A Comparative Analysis of Nano, Micro, and Macro Influencers' Impact on Instagram Engagement Rate (A Strategic Benchmark for MSMEs)

Abstract

The rise of social media has transformed marketing strategies, with influencers playing a key role in

promoting products and services. Influencer marketing is favored for its personal, credible, and

effective communication compared to traditional advertising. Influencers are categorized by

follower tiers (nano, micro, and macro) each with distinct characteristics and levels of influence,

especially in engagement rate, a crucial metric in digital marketing. This study aims to compare

nano, micro, and macro influencers in driving engagement rate through endorsement content on

Instagram. The research method uses a descriptive-comparative quantitative approach, with data

analysis techniques using Structural Equation Modeling (SEM). The research findings show that all

influencer types significantly impact engagement rate, with micro influencers demonstrating the

highest engagement compared to nano and macro. Interestingly, although macro influencers have a

broader reach, their engagement rate tends to be lower due to less personal interaction. On the other

hand, nano influencers build stronger connections but reach fewer people. These insights highlight

the importance of aligning influencer selection with campaign goals. The results are expected to

serve as a practical guide for MSMEs in determining the most effective influencer type to optimize

digital marketing performance, especially on Instagram.