Micro-Influencers vs Macro-Influencers
Bigger isn’t always better. Here’s when to reach for a micro-creator and when scale actually pays off.
"Should we go big or go niche?" is one of the most common questions we hear. The honest answer: it depends on your goal.
Micro-influencers (10K–100K)
Higher engagement, deeper trust, and lower cost per partnership. Ideal for conversions, UGC, and reaching tight-knit communities. The trade-off is coordination — more creators to manage for the same total reach.
Macro-influencers (100K–1M+)
Scale and credibility in a single post. Ideal for awareness pushes, launches, and category leadership. The trade-off is cost and, often, lower engagement rates.
The blended approach
Most of our highest-performing campaigns blend both: a macro creator for reach, supported by a cohort of micro creators for trust and volume of authentic content. The result is a campaign that's both visible and believable.
