Micro-influencers vs. mega-influencers: which approach is best for your digital B2B campaign?

Influencer marketing in B2B? For many companies, this sounded like a contradiction in terms just a few years ago. While influencer marketing has long been established in B2C, its use in B2B is increasingly developing into a strategic differentiation tool. Here, it is not beauty stars or travel bloggers that dominate, but rather experts, industry insiders and thought leaders who are active on LinkedIn, specialist blogs, podcasts or YouTube.

But what kind of influencers actually drive B2B campaigns forward? And how do micro and mega influencers differ in a professional environment that often requires explanation?

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First things first: What types of influencers are there?

1. Nano-influencers (1,000-10,000 followers/contacts)

These people may not have a large reach, but a high standing in a narrow niche. They share in-depth expertise on LinkedIn, Reddit or in specialist forums - and enjoy a high level of trust among their peers.

for example: Specialized experts, employees, technical specialists

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2. Micro-influencers (10,000-100,000 followers/contacts)

Micro-influencers in B2B are often thought leaders with a clear focus - for example on cloud security, industrial automation or e-commerce solutions. They publish white papers, speak at specialist conferences or moderate webinars. Their influence is thematically focused and highly relevant.

for example: consultants, developers, industry analysts, speakers

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3. Macro-influencers (100,000-1 million followers/contacts)

Macro-influencers in B2B have built up a broad community over the years. They work across multiple channels, publish studies, keynotes or highly regarded LinkedIn posts. Their advantage: strong visibility combined with thematic depth.

for example: CEO influencers, well-known consultants, industry platforms

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4. Mega-influencers (over 1 million followers/contacts)

Rare in B2B - but not impossible. Mega-influencers attract attention, for example as keynote speakers at flagship events or through media-effective statements. The disadvantage: high costs, less target group focus.

For example: Prominent speakers, bestselling authors, media faces

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Engagement rate: quality over quantity

As in B2C, it is not just the number of followers that is decisive in B2B, but genuine interaction with relevant decision-makers. According to an analysis by the Zukunftsinstitut, micro-influencers often achieve engagement rates of over 6-8%, while large accounts often remain below 2%. Micro-influencers are considered accessible, knowledgeable and approachable - especially on LinkedIn or in podcasts.

The decisive factor in B2B is: Interaction means interest. A comment under a specialist article, a shared LinkedIn post or participation in a live webinar not only shows visibility - but also qualified attention.

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Costs: what is really worthwhile

While B2C influencers often charge high fees, B2B influencer collaborations are often project-based or based on professional exchange. The costs vary greatly - depending on the reach, content formats (e.g. LinkedIn campaign, whitepaper co-creation, keynote) and depth of the partnership.

Micro-influencers often offer the better cost-benefit ratio in B2B.

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Trust & credibility: the key success factor

Trust is key in B2B - often even more important than reach. According to the Edelman Trust Barometer, decision-makers trust the following the most:

1. Subject matter experts
2. Technical specialists
3. Colleagues from their own network

This means: An IT security expert with 5,000 dedicated followers can be more convincing for a cybersecurity solution than a media-famous generalist. Micro-influencers are considered authentic because they are deeply involved in the subject matter - and B2B audiences value that.

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Reach: visibility, but targeted

Reach also counts in B2B - but not alone. The decisive factor is who is reached. A post on the automation of supply chains that reaches 5,000 logistics decision-makers is more effective than a post with 100,000 impressions with no industry reference.

Macro-influencers offer advantages here: they combine reach with expertise, for example through editorial networks, industry newsletters or podcast platforms. Mega-influencers play a subordinate role, unless large-scale brand awareness campaigns on a global level are involved.

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B2B influencer marketing in practice

The “State of German Influencer Marketing 2025” study by xpose360 clearly shows that the willingness to invest in influencer marketing is also increasing in B2B - provided that it is about trusting expert relationships and not quick reach.

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Conclusion: Influence is not a mass phenomenon in B2B

In the B2B sector, it is not volume but relevance that counts. While mega-influencers in B2C have a mass effect, micro- and macro-influencers in B2B impress with their expertise, proximity to the target group and authenticity. The ROI therefore depends less on reach and more on target group accuracy, trust and professional relevance.

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Which type of influencer is best suited for which campaign goal?

Building thought leadership: Micro- or macro-influencer

Lead generation in niche markets: Micro-influencers

Brand positioning at events: Macro- or mega-influencers

Creating technical trust: Nano- or micro-influencer

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Whether it's co-creation with experts, a LinkedIn campaign or speaker selection for your next industry event - contact us!