Your choice of influencer depends on a lot of factors, including your budget and your target audience. Macro-influencers tend to have significantly larger audiences than micro-influencers. If you want to spread brand awareness across a broad group of comparatively passive followers, a macro-influencer may be the best choice. By contrast, micro-influencers have fewer followers, but they typically have a greater influence on their audiences and their followers are often more fervent and poised for action. For those reasons, a micro-influencer may be the better choice if you’re an event planner charged with the task of increasing employee attendance at virtual events.