influencers know what it takes to engage your audience and can leverage their creativity to reach new customers with original content. One of the most important parts of an influencer marketing campaign is knowing what type of influencer is right for your brand. By utilizing the correct influencer, you are guaranteed to run a successful campaign. Knowing the reach of an influencer is key for any campaign, so keep reading to discover the benefits of micro and macro influencers.


By using an influencer of this size, you will be able to reach a highly targeted community as these influencers have a tight-knit audience. Influencers of this size typically have between 3,000-80,000 followers, with an engagement rate of about 3%-8%. Generally, influencers with a smaller following will typically have a greater engagement rate, which often means greater traffic for your brand. Influencers with a following of this size are able to reach niche interests and targeted locations. This makes them the best influencer to use when you are looking to reach highly targeted key demographics. 

Micro-influencers often have personalized relationships with their followers, which translates better when they represent your brand. This is because audiences trust peers over advertisements, and having this personal connection with an influencer ensures they are more likely to engage with your product or service. Most importantly, micro-influencers typically share the same interests as their followers, meaning that when they support your brand, a majority of their followers will also have an interest in your brand. 


Macro-influencers are bigger than micro-influencers with between 80,000-500,000 follower count and engagement rate of 1%-3%. Due to their greater following, these influencers have a lower engagement rate per post. This is largely in part due to their ability to target broader locations and niche interests. Therefore, when running a campaign about a product found only in one specific location, you are likely to engage fewer people within the influencers following, as many of their followers are located in multiple geographic locations. 

These types of influencers are great for brands who are looking to have a greater reach as campaigns with these influencers will scale with ease. This is because through a single post, a brand can receive instant visibility. The most ideal campaign types for these influencers is with multi-national or e-commerce brands that are looking to reach a broader audience base, while still centralized in specific topics such as beauty, tech, food, etc.

Micro vs. Macro Influencers

With micro-influencers having a smaller following, their fee per feed and story post is significantly less than that of a macro-influencer. This means that you will be able to use more micro-influencers for a campaign, which could ultimately result in greater reach into your desired target audience. Another important feature to mention, is that due to the large size of macro-influencers, they are likely to have multiple campaigns lined up at a time. This means negotiating compensation and terms can be difficult. However, due to the small size of micro-influencers, they are more often than not very excited and willing to work on campaigns as they are not presented with as many opportunities.  


So what influencer is right for your brand? In theory, the type of influencer you select should be based upon who your target audience is, and where they are located. However, the best part about influencer marketing is that no matter the size of the influencer, they are guaranteed to bring in unique engagement for your brand. A couple of things to remember when selecting influencers: micro-influencers have reach in niche interests and targeted locations, whereas macro influencers have reach in niche interests, but broader locations. Now that you know how each influencer can benefit your brand, are you interested in starting your influencer campaign? Schedule a consultation by clicking here or by visiting: https://embold.co/getstarted/

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