Macro Influencers: Definition, Characteristics & Benefits for Your Influencer Campaigns

Macro influencers are influencers on TikTok, YouTube, Instagram, Facebook, and other social media platforms with 100,000 to 1 million followers. These influencers have 1% to 3% engagement rate and have more reach as compared to nano and micro influencers. Macro influencers are prominent figures within their industries with the power to shape the perspectives of people and influence their purchasing decisions.

Along with social media presence, macro influencers have high-quality content creation and balanced visibility across platforms. Working with macro influencers has benefits that include strong audience reach, higher engagement rates, cost-effective return on investment (ROI), and boosted brand awareness.

Brands use tools and agencies to find and collaborate with influencers in their niche. Though macro influencers offer scale and visibility, sometimes there are risks like lower engagement and less targeted audiences, but these content creators remain valuable for boosting visibility and driving long-term results for influencer marketing campaigns.

What Are Macro Influencers?

Macro influencers are content creators with a following of 100,000 to 1 million on social media channels like TikTok, YouTube, Instagram, and Facebook. These influencers have an engagement rate of 1% to 3% and are well-known within their niche, like fitness, beauty, fashion, and tech.

Brands work with macro influencers to reach their large, loyal audiences and benefit from their high-quality content. These influencers have small teams handling video production, editing, and photography, due to which their posts look professional, polished, and visually appealing, helping brands stand out in competitive markets.

What Are Examples Of Macro Influencers In 2025?

The examples of macro influencers in 2025 are listed below.

• Dr Jackie Walters: Dr Jackie Walters (@therealdrjackie) is a health influencer with 1 million followers on Instagram.
• KiKi: KiKi (@theblondeabroad), also known as The Blonde Aboard, is a travel influencer with 591K followers on Instagram.
• Zac Perna: Zac Perna (@zacperna) is an Australian fitness influencer with 524K followers on Instagram.
• Lilly Pebbles: Lilly Pebbles (@lilypebbles) is a lifestyle influencer on Instagram with 445K followers.

What Are The Characteristics Of Macro Influencers?

The characteristics of macro influencers are balanced visibility, engaging content quality, strong social media presence, proven brand collaborations, mid-tier costs with high ROI, and a niche-oriented audience. These are discussed in detail below.

1. Follower Count

Macro influencers have a follower count of 100,000 to 1 million on platforms like Instagram, YouTube, or TikTok, and this huge audience size gives them a strong presence and influence while maintaining a meaningful connection with the audience.

2. Content Style

Macro influencers create high-quality content in their own voice and style with clear visuals, consistent themes, and strong storytelling. These content creators, unlike other small influencers, carefully plan their content and maintain a relatable tone.

3. Audience Demographic

Macro influencers have a well-defined audience with common interests and preferences, so unlike mega influencers, they attract communities that are focused, loyal, and highly engaged with a specific type of content.

What Benefits Do Macro Influencers Provide For An Influencer Campaign?

The benefits macro influencers provide for an influencer campaign are strong audience reach, higher engagement rates, quality content creation, cost-effective ROI, and boosted brand awareness. These benefits are discussed in detail below.

1. Strong Audience Reach

Macro influencers have a large follower base but still maintain some level of niche focus by building communities around shared interests such as fitness, fashion, food, or travel, which helps brands gain exposure within relevant audience groups. For example, when a fitness influencer promotes a health supplement, it reaches an audience already interested in wellness and lifestyle.

2. Higher Engagement Rates

Macro influencers have higher engagement rates from likes, comments, shares, mentions, and user-generated posts inspired by the influencer’s content. When macro influencers endorse a brand, their followers notice, consider, and act, such as trying the product, tagging the brand, and sharing reviews, which increases brand impact.

3. Quality Content Creation

Macro influencers create high-quality, creative, and channel-specific content that aligns with the brand message. For example, a travel influencer promoting a luggage brand creates engaging content like travel reels, morning routines, and tutorials that feel natural and resonate with the people, saving production time and advertising costs for the brand.

4. Cost-effective ROI

Macro influencer marketing campaigns generate more return on investment at lower costs. This better ROI is a result of factors such as targeted audiences, authentic storytelling, and consistent interaction that drives consumer action.

5. Boosted Brand Awareness

Macro influencers are effective at launching new products and creating hype around them because the combination of reach, credibility, and content creativity helps brands generate immediate attention and conversation. For example, a beauty brand collaborates with a macro influencer to highlight a product launch through tutorials, challenges, and reviews that result in heightened social media visibility and word-of-mouth promotion.

How To Find Macro Influencers On Social Media Platforms?

To find macro influencers on social media platforms, use manual searches and influencer marketing tools, check competitor collaborations, analyze engagement metrics, track social media trends, connect through industries, and use community insights. These tips are discussed in detail below.

1. Use Manual Searches

Use hashtags, location tags, and keywords according to the niche and industry of your brand to look for macro influencers on social media platforms. Social media platforms like Instagram, Facebook, and TikTok allow users to search for influencers using hashtags and location tags like #fitness, #fashion, and #America.

2. Use Influencer Marketing Tools

Influencer marketing tools like HypeAuditor, GRIN, CreatorIQ, and Traackr help in automating and managing influencer marketing campaigns with features like influencer databases, centralized dashboards, and AI-powered tools.

3. Check Competitor Collaborations

Always keep an eye on your competitors to see which influencers they are partnering with so that you get an idea of who to approach for your marketing campaigns. Studying competitor collaborations provides brands with important knowledge to improve their own marketing strategies.

4. Analyze Engagement Metrics

Engagement metrics such as likes, shares, comments, impressions, and saves are important indicators of public sentiment. These key performance metrics give an idea to brands about the trending influencers to choose from.

5. Track Social Media Trends

Analysis of social media trends on influencer marketing channels like Instagram, TikTok, and Facebook reveals emerging voices and high-reach accounts relevant to the niche of your brand. By monitoring these trends, brands stay up to date and relevant with the recent choices of the target audience.

6. Connect Through Agencies

Influencer marketing agencies like Socially Powerful are a bridge between brands and influencers, as these agencies have a relationship with macro influencers and help in connecting brands with influencers who have similar values, audience demographics, and content.

7. Use Community Insights

Facebook and LinkedIn are community-driven platforms that have conversations about trusted macro influencers, and these recommendations from peers help the brands to find macro influencers with high brand engagement and a strong follower base.

Which Tools Help In Discovering Macro Influencers?

The tools that help in discovering macro-influencers are listed below.

• impulze.ai: impulze.ai has a database of 280 million influencers, offers in-depth audience insights, fraud detection, and white labeling for agencies.
• Upfluence: Upfluence is an influencer marketing and affiliate marketing platform and has a client base of about 1600+ brands like Hello Fresh, Arizona, and Universal.
• CreatorIQ: CreatorIQ helps brands find safe content creators to work with, build community, and measure return on investment (ROI).
• Klear: Klear is a tool by Meltwear that has AI-powered search, real-time reporting, in-app contracts, and payments.
• GRIN: GRIN helps brands in relationship management, reporting and analytics, and creator payments.

How Brands Benefit From Macro Influencers?

Brands benefit from macro influencers by gaining visibility, brand recognition, and increasing return on investment (ROI). For example, a fashion brand collaborating with a popular lifestyle influencer can attract an interested audience, providing higher engagement and stronger brand credibility.

Case Study 1

Gym Shark (@gymshark) collaborated with the macro influencer David Laid (@davidlaid) and made him the creative director for Lifting. This strategy helped the brand remain closely connected to its origins, increased revenue, and built brand loyalty.

Case Study 2

Adobe Acrobat Studio collaborated with Amanda Rach Lee (@amandarachlee) to promote its AI-powered features, as this strategy aligns with the goal of Adobe Acrobat Studio to promote its tools for content creators.

Which Agencies Specialize In Macro Influencer Marketing?

The agencies that specialize in macro-influencer marketing are outlined below.

• Socially Powerful: Socially Powerful is a leading agency with proprietary technology, ARIA. This agency has collaborated with brands like Primark, Toyota, and Hyundai.
• Viral Nation: Viral Nation is an award-winning global agency with over 1 billion engaged customers, which include brands like Urban Outfitters, Uber, and Chegg.
• Obviously: Obviously has collaborated with 152,652 influencers and works with brands like Free Fire, Amazon, and Lyft.
• Whalar: Whalar is a well-known marketing agency that creates visually captivating campaigns for brands like the NFL, Disney, and HYATT.

What Are The Differences Between Macro and Micro Influencers?

Macro influencers have 100,000 to 1 million followers with 1% to 2% engagement rate, while micro influencers have 10,000 to 100,000 followers with 3% to 8% engagement rate.

The differences between macro and micro influencers are given below.

What Are The Risks of Working With Macro Influencers?

The risks of working with macro influencers are listed below.

• Less Control: Brands have less control over the tone and style of the content because macro influencers normally want to make content in their own style.
• Less Targeted Audience: Macro influencers have a larger audience as compared to nano and micro influencers, which makes their marketing campaigns less niche-specific.
• Lower Engagement: Nano influencers (8 to 10%) and micro influencers (3% to 8%) have higher engagement as compared to macro influencers (1.5% to 2%).

How Many Followers Does A Macro Influencer Have?

Macro influencers have 100,000 to 1 million followers on social media platforms like Instagram, TikTok, or YouTube. These influencers have broad reach, balanced visibility, quality content, and high return on investment (ROI).