Micro-influencers vs Macro-influencers: Which is the most effective influencer marketing technique? When it comes to influencer marketing, bigger isn’t better. Micro isn’t better. Better is better. Micro-influencers are touted as having: - higher engagement rates - lower pricing - more credibility In reality it is not that simple. Micro-influencers being more effective is not a universal marketing principle. There is the common misconception that micro-influencers are more engaging. While it is often true that micro-influencers have higher engagement rates than macro-influencers, that doesn’t mean they’re a more efficient cost per engagement (CPE) for advertisers. It is true that when influencers grow their engagement declines But, their costs don’t scale at the same rate. The average cost per engagement (CPE) is 16X higher for smaller influencers (2k-5k followers) than it is for larger ones (500k-1MM). Additionally, one factor that is often overlooked in working with influencers is the time spent to manage influencers. Working directly with an influencer that has 10 million subscribers is often just as much work as working with an influencer that has 10 thousand. Regardless, with influencer marketing there is no ‘one size fits all’. Few brands and marketers are willing to put in the time and effort to focus on identifying creators that are truly relevant. Instead, there’s an increasing reliance on marketplaces focused on scale. As the saying goes, the last mile is always the least crowded. None of this is rocket science, but like most good things, it takes patience, focus, and a long-term outlook vs looking for quick fix solutions. #influencermarketing #microinfluencers #macroinfluencers #macroinfluencer #microinfluencer