With the evolution of social media networks, specifically Instagram, brands have allocated most of their marketing budget to influencer marketing. They typically collaborate with macro influencers to promote their business, build brand awareness, and increase their reach.
What is a macro influencer?
What is a macro influencer? To answer that question, we should refer to the macro influencers’ definition. A macro influencer is a famous or soon to be famous Instagram influencer with 100k to 1 million followers. Macro influencers have a high engagement rate, with lots of likes and comments and many sponsored posts on their feed.
Plenty of celebrities, singers, and other public figures are macro influencers.
They produce content on a regular basis and have a large audience of people trusting them.
Types of influencers
In order to have a successful influencer marketing campaign, brands need to be aware of the four different types of influencers and choose which one they want to work with.
- Nano influencer: As they have fewer than 10k followers, finding Nano influencers is easy. They enjoy high engagement rates though. Having a friendly attitude, they are regarded as trustworthy by their audience.
- Micro influencer: After nanos come micro influencers. With 10k to 100k followers, micro influencers are usually well-known in specific niches.
- Macro influencers: Then there are macro influencers. They have between 100k to 1 million followers, and we will talk about them in more detail in this article.
- Mega influencers: The last type is mega influencers with more than 1 million followers. It’s true that they are very influential, but it will cost brands so much to work with one.
Macro influencers are between the two categories of mega-influencers and micro influencers.
Differences between micro and macro influencers
Each having its own distinct characteristics, macro influencers and micro influencers can be easily told apart. Look at the following points on micro vs. macro influencers.
- Micro influencers are a good choice for gaining credibility, while macro influencers help you increase your brand visibility and build up your reputation.
- Another notable difference between the two is that although you can always ask micro influencers to collaborate with small brands and businesses of different kinds, you’ll never see unrelated posts on macro influencers’ feeds.
Macro influencers know their audience well and have gained a very good understanding of them over the years. They do not like to lose their audience’s trust with a sponsored post that is irrelevant to their page. Their audience counts on their word when they recommend a brand or service. Such loyal customers are precisely what most businesses and brands need.
Benefits of working with macro influencers:
- Relevance: Macro influencers who work in specific fields have mainly targeted audiences that respond so well to their sponsored posts that promote relevant brands.
- Reach: Having high reach and engagement rates simultaneously is another benefit of working with macro influencers, which is essential for boosting brand awareness.
- Professionalism: Being familiar with brands’ needs and creating high-quality content for them, macro influencers are a good choice for collaboration.
How to choose the best macro-influencers?
There are a great number of macro influencers, and finding the right one for your business is very important, yet it can be a time-consuming activity at the same time.
On Ainfluencer, you can make descriptive ads about your campaign goals, explore top macro influencers in your area of interest, and invite them to cooperate with you.
Use this marketplace bustling with worldwide brands and Instagram influencers who are ready to connect and collaborate – all for free.
Macro influencers examples
Take a look at these top macro influencers examples on Instagram.
Dr. Jackie Walters, born in Mississippi in 1958, is an obstetrician-gynecologist. She is also a cast member of Bravo’s TV show “Married to Medicine.” Jackie rose to fame by creating the 50 shades of Pink Foundation as she survived breast cancer. Her Instagram account has more than 970k followers with a high engagement rate. On her Instagram account and also her podcasts, Dr. Jackie’s point of V, she talks about feminine health and shares her personal experiences and advice. If your business is health-based, she could be a great macro influencer to collaborate with.
Lauren Giraldo is an American actress and social media personality born in 1998. She became famous in 2013 by posting on Vines and was nominated for three Streamys. She has also released several singles such as “Only lovers.” She has more than 900k followers on her Instagram account and introduces herself as “a skincare obsessed Latina.”
Additionally, she has another account, twelvethreethirty, on which she shares her training exercises.
Being active in so many fields, she is chosen by lots of brands for their influencer marketing campaigns.
Megan Williams, born in 1994, is a British model and macro influencer who has walked in three consecutive Victoria’s Secret Fashion Shows in 2016, 2017, and 2018. She is one of the co-founders of wearehunu. She is an active figure in the fashion industry and has about 790k followers on her Instagram account, which makes her a good choice for many brands in the same field to collaborate with.
Ashley Galvin, born in 1984, is an American yoga instructor who became famous for her strength, flexibility, and unique teaching approach. Her name is among the top Instagram macro influencers, with about 550k followers. She shares lots of yoga and fitness-related content on her inspiring account. So, if your brand is related to fitness, she’ll be an excellent choice for you.
Alison Wu, born in 1986, is another top macro Instagram influencer with a high engagement rate. She is a wellness influencer who posts about healthy eating, self-care, and physical and mental wellbeing on her Instagram, and Wu Haus blog. She also talks about veganism and shares healthy recipes with her 153k followers. So, she is a good choice for having an Instagram influencer marketing campaign if your business is in any way related to wellness.
How much do macro influencers make?
The following list, made by Mediakix, shows the estimated amount of each sponsored post for each type of Instagram influencer, to help you choose the best type for your brand according to your budget.
- Nano influencers – Free products or nominal amounts of money (up to $500).
- Micro influencers – A couple hundred to a few thousand dollars ($200-$4,000).
- Mid tier influencers – Anywhere from a couple thousand to ten thousand dollars ($2,000-$10,000).
- Macro influencers – A few thousand to several thousand dollars ($5,000-$25,000).
- Mega influencers – Several thousand to hundreds of thousands ($10,000-$150,000).
- Celebrities – Several thousand to several hundred thousand dollars ($20,000-$500,000).
Challenges of working with macro influencers
- Credibility: Be sure to evaluate the influencers’ audience before starting the collaboration. Monitor their previous collaborations with other brands, and if possible, get feedback from those brands.
- Engagement: The engagement rate is one of the most important factors for choosing an influencer. Influencers with 800k to 900k followers may have very low engagement rates and no communication with their audience at all. So be careful in this regard as well.
- Cost: Macro influencers are some of the most popular influencers and probably have a lot to offer. They may also be signed to influencer agencies which causes high fees for partnership.
Influencers are divided into four categories in terms of popularity and follower count, starting with mega influencers, followed by macro influencers, micro influencers, and nano influencers. Each group of influencers has advantages and disadvantages to work with, because of which we must consider various aspects such as our business goals and budget.
Macro influencers have 100k to 1 million followers. But micro influencers have about 10k to 100k followers and are usually well-known in specific niches. Macro influencers help you increase brand visibility and grow your reputation, while micro influencers are a good choice for gaining credibility.
Another notable difference between these two categories is that although you can always ask micro influencers to collaborate with small brands and businesses, you never see unrelated collaborations on macro influencers’ feeds. Macro influencers know their audience well and have gained a very good understanding of them over the years. They do not like to lose their audience’s trust with a sponsored post that is irrelevant to their page. Their audience counts on their word when they recommend a brand or service. Such loyal customers are precisely what most businesses and brands need.
Macro influencers or Instagram models with more than 100k followers usually earn $10 per every 1,000 followers per post. Accounts with more than 500k followers make about $600-$700 per post. All in all, they can make from a few thousand to several thousand dollars.