Lauren Nelson

Macro vs Micro vs Nano: Choosing the Best Influencer (size) for Your Marketing Campaign?

Follower count or engagement rate? What qualifies someone to be an influencer? And what's more important?  We'll give you the knowledge to help you decide which type of influencer you need -- macro, micro or nano.

What are macro-influencers

Macro-influencers have 1M+ followers.  Macro influencers are well-known individuals within their sphere of influence, such as interests or geography. In some instances, they’re celebrities - think Kardashian / Jenner sisters. 

These accounts typically have around 1-3% engagement from their followers with the content they’re creating -- an engagement being a share, comment, like, etc. depending on the social network. 

Generally speaking, the more followers that an individual has, the lower the percent engagement. When you take into consideration, the large number of followers for these individuals, a low percent engagement may not be so detrimental.  

When to collaborate with a macro-influencer?

Macro-influencers won’t be cheap but can be beneficial to collaborate with. It may be worth it to splurge on a macro-influencer if you’re looking to achieve a large, broad audience, likely to increase brand awareness and social media presence. Macro-influencers certainly know what they’re doing as far as branded social media marketing goes. However, consumers know that macro-influencers are paid a lot of money for promotional content so they can lack the trust needed to generate conversions.

Pros & cons of macro-influencers

Pros of macro-influencers
Cons of macro-influencers
Large reach/broad audienceMore expensive
They know what they're doingMay lack consumer trust since audiences know they’re getting paid to promote
Low risk of fake audience or engagementLower conversions

What are micro-influencers?

Micro-influencers have between 10K and 1M followers.  They typically focus on a specific category, such as beauty, tech, or sustainable products. Typical engagement rates for these social media influencers are between 2-5%, decreasing as following increases. 

When to collaborate with a micro-influencer?

Micro-influencers are more affordable content creators that have been proven to drive more conversions than macro-influencers. Micro-influencers are great for brands who really know their target audience. For brands who are willing to spend more time collaborating with influencers, this strategy can achieve a larger reach. 

Pros & cons of micro-influencers

Pros of micro-influencers
Cons of micro-influencers
More engaged, niche audienceLess of a reach
More affordableMultiple micro-influencers are needed for the reach of a macro-influencer which is more time consuming to manage
Higher ROI

The audience may be faked (on the lower end of the spectrum)

What are nano-influencers?

Nano-influencers have between 1K and 10K followers and average engagement rates between 5-8%.  Nano-influencers are your everyday individuals, like you or me. Their follower base consists of primarily family, friends, and acquaintances making it very organic and authentic.  

When to collaborate with a nano-influencer? 

Nano-influencers are ideal for brands that may not have the largest marketing budget at the moment. They may require more direction to develop the content that’s right for your brand. On the upside, nano-influencers have a high consumer trust with their organic audience. Think about it, are you more likely to try a product that your best friend recommends or Kelly Ripa? 

Pros & cons of nano-influencers

Pros of nano-influencers
Cons of nano-influencers
Audience is very niche, mostly friends and familyMore time consuming since they’re generally less experienced
Very affordableA drop in the ocean so to speak一many nano-influencers required to achieve great reach
High consumer trustMay require more direction with content production

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macro-influencer influencer marketing micro-influencer nano-influencer