How to choose influencers for your campaign: nano, micro or macro
The first filter almost everyone uses is follower count. It is useful for sorting the list, and that is about it. This is what we look at when we pick profiles for a campaign.
The three sizes
Nano: 5K to 10K followers. Micro: 10K to 100K. Macro: over 100K. The cut-offs vary depending on who is measuring; these are the ones we use at AG Agency.
What each one gives you
A nano talks to a small community that knows them: good for a city, an area or a very specific niche. A micro already has reach and usually keeps that closeness, so it is a good starting point for most brands. A macro gives you volume in one go, which is what a big launch needs, when the goal is for a lot of people to hear about it fast.
What we check before the number
The country and city of the audience: an account with half a million followers in another country is no use to a brand that sells in Argentina. The niche: what that person talks about every day. The platform, because Instagram, TikTok and YouTube do not reach the same people. And whether the account is real: comments from actual people, and video views in line with the follower count.
One big profile or several small ones
With the same budget you can hire one macro or several micros. Several profiles give you different faces, different audiences and less risk: if one underperforms, the campaign carries on. A single big profile puts everything on one post. For a brand just starting with influencers, spreading the budget is the safer move.
What to put in writing
How many pieces and in what format, the publishing date, whether the brand approves the content before it goes live, and what usage rights you have over the material. If you plan to run that content as ads, it has to be agreed before recording.
If you would rather not do the search
It is the most time-consuming part. We pick the profiles, negotiate, coordinate the content and track the results. Tell us the country, the audience and the goal, and we will send a proposal with profiles. And if you are still deciding between influencers and UGC, see which one suits you.