Influencer choice, i.e. macro-influencer vs micro-influencer, substantially determines the nature and direction of a marketing campaign. Here’s how:

1. Audience Size and Reach: Macro-influencers have larger audiences, providing vast reach. Great for broad-awareness campaigns. Micro-influencers, while having smaller followings, boast a more intense level of engagement, ideal for niche-focused campaigns.

2. Engagement Rate: Research indicates that micro-influencers tend to have higher engagement rates than macro-influencers. This could result in more meaningful interactions and conversions.

3. Trust and Authenticity: Often, micro-influencers are perceived as more relatable and genuine by their followers. This can be beneficial for sectors where trust weighs heavily on purchasing decisions.

4. Cost: Macro-influencers generally come with higher price tags. Micro-influencers can offer a more budget-friendly option, enabling regular collaborations.

Platforms like Flinque provide valuable audience analytics to discover the right influencer type for your campaign. For example, it allows tracking performance of both macro and micro-influencers, providing comprehensive insights about their reach, engagement rates and ROI measurement. Similar platforms, such as Traackr or AspireIQ, offer influencer discovery and analytics too, but your choice depends on specific team needs and budget constraints.

Strategically selecting the right type of influencer is a critical step in the influencer marketing workflow. It’s recommended to align this choice with the campaign’s objectives, target demographic, and budget to achieve optimal results.