Influencer marketing has become a cornerstone of digital strategy for brands worldwide. But for small and medium-sized businesses (SMBs) trying to enter or grow in the Spanish market, navigating this ecosystem can be daunting.
The key question is no longer whether to invest — but where to do it. And at the center of this decision lies the big debate: should you work with a group of niche microinfluencers or go all in on the massive reach of a macroinfluencer?
The answer isn’t as simple as “one is better than the other”. The right choice depends on your campaign goals, your budget, and the type of connection you want to build with your Spanish audience.
At Smartbrand, we’ve guided hundreds of companies through this exact dilemma.
In this article, we break down the strengths and weaknesses of each profile, with practical examples to help you make the smartest and most cost-effective decision for your brand’s campaigns in Spain.
Who’s who in the Influencer game?
Before comparing, let’s define the players.
Microinfluencers — The trusted experts
- Followers: Usually between 3.000 and 100.000
- Who they are: Passionate specialists in very specific niches — the vegan chef from Barcelona, the organic skincare enthusiast in Madrid, the landscape photographer from Andalusia.
- Superpower: Authenticity. Their audience sees them not as distant celebrities but as trusted friends. They build tight-knit communities, not just followings.
Macroinfluencers — The stars
- Followers: Typically from 100,000 to over 1 million
- Who they are: Highly visible personalities in their sector, often digital celebrities. They’re professional content creators with high-end production.
- Superpower: Massive reach. A single post can get your brand in front of hundreds of thousands of people in Spain.
Reach vs. resonance: A strategic comparison
Let’s analyze the key differences from the perspective of an international SMB launching campaigns in Spain.
Reach
- Microinfluencers offer targeted, niche reach. They may not reach millions, but they reach the right people — ideal when you want to penetrate a specific Spanish market segment.
- Macroinfluencers deliver large-scale, mainstream reach — great for when you need explosive visibility across Spain quickly.
Engagement
- Microinfluencers have much higher engagement rates (comments, likes, DMs) relative to their audience size. They spark real conversations with their followers.
- Macroinfluencers have lower proportional engagement, as their audience relationships are broader and less personal.
Authenticity and Trust
- Microinfluencers excel here. Their recommendations feel like genuine advice from a friend or local expert.
- Audiences are more skeptical with macroinfluencers, knowing collaborations are often paid partnerships.
Cost and ROI
- Microinfluencers are far more budget-friendly — crucial if you’re testing the Spanish market. Their high engagement often leads to better ROI.
- Macroinfluencers are expensive. The investment can pay off with enough scale, but it’s a riskier move for smaller budgets.
Content Style
- Microinfluencer content often feels organic and relatable, like User-generated content (UGC).
- Macroinfluencer content is polished and aspirational, like a brand campaign.
When to choose each one (for campaigns in Spain)
Microinfluencers are your best allies when you want to:
- Drive sales and direct conversions
Their community trusts them deeply, and they often convert better.
Example: A kombucha brand partners with 10 local wellness influencers across Spain to share discount codes. The ROI is measurable and direct. - Build trust and educate the market
Perfect if you’re introducing a technical or unfamiliar product in Spain.
Example: A sustainable running shoe startup partners with Spanish runners who share training diaries using the shoes and talk about their performance. - Reach hyper-specific niches
Ideal if your product is highly specialized.
Example: A gluten-free baking brand partners with Spanish celiac influencers to create recipes with their flours. - Generate authentic, reusable content (UGC)
Collaborations with microinfluencers provide a steady flow of relatable content you can reuse in your own Spanish social channels, website, and ads.
Macroinfluencers make sense when you want to:
- Launch a brand or product nationwide in Spain
You need fast, explosive visibility.
Example: A new fashion app works with a well-known Spanish fashion influencer to announce its launch. - Reach a wide and mainstream market
Useful if your product has mass appeal (soft drinks, phone accessories, etc.). - Add prestige and validation
Association with a well-known name can give your brand a credibility boost, especially when entering Spain’s competitive market.
The hybrid strategy: Why not both?
For ambitious SMBs, the most powerful approach is often a mix:
- A macroinfluencer creates the “big bang” of awareness,
- While a network of microinfluencers drives community-building and consistent sales.
The macro makes the wave. The micros teach people how to surf it.
From strategy to execution: Why a local partner matters
Choosing the right influencer is just the first step.
The real challenge is execution: finding the right Spanish profiles, negotiating fair deals, designing creative campaigns, coordinating content, and—most importantly—tracking results.
For companies entering Spain, this can be complex and time-consuming.
That’s where an experienced social media agency like Smartbrand becomes your strategic partner. We don’t just help you choose between micro or macro — we design and run the entire campaign to make sure every euro invested works toward your business goals.
💡 Curious about what this looks like in practice?
Check out how we designed successful influencer campaigns for two leading brands in Spain:
There’s no universal right answer. But for most SMBs starting in Spain, microinfluencers offer a more cost-effective and authentic path to sustainable growth. Whatever you choose, success will always depend on a solid strategy and flawless execution.
