Micro vs Macro Influencers: Deciding Which is Best for Your Brand Strategy

Whether you’re in the planning phase of your first influencer marketing campaign or brainstorming ways to grow and scale your brand’s affiliate marketing program, you’re likely considering the best types of influencer partnerships for your company. Sure, it’s tempting to go after the big fish: The mega-influencers with millions of followers who promote products and seem to rake in conversions. That said, sometimes it pays—literally—to expand your search and consider those with smaller follower counts but high engagement and conversion rates. That’s where micro- and macro-influencers come in. These publishers have audiences ranging from a few thousand to one million followers, providing plenty of flexibility and access to potential buyers. And while the range of followers may seem extreme, there are ways to strategically use their influencer services for certain products, services, or elements of your campaign. In doing so, you can simultaneously grow your brand awareness, build trust with potential buyers, and achieve your marketing goals.Read on to learn more about the differences between micro- and macro-influencers. You’ll also find insights into how to choose which type of influencer is best for your brand’s campaign.