Influencer marketing is often presented in public discussions as celebrity campaigns with millions of followers. In reality, this market is significantly more diverse, and investments in influencers are higher than ever: according to international studies (e.g. Influencer Marketing Hub) nearly a quarter of companies are already using over 40% of their entire marketing budget on influencer collaborations.

Brands that rely on large follower counts, or so-called macro-influencers, often pay significantly more than the sales results achieved. A study by Bocconi University in Italy (Journal of Marketing, 2024) and a report by Harvard Business School indicate that companies seeking results and genuine sales should look at significantly smaller accounts instead of those with millions of followers.

Why do nano and micro-influencers deliver the best results, how are influencer marketing results measured, and what pitfalls should brands avoid? Read the full article to learn more!

Nano and micro-influencers vs. macro-influencers: Why is small effective?

A study by Bocconi University analyzed over 1.8 million purchase events and hundreds of paid influencer campaigns across Europe. The results were staggering: nano-influencers with fewer than 10,000 followers generated an average of over ,000 in sales for every $50 product they were given. At the same time, macro-influencers with over 100,000 followers often charged thousands of euros for collaborations, but the sales they generated were a fraction of that.

This can be explained by the quality and authenticity of the interaction. On accounts with a smaller follower base, the influencer actively responds to comments, engages in conversations, and communicates in the same way as with their friends, and most of the followers are likely also part of the brand’s target audience. In the case of large celebrity accounts, sponsored content can often provoke irritation among consumers, as these collaborations are not often perceived as genuine.

Successful influencer marketing requires considering four things:

• Genuine product relationship: Choose influencers who already use and appreciate your products, rather than those who promote any brand.
• Purchase moment data collection: Always use unique discount codes, tracking links, or campaign-specific landing pages to verify the sales generated by the collaboration.
• Active interaction: Ensure that the influencer you choose responds to audience questions about the product in the post’s comment section.
• Utilizing platforms and automation: Manage a network of several small influencers by using platforms or direct, personal communication instead of mechanical representation agencies.

Measurability and results: How is influencer marketing integrated into ROI calculations?

One of the biggest problems when working with macro-influencers is the lack of data. Large talent management agencies and celebrity influencers often offer companies views and likes that do not yet indicate any business results.

Truly data-driven work requires tracking the entire purchase funnel: from total followers to visibility, engagement, and ultimately to actual sales and euros. Smaller nano and micro-influencers are generally much more willing to commit to precise tracking, which makes influencer marketing easily measurable and optimizable.

How to start effective influencer marketing?

Just like in search engine optimization (SEO), AI search optimization (GEO), or paid advertising, a clear strategy and clean data are also crucial in influencer marketing. Visibility alone is not enough; campaigns must deliver genuine value and conversions.

• Define the goal: If you are looking for pure brand awareness, a big name might work. If you are looking for direct sales and measurable results, it might be worth choosing a network of smaller influencers.
• Build data integration: Ensure that GA4 and other analytics tools seamlessly recognize the traffic and sales brought in by influencers.
  Grow the community: Build long-term partnerships with content creators who share your company’s values and genuinely resonate with your target audience.

Do you need help with digital marketing, measuring results, or multichannel visibility? At Wannado, we help you set up your content strategy, analytics, and performance engine straightforwardly and with a flexible hourly rate.