One of the most common strategic questions in influencer marketing is whether to work with micro or macro influencers. Each offers distinct advantages depending on campaign goals.

Micro-influencers typically serve niche audiences and achieve higher engagement rates due to stronger community trust. They are ideal for targeted campaigns, product launches, and brands seeking authentic interactions.

Macro-influencers, by contrast, offer broader reach and are effective for large-scale brand awareness initiatives. While engagement rates may be lower, their visibility can significantly amplify brand presence.