There is absolutely no doubt about the appeal of influencer marketing in general - 94% of marketers have said it's an effective form of marketing. Like few other human-led marketing pursuits, influencers offer a measurable, illustratable impact. Television advertisements, billboards and publications have given way to a brave new world of CPC (cost per click) and CPA (cost per acquisition). And driving many of those crucial clicks is the influencer, leading to dramatic increases in budgets. In fact, 23% of marketers plan on increasing their influencer marketing budget by 30-50% in 2019. But where best to spend it? Let's take a look at what works best - macro or micro. Especially in terms of the fitness industry.