I keep getting stuck on this decision, and I feel like I’m asking it wrong.
The question I usually hear is “Should I work with 10 micro-influencers or 3 macro-influencers?” And the answer is always “it depends.” But on what, exactly? Everyone gives me different advice.
Some people swear by micro because engagement is higher. Some people push macro because you get reach. Some people talk about a mix. But when I’m actually planning a campaign and I have a fixed budget—let’s say $5k, $10k, whatever—I don’t know how to make the choice.
I tried both approaches semi-independently, and… honestly, the results were too different to compare. Different audiences, different messaging, different outcomes. So I still don’t know what actually works for us.
The thing that would actually help: seeing how other people in this community decide this. Not the theory—the actual decision framework. Like: “Here’s what I track, here’s the tradeoff I’m evaluating, and here’s how I actually decide.” And ideally, examples from people working across Russian and US markets, because I’m noticing the decision might be different for each region.
What’s your decision framework? And have you had cases where micro worked way better than macro, or vice versa?