Micro vs. Macro Influencers: Who’s who in the influencer zoo?

POV: You’ve recently acquired a budget for an influencer marketing campaign but aren’t sure whether to work with micro-influencers or macro-influencers. 

You’re actually not entirely sure what their differences are!

Well, we’re so glad you (hypothetically) asked – because as one of Australia’s leading influencer agencies, we’re here to demystify these two influencer groups for you.

What is the difference between a micro and macro influencer?

Starting with the basics. A micro influencer typically has between 10,000 and 50,000 followers, whereas a macro influencer, according to our definitions (it can vary!) has between 150,000 and 500,000 followers. 

And as you can imagine, this disparity in follower count means the rates they’re charging for content differ significantly. On average, micro influencers charge anywhere between $500 and $2,500 for a piece of content posted to their social media platform/s. 

On the other hand, we’ve seen macro influencers charge anywhere from $2,500 to $20,000 per post – heck, even more! Even before discussions about usage rights have even begun.  

Which influencer type is better for brands?

If you’re looking for a big-name brand ambassador, we’d recommend working with a macro influencer. Their 150-500k follower base means your brand name will be reaching a LOT of eyes and a pretty trusty reach from the audiences they’ve already nurtured and built.

These seasoned pros bring polish and professionalism to the table, with extensive industry experience, premium production quality, and a knack for engaging audiences at scale. 

Rely on them for:

• Amplifying Brand Awareness: Massively expand your visibility and capture the attention of a much broader demographic
• Premium Content Creation: Secure high-end, often studio-grade assets that instantly elevate your brand's visual identity
• Upgraded Campaigns: Take your marketing to the next level with sophisticated, wide-reaching content

If you’re wanting to work with a diverse group of individuals, opt for micro influencers.

They’re the undisputed cornerstone of influencer marketing in Australia, because they offer a sweet spot between great reach and genuine authenticity.

Partner with them for:

• Enhancing Trust: Build deep credibility with highly active, loyal audiences
• Scaling Mid-Sized Campaigns: Stretch your message further and wider without sacrificing a personal touch
• Maximising ROI: Achieve the ideal equilibrium between budget-friendliness and high-impact results

Regardless micro or macro, managing partnerships with either group of content creators entails a fair amount of work. If you’re now thinking to yourself: “I don’t have the bandwidth to own an influencer campaign right now,” then that’s what Sticki is here for. 

Let our team of influencer marketing experts take the reins for you and manage your campaign end-to-end. Get in touch with us here.