Choose micro
For trust, geographic precision, category depth, and a volume of authentic content that a few large creators can't produce.
Micro creators — roughly 10,000 to 100,000 followers — are where most Indian brands should start. Not because they're cheap, but because their audiences are tight enough to actually mean something.
Why micro works
Smaller audience.
Sharper audience.
A micro creator's following usually forms around one clear reason — a city, a niche, a specific taste. That focus is exactly what makes their recommendation land, and what makes their audience easier to match to a brand.
- i
Higher trust per follower
Micro audiences behave more like a community than a broadcast. Comments are real questions; recommendations carry weight.
- ii
Better for conversion & local
When you need store visits, regional reach or genuine purchase intent, a relevant micro creator usually beats a larger, more general one.
- iii
Volume without losing relevance
You can run many micro creators in parallel and still keep every one of them genuinely matched to the audience — something that's hard to do at macro scale.
When to choose micro over macro
It's a decision, not a default.
Choose macro
For fast, broad recognition on a launch, or to give a new brand instant category permission at scale.
Usually: both
Macro carries the announcement; micro carries the proof. Most well-built campaigns use a mix, weighted to the objective.