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8 min read | September 11, 2023

What Is a Macro-Influencer and Why Should You Consider Working With Them?

When it comes to influencer marketing, there are many different types of influencers that you could collaborate with. A widely favored category is the macro-influencer. These individuals have considerable reach across diverse demographics and interest groups, making them powerful channels for promoting your brand messages.

But what is a macro-influencer and why should you consider collaborating with one?

In today’s post, we will share everything you need to know about macro-influencers. We will explain what they are and how partnering with the right macro-influencer can enhance your marketing strategies. 

Struggling to find the right influencers for your campaigns? Discover how to select the absolute best person for your brand and product  with our free guide.

What Is a Macro-Influencer?

Let’s start with the basics: What is a macro-influencer?

A macro-influencer is a prominent individual on social media with a substantial follower count, typically ranging from 100k to 1M followers. Often seen as experts in their field, they wield influence over a broad audience due to their visibility, expertise, or celebrity status. Well-known examples include Kim Kardashian, Priyanka Chopra, and Gary Vaynerchuk.

Unlike micro-influencers, who have smaller but highly engaged and niche-specific followings, macro-influencers tend to attract a wider spectrum of followers. They often collaborate with brands on sponsored influencer marketing content and promotional campaigns, leveraging their reach for product endorsements. This broader appeal allows macro-influencers to play a pivotal role in maximizing brand exposure and capturing the attention of diverse consumer segments

Moreover, macro-influencers also typically have skilled teams working alongside them that include photographers, video editors, and other creative professionals. As a result, they are able to create more professional content that seamlessly blends creativity and expertise for a distinctly polished and professional aesthetic.

Benefits of Collaborating with a Macro-Influencer

Working with a macro-influencer can offer you a wide range of benefits that contribute the the growth and success of your brand.

This includes:

  • Amplified reach and exposure so that you can enhance brand visibility on a larger scale.
  • Credibility and trust which can lend authenticity to your brand.
  • Higher engagement rates that help you foster deeper connections and spark meaningful conversations around your brand's offerings.
  • Collaborating with macro-influencers means tapping into their professional teams. As a result, you can promote high-quality and visually appealing content that aligns seamlessly with your brand's image and messaging.
  • Targeted audience segmentation so you can be sure that your brand's message reaches the right audience for maximum impact.
  • Access to data-driven insights and experience so that you can craft and execute campaigns that align strategically with your marketing goals.
  • Conversions and sales as macro-influencers can effectively communicate the value and benefits of a brand's products or services.
  • Macro-influencers are skilled storytellers who can incorporate a brand's message into their personal narratives. This helps your content feel more organic and relatable.
  • Long-term brand affiliation that fosters ongoing brand loyalty and recognition.

Let’s explore some of these specific benefits of collaborating with this type of influencer in a bit more detail to help you understand why you should consider working with them.

Reach a Large Audience

With follower counts ranging from 100k to 1M, macro-influencers possess a social media presence that extends far beyond the reach of traditional advertising methods. Their considerable follower base often includes individuals from a diverse range of backgrounds, interests, and demographics, making them influential gatekeepers to a broad spectrum of potential consumers.

When a brand partners with a macro-influencer, they tap into this extensive network, enabling their message to reach a multitude of online communities and social circles. This reach is particularly valuable for businesses seeking swift and widespread brand exposure. By leveraging a macro-influencer's substantial following, brands can effectively elevate their visibility, capturing the attention of individuals who might have otherwise remained outside their immediate target audience.

Moreover, the sheer scale of a macro-influencer's reach enables brands to extend their market penetration, making them an optimal choice for products or services that appeal to a wide array of consumers. This exposure can catalyze brand recognition, foster a stronger online presence, and ultimately contribute to increased sales and conversions as the brand's message resonates with a diverse set of potential customers.

Brand Impact

Macro-influencers often possess a notable level of recognition, credibility, and resonance within their online communities. When a brand aligns itself with a macro-influencer, it gains the opportunity to bask in the glow of the influencer's established image.


Because the endorsement of a macro-influencer introduces the brand to an audience that inherently values the influencer's opinions and choices. As a result, the brand obtains a degree of legitimacy and authenticity that can be difficult to achieve through traditional advertising methods. This endorsement can create a powerful associative link, where the influencer's positive reputation reflects onto the brand itself.

Not only that, but the impact is not limited to the immediate campaign period; it extends into the long term as well. The brand becomes a part of the influencer's narrative, woven into their story, and etched into the memories of their followers. This can lead to lasting brand recall, where even after a campaign ends, the brand's presence remains intertwined with the influencer's persona.

Increased Credibility

Macro-influencers have meticulously cultivated their online personas, amassing followers who regard them as trusted sources of information and inspiration. As a result, when a brand aligns with a macro-influencer, it can create a ripple effect in terms of credibility as followers view the collaboration as a form of validation: “If this macro-influencer, who I consider an authority figure, believes in this brand, then it must be of value.”. 

Moreover, a macro-influencer endorsement can bridge the gap between brand and consumer, transforming a mere transactional relationship into one based on shared values. Followers perceive the influencer's partnership as a reflection of their genuine affinity for the brand, which in turn boosts the brand's authenticity.

This credibility extends to the brand's messaging and marketing materials as well. The influencer's involvement lends an air of authenticity to campaigns, making them less likely to be perceived as overtly promotional. This can lead to increased engagement and receptivity from the audience.

Ultimately, identifying and partnering with the right macro-influencer can offer you a unique opportunity to expand your reach, heighten brand impact, and increase credibility. With a well thought out strategic approach, you can amplify your marketing efforts and establish lasting connections with a diverse range of audiences, fostering growth and engagement.

How to find the right influencers for your brand

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