Apr 7, 2025
10 MIN READ
INFLUENCER MARKETING
INFLUENCER MARKETING
Why Luxury Brands Still Prefer Macro-Influencers Over Micro & Nano Creators
Why Luxury Brands Still Prefer Macro-Influencers Over Micro & Nano Creators
Why Luxury Brands Still Prefer Macro-Influencers Over Micro & Nano Creators
Aishwarya Taskar
Aishwarya Taskar
Aishwarya Taskar
Aishwarya Taskar
Content Marketer @impulze.ai
Blog in Short ⏱️
Blog in Short ⏱️
A quick glance at the highlights—perfect for when you're short on time.
A quick glance at the highlights—perfect for when you're short on time.
This blog is about why luxury brands prefer macro-influencers to micro or nano-influencers.
1. Brand alignment: Luxury brands seek influencers who reflect their exclusivity and prestige; macro-influencers already attract the right audience.
2. Global reach: Macro-influencers offer access to international audiences, essential for brands aiming to maintain global prestige.
3. Content quality and professionalism: Luxury brands demand high-quality visuals; macro-influencers have the resources to create cinematic, polished content.
4. Controlled narrative: Fewer influencers provide more control over messaging and consistency, reducing the risk of off-brand content.5. Prestige factor: Macro-influencers add credibility; their association with top-tier brands reinforces luxury brands' status.
Successful macro-influencer luxury brand campaigns: CeraVe x Hyram Yarbro (2020), Regal Rose x Sophia (2023), and Miu Miu x Macro-Influencer Campaigns (2024). Read the blog to learn how these luxury brands succeeded in macro-influencer marketing.
Micro-influencers might be the hottest trend in influencer marketing, but luxury brands aren’t buying into the hype—at least not entirely. While many industries shift toward smaller, niche creators, high-end brands still place their bets on macro-influencers. But why?
In this blog, we’ll explore the reasons luxury brands continue to favor macro-influencers, how this strategy aligns with their image, and recent campaigns that prove it’s still a winning formula.
Why Luxury Brands Prefer Macro-Influencers?
1. The Need for Brand Alignment
Luxury isn't merely defined by high price tags. It thrives on exclusivity, the allure of aspiration, and the status of belonging to elite circles.
Macro-influencers have already built their presence in those circles. They live the lifestyle, curate the aesthetics, and attract the audience luxury brands want to reach.
Think about it. When a watch brand collaborates with a macro-influencer, the goal goes beyond visibility. It’s about shaping perception and strengthening the brand's image. The influencer’s personal brand reflects the same sophistication and exclusivity as the product. Micro and nano creators often struggle to offer that at the same scale.
2. The Power of Global Reach
A luxury brand isn't limited to selling in one city or country; it's serving a global clientele. Macro-influencers have audiences that stretch across borders, making them the perfect partners for brands that want to maintain global prestige.
A single post from a well-known luxury influencer may cost more, but it can introduce a product to millions of engaged followers worldwide. Micro and nano creators, while valuable in smaller communities, do not have that level of influence on an international scale. Reach isn't simply about numbers for a brand built on exclusivity and status. It plays a crucial role in the overall strategy.
3. Content Quality and Professionalism
Luxury brands are about more than products; they offer a dream, an experience, and a lifestyle that’s been carefully curated. That’s why high-quality content is a must.
Think about the visuals in a luxury campaign. Every image is polished. Every video feels cinematic. Every story is designed to captivate. Macro-influencers have the resources to create content that meets these high standards. They work with professional photographers, videographers, and editors to ensure their content aligns with the brand’s prestige.
4. A More Controlled Narrative
High-end brands are extremely protective of their image. They cannot afford to dilute their message by working with too many influencers who may not align with their values.
With macro-influencers, brands have more control over storytelling. They can collaborate with a select few with a proven track record of delivering the right message.
In contrast, working with many micro and nano creators can make the process feel fragmented. More influencers mean more variables. More chances for off-brand messaging. A higher risk of inconsistency. This is why luxury brands prefer to work with fewer macro-influencers they can trust.
5. The Prestige Factor
Luxury marketing focuses on selling an elite status, which macro-influencers naturally help to reinforce.
If an influencer frequently collaborates with top-tier luxury labels, their endorsement carries weight. Their audience associates them with affluence, elegance, and sophistication. That is exactly the kind of credibility luxury brands want. Consumers are more likely to perceive a brand as prestigious when they see it in the hands of someone who embodies luxury.
Successful Macro-Influencer Luxury Brand Campaigns
1. CeraVe x Hyram Yarbro (2020)
What happens when a skincare guru raves about a brand before even being paid to promote it? Instant credibility. That is exactly what happened when Hyram Yarbro, the internet’s favorite skincare expert, started talking about CeraVe.
Hyram, known for his straightforward and educational skincare content, had been praising CeraVe’s simple yet effective formulas long before the brand officially partnered with him. His organic enthusiasm resonated with millions of Gen Z viewers who saw him as a trusted voice in skincare. When CeraVe finally made the collaboration official in 2020, it felt less like an ad and more like a natural extension of what he had been saying all along.
The result? A massive surge in brand awareness. CeraVe became one of the most talked-about skincare brands online, proving that authenticity combined with the right macro-influencer can create a movement rather than just a marketing campaign.
2. Regal Rose x Sophia (2023)
Not all luxury is about heritage and high fashion. Some brands thrive on individuality and edge. Regal Rose, an alternative jewelry brand, understood this when it partnered with Instagram and TikTok macro-influencer Sophia (@oatmilkmakeup) in 2023.
Sophia, known for her experimental and artistic makeup looks, was the perfect fit for Regal Rose’s bold aesthetic. She showcased their jewelry as part of her creative storytelling, making it more than a display. Her followers didn’t watch a sponsored post; they saw how Regal Rose pieces could transform a look with a rebellious yet sophisticated touch.
The numbers spoke for themselves. With 161,000 followers, Sophia’s content for Regal Rose reached 574,000 impressions and generated 94,455 engagements. The campaign proved that engagement comes naturally when a brand finds an influencer who embodies its identity.
3. Miu Miu x Macro-Influencer Campaigns (2024)
Luxury fashion thrives on exclusivity, but Miu Miu found a way to make exclusivity feel accessible. Instead of relying solely on traditional high-fashion marketing, the brand turned to macro-influencers to amplify its Fall/Winter 2024 collection.
Timing was everything. Fashion weeks across the world became the perfect stage for Miu Miu’s influencer strategy. Macro-creators on Instagram shared behind-the-scenes moments, styling videos, and personal takes on the collection, making followers feel like they had a front-row seat at one of the most prestigious events in fashion.
The strategy paid off. According to CreatorIQ, Instagram contributed 83% of Miu Miu’s earned media value during this period. By carefully selecting influencers whose aesthetic matched its brand, Miu Miu achieved impressive engagement rates and reinforced its position as a leader in luxury fashion.
Final Thoughts
These examples prove that the right macro-influencer does more than boost visibility. They build trust, craft compelling stories, and align with a brand’s identity.
Whether it is a skincare expert driving viral hype, a creator blending alternative fashion with storytelling, or a luxury house turning influencers into front-row ambassadors, these partnerships are reshaping luxury marketing.
Luxury brands are built on prestige, and in an industry where perception is everything, the right influencer is more than just a promoter—they are an extension of the brand itself.
If you are looking for macro-influencers who truly fit your brand, impulze.ai makes the search effortless. With smart filters, you can find influencers based on location, audience interests, and engagement rates. Once you find the right match, you can easily manage outreach and campaigns all in one place.
Get started today with our free plan.
Micro-influencers might be the hottest trend in influencer marketing, but luxury brands aren’t buying into the hype—at least not entirely. While many industries shift toward smaller, niche creators, high-end brands still place their bets on macro-influencers. But why?
In this blog, we’ll explore the reasons luxury brands continue to favor macro-influencers, how this strategy aligns with their image, and recent campaigns that prove it’s still a winning formula.
Why Luxury Brands Prefer Macro-Influencers?
1. The Need for Brand Alignment
Luxury isn't merely defined by high price tags. It thrives on exclusivity, the allure of aspiration, and the status of belonging to elite circles.
Macro-influencers have already built their presence in those circles. They live the lifestyle, curate the aesthetics, and attract the audience luxury brands want to reach.
Think about it. When a watch brand collaborates with a macro-influencer, the goal goes beyond visibility. It’s about shaping perception and strengthening the brand's image. The influencer’s personal brand reflects the same sophistication and exclusivity as the product. Micro and nano creators often struggle to offer that at the same scale.
2. The Power of Global Reach
A luxury brand isn't limited to selling in one city or country; it's serving a global clientele. Macro-influencers have audiences that stretch across borders, making them the perfect partners for brands that want to maintain global prestige.
A single post from a well-known luxury influencer may cost more, but it can introduce a product to millions of engaged followers worldwide. Micro and nano creators, while valuable in smaller communities, do not have that level of influence on an international scale. Reach isn't simply about numbers for a brand built on exclusivity and status. It plays a crucial role in the overall strategy.
3. Content Quality and Professionalism
Luxury brands are about more than products; they offer a dream, an experience, and a lifestyle that’s been carefully curated. That’s why high-quality content is a must.
Think about the visuals in a luxury campaign. Every image is polished. Every video feels cinematic. Every story is designed to captivate. Macro-influencers have the resources to create content that meets these high standards. They work with professional photographers, videographers, and editors to ensure their content aligns with the brand’s prestige.
4. A More Controlled Narrative
High-end brands are extremely protective of their image. They cannot afford to dilute their message by working with too many influencers who may not align with their values.
With macro-influencers, brands have more control over storytelling. They can collaborate with a select few with a proven track record of delivering the right message.
In contrast, working with many micro and nano creators can make the process feel fragmented. More influencers mean more variables. More chances for off-brand messaging. A higher risk of inconsistency. This is why luxury brands prefer to work with fewer macro-influencers they can trust.
5. The Prestige Factor
Luxury marketing focuses on selling an elite status, which macro-influencers naturally help to reinforce.
If an influencer frequently collaborates with top-tier luxury labels, their endorsement carries weight. Their audience associates them with affluence, elegance, and sophistication. That is exactly the kind of credibility luxury brands want. Consumers are more likely to perceive a brand as prestigious when they see it in the hands of someone who embodies luxury.
Successful Macro-Influencer Luxury Brand Campaigns
1. CeraVe x Hyram Yarbro (2020)
What happens when a skincare guru raves about a brand before even being paid to promote it? Instant credibility. That is exactly what happened when Hyram Yarbro, the internet’s favorite skincare expert, started talking about CeraVe.
Hyram, known for his straightforward and educational skincare content, had been praising CeraVe’s simple yet effective formulas long before the brand officially partnered with him. His organic enthusiasm resonated with millions of Gen Z viewers who saw him as a trusted voice in skincare. When CeraVe finally made the collaboration official in 2020, it felt less like an ad and more like a natural extension of what he had been saying all along.
The result? A massive surge in brand awareness. CeraVe became one of the most talked-about skincare brands online, proving that authenticity combined with the right macro-influencer can create a movement rather than just a marketing campaign.
2. Regal Rose x Sophia (2023)
Not all luxury is about heritage and high fashion. Some brands thrive on individuality and edge. Regal Rose, an alternative jewelry brand, understood this when it partnered with Instagram and TikTok macro-influencer Sophia (@oatmilkmakeup) in 2023.
Sophia, known for her experimental and artistic makeup looks, was the perfect fit for Regal Rose’s bold aesthetic. She showcased their jewelry as part of her creative storytelling, making it more than a display. Her followers didn’t watch a sponsored post; they saw how Regal Rose pieces could transform a look with a rebellious yet sophisticated touch.
The numbers spoke for themselves. With 161,000 followers, Sophia’s content for Regal Rose reached 574,000 impressions and generated 94,455 engagements. The campaign proved that engagement comes naturally when a brand finds an influencer who embodies its identity.
3. Miu Miu x Macro-Influencer Campaigns (2024)
Luxury fashion thrives on exclusivity, but Miu Miu found a way to make exclusivity feel accessible. Instead of relying solely on traditional high-fashion marketing, the brand turned to macro-influencers to amplify its Fall/Winter 2024 collection.
Timing was everything. Fashion weeks across the world became the perfect stage for Miu Miu’s influencer strategy. Macro-creators on Instagram shared behind-the-scenes moments, styling videos, and personal takes on the collection, making followers feel like they had a front-row seat at one of the most prestigious events in fashion.
The strategy paid off. According to CreatorIQ, Instagram contributed 83% of Miu Miu’s earned media value during this period. By carefully selecting influencers whose aesthetic matched its brand, Miu Miu achieved impressive engagement rates and reinforced its position as a leader in luxury fashion.
Final Thoughts
These examples prove that the right macro-influencer does more than boost visibility. They build trust, craft compelling stories, and align with a brand’s identity.
Whether it is a skincare expert driving viral hype, a creator blending alternative fashion with storytelling, or a luxury house turning influencers into front-row ambassadors, these partnerships are reshaping luxury marketing.
Luxury brands are built on prestige, and in an industry where perception is everything, the right influencer is more than just a promoter—they are an extension of the brand itself.
If you are looking for macro-influencers who truly fit your brand, impulze.ai makes the search effortless. With smart filters, you can find influencers based on location, audience interests, and engagement rates. Once you find the right match, you can easily manage outreach and campaigns all in one place.
Get started today with our free plan.
Frequently Asked Questions
What is a macro-influencer?
What is a macro-influencer?
What is a macro-influencer?
Who is an example of a macro-influencer?
Who is an example of a macro-influencer?
Who is an example of a macro-influencer?
How many followers is considered a macro-influencer?
How many followers is considered a macro-influencer?
How many followers is considered a macro-influencer?
What is a nano influencer?
What is a nano influencer?
What is a nano influencer?
What are the differences between macro-influencers and micro-influencers?
What are the differences between macro-influencers and micro-influencers?
What are the differences between macro-influencers and micro-influencers?
Is impulze.ai free?
Is impulze.ai free?
Is impulze.ai free?
Author Bio
Author Bio
Aishwarya Taskar
Aishwarya Taskar
Aishwarya Taskar is a full-time writer. She has studied journalism and marketing. In her free time, she loves watching films and spending time with animals. You can learn more about her here.
Aishwarya Taskar is a full-time writer. She has studied journalism and marketing. In her free time, she loves watching films and spending time with animals. You can learn more about her here.
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May be Later
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May be Later