Nano Influencers vs Macro Influencers

Research indicates a divergence in ROI between influencer types:

• Nano Influencers (<10k followers):

  • High engagement and authenticity.
  • Average return: ~$1,000 on a $50 investment (20x ROI).
  • Perceived as “just like us,” leading to higher trust.

• Macro Influencers (>100k followers):

  • High reach but lower relative engagement.
  • Average return: ~$6,000 on a >$1,000 investment (6x ROI).

On a cost basis, nano influencers consistently outperform macro influencers in engagement and revenue generation.

Source: [[HBR: When It Comes to Influencers, Smaller Can Be Better]]