What is a Macro-Influencer?

Ask someone for their definition of a social media influencer, and most people probably imagine a Macro-Influencer. Why is that? And what makes a Macro Influencer?

What is a Macro-Influencer?

A Macro-Influencer tends to be an original content creator, celebrity, or sports star with between 200,000 and 1 million followers.

Even if you’re not following a Macro-Influencer, you’ll probably still see their posts on your friends’ and family members’ feeds when they engage with them.

For many smaller content creators starting on their influencer journey, becoming a Macro-Influencer tends to be the desired end goal. After all, they’re loved by brands and used in high-profile marketing campaigns. Macro-Influencers also generate incredible online revenues and enjoy a certain level of fame, both in the real world and online.

Why do brands like working with Macro-Influencers?

When you reach the level of followers that a Macro-Influencer can hit with a single social media post, you can see why brands choose to collaborate with them. Macro-Influencers are social media stars, and a single social media post can promote a brand to nearly 1 million followers.

A Macro-Influencer can provide brands with epic levels of instant:

  • Campaign engagement
  • Brand awareness and authority
  • Website traffic and online sales
  • Return on investment (ROI)

Great, so why do some brands choose not to work with a Macro-Influencer?

While working with a Macro-Influencer can bring impressive benefits, our recent Aspire survey shows that only 7% of marketers choose to work with Mega and Macro-Influencers.

For starters, collaborating with a Macro-Influencer can be incredibly expensive.

A frequently posting Macro-Influencer will often employ a team around them to produce the volume of high-level content that followers love. These can include using professional photographers, editors, and agents – who aren’t cheap. Unfortunately, these additional costs can often outweigh the benefits a brand will gain by working with a Macro-Influencer.

Also, a Macro-Influencer cannot provide the levels of follower engagement that Micro and Nano-Influencers provide. This is often pivotal to ensuring a brand’s advertising appears organic.