When planning an influencer campaign, it can be challenging to understand which size of influencers to choose: macro influencers are costly but have a larger audience, whereas micro influencers have a small but often loyal community.
There are multiple factors to consider when making this decision. However, because social media is flooded with content, partnerships and deals, ultimately, you want to work with creators who can convey authenticity for your collaboration to stand out.
Macro influencers can provide a lot of impressions and reach, but only a few dedicated accounts can provide authentic content. On the other hand, micro influencers have less reach, but are most likely to have an authentic connection with their audience.
This is exactly why micro influencers are on the rise: as it becomes more difficult to spread the word about a brand or product, companies want to make sure they can reach people who are actually interested in their offer. And so, in this article, we will cover why size doesn’t necessarily translate to more impact.
Micro influencers are key opinion leaders in specific niches or industries, with followings of 10K to 100K. They provide a small but engaged community, which is why 68% of marketers have chosen a niche influencer to partner with in the past year. The reasons behind this trend include:
Now, while a small audience has a lot of benefits for brands, it can also simply mean a lower reach and impact. So, it’s very important to find the right micro influencers for your campaign to make sure they can actually perform.
Macro influencers are content creators who have built a large audience, typically ranging from 100k to 1M followers. They might even be public figures or small celebrities.
While micro influencers have a lot of advantages, brands choose to work with macro influencer for the following reasons:
The downside to working with macro influencers is that they demand a significant budget due to the amount of effort dedicated into their content and community. Therefore, partnering with them is a high-cost option, with no guarantee that it will be compensated in sales.
Another aspect to consider when choosing the right collaborators is that macro influencers, more often than not, are managed by talent agents who control their brand partnerships. This can impact negotiation efforts, but it also means a more professional relationship, where every detail is strictly followed.
An authentic audience means having followers who actually engage with influencers and actively listen to their opinions. Any post can help spread the word about a product, but only an authentic interaction can drive sales—in fact, 63% of consumers are likely to buy products from an influencer they trust.
However, not all follower counts reflect real influence. Fake followers can significantly distort an influencer’s perceived reach and engagement, making it difficult for brands to see real returns.
Fake followers can take different forms, such as:
Regardless of the type, fake followers dilute authenticity and can mislead brands into investing in influencers who won’t deliver real results. This is why it's crucial to vet influencers carefully and prioritize those with genuine audience engagement, over followers.
According to an Influencer Hero research finding, audience credibility has a strong correlation with conversion performance. Based on a pool of 10,325 influencers, we found the following correlation:
While there is a clear correlation between fake followers and conversions, bigger accounts aren’t necessarily the only high performers.
While both may be affected, macro influencers have higher chances of having fake followers and spambots, exactly because of their large following.
This is why size doesn’t necessarily translate to more impact. There are multiple factors which alter audience credibility and therefore performance. Let’s analyze the authenticity each influencer can bring to the table, and how much impact that can generate.
Engagement rates are one of the most valuable KPIs when determining whether or not to partner with an influencer. While it might seem like larger accounts generate more engagement, the reality is different: macro influencers typically have an ER of 1.5%, while micro influencers average at 2.4%.
Posts from larger accounts naturally get more visibility as platforms push high-follower content, leading to higher impressions and reach. For brands focused on awareness and exposure, macro influencers can definitely be useful.
All influencers inevitably have some fake followers (we all do!), it’s recommended that no more than 15-20% of an influencer’s audience falls into this category.
However, credibility not only depends on a large follower count. It can also be achieved by dedicating content to a niche topic:
For example, with a 6.5% engagement rate, @curlsavant is a great account for people who specifically want to learn more about dry cuts in curly hair.
Whereas @abigaillinnn’s account, with an ER of 5.7%, might be the place to go when looking for general hair care tips and tricks.
There are multiple ways you can spot fake followers in order to avoid them. The easiest way is by using tools like Influencer Hero’s Fake Follower Scanner which can tell you in a simple click the percentage of fake followers an account has.
This tool also allows you to check the influencer’s engagement rate, follower growth, earned media value, their audience location and gender, and many other useful indicators!
Another way to spot fake followers is by comparing the engagement rate with the amount of followers. A low engagement rate in a large account can either mean two things:
The main problem with collaborating with influencers who have fake followers is that they won’t be able to deliver real results - and they might not align with your brand’s values. Partnering with the wrong influencers can impact both credibility and reputation.
For example, the influencer below has 359k followers with an engagement rate below average for macro influencers. Our scanner has detected 68% fake followers, meaning that this audience that seems very big, really isn’t.
Accounts with a very small engagement rate compared to their following can also mean that this big audience isn’t actively interested in the influencer’s content, and are ghost followers. Even if they are real people, it’s the same as a large auditorium of dormant people!
Take for example the influencer below. Our scanner detected a very small amount of fake followers, yet his ER is very low for 312k followers. In this case, his reach and impressions will also be low.
When it comes to authenticity, both micro and macro influencers have their own unique advantages, but it ultimately depends on what a brand values most: personalized engagement or widespread reach.
Micro influencers offer higher engagement rates, deeper personal connections with their audience, and a greater sense of authenticity due to their niche expertise.
Their smaller, more loyal communities tend to trust them more, which leads to more genuine interactions. However, their reach is more limited, so their impact may not be as extensive as that of a macro influencer.
On the other hand, macro influencers bring larger audiences and a broader reach, which makes them ideal for brands aiming for large-scale brand awareness.
While their credibility can be higher due to the sheer size of their following, they are more susceptible to having fake followers or ghost followers, which can undermine the authenticity of their recommendations. Their engagement rate tends to be lower, and the audience interaction can feel more transactional.
For brands seeking genuine connections with a highly engaged audience, micro influencers may provide more value. But, if the goal is to amplify reach and dive into new markets, macro influencers can still be a strong choice.
Ultimately, the most authentic influencer is one who aligns with a brand’s values, connects genuinely with their followers, and maintains a level of transparency regarding their audience’s engagement.
Brands can evaluate an influencer's audience authenticity by analyzing engagement rates, audience demographics, and using specialized tools to detect fake followers. A high engagement rate relative to follower count often indicates a genuine audience.
Tools like Influencer Hero's Fake Follower Scanner can help identify fake followers and assess audience credibility.
Collaborating with influencers who have fake followers can lead to wasted marketing budgets, as these followers do not engage with content or convert into customers. Additionally, it can damage a brand's reputation if consumers discover the inauthenticity, leading to decreased trust and potential backlash.
Regulatory bodies like the Federal Trade Commission (FTC) in the United States have established guidelines for influencer marketing to ensure transparency and authenticity. Influencers are required to disclose sponsored content clearly, and brands must ensure compliance to maintain credibility and avoid legal issues.
Key signs of an inauthentic influencer include:
Influencers can maintain authenticity while monetizing by:
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