Micro-Influencer

Micro-influencers are often considered the sweet spot for restaurant marketing for several reasons. Their followers tend to comment on, save and share their posts rather than scroll past them. Their audiences also tend to be concentrated in a home city or region, close enough for many followers to visit. Because micro-influencers are seen as relatable, everyday people rather than celebrities, their restaurant recommendations feel more like tips from a trusted friend. Working with several micro-influencers often costs less than partnering with one macro influencer, and it spreads a restaurant's posts across several local audiences instead of one broad one.

Influencer tiers are generally categorized by follower count, and each trades reach against closeness to the audience. Nano-influencers have 1,000 to 10,000 followers and suit hyper-local, community-level campaigns. Micro-influencers have 10,000 to 50,000 followers and balance local reach with authenticity. Mid-tier influencers have 50,000 to 250,000 followers and suit regional reach. Macro-influencers have more than 250,000 followers and are best suited for broad awareness campaigns. These bands are a common convention, not an industry standard, and other sources draw the lines slightly differently.