A macro influencer refers to a social media influencer with a follower count typically ranging from 500,000 to one million. These influencers have a substantial reach and are often considered celebrities or authoritative figures within their niche, making their endorsements highly impactful.

Macro influencers are essential for brands looking to achieve wide-scale visibility and influence. They offer the ability to reach a large and diverse audience, and their recommendations carry significant weight due to their established authority and credibility. Compared to mid-tier influencers, who balance a strong connection with their audience and significant reach, macro influencers provide even broader exposure but may have lower engagement rates.

The effectiveness of collaborations with macro influencers can be measured using key metrics such as:

• Engagement rates (likes, comments, shares)
• Reach and impressions
• Conversion rates

These metrics help brands assess the impact of the influencer’s content on brand awareness, audience engagement, and sales.

For example, a fashion brand may collaborate with a macro influencer who has 750,000 followers on Instagram and frequently shares fashion tips and style inspiration. The influencer posts a sponsored photo showcasing the brand’s latest collection, driving extensive engagement and interest from their fashion-forward audience.

Read more on AdParlor’s work in influencer marketing in this case study.