Learn about micro- versus macro-influencers, how much they cost, and where you can find experienced influencers for your brand. Are you planning to go all-in with a few macro-influencers or scale your influencer strategy using micro-influencer ? ![]() When you want to make the most of influencer marketing, you’ve got to start at square one: deciding on what types of influencers you want to work with. Of course, there’s more margin for error for smaller campaigns, so you want to make the most of your precious marketing resources. Fortunately, you can make the most of even a small budget with a smart strategy. But we know you don’t have millions to throw at influencer marketing. ![]() For 2020, they allocated 75% of their marketing budget to influencer marketing across their umbrella of brands. Tons of brands are allocating the majority of their marketing budget to partner with macro and micro-influencers.Įstee Lauder spent over $900 million on influencer marketing in 2017. Influencer marketing has grown into a test-and-see marketing tactic. Flying past 2020 and beyond, we can only expect it to evolve even more. ![]() In this sense the game becomes a balancing act between micro and macro.Looking back at the last decade, we saw the evolution of social media and influencer marketing. If you switch to production, you may leave your Mutalisks vulnerable or simply unused. You may reduce your opponent's income but you may also forget to make more Drones at the right time. It is a good idea to also take into consideration the cost to your opponent when deciding between micro and macro as well, and how well off you will be in relation to your opponent when you decide, for example, to spend time controlling Mutalisks to destroy SCVs. Good players will allocate the appropriate time for each to get the most benefit from their actions. The marginal benefit of micro will be apparent if the macro abilities of the players are the same. Thus, players who want to win will practice both micro and macro in order to out-micro and out-produce their opponents. Both will amass a similarly-sized army and both will have similar economies, so who is victorious? It comes down to unit positioning and the outcome of battles essentially micro. Since focus on macro is the better choice, let us consider the case of two macro-oriented players with the same amount of attention. Because of this, attention to macro is generally more valuable than attention to micro. Overall, the macro player will have a better economy and more units, and can usually overpower the micro player no matter how good his or her control is. So why is macro better? Consider pitting a micro-oriented player against a macro-oriented player both with the same amount of attention and APM. It is generally accepted that good macro is more valuable than good micro. By spending attention on micro, we are omitting macro, and vice-versa. In order to win, a player should consider the opportunity cost of his or her choice. Thus, a player is forced to make the decision where to allocate his or her actions and attention. ![]() While it is ideal to perform optimal micro and macro, it is usually impossible to do both tasks together as well as one could perform each separately. A good macro player is able to keep increasing his or her production capability while having the resources to support it. The other element of macro is your ability to expand at the appropriate times to keep your production of units flowing. Generally, the player with the better macro will have the larger army. Macro is your ability to produce units, and keep all of your production buildings busy. For example it is better to have four half-dead Dragoons after a battle, rather than to have two Dragoons at full health and two dead ones. The general theory of micro is to keep as many units alive as possible. For example, controlling only two Marines to kill a Lurker, or being able to kill multiple Scourges with Mutalisks is considered "Micro". Micro is the ability to control your units individually, in order to make up for pathing or otherwise imperfect AI. It is important for every StarCraft player to have a balance of these two. As the name indicates, Micro refers to more local, specialized events, while Macro concerns the overall flow of the game and the economical side. Micro and Macro specify two techniques you must master in order to be successful when playing StarCraft.
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