The photo and video sharing platform Instagram has grown to over a billion active monthly users. As a result, companies are allocating more marketing budget to Instagram influencer marketing. Businesses are looking to collaborate with macro influencers on social media to promote their brand and reach millions of people.
Who is a Macro-influencer?
Macro-influencers are users who have a substantially large following on any particular social media channel like Facebook, YouTube or Instagram. These are social media influencers who have been building a fan following for a long time. They are often veterans in the influencer marketing industry. Macro-influencers have the ability to spread a brand’s message on an impactful scale and engage a large audience. They are trendsetters and tastemakers in the industry, they are experts and KOLs which make them a powerful medium for promotions.
Why Work with Macro-influencers?
Reach:- Macro-influencers have a significantly higher reach as compared to micro-influencers. According to a case study by Mediakix, macro-influencers have 22 times greater reach than micro-influencers. This difference in reach is truly profound and offers many advantages for brands looking to maximize the visibility of the campaign.
Audience:- Macro-influencers reach out to a large audience that is diverse in nature. This is ideal for brands looking to reach a wide variety of people from different walks of life.
Campaign Management:- Brands may only need to work with a handful of macro-influencers or maybe only one for a particular campaign. Managing such campaigns is easier than working with a large band of micro-influencers to achieve the same reach as one macro-influencer. Choosing influencers requires a lot of time. Additionally, communicating and coordinating with each new influencers requires time, slowing down the process considerably. Moreover, managing multiple influencers increases the probability of mistakes and errors. As a result, macro-influencer campaigns offer an efficient allocation of time and resources.
Read More:- Influencer Marketing Trends 2019
Experience & Professionalism:- Most macro-influencers have been playing the game for a long time. They understand how brand collaborations work and what is expected of them. There is a sense of great professionalism that is often missing in micro-influencers.
Macro-influencers are social media influencers with a wide audience. They have been associated with the influencer marketing industry for a long time. They are professional and experienced with brand collaborations making them an effective medium for an influencer marketing campaign.