Micro Vs. Macro: What Kind of Influencer Agency Do You Need?

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When most people think of influencers, their minds go to the biggest stars on the Internet: the Kardashians. While Kim and Kendall might have the biggest follower counts, they also come with enormous fees, putting a single post out of the reach of most businesses with small budgets. 

The thing is, these mega influencers represent a tiny minority of users on Instagram. Far more fall under macro and micro categories. This is good news for your brand—you can partner with many popular Instagrammers for a fraction of the cost of a Kardashian. 

But how can you tell if you need a micro or a macro influencer agency for your next marketing blitz? Keep scrolling to find out the difference between these two types of Instagrammers. 

Micro Influencers

A micro influencer is someone who has a modest following on social media, pulling in somewhere between 10 and 25K people. That may be nowhere near close to a Kardashian’s following, but that’s part of their draw. They’re ordinary people who make relatable content. 

But, what is a micro influencer agency if they work with Instagrammers with fewer than 10K followers? You can call them a nano influencer agency. The word nano is used to describe smaller accounts run by everyday people who don’t “influence” as a living. 

While these nano agencies might still come under your Google search for micro agencies, they technically don’t offer micro influencer marketing services. If the Instagrammers on their roster have fewer than 10K followers, they’re all about the nanos.

Why would you want to go lower? While they may have fewer followers, their content comes across as genuine, so their audience trusts their recommendations. They also tend to have a niche audience, making it easier for brands to find a tailored partnership. 

Macro Influencers

When it comes to follower counts, macros are one step above the micros. They usually have a social media presence that exceeds 50K followers. With counts like this, they edge closer to that Kardashian fame. In fact, macro Instagrammers often wind up being minor celebrities known for acting, singing, activism, or other day jobs. 

Others come by their follower count the old-fashioned way, building their online brand from the bottom up. Although these Internet celebrities gained fame through social media, they may hold as much sway over their followers as movie stars.

Which One Do You Need?

When it comes down to it, you need to understand a few things about your goals before choosing between these influencer marketing agencies. Here are some things you should hammer down before you start searching. 

  • What is your product or service? 
  • Who is your target audience?
  • What are your goals for the campaign in terms of ROI and engagement? 
  • What’s your budget? 

If your brand wants to target a niche audience, micro and nano Instagrammers will promise the best ROI and rates of engagement for the smallest budget. While they may not give your brand the biggest push in terms of how many people will see your campaign, the people who do see it are more likely to engage with your brand. 

It comes down to their relatability as everyday people. It boosts their authenticity, making their audience more likely to trust what they post. As a result, you’ll see higher engagement rates than if you partnered with huge social media stars

Thomas Editing

Tommy Wyher is the founder of Husky Marketing, a digital marketing and content creation company. Wyher has worked with a number of Fortune 500 companies