Nowadays, influencer marketing is one of the most powerful ways to promote a brand
online. This is why from Instagram to YouTube, influencers help businesses to connect
with their audience in a more personal way. The one question on the table though is:
Should you work with micro influencers or macro influencers? Now let’s dissect what the
future may be.

Who Are Micro and Macro Influencers?
People with smaller followings, also known as micro influencers, usually have between
1,000 and 100,000 followers. Often they specialize on a particular topic like food, fashion,
fitness or travel. They have loyal and trusting followers who trust their recommendations.
The difference here, however, is that macro influencers have big followings of at least
over 100,000 and even into the millions. Most of them are big YouTubers, well known
personalities on social media or celebrities.

Micro Influencers: Small but Powerful
Not all influencers have huge numbers, but often those numbers are stronger when it
comes to their audience. Their followers trust the opinions of their followers, because
their followers see them as real people, not celebrities.

Why brands love micro influencers:
They have more likes, comments, and shares compared to big influencers.
Affordable: Working with them is not too expensive particularly for small businesses.
They have a niche audience: Their content is directed toward more interested and ready
to buy people.
For example, a skincare brand used 10 micro influencers in the beauty niche. They
weren’t making much under 20k followers, but they did get more sales than they paid one
macro influencer. The reason? Their followers were genuinely into skincare.
Macro Influencers: Big Reach, Big Impact
One post of macro influencers can reach thousands or even millions. They are good for
getting buzz, raising brand visibility and launching new products.

Why brands choose macro influencers:
One post can have a huge audience.
Helps new brands get noticed fast: They help new brands get noticed fast.
Professional content: Many have high-quality cameras, editors, and teams.
For example, a sportswear company would have used a celebrity athlete with 5 million
followers. The post drew a lot of traffic to the website, but not as much as the micro
influencer campaigns had, with regards to conversions (actual sales).

So, What’s the Future?
We can expect a combination of the two in the future of influencer marketing. However
many experts claim that micro influencers will be even more popular. Companies are now
in the process of putting more focus on real connections, honest reviews, and trust
instead of numbers.
Additionally, nano influencers (people with less than 1,000 followers) are also growing.
The people who have this kind of influence are everyday users, these are people that are
not famous but have a strong influence in their local communities or in their close
networks.

 

Final Thoughts

Influencer marketing has no one size fits all. Micro influencers might be your best option
if you want to build trust and drive engagement. Macros make sense if you want to speed
up awareness. The smart move? Use a mix of both and pick what best suits your brand.
The key is not merely choosing the popular person, but the person who actually
connects with your audience.