Macro Influencer: Strategies, Benefits, and Success Stories

A macro influencer is a large-scale social media influencer with a wide reach. These guys are usually high-profile social media personalities with public credibility and the ability to influence audiences. That makes macro influencer marketing excellent for promoting your brand. 

You take advantage of their massive audience and credibility. 

Keep reading if you wanna learn everything from finding macro influencers to the best macro influencer marketing strategies. 

Who is a Macro Influencer?

Macro-influencers are social media influencers with massive follower counts, usually between 100k and 1 million followers. These influencers are seen as experts in their field because they have influence over a wide audience. 

An example is Charlie Berens who’s a comedy macro-influencer with 900,000 followers. 

You need to know the difference between the 3 different types of influencers to select the right one for you. 

• Nano influencers

They have between 1,000 and 10,000 followers. 

• Micro Influencers

They have between 10,000 and 100,000 followers. 

• Macro Influencers: 

They have between 100,000 and several million followers. 

Why collaborate with Macro Influencers?

You’ll gain these benefits from working with macro-influencers: 

1. Enhanced Reach: You’ll massively improve your brand’s visibility.
2. Improved Credibility: You’ll increase consumer trust in your brand.
3. Increased Engagement: You’ll increase the number and depth of conversations with your brand.
4. Improved Content: You’ll benefit from your macro-influencers professional teams. They’ll produce high-quality content for you.
5. Audience Segmentation: You’ll be able to target different audience segments to maximize your content’s impact. 

6. Data-driven insights: You’ll access data analytics to improve your campaigns to achieve your strategic goals. 

7. Sales: Macro-influencers increase your number of conversions by effectively communicating your brand’s offerings. 

8. Long-term brand affiliation: Being affiliated with an influencer long-term increases brand loyalty and recognition. 

Let’s dive deeper into these benefits to better understand how working with macro influencers will benefit you. 

1. Reach and Scale 

Macro-influencers have massive follower counts of between 100k and 1M. So their social media presence reaches larger audiences than most conventional advertising. With such large audiences, their followers include diverse backgrounds, interests, and demographics. 

So when you work with a macro-influencer, you access their massive networks. This way you reach more social circles than you could’ve otherwise. You’ll especially benefit from this approach if your business wants to achieve fast and diverse brand exposure. 

Another benefit of macro-influencers large audiences is access to potential customers outside of your target audience. Through the sheer size of their audiences, you can gain customers from demographics you didn’t previously target. 

2. Establishing Credibility 

Most macro-influencers carefully build their reputations as trusted providers of information. You can take advantage of their credibility by working with them. 

When your brand aligns itself with a macro-influencer, you’ll immediately improve your credibility. Your influencers’ followers will view their endorsement of your brand as evidence they can trust you.

Naturally, that translates into an increased likelihood of conversion. 

This is because followers view influencers as authority figures in their niches. So in their minds if ABC influencer endorses XYZ brand that means XYZ is a good brand. Hence they’ll be more willing to purchase from XYZ. 

This increased credibility includes your marketing too. The authenticity you gain from working with influencers means you’ll more likely be viewed as legitimate. 

3. Increased Engagement

Their high reach also means that macro-influencers increase your engagement rates, too. Macro-influencers’ posts easily attract large numbers of likes, comments, and shares. This increased engagement benefits your brand. 

It works this way: A macro-influencer endorsement introduces your brand to audiences that value their opinions. As such, audiences are more likely to engage with your brand. 

4. Brand Impact

Macro-influencers are recognized and considered credible in their communities. So when you align with them, your brand also benefits from their established reputation. 

For example, say you’re a gym clothing brand. You partner with a notable fitness influencer. You’ll now benefit from that fitness influencer’s brand and image. Their audience will now treat your brand as legitimate. 

To them, if their favorite fitness influencer is buying your gym clothes, they’re probably good. As a result, they’ll be more likely to buy from your brand. You benefit from the legitimacy you receive from working with the influencer. 

This associative link benefits from your brand long-term by providing positive benefits. 

Strategies for Macro Influencer Collaboration

Adopt these 3 strategies for macro-influencer collaboration.  

1. Do Your Research 

Thoroughly research influencers, especially their engagement rates and audience statistics. You want to select influencers that align with your brand’s values. You want to select the right influencers to maximize your campaign’s ROI. 

Conversely, selecting the wrong influencers could yield a low ROI. Even worse, your brand may even receive reputational damage from aligning with the wrong influencer. 

So you have to ensure you select the right influencers. 

The best way to do this is to examine the potential influencer’s audience and values. Ideally, you want influencers who are seen as authority figures in your niche and share your values. 

For example, let’s go back to our gym clothing brand example. Ideally, you’d want a reputable fitness influencer whom your target audience sees as an authority in fitness. That way you’ll maximize your credibility. 

If you choose the wrong influencer, say someone who spreads misinformation about fitness. Instead of benefitting from your influencer strategy, your brand will suffer harm from affiliating with an incredible influencer. 

2. Create Effective Briefs and Contracts

You want to create clear and detailed briefs and contracts for your influencers. Your contracts should include your expectations, deliverables, and financial compensation. The goal is to clearly outline exactly what you want and what you’re offering. 

The benefit of clarity includes both parties better understanding their responsibilities. You’ll also avoid potential legal issues or confusion regarding expectations. 

Conversely, not creating effective briefs and contracts will hurt you long-term. Your influencer partners may not deliver the desired results. 

3. Maintain FTC Compliance 

The Federal Trade Commission (FTC) regulates the creation of sponsored content and influencer partnerships. So you want to ensure you adhere to FTC guidelines to avoid potential legal liabilities. 

Another benefit of maintaining FTC compliance is that you’ll build trust with your audience.

Crafting a Successful Macro Influencer Campaign

Follow these 6 steps to create impactful macro influencer campaigns. 

1. Have Clear Objectives 

Clearly define your campaign’s goals and identify your key performance indicators (KPIs). This way you’ll have an objective way to measure your campaign’s success. 

You’ll also eliminate any potential confusion regarding your campaign’s performance. Having KPIs, like conversions, will give you a simple straight answer. 

2. Create Tailored Content 

Create content with your influencer that’s appealing to their target audience and also maintains your brand’s values and goals. You have to balance both aspects of this equation. 

Otherwise, content that doesn’t appeal to your influencer marketer’s audience won’t generate interest. And content that compromises on your brand’s values won’t increase credibility for your brand. 

3. Storytelling 

Every influencer has their own unique brand and personality. You want some of this authenticity to spill into your sponsored content. Do this by encouraging your influencers to include authentic storytelling in your sponsored content. 

This way you’ll improve the quality of your content. Audiences value unique and authentic experiences.

4. Measure Your Campaign Performance 

Closely monitor your campaign’s performance. The best way to do that is via KPIs. For example, you could monitor user engagement statistics. These statistics reveal how well your campaign is performing. 

More importantly, you can use this information to improve your campaigns in real-time. For example, if your data suggests that a particular influencer provides more conversions, you should invest more in collaboration with them. 

Measuring your campaign performance should be a continuous process. You want to always systematically improve your campaigns to maximize your ROI. 

5. Employ Multiple Platforms

Most influencers have a presence across multiple platforms, like Instagram, YouTube, and TikTok. Take advantage of this fact by having your influencers share posts across each platform. 

The benefit of this approach is that you’ll gain more unique viewers from each platform. You can also easily share content you’ve created on one platform for another. 

So posting content on multiple platforms is a cost-effective way to amplify your marketing’s returns. 

6. Encourage User-Generated Content 

Ask your influencers to encourage their audience to create user-generated content. Such content inspires their followers to engage with your brand. 

Examples of user-generated content include asking audience members about their experience with your products. Another example could include asking how they first discovered your brand. 

The benefit of user-generated content is that you’ll increase your brand awareness and user engagement. 

Case Studies of Successful Macro Influencer Campaigns

Nike Air Vapormax

The Nike Air Vapormax is one of the best examples of influencer marketing for brands. For this campaign, Nike collaborated with ‘What’s Inside?”, a popular YouTube channel. The channel’s owners, a father-son duo, made 7 videos for Nike. 

These videos featured Nike’s new Air Vapormax series. For example, in this one, they cut up a Nike Air Vapormax to show what’s inside. This video received over 7.3 million views. 

Subaru

Another great example is Subaru’s “Meet an Owner” campaign. 

This campaign included over 20 influencers. Each influencer made unique content about a Subaru car. For example, the influencer Zach King’s video received more than 9 million views.

View this post on Instagram

A post shared by Zach King (@zachking)

Mastering the Macro

Macro-influencer marketing is a game-changer. The benefits of macro-influencer partnerships are numerous. These influencers have access to massive audiences thanks to their established credibility. As such, they can massively improve your engagement rates and provide excellent returns when done right. 

Your competitors are already doing it, and so should you. Leverage the power of influencer marketing today!