Just stepped into the influencer marketing scene? You've probably caught wind of macro-influencers. But what's the buzz all about? Let's break it down and see what makes them tick.

Macro influencers are big shots on social media, with follower counts ranging from 100,000 to a dazzling 1 Million. These influencers have created virtual kingdoms on social media platforms like TikTok, Instagram, and YouTube.

They are the ones people look to for the latest trends, fashion, beauty, fitness, and more. Brands are harnessing the sway of the macro-influencers to reach new audiences, showcase their products, and amp up their sales. 

But are macro-influencers a one-size-fits-all solution for brands? Let's explore it together.

Understanding Macro-Influencer Marketing

Macro-influencer marketing is a segment of influencer marketing where brands collaborate with macro-influencers to advertise their brands on social media platforms. These influencers are highly sought-after owing to their sizable follower bases.

Macro-influencers have a broader audience range with diverse interests, giving them more significant influence. This makes them the rockstars of influencer marketing, and brands are lining up to collaborate with them. 

Partnering up with macro-influencers differs from traditional advertising through its ability to foster authentic engagement and trust. It often results in better conversion rates. 

Brands with visually appealing products or services, including fashion, beauty, travel, and tech, can particularly benefit from macro-influencer partnerships.

Macro-influencers have two main classifications- native macro-influencers and non-native macro-influencers.

• Native Macro-Influencers

Native Macro-Influencers or Self-made macro-influencers are the influencers who rose to fame only through social media platforms. Their popularity is because of their vlogs, videos, and other content they offer followers through channels like Instagram, TikTok, or YouTube.

• Non-Native Macro-Influencers

Non-Native Macro-Influencers are public figures or celebrities in other fields like movies, sports, or TV shows. Because of their fame in their fields, they have a massive follower base on social media platforms, pushing them to the macro-influencer category.

Macro vs. Micro-Influencers: A Comparative Analysis

Micro-influencers are social media influencers whose follower numbers fall between 1,000 and 100,000. Compared to macro-influencers, they have a significant difference in follower counts.

Macro-influencers and micro-influencers offer distinct solutions to varying brand needs. It's like having two keys that unlock different opportunities and possibilities for brand partnerships.

Who Should Brands Choose?

Choosing between macro and micro-influencers for brand promotion hinges on the goals you want to achieve with your campaign.

For instance, if your goal is to generate widespread brand awareness and exposure, macro-influencers are the ideal option. With their vast follower counts, they can introduce your products to audiences across various demographics.

On the other hand, if your focus is on building authentic connections with a specific niche audience or driving engagement, go for micro-influencers. Micro-influencers can be your ideal choice to build trust among your audience.

Here are the results of research from Hubspot pointing out the primary goals of marketers in social media marketing.

Brands often partner with macro-influencers during the launch of a completely new product. Collaborating with macro-influencers showcases the unknown product to millions and eliminates the gap between the product and the consumers. 

Micro-influencers are more collaborative and flexible when it comes to content creation. They have a stronger connection with fans, and their content is more authentic to the fans. At the same time, macro-influencers have strict guidelines, and brands might have only less creative control.

Creating content along with macro-influencers might take more time. This is because they need more time for content creation- from photography to strategy development. Moreover, working with macro-influencers is also on the expensive side when compared to micro-influencers. 

According to Statista, micro-influencers charge an average of $35 to $450 per post on their social media accounts. However, regarding macro-influencers, the average price per post ranges between $250 to $7000.

Advantages of Partnering With Macro-Influencers

Professional Approach

Macro-influencers bring a wealth of experience to the table regarding influencer marketing. This experience alone makes them valuable for brands. 

Their professional demeanor ensures effective collaborations, while their talent for content creation resonates deeply with the audience. It enhances the impact of your macro-influencer marketing strategy.

Potential for Higher Conversion Rates

Macro-influencers are seen as trendsetters by their followers, who often aspire to emulate their lifestyle choices and product preferences. By authentically incorporating your brand into their content, they encourage the followers to trust and consider your brand.

This increased trust generates a surge in sales, delivering a higher return on investment (ROI). 

Cost-Effective Marketing 

While marketing through macro-influencers may incur higher costs than micro-influencers, its value far outweighs traditional advertising methods. Moreover, the premium content they create, using professional-grade equipment, elevates your brand's visibility and appeal. 

How to Build a Relationship With Macro-Influencers?

Building relationships with macro-influencers is a nuanced process that involves more than just transactional interactions. It's about fostering genuine connections and mutual respect. Here are key strategies to build solid relationships with influencers:

• Research and Personalization: 

Before reaching out to influencers, it's crucial to research to ensure their brand alignment with your products thoroughly. Personalizing your communication based on their content and interests shows that you value their work and are not just sending out mass emails.

• Respect and Value Their Work: 

Influencers are content creators who put significant effort into their work. Showing respect for their creativity and input can go a long way. This could include giving them creative freedom within the campaign.

• Clear Communication: 

It is essential for marketers to be transparent about their expectations, deliverables, and compensation from the outset. Clear communication prevents misunderstandings and builds a foundation of trust.

• Timely Compensation: 

It is necessary for marketers to ensure that the macro-influencers are paid on time and as agreed upon. This shows respect for their profession and builds trust and reliability in your relationship.

• Feedback and Appreciation: 

Constructive feedback and appreciation for their work can enhance your relationship with a macro-influencer. It's important to celebrate successes and learn from any challenges together.

How to Discover Macro-influencers? 

Discovering macro-influencers is easier than ever with the assistance of influencer marketing tools. Among these tools, impulze.ai stands out as the top-tier platform designed to connect brands with influencers who meet their unique demands.

Impulze.ai boasts an impressive database of 250 million global influencers spanning diverse niches and offers unparalleled access to macro-influencers. By joining hands with this game-changing tool, brands can quickly discover influencers tailored for their campaigns in just three minutes.

On impulze.ai, you'll find a range of filters to tailor your influencer search according to your needs. It comes with innovative filters like Basic filters, Creator Advanced Filters, and Audience Advanced Filters. These filters can quickly draw out influencers cut out for your campaigns. 

If you are specifically looking for macro-influencers, you can use the dedicated follower count filter by setting it to 100K in the MIN field and 1M in the MAX field.

You can also use the tool to discover influencers similar to any macro-influencer with similar followers and niches. For instance, if you wish to discover an influencer identical to the one partnering with another brand, you can find them effortlessly with impulze.ai. 

Takeaway

For brands prioritizing widespread recognition, macro-influencers are the go-to choice. With their radiant presence and expertise in influencer marketing, they ensure that every brand campaign sparkles with brilliance. 

Before joining forces with macro-influencers, it is essential for brands to understand them and their area of expertise. It's also crucial for marketers to acknowledge and appreciate their talents, offering them creative freedom throughout the influencer marketing journey.

In the quest to find influencers cut out for your campaigns, impulze.ai is the ultimate tool. But its capabilities extend far beyond mere discovery. It offers you detailed insights into influencer profiles. For instance, you get a comprehensive overview of crucial metrics like engagement rates, audience demographics, and engagement data. 

Leveraging these data sets enables you to compare influencers, streamlining your search and guiding you toward the best matches. It also allows you to monitor the performance of your campaigns with influencers. You can start your journey with impulze.ai for free!

To learn more about imuplze.ai, request a personalized demo.