Glossary/Macro-influencer
Who is a macro-influencer?
Short answer
A macro-influencer is a creator with a large audience — conventionally from around 100,000 to a million followers; above a million people speak of mega-influencers. Running the channel is their task, often with a manager or an agency on the other side. It gives you big reach in a short time, but engagement per follower is lower than on smaller accounts.
What does working with a macro-influencer look like?
More formal than with smaller creators. The date is set well in advance, because the publishing calendar can be booked for weeks. There is a contract, script approval, sometimes exclusivity in the category and a clause about where the brand may later use the content. The conversation is often run by a manager rather than the creator, so the task has to be ready before the first contact.
How does a macro-influencer differ from a micro-influencer?
In scale and in purpose. A micro creator sells a specific product to a specific group, a macro creator builds brand recognition across a wide audience. The reach of a single post is incomparably bigger, but the share of people who comment and react usually falls as the account grows. Cost and formality rise too, so picking the wrong creator costs more than in a small campaign.
When does big reach really pay off?
When the goal is recognition, a product launch or entering a new market and the brand needs people talking about something in a short space of time. For selling a narrow product, the same budget spread across several smaller creators from the right niche usually works better. It is also worth checking which brands the creator has advertised before — a random set of industries weakens every further recommendation.
Where to order it or find tasks
Related terms
Words that come up in the same conversations. Each has its own definition in the glossary.
- Micro-influencer
- A creator with an audience of roughly 10,000 to 100,000 people. They have a clearly defined topic and still high engagement — the most common choice for local campaigns. Read more
- Reach
- The number of people who saw the material. It does not say how many of them reacted or bought — which is why it is read together with engagement, not instead of it. Read more
- Target audience
- The people a brand wants to reach: who they are, where they live, what they are looking for. You choose the creator to fit them, not to fit the biggest follower count. Read more
- Niche
- The narrow topic a creator's audience is built around — beauty, food, cars. The narrower the niche, the more accurate the delivery at smaller reach. Read more
Frequently asked questions
Where does a macro-influencer end and a mega-influencer begin?
Conventionally at a million followers, but that line is only a rough guide. In practice the difference shows more in the way of working: a manager involved, a longer process and a formal contract scope.
Does a macro-influencer guarantee sales?
No. They guarantee views, as long as those are written into the contract. Whether sales come out of them depends on how well the product fits the audience and on what the path after the click looks like.
How much does a post from a macro-influencer cost?
Rates are agreed individually and depend on the format, the exclusivity and the right to use the content in advertising. We give the ranges on each niche page, because the differences between industries are large.
