Macro influencers cost about 16 times less per engagement than micro influencers, even though their engagement rates are slightly lower. For brands with big budgets, macro influencers deliver better value.
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.
