Abstract Grounded in social network theory, this article explores differences in sponsored content across two types of social media influencers. The researchers conducted a quantitative content analysis to compare influencers’ content across follower counts. Micro-influencers had lower sponsorship rates and more two-sided messaging. Mega-influencers were more likely to use explicit disclosures and self-revelation. Micro-influencers had higher engagement rates overall, but not for sponsored content.
