How to Choose Between Macro, Micro, and Nano Influencers

We get it, Influencer Marketing can seem baffling to some brands. You scout Instagram and see creators and influencers promoting something every other day. Every brand seems to be everywhere. But here’s the truth. Not every influencer is the same, and not every influencer suits your brand. Influencers are unlike celebrities. The days are long gone when one famous face was on every billboard, TV ad, and print ad. Now, even someone with 8000 followers can help you build brand awareness. The focus has shifted from “This person is a celebrity, I should buy” to “This person is relatable, I can trust their opinions about this brand.” 

With the internet culture booming, now is the perfect time to understand the type of influencers who can carry your message and make it resonate. Today, we can categorise influencers into three types – nano, micro, and macro. Each one offers a different kind of value. Nano influencers help you build trust. Micro influencers bring in engagement, while Macro influencers bring reach. Depending on where your focus is, your choice of influencers should differ. Let’s break down how to choose between these types of influencers and help you figure out which one fits your brand. 

• When to choose Nano influencers:

Nano influencers are people with 1K to 10K followers. They are like the next-door buddies with a dedicated following. They are not in it for fame and money but to build a genuine connection. Their content is often unfiltered and real. Their followers actively comment and talk to them. If your brand is entering a new market or trying to disrupt a hyperlocal one, choose nano influencers for authentic reach. 

• When to choose Micro influencers: 

Micro influencers have a following anywhere between 10K to 100K. They offer a balanced mix of reach and engagement. Their content is usually well-curated, and they have a niche. For example, beauty influencers, fitness influencers, or food bloggers. If your campaign demands targeted awareness and deep-dive tutorials, micro influencers are the best choice. 

• When to choose Macro influencers:

Macro influencers have a massive following, say 100K to 1 M+. They are polished creators and know the game well. They are mini-celebrities of sorts who’ve built their audience over the years. Their content is professionally shot and edited, and they usually work through agencies or managers. Choose macro influencers when you want to launch national-level campaigns and your budget is high. 

Now that you know how to choose influencers based on your objectives, let’s understand influencer engagement metrics. A high follower count may look enticing. But don’t let it fool you. A large number doesn’t always translate to influence. Here are a few metrics to look for:

1. Engagement Rate: It is the total ratio of likes, comments, and shares, AKA total interactions their content gets. A 4-6% engagement rate indicates that the audience is active and engaged. 

 2. Audience Demographics: Who are they creating content for? Dig into their target demographics. If you’re an organic soap in Mumbai, an influencer who’s into fashion in Delhi won’t fit your bill, no matter how many followers they have.

 3. Quality of their Content: Look beyond the followers and aesthetics. Does their content align with your brand tone and personality? Scripted content can work, but the audience knows when someone’s authentic and genuinely loves what they’re promoting. 

 4. Sponsored Content Success Rate: Scroll through their feed and check previous brand collaborations. How does their audience respond to paid content? Are the comments real or bot responses? Choose someone who can seamlessly blend their content to promote your brand. 

 5. Consistency: The Audience connects best with influencers who post frequently and consistently. On the other hand, influencers who only post paid content tend to lose credibility. Choose influencers who know how to strike a balance between genuine everyday content and paid sponsorships. 

Budgeting for Influencer Marketing:

Here’s a rough estimate cost per post; it can vary depending on engagement rate, niche and platform:

Nano Influencers: Rs. 1000 to Rs. 10,000

Micro Influencers: Rs. 10,000 to Rs. 50,000

Macro Influencers: Rs. 50,000 to 2,00,000+

The cost can change with reels, stories, carousels and cross-platform posting. Some influencers offer bundle prices if the content type is different.