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When creating a brand campaign, few decisions are more critical than choosing the right influencer. One that creates quality content, reaches your target audience and works well with your team is a valuable resource. With so many influencers, knowing what kind to choose can be difficult. If you’re considering partnering with macro-influencers, here are a few things you should know in advance.

Among the different types of influencers, macro-influencers have emerged as a significant force in social media marketing. Let’s examine their role, impact, and reasons behind their growing relevance in today’s social media-driven landscape.

Influencer tiers

One way to categorize influencers is by their follower count. Often, influencers are separated into these five tiers:

  • Nano-influencers: 1K-10K
  • Micro-influencers: 10K-50K
  • Midtier: 50K-200K
  • Macro-influencers: 200K-500K
  • Mega influencers: 500K-1 million
  • Web celebrities: 1 million-plus

What is a macro-influencer?

A macro-influencer is a social media personality with a follower count ranging from 200K to 500K, falling below mega-influencers and internet celebrities in terms of audience size. These individuals are seen as authorities in their respective fields, making them a valuable asset for brands. 

Benefits of working with macro-influencers 

Ability to vastly expand a brand’s reach

The power to significantly amplify a brand’s visibility is a key advantage of partnering with a macro-influencer. These influencers have already built substantial, loyal followings on their platforms. When a brand collaborates with a macro-influencer, it gains access to a broader audience than it could typically reach. This partnership allows brands to enhance their brand recognition and connect with the influencer’s existing audience. Take Oma Belle, for example. With more than 333K followers, Oma is a top macro-influencer on Instagram. Oma is a mom of three and a home, beauty and interior decor enthusiast who loves sharing her ideas with her followers. She frequently partners with fashion and lifestyle brands.

Carefully curated content

Another notable strength of macro-influencers is their ability to produce meticulously curated content. Having established platforms and extensive experience in content creation, these influencers offer brands the assurance of high-quality, creative and impactful content. The fact that they have a proven track record of crafting compelling sponsored content makes macro-influencers an attractive choice for many brands. Collaborating with these influencers brings a brand’s message to life in a visually appealing and engaging way. It reduces the brand’s burden of content production, too.


Trust is a significant advantage of partnering with a macro-influencer. Thanks to their well-established platforms, these influencers have cultivated a loyal following that values their insights and recommendations. Macro-influencers hold a prominent position in their followers’ social media interactions, enabling them to represent brands in an authentic way that resonates with their audience. Compared to nano- and micro-influencers, macro-influencers often wield greater influence due to their larger platforms. This influence is reflected in the credibility they command, which is evident in their followers’ engagement and responses to their posts. Collaborating with a macro-influencer can help brands build trust and credibility among a wider audience.

How to find and work with a macro-influencer

IZEA’s Marketplace is a comprehensive platform for brands to discover influencers across a spectrum of audience sizes. Marketers have the flexibility to navigate through creator listings or set up Casting Calls, inviting influencers to present their pitches. 

Casting Calls

The Casting Calls feature allows brands to advertise opportunities. The ultimate aim is to identify an influencer who can genuinely embody and promote your brand. To post a casting call, sign up for a Marketer Pro account.


The homepage of features listings shared by influencers of all audiences sizes and niches, enabling you to directly reach out to those who align with your brand for potential collaborations. The Listings show the pool of talent available for hire, including the expertise of macro-influencers, making it easier for you to identify the perfect influencer match for your brand.

While initiating a partnership with macro-influencers might seem daunting due to their large follower base, it’s important to remember that they are just a few strategic steps away from becoming impactful representatives for your brand. By leveraging their influence, your brand stands to significantly expand its reach and connect with a broader audience, making the process well worth the effort.

Additional considerations for choosing an influencer

As you can see, finding the right influencer matters to your marketing campaign. When picking one, it also helps to keep the following considerations in mind.

Your goals

The first thing you should think about when searching for an influencer is what you want to achieve as a brand. If you want to boost brand awareness, expand your reach or enhance visibility, a macro influencer makes a good choice. If your main goal is to make more sales, you may want to look for a micro influencer. Micro influencers are accessible, they have very targeted audiences and they have high engagement rates. No matter what type of influencer you choose, make sure they genuinely support the goals of your marketing campaign.

Your budget

Once you’ve set your sights on partnering with a macro influencer, it’s time to decide whether or not you can afford one. Remember that a macro influencer with 500,000 followers is often less expensive than one with an audience nearing one million. But follower counts aren’t the only measure of a good influencer. Other metrics that determine how much money influencers make include follower growth, engagement rates and conversion rates.

Your target audience

When choosing an influencer, consider what audience you wish to reach. Is your target audience narrower in scope or limited to a specific geographical location? If so, consider a micro-influencer who will relate well to members of that group. If your target audience is broader in scope and/or geography, choose a macro-influencer with experience reaching all types of people.

Your influencer’s audience

Because your influencer’s audience will potentially be your target audience, it’s important to look at influencer-follower interaction. Are audience members engaged and active? Does the influencer offer timely responses to questions and comments? If there is little engagement between an influencer and their audience, you may want to look elsewhere.
If you’re interested in growing your brand, a talented macro influencer can help. Use the tips included in this guide to find the right macro influencer for you.


Looking to partner with industry-leading brands? Create your free profile today. 


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Find your next great collab.

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