What are macro-influencers?

But not all influencers are the same: these ladies and gentlemen come in various shapes and sizes.

If you quickly search for the term influencer, you’ll soon come across the terms nano-, micro-, meso-, and macro-influencer. But what’s the difference between all these influencers? And which type of influencer is the ideal ambassador for your business? We’ll tell you.

The macro-influencer

Macro-influencers are just below mega-influencers in the fame hierarchy. Mega-influencers are often stars from the pop, sports, or entertainment world who also like to make their presence felt on social media. Think of types like the Kardashians or Paris Hilton, who can turn even a visit to the pedicurist into a trending topic.

Macro-influencers may not be as famous as mega-influencers, but make no mistake: they are professionals who put a lot of blood, sweat, and tears into producing content and earn a decent living from their online activities.

Macro-influencers are usually active on multiple platforms and can enjoy an average of one hundred thousand to a million followers.

Macro-influencers are especially interesting for companies that aren’t very experienced with social media themselves but want to roll out a large campaign on one or more social platforms. With a macro-influencer, you get quality and reach in-house.

The advantages of using a macro-influencer are:

The disadvantage: a macro-influencer has options and therefore doesn’t work for a few gift vouchers or a glorified tip. So you must be willing to dig a little deeper into your pockets if you want to use his or her reputation.

Another potential disadvantage has to do with authenticity. Because macro-influencers roll out the red carpet for a cartload of companies and brands, it’s not necessarily unique that they promote your business. Commerce often takes center stage, causing you to lose authenticity.