Where big influencers (macros) mainly reach the masses, micro-influencers have a highly targeted and loyal community. They are literally closer to their followers.
The advantages at a glance:
- High engagement: because their community is smaller, they often answer all comments and DMs themselves. Engagement (likes, comments, shares) is therefore much higher in percentage terms than with macro influencers.
- Strong credibility: their recommendations do not feel like a paid advert, but like a tip from a friend. That creates a lot of trust.
- Cost-effective: their rates are considerably lower, so with the same budget you can deploy several micro-influencers for broader and more credible reach.