Do Indian micro-creators outperform macro-creators?

On engagement rate, almost always yes — micro-creators (10k–100k followers) in India typically see 3–8 percent engagement vs 1–2 percent for macro-creators (500k+). On attributed conversion for D2C, the answer depends on the category. Beauty and D2C food tend to convert better with micro-creators because audience trust is category-specific. Fashion and lifestyle often need macro-creators for initial reach, then micro-creators for conversion. The honest answer is that tier alone is the wrong frame — category fit, content format, and attribution surface matter more.