1.9x reach efficiency from de-risking one macro
A spirits brand replaced a single $60k macro (800k followers) with a 30-creator micro portfolio, same spend. n=1 swap, controlled reach study.
Macro: 4.1M impressions, $14.60 CPM, 1.2% engagement
Portfolio: 7.8M impressions, $7.70 CPM, 4.0% engagement
████ macro
████████ portfolio
The portfolio nearly doubled impressions and tripled engagement because micro reach overlaps less and audiences are warmer. It also removed single-creator reputational risk.
So what: a diversified micro book often out-reaches the macro it replaces — at half the CPM.
Benchmark: micro portfolios run $6–$9 CPM vs macro $12–$18.
The Creator Ledger
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1.9x reach efficiency from de-risking one macro
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