Before a brand can launch an influencer marketing campaign they need their key ingredient: who to partner with. You need to think about following, audience demographics, quality of followers, their typical content, and potential reach, among other metrics. Campaigns will often feature multiple tiers of Influencers, with a mix of Celebrity, Macro/Premium, Micro, and Nano. By understanding the tier of potential content creators to partner with, you can be more successful in your next brand campaign.
Macro Influencers are the familiar faces of the famous— and soon to be famous— that the majority of social media users would recognize on sight or by name alone. In addition to being referred to as Macro, this caliber of talent is also known as premium. They are the backbone of some of the most well-executed brand partnerships.
Macro Influencers are a renewable resource to help scale your social and brand awareness efforts. When tapped, Macro social media influencers can lead to a higher ROI, and campaigns can last months to years with significant returns on investment. 89% of marketers say that ROI from influencer marketing is comparable to or better than other marketing channels.
Read on for all our Macro Influencer tips and for a look into the top few on Instagram, Tik Tok, Twitter, and YouTube.
What are the levels of Influencers in Influencer marketing?
Influencer marketing tiers are a line in the ever-shifting social media sand that separates the Nano from the Micro, the Mid-Tier from the Celeb. Because not every social icon is built the same, understanding these tiers is the first step to making an informed decision of who to partner with as the face of your next marketing campaign.
Influencer marketing tiers are:
- Nano Influencers have between 1,000 and 10,000 followers.
- Micro Influencers have between 10,000 and 50,000 followers.
- Mid-tier Influencers have between 50,000 and 500,000 followers.
- Macro/Premium Influencers have between 500,000 and 1,000,000 followers.
- Celebrity/Mega Influencers have over 1,000,000 followers.
Hot tip: Celebs can be utilized for longer, ongoing partnerships.
What is the difference between micro and macro influencers?
One of the most common myths about these tiers is that Micro and Macro Influencers are at odds with one another. Whether this myth was born from actual instances of Influencer-on-Influencer crime or not, the truth is that they tend to work together often and with great success when putting together a well-rounded Influencer program.
On paper, the only difference between Micro and Macro Influencers is their follower counts (Micro = 10,000-50,000 followers and Macro = 500,000-1,000,000 followers). But how marketers and brands use the power of these two different types of influencers is where the real difference lies.
How to Utilize Micro Influencers
Micro Influencers tend to have a high level of credibility with their followers, typically communicating through comments and DMs as if it’s a group of friends on a text message chain. Talent that has a micro following are people with an incredible amount of dedication to growing & fostering their following by connecting with their followers on a genuine level.
Due to this degree of passion for the craft, Micro Influencers are best utilized by brands with smaller budgets or more niche audiences [by geographic location or content type] that are looking for talent to share their personal experience and build a grassroots effort in forming Influencer partnerships.
How to Utilize Macro Influencers
Macro Influencers have been around the block more times than their smaller-following peers, meaning that what makes or breaks the Macro level is their reputation and broader content creation. In many cases, they have name recognition that extends beyond the confines of their respective industry— it is just as likely that your Macro Influencer of choice is a celebrity-turned-influencer as it is that they are an influencer-turned-celebrity.
Because of their mass following, Macro Influencers are approached for the high level of visibility that they offer brands. Brand partnerships tend to be buzzy and brands oftentimes choose to go Macro for access to the demographic that follows them.
What are the different strategies for Nano, Micro, Macro/Premium, or Celebrity/Mega Influencers?
A brand’s Influencer marketing strategy will depend wholly on the tier they choose to partner with & the budget that they have dedicated to a program. Tier has the power to dictate everything from how you approach them, how involved in the creative process they are, to their rate and the length of the campaign.
Macro/Premium Influencer Marketing Strategies
- Utilize their reputation— Macro Influencers are only as powerful as their reputation, their followers will consider your brand reputable because of the reputation of the individual promoting it alone
- Partner with them as Brand Ambassadors – when launching an activation it’s worth it to partner with talent long term. Activating a Macro Influencer long-term can help establish a strong endorsement of both the brands product & mission.
- Keep content authentic to the Influencer – Macro Influencers have worked hard to establish their own brand and reputation in the space. It’s extremely important when partnering with this caliber of talent that you are allowing them to communicate authentically to their audience in a natural way.
Celebrity Influencer Marketing Strategies
- Embrace the name— their primary power is in their own name when you choose to partner with a celeb, you are choosing to associate your brand with their namesake, a decision with the power to boost any brand to a new level of awareness
- It’s about the exposure— don’t be discouraged by lower engagement rate on branded posts by top tier influencers, remember that at this level what you are really paying for is the exposure your brand will get just by being placed in front of such a high number of eyes
- In the awareness stage— as far as generating brand awareness goes, partnering with celebs is your best bet, the sheer reach that top tier influencers have has the power to double or triple brand awareness after a single post
7 Top Macro/Premium Influencers Across Social Platforms
Top Macro/Premium Instagram Influencers
When people think of influencer marketing the go-to image in everyone’s head is sponsored Instagram posts. And with 68% of brands considering Instagram the most important platform for influencer marketing, that is not changing any time soon.
Some of the top Macro Instagram influencers are:
2. Jessi Malay
Top Macro/Premium TikTok Influencers
Coming in hot right behind Instagram as the second most important social media platform for influencer marketing, according to 45% of marketers, is TikTok.
Some of the top Macro TikTok influencers are:
1. Caleb nash feemster
2. Elliot Choy
Top Macro/Premium YouTube Influencers
The next best platform for influencers to spread their messages is Youtube, according to 36% of marketers.
The top Macro YouTube influencers include:
1. ARNELL ARMON
With 787,000 followers on YouTube, Arnell Armon is one of the most-watched beauty and lifestyle vloggers out there— making her an essential get for any brands looking to break through on YouTube.
2. DAQUANA WHITE
As far as successful brand partnerships go, few YouTubers have landed as many Daquana White. With almost 300,000 followers this fashion, beauty, and lifestyle vlogger is always captivating her followers with new videos flaunting her partnerships with fashion brands such as Asoph, Shein, and Fashion Nova.
Top Macro/Premium Twitter Influencers
Over 40% of Twitter users report that they’ve bought a product or service as a direct result of seeing it in a Tweet from an influencer, making the text-based social media platform an important player in the social game thanks to these top macro Twitter influencers:
1. Jay Baer
When he isn’t tweeting, New York Times best-selling author Jay Baer is a digital media entrepreneur, and as President of Convince and Convert he is an expert on all things social media marketing.
Top Macro/Premium Facebook Influencers
Facebook has 2.6 billion active users, with 1.7 billion using the platform daily. Users are engaged and interact with both Influencers and brands alike. Here are some top Macro Facebook Influencers:
1. Grandbaby Cakes
Jocelyn creates delicious confections and shares her recipes and videos with her followers.
2. Chef Billy Parisi
Chef Billy Parisi shares recipes, cooking tips, and more in engaging Facebook videos.
Macro influencers give you the potential to break into new audiences, leverage an engaged, niche audience, and create lasting partnerships with successful creators who have a wealth of knowledge on what their followers will respond to.
Need help securing and managing your next campaign? Reach out to our team at RhythmInfluence— we’re industry vets ready to help you amplify your brand.