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Influencer Marketing: Macro vs Micro Influencers

Updated: Jun 30, 2023

With social media influencers and public figures on the rise in modern marketing, it can be hard to know who will be the best to represent your brand and bring you the best ROI. If you need help to make the decision, let’s take a look at the different types of influencers and the pros and cons for each.

Macro vs Micro influencer marketing

What is a Micro-Influencer?

Micro-influencers are social network figures and brand advocates who have a well engaged audience, typically in a niche area such a fashion, food, beauty or gaming. Generally, they have between 10,000 and 50,000 followers. An example of a micro-influencer could be your favourite YouTuber with 45,000 subscribers.

Influencer marketing is a form of marketing in which focus is placed on influential people rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.

What is a Macro-Influencer?

Macro-influencers, on the other hand, have an audience that ranges from hundreds of thousands into millions. These figures tend to be well known and are sometimes even household names. Think Kim Kardashian, Logan Paul or David Beckham.

So now you know the difference, how do you know which would be best to represent your brand?

The good thing about macro-influencers is that you’re guaranteed a large reach. With millions of followers, you can be sure that your brand or product is going to be seen by a considerable amount of people with diverse interests. This is perfect for brand awareness, but this amount of reach and impressions usually comes at a hefty price and can take up a lot of marketing budget.

In comparison, micro-influencers offer a more limited (but targeted) reach and on a whole, tend to have better engagement. As they have a smaller fanbase, they are able to interact with their audience more often and build a good rapport to feel like a friend, rather than an unattainable celebrity. For this reason, their opinions tend to be taken more seriously and trusted as the consumer finds them to be more relatable.

While the initial reach is smaller, a bonus of using micro-influencers is that they come at a smaller price and the promotion can be targeted to a niche audience to ensure the optimum ROI and engagement rates. It’s a great way to spread brand awareness to an audience you know will be interested and working with several micro-influencers to achieve your goals can prove really positive results.

How to decide which influencer to use

Ultimately, both types of influencers offer great benefit to brands. It really just depends on what your end goal is as to how to decide which type of influencer you should use. Think about what you want to achieve from the campaign; Do you want to target it to a niche audience? Are you looking to achieve new sales or brand awareness? How many followers do you hope to gain and how important is their interest in your brand or product?

Get Inspired

To keep up with all things #Influencer #Marketing, including #tips, #tricks and interesting #articles, head over to to the Ritual Blog. You may even find yourself inspired to start crafting your influencer campaigns.

Influencer discovery can be a long and tiring process if you have to manually search for the right talent. You can use a company like us to help you with the correct software to find the right talent and ensure your campaign goals are achieved.


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