Who are macro-influencers and how they can help your brand?
Campaigns of influencer marketing are on the incline. It is said to become a 10 billion dollar industry before 2020 is over as influencers are still day to this moment, helping brands reach out to their target audience. These days it’s all about micro and macro-influencers. Influencers spend most of their time developing all kinds of engaging content while also building a barrage of dedicated followers and documenting numerous parts of their lives with their audience. Nowadays, brands, especially startups or rookies, seek to utilize this power to help them enhance their brand. If you need convincing that influencer marketing is legit, then just ask Estee Lauder, who spent over $900 million on influencer marketing in 2017. If that’s not enough, then you’ll be surprised to know that they’ve contributed 75% of their marketing budget towards influencer marketing across a number of their brands.
What do we Know by Influencer Marketing?
Influencer marketing refers to teamwork between a business or a brand and an influencer, basically one from social media. There’s a wide range of available influencers, including micro-influencers, mid-tier, and macro-influencers. Every influencer has their own follower accounts, varying price points, and pros to help grow your brand. In this article, we’ll be taking an in-depth look into macro-influencers and how they can help boost your brand to the next level real fast.
Who are Macro-Influencers?
Macro-influencers are influencers on social media with the biggest followings on major platforms like YouTube, Facebook, Instagram, and sometimes even individual blogs. These people can either be celebrities, TV personalities, athletes, or thought leaders that have more than 100,000 followers. A good example of influencer marketing can be seen with Will Smith, who in December 2017, only had under 2 million Instagram followers. Fast forward to September 2020; he now has nearly 49 million followers. Nowadays, as many more individuals from around the world spend most of their time on social media and as many other users look forward to becoming influencers themselves one day, a trend of famous influencers and leaders on social media has been established. Macro influencers typically have diverse demographics and diverse interests. It is possible to find one macro influencer interested in beauty, mindfulness, baking, and health and fitness. This is why many brands typically approach macro-influencers so that the latter can feature the former’s product on their social media accounts to raise visibility and awareness. Even though micro-influencers have a more engaged and closer network, macro-influencers have a bigger reach.
Benefits of Working With Macro Influencers
1. Bigger Reach
Because these are well-established celebrities and personalities, macro-influencers have a larger audience and fan following, making them an ideal source of creating brand awareness for fresh-off-the-boat companies. Because of their massive influence and notoriety, they’re able to reach a large number of views and likes in a matter of minutes or seconds, sometimes by only using a single post. Compared to micro-influencers, macro-influencers have 22 times the ability to reach out to their audience. They’re also capable of reaching out to diverse audiences, which works best for companies with various customer segments. By using a macro influencer to boost your brand awareness, it is possible to reach out to a large portion of your target audience in a relatively short amount of time.
2. Enhancing Sales
Although it’s never really a given that you’re going to make a sale with influencer marketing, the chances of doing so are certainly better when working alongside a macro-influencer. In most cases, this means introducing a limited or co-branded product that induces impulse and scarcity buying. However, this may require more resources than the influencer marketing teams as you’ll need help from your logistics, sales, e-commerce, and product teams. The brand that mastered this in 2019 was FashionNova. The quick fashion e-commerce firm partnered with several micro and macro influencers, including well-known rapper and celebrity Cardi B.
3. Expand Credibility
By far, one of the biggest challenges for establishing a brand new company, with no prior experience or credibility going forward, is establishing trust with your target audience. Macro influencers already have an established reputation and a large and loyal fan following. Therefore, when a company works together with a macro influencer, it can be viewed as an endorsement opportunity. Later on, the audience you’re targeting will then consider your brand as reliable only because a well-known figure positively promoted it.
Macro influencers are typically managed by talent agencies or managers who are usually professional in their dealings. They already have their predefined terms and conditions for which the brands that approach them need to agree to. Doing so makes it easier to work with macro-influencers. It’s only if the terms and conditions are what works best for your brand. This also saves you time managing the influencers as well as the need for using influencer management software. And since macro-influencers already have prior experience working with brands, collaborating with them would be much easier than it would be with micro-influencers.
When hiring either macro or micro-influencers, engagement is a huge factor. Posting something on social media is one thing, but how well influencers engage with their audience speaks volumes. The engagement rate is calculated by the number of comments and likes divided by the number of followers. And since macro-influencers have an incredible following, whatever content they put up receives immediate engagement from their followers.
6. Fewer Risks Involved
Although micro-influencers typically rely on organic growth, there are sometimes “fake micro-influencers,” especially if they wish to collaborate with brands. On the other hand, macro-influencers are legitimately popular people who don’t come with such pitfalls and love doing the things that they do. They could be actors, musicians, professional chefs, or sportspeople.
Overall, macro-influencers are the ideal individuals or groups that brands can work with. They are much cheaper, easier to collaborate with, have authentic engagement and are extremely professional in what they do. What more could you possibly want to elevate the awareness and visibility of your own brand, especially when it’s recently been established?