For most product tests in Germany, Austria, Switzerland, Spain and the UK, micro-influencers deliver a better cost per result; macro-influencers help when you need reach in a short window. Follower count is a bucket, not a strategy. Book the post type you need — feed, story, reel, TikTok or YouTube — at the listed price plus 12%.
What the labels actually mean
| Micro | Macro | |
|---|---|---|
| Typical followers | 10k–100k | 100k–1M+ |
| What you buy | Trust in a niche | Fast reach |
| Cost per result | Usually lower | Often higher |
| Best first test | Yes | Only with a reach goal |
Nano (under ~10k) can work if the comments are real and the niche is exact. Vanity macros with dead engagement lose to a focused micro every time. Compare that with how you will measure ROI before you mix both in one budget.
How to choose for one campaign
- Prove an offer: three to five micros in the same niche, unique codes, one week.
- Launch week: add one macro for reach, keep micros for conversion.
- Always: check the audience is real before you pay for reach.
Authenticity is not a slogan. It is a creator whose audience would buy the product without a script. That is usually a micro, not a rented celebrity.
On Influsa you do not brief an agency to “find a mix”. You browse bookable profiles and pay per post, with escrow.
FAQ
Are micro-influencers cheaper?
The post price is often lower, and cost per result is usually better. A cheap macro with fake reach is more expensive than a dearer micro who sells.
Can I book both on Influsa?
Yes. Each profile lists Instagram, TikTok or YouTube posts at the creator’s price. You pay that plus 12%.
Should I start with a macro for brand awareness?
Only if awareness is the written goal and you can still name a secondary metric. Otherwise start with micros.