In this golden age of social media, influencers are one of the most influential professions for brand awareness activities. Therefore, not a few brands collaborate with various influencers in an effort to make their marketing campaign strategies a success, starting from Mega Influencers, Macro Influencers, Micro-Influencers, to Nano Influencers.
Well, in this article, we will discuss one of the four categories above, namely Macro Influencers.
What are Macro Influencers? How big is the impact?
Get to know Macro Influencers
According to a quote from Upluence, Macro Influencers are professional influencers who have 500,000 to 1,000,000 followers on social media.
Usually they are more active on Instagram, TikTok, and YouTube, and dedicate most of their time to creating engaging content on these social media. In Indonesia, maybe Socialty knows him better as “Selebgram”.
Macro Influencers vs Micro Influencers, What’s the Difference?
As mentioned earlier, in Influencer Marketing, influencers are divided into four categories based on the number of followers (followers) they have on social networks. Besides Mega Influencers, Nano Influencers, and Macro Influencers, there are also Micro-Influencers.
Then, what is the difference between these Macro and Micro-Influencers?
Unlike Macro, which has a wider follower range, Micro-Influencers can be said to be the ‘lite’ version, Socialty!
Influencers who fall into this micro category have a number of followers at 10,000 to 50,000 people.
Even though they are relatively small, their influence in increasing engagement is also no less large, you know.
Advantages of Macro Influencers
Socialty must be curious, how much benefit can we get if we work with this type of influencer. Here are some reasons why Macro Influencer services are needed in the world of digital campaigns:
Reach a Wider Audience
Influencers in this category have a wider and wider audience reach, which means there are more pairs of eyes seeing the promotional content posted. This of course will have a big impact on the brands that collaborate with them because they get the attention of the same large audience.
Increase Brand Awareness and Sales
Macro Influencers usually have millions of followers from various backgrounds, which will be very helpful for brands who want to campaign their business to various (non-specific) target audiences.
With such a wide audience reach, it is not impossible that the products promoted by the influencer will be sold out in a matter of hours–or even minutes, you know!
High Credibility and More Expert
This third point is also one of the advantages that should be taken into account. Judging from the number of masses, Socialty can say that Macro Influencers are not beginner influencers.
They certainly have more experience in running marketing campaigns, and even have their own team – whether it’s a photographer, videographer, or manager who specializes in handling content marketing strategies.
That way, they are more professional and are experts in their fields.
Weaknesses of Macro Influencers
Where there are advantages, there must also be disadvantages. Macro influencers are no exception. Anything?
Relatively High Price
Macro-type influencers are indeed very effective in increasing brand awareness, but the costs that need to be spent are clearly much more expensive.
But, maybe the effect you get will be proportional to the budget that comes out, huh!
Sometimes Many Requirements Are Not Easy
When a Macro Influencer agrees to collaborate with you, it is likely that there will be many requirements from them that you must fulfill.
For example, when you invite them to take a shoot at a place, they may ask you to prepare various first class facilities during your activities in that place.
Indeed, not all macro influencers have quite difficult demands, but they definitely need comfort as well for smooth collaboration.
To invite Macro Influencers to work together, it is not limited to sending direct messages (DM) to their social media accounts, then talking about things related to collaboration. When compared to Micro Influencers, pre-collaborating with macro influencers requires extra effort.
For example, you have to first contact their manager or agency, then after that you have to go through an interview process to find out how well your brand fits the influencer and his audience, until finally you have to wait for your turn again because the influencer is still bound by an agreement with a row of other brands.
Engagement tends to be low
With more diverse and non-specific followers, it could be that macro influencers don’t have a relationship that is too engaged with their audience.
This is due to their limitations in responding to comments, or simply answering audience questions in direct messages (DM). So, brands that need the active involvement of the influencer will definitely find it difficult.Read more →