Creator Tiers
Micro vs Macro Influencers
Micro wins on engagement and CAC; macro wins on launch awareness — the right answer depends on the brief.
Side A
Micro (10K–100K)
Best for: Conversion campaigns, niche categories, sampling at scale.
Side B
Macro (500K+)
Best for: Awareness peaks, launches, category-defining moments.
Side-by-side breakdown
| Dimension | Micro (10K–100K) | Macro (500K+) |
|---|---|---|
| Engagement rate | 3–8% | 0.5–2% |
| Cost per post | $200–$5K | $10K–$500K+ |
| Trust per follower | High | Medium |
| Production polish | Variable | High |
Our take
Most performance dollars belong on micro and mid-tier creators. Save macro for the moments that need a cultural anchor — they're almost never the best ROI line, but sometimes they're the only line that creates the moment.
Work with us
Need a candid read on which side fits your brand?
Book a 30-minute intro and we'll walk through your specific category, goals, and constraints — and recommend the structure that actually fits.