Campaign Strategy ยท 5 min
Should Brands Use Micro or Macro Influencers?
The question is usually framed as a choice. In practice, the tiers do different jobs and the split is the real decision.
UKlik Editorial Team ยท Published 27 March 2026 ยท Last updated 1 August 2026
Different tiers, different jobs
Macro creators and celebrities buy visibility and immediate credibility โ useful at launch moments and for category entry. Mid-tier creators buy efficient reach. Micro and nano creators buy volume, engagement and repeated exposure. UGC creators buy content supply.
A campaign that uses only one tier is usually solving only one part of the problem.
How to split
For launches, weight toward visibility with a sustaining micro layer. For performance and e-commerce, weight toward content volume and micro creators, keeping a smaller visibility component. For category association, weight toward long-term mid-tier ambassadors.
The trap to avoid
Spending almost everything on one recognised name leaves no budget for the repetition that actually builds familiarity, or for amplifying whatever performs. Reach without repetition rarely changes purchase behaviour.