While audience size isn’t the only metric that matters when identifying macro influencers, it does matter. The larger an influencer’s following, the greater that influencer’s reach. So, if you want to introduce your brand to as broad of an audience as possible, aim to partner with the popular social media personalities.
In terms of follower count, macro-influencers have impressive numbers. They’re not as popular as mega-influencers, such as celebrities like Kylie Jenner or Ariana Grande, who have amassed millions of followers. But they’re more widely known than micro- and nano-influencers. Macro-influencers are often individuals who have built their personal brands online, so they already know the ins and outs of social media marketing. They likely excel in areas such as photography, blogging or video editing.
You’ll find plenty of macro-influencers online. The real challenge is narrowing down your options. Here are a few tips that can help in identifying macro influencer.
Consider Relevance
You want to build a partnership with an influencer who matches your brand’s niche. A YouTuber who makes instructional workout videos can be an effective influencer for a fitness brand. A popular meal-prep Instagrammer is an ideal partner for a brand that sells kitchenware.
With that in mind, start building a list of potential candidates. An influencer marketplace streamlines this step by offering you a database of influencers. However, you can also conduct a manual search on social media. Try typing in keywords or hashtags related to your industry. Take note of popular users who are posting content that seems relevant.
Filter By Audience Size
Since you want to work with a macro-influencer, filter out any nano- or micro-influencers. Perhaps include them on a separate list for future campaigns. After all, there are benefits to working with nano- and micro-influencers. They can be especially useful to brands that are working on a tight budget.
Check Engagement
Generally speaking, nano- and micro-influencers have better engagement rates than macro-influencers. However, you should still take time to assess interactions between the macro-influencers on your list and their audiences. Ask yourself questions like:
How often do followers comment on the influencer’s content?
How often do followers share or like the content?
Does the influencer respond to their followers? And do they respond in a way that’s friendly and respectful?
Does the influencer use polls to gauge the audience’s level of interest?
An influencer who is willing to listen and connect with their fans will come off as more authentic. And those traits can also help improve your brand’s public image during a macro-influencer marketing campaign.
Check the Tone
A macro-influencer will likely produce high-quality content. That’s part of the reason they’ve managed to build an audience in the first place. But is the tone of that content suitable for your brand?
If your target audience includes children and parents, influencers who use mature language probably won’t be a good match. Certain types of humor may not match well with your audience either. Be thorough as you vet an influencer’s content. Have they made any content that may reflect badly on your brand?
The influencer’s values should align with your brand’s values as well, especially if you want to form a long-term partnership. What issues do they seem to care about? Environmentalism? Equality? Transparency? Family? Sometimes these values may not be apparent until you chat with the influencer directly.
Stick to Your Budget
Working with macro-influencers isn’t always cheap. The exact cost will vary depending on factors such as what kind of content you want and the influencer’s audience size. Video content is generally the most expensive type of influencer-generated content.
Some influencers will make your job easy by listing a preferred price range. If an influencer’s asking price doesn’t match your budget, you can narrow down your list even further. If every macro-influencer on your list seems too expensive, turn to your list of micro- and nano-influencers for options that better fit your budget.
Reach Out
Working with macro-influencers isn’t always cheap. The exact cost will vary depending on factors such as what kind of content you want and the influencer’s audience size. Video content is generally the most expensive type of influencer-generated content.
Some influencers will make your job easy by listing a preferred price range. If an influencer’s asking price doesn’t match your budget, you can narrow down your list even further. If every macro-influencer on your list seems too expensive, turn to your list of micro- and nano-influencers for options that better fit your budget.
Identifying Macro Influencers with Automation
Searching for the criteria above is time consuming, especially keeping track of all the metrics. Sure, spreadsheets and hundreds of browser tabs work to track your search progress but manually searching for influencers on social platforms isn’t as easy as a Google search. Wouldn’t it be nice if there was a tool that did all of this in one place? We have one! it’s called IZEAx Discovery. Perform a keyword search and easily check metrics like audience size and engagement using powerful data filters. Build and export influencer lists and visually search over 870 million (yep… you read that right) pieces of social media content using keywords. Here is what’s included in a license:
7M+ Influencers
870M+ Pieces of Searchable Content
4,000 BrandGraph Enabled Tags
Unlimited Searches
Advanced Search Filters
Audience Demographic Data(as available)
15 List Exports Per Month
Check out a video demo of IZEAx Discovery
