When evaluating micro- versus macro-influencer marketing, the right investment depends on your business objectives, available budget and the specific audience you need to reach. Before committing resources, it’s important to define what success looks like. Does your business need increased local traffic, regional growth or national brand awareness? A clear strategy ensures your influencer partnerships support measurable business outcomes, not just impressions.

Micro- and local influencers

Micro-influencers usually have between 1,000 and 50,000 followers. Local influencers usually focus on a specific city or region. 

Pros:

• They often have higher engagement. 
• Their followers trust them and see them as real people. 
• They cost less than national influencers. 
• They’re great for promoting local events, restaurants or new store openings.

Example: A Mississippi TikTok foodie reviews different local spots around the Mid-South (including Memphis!) every week and has over 277,000 likes on his content.

Cons:

• Their reach is smaller. 
• You may need to work with several in order to reach a larger audience. 
• Some may have less experience with brand partnerships.

Macro- and national influencers

Macro-influencers usually have more than 100,000 followers. Some even have millions.

Pros:

• They offer a wide reach and strong brand awareness.
• They can help a company or brand look more established. 
• They often have professional content and experience with campaigns.

Example: An influencer with a national reach posting about Memphis attractions like Beale Street could bring visitors from other states or countries.

Cons:

• They are typically more expensive. 
• Overall engagement rates may be lower than micro-influencers.
• Their audience may be spread across the country, which may not help if your business is looking to make a splash locally.

Choosing the right influencer

Start with your goal.

If you want foot traffic at your Midtown restaurant, a local Memphis content creator who highlights neighborhood eats and treats may work better than a national lifestyle star. If you want to build brand awareness for a new Tennessee-based product across the South, a macro-influencer from your industry may be the right fit.

Look at engagement, not just follower count. 

Check comments. Are people asking questions? Do they trust the creator? Make sure the influencer’s audience matches your target customer.

Review their past content. 

Does their tone fit your brand? Do they post consistently? Do they create high-quality photos and videos that will make your product, brand or service shine?

Set the relationship up for success

Be clear from the start. 

• Share your goals, timeline and budget. 
• Put expectations in writing. Outline deliverables, posting dates and payment terms.
• Give creative freedom.
• Provide key talking points, but avoid strict scripts. 

Example: Say you’re working with a Memphis-area influencer to promote an event onsite. Let them capture the vibe of the event in their own way that will best resonate with their audience while showcasing your brand.

Finally, measure results.

Track clicks, engagement, sales, event registrations and/or in-store visits. This can be done by creating campaign landing pages, hashtags and by coordinating with the influencer so they know to send you the data from their side. Strong partnerships are built on clear communication and shared goals!