Everyone says micro influencers are better but I see brands spending on macro too. What actually gives better ROI for a D2C brand with limited budget in India?
ROI comparison from Indian D2C campaigns: Nano creators (1k–10k): highest engagement rate (6–12%), lowest cost, but small individual reach — best for hyperlocal or niche brands. Micro creators (10k–100k): sweet spot for most D2C brands — trust + reach balance, 3–6% engagement, trackable conversions. Macro creators (500k+): best for awareness and new product launches where reach matters more than conversion rate. For a brand with under ₹2L budget: 80% micro, 20% nano. Add macro only when you have a tested product-market fit and need scale.
Find the right creator tier for your brand →Run a campaign with 1 macro (500k) and 8 micro (30k–80k each) simultaneously, same product, same brief, separate UTM links. Macro drove 3x the traffic but micro drove 2x the conversions. Cost per acquisition from micro was 4x better. Data won the internal argument.
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