This study investigates how follower size shapes the persuasive communication strategies of TikTok influencers, examining how macro- and micro-influencers employ different appeal types and frequencies to influence audience trust and purchase intentions. Drawing on a multi-level qualitative content analysis of influencer videos and captions across Malaysia, China, and the United States, the research coded 898 meaning units into 30 higher-order categories. These categories captured variations in emotional, rational, and credibility-based appeals. Findings reveal that macro-influencers rely predominantly on authority-oriented strategies—expert references, brand partnerships, and quantified claims—to sustain credibility among diverse audiences. In contrast, micro-influencers favour authenticity-based approaches that highlight personal experience, emotional sincerity, and consistent interaction with followers. The study identifies a tiered persuasion pattern: macro-influencers use concise, high-impact authority and scarcity cues, while micro-influencers cultivate trust through dispersed, emotionally resonant narratives. Cross-cultural analysis further shows that regional audience norms mediate which appeal type gains more traction—collectivist contexts privilege sincerity and community validation, whereas individualist markets respond more strongly to expertise and evidence. Overall, the research concludes that authenticity-driven persuasion by micro-influencers tends to generate deeper trust and purchase consideration, whereas authority-driven strategies of macro-influencers secure broader but more transactional engagement. These insights offer practical implications for influencer marketing design, emphasising tier-appropriate persuasive alignment and cross-cultural adaptability.