Macro influencers or micro influencers? Which performs better in 2025

With over 86% of US marketers planning to partner with content creators in 2025, influencer marketing has become a mainstay in modern brand strategy. So the question isn’t really should you partner with influencers, but rather, should you go big, or stay small? In 2025, this answer is increasingly nuanced. With everything from evolving platform algorithms to changing consumer behavior, brands are rethinking how they invest in creator partnerships.