Brendan GahanCEO/Co-Founder Of Creator Authority (Influencer Marketing Agency)

Macro Vs micro influencers? Who is most effective? #microinfluencer #macroinfluencers #influencers

Name: Macro Vs micro influencers? Who is most effective? #microinfluencer #macroinfluencers #influencers
Uploaded: 2023-01-04T16:15:31+00:00
Duration: 26 s
Channel: Brendan Gahan
Description: In this brief commentary, the speaker examines the relative cost-effectiveness of macro (large‑scale) versus micro (smaller‑scale) influencers. While…

4 Jan 2023 · 0 min

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In this brief commentary, the speaker examines the relative cost-effectiveness of macro (large‑scale) versus micro (smaller‑scale) influencers. While acknowledging that engagement rates tend to dip as influencer audiences grow, the speaker emphasizes that influencer fees do not increase proportionally. Citing data, they claim the average cost per engagement (CPE) is about 16 × higher for micro‑influencers compared to macro‑influencers. Consequently, micro‑influencers are positioned as a suitable choice for brands with limited budgets, whereas larger brands may achieve better value by partnering with macro‑influencers.

Macro influencers versus micro influencers. Everyone thinks micro influencers are the most cost-effective choice for brands, but what does the data show? Sure, it's true that when influencers get bigger, their engagement declines a bit, but their costs don't generally scale at the same rate. So much so that the average cost per engagement is 16 times higher for smaller influencers than it is for much larger ones. Sure, if you've got a small budget, they're a great option, but for big brands, not so much.