Are micro-influencers better than macro influencers?
For most campaigns focused on engagement and conversions, yes.
Complete guide to choosing between micro and macro influencers based on your goals
Choosing between micro and macro influencers is a common challenge for brands. Each type of influencer offers different advantages depending on your goals, budget, and target audience.
This guide compares micro vs macro influencers to help you decide which option delivers the best results in 2025.
A micro-influencer is a content creator with an audience typically between 10,000 and 100,000 followers.
They usually focus on a specific niche and maintain strong engagement with their community.
Macro influencers generally have 500,000+ followers and often reach broad audiences.
They are commonly used for large-scale brand awareness campaigns.
| Feature | Micro | Macro |
|---|---|---|
| Audience size | 10k–100k | 500k+ |
| Engagement | High | Lower |
| Cost | Affordable | Expensive |
| Niche focus | Strong | Broad |
| Authenticity | High | Medium |
Micro-influencers typically achieve higher engagement rates because their audience feels more connected to them.
Macro influencers may reach more people, but interactions are often less frequent.
Collaborating with micro-influencers is generally more cost-effective.
Brands can work with multiple micro-influencers for the price of one macro influencer, increasing overall reach.
Micro-influencers are ideal when:
Macro influencers are better suited when:
For most brands, micro-influencers deliver better ROI thanks to higher engagement and lower costs.
However, the best strategy often combines both types.
Using an influencer discovery platform like Influway, brands can:
For most campaigns focused on engagement and conversions, yes.
Yes. Many successful campaigns use a hybrid approach.
Macro influencers can charge from $5,000 to $50,000+ per collaboration, depending on their audience and platform.
Yes, studies show that micro-influencers typically have engagement rates 2 to 3 times higher than macro influencers.
There is no universal answer when choosing between micro and macro influencers.
The right choice depends on your goals, budget, and audience and the best results often come from a balanced strategy.
Influway Team
Marketing and Strategy
