Don’t get tripped up by follower counts; influencer marketing is about more than just audience size. While big numbers might look impressive they represent only a small facet of an influencer’s value and can easily be inflated. Not only that, the typically lower levels of engagement within macro and mega-influencers’ audiences can actually handicap their reach as platform algorithms favour the content of accounts with more participatory followers.

With smaller audiences, micro-influencers can be much more actively engaged with their followers (which is probably why 61% of consumers are more likely to follow them than their macro and mega counterparts). In turn, social media users tend to invest more of their trust and time into the micro-influencers