Want to learn how to find macro-influencers to market your brand?
You’ve come to the right spot.
Finding and choosing the right macro-influencers for your brand is a challenging task as there’s much to consider.
For instance, where will you find your influencers? Do their values align with your brand? How will they help boost your business? Will they fit into your marketing budget? How do you know that their audience is authentic?
Before making a decision on a macro-influencer, you’ll want to be familiar with how macro-influencers are different from other types of influencers. Macro-influencers have a wide reach and follower base, usually over 100K to 1M followers or subscribers.
Unlike micro-influencers, they are firmly established in their field and this additional experience comes with many benefits for brands like smooth communication, increased reliability, and high-impact content.
However, they do cost more.
Also, it’s important to note that most macro-influencers’ main platform of popularity is social media. They aren’t like celebrity influencers who got their social hype through their popularity in mainstream media.
Now that you have an idea of the distinction between micro, macro, and celebrity influencers, how do you find the best macro-influencers for your business?
Let’s dive in!
How to Find Macro-Influencers for Your Brand
Influencers establish themselves as authorities in their niche and create trust among their audience through their expertise. Therefore, a part of finding your macro-influencer should involve analysing this expertise.
What is the demographic of their audience?
Does this align with your business and its target audience?
Here’s a step-by-step process you can follow to find out.
1. Conduct Background Research
Before getting started, you want to first establish what you want to achieve with influencer marketing.
Are you looking to build a community around your brand on social media?
Do you want to increase your brand awareness?
Or perhaps, you’d like to focus on driving more sales?
You want to identify clear goals before searching for macro-influencers.
In the influencer marketing industry, there are three major campaign goals that get nearly equal preference from marketers.
Image via Influencer Marketing Hub
With a primary goal in mind, you’ll know how and where to go when you set out to find your macro-influencers. You’ll also use analytics related to your primary goal to track their performance.
2. Decide on Influencer Type
You want to make sure your macro-influencers are in or can relate to your industry. They should be an authoritative voice in their niche. It’s important that the audience they’ve established is a fit with who your brand is targeting.
For example, say you’re looking for skincare influencers on Instagram, then an influencer in the lifestyle niche who’s never talked about their skincare to their audience won’t be the most effective choice. Makes sense, right?
While analyzing influencers’ profiles and post history, determine if their values align with your brand’s.
You’ll want to go through enough of their content, bio, and interactions in their comments section to get a good feel for their personality and values.
3. Search for Macro-Influencers Online
So where do you begin looking for the best macro-influencers for your brand? The first thing you want to decide is your preferred social media platform.
Your choice of social platform will depend on your marketing goals and audience. Once you have that figured out, it’s time to start searching.
Manual Influencer Search
- Use hashtags: This manual way of searching for macro-influencers could take some time, but it works. You can use hashtags related to your niche to search for macro-influencers on social media platforms. This method, however, does not give you a way to filter the social media influencers, making it slow and resource intensive.
- Google search: You can use search engines to find blogs with influencer lists in your niche. These blog posts will often have influencers listed that you can use as a starting point in your search.
- Put out a notice for influencers: Use your existing social media channels, ads, or website to attract macro-influencers. Brands often include a link on their website under the “Contact Us” section that’s specifically for influencers. This way, influencers come to you, and you can decide which interested influencers you want to partner with.
- Track industry updates: Look around your industry for updates on influencer marketing strategies and news about top creators in your niche. Attending industry events, reading blogs, and staying up to date on social media should help you quickly identify who the macro-influencers are in your industry. You can even see who your competitors are partnering with.
Using Influencer Marketing Software
All the above manual methods work well, but they can be time-consuming. However, using influencer marketing software can give you faster results.
These tools are dedicated to influencer marketing, include a large database of influencers, and have API plugins to the major social platforms so that they can provide tons of data. They also have search tools that will help you filter out influencers to find macro-influencers in your niche.
Here’s an example of how an influencer marketing platform can help you find macro-influencers.
Image via Klear
These tools help you sort the influencer lists by various parameters, making it easier for you to choose your macro-influencers. They can also help you with local influencer marketing as they often include location filters.
However, influencer marketing tools can be intimidating. Which one should you use for your brand and goals? Demoing influencer marketing platforms can be exhausting!
And even if you find the right platform, it won’t do the strategy and execution for you. You’ll still need an experienced influencer marketer to outline your strategy and manage influencer relationships.
If you’re struggling to scale your macro-influencer campaign, you can always partner with an influencer marketing agency like Get Hyped. We take care of your entire campaign from sourcing to payment so you can focus on your business.
4. Will They Deliver?
To find out if your social media influencers will meet your marketing goals, here are some factors you can consider:
- Their followers: How many followers does your macro-influencer have? As mentioned, macro-influencers have a follower base that ranges between 100K and 1M. The more followers, the more reach they’ll likely have.
- Their engagement rate: Among their followers, how many like and comment on their content? You can gauge your influencer’s engagement rate based on the comments, likes, and shares that their posts attract. If your macro-influencers have a higher engagement rate, they’re more likely to perform better.
Image via Influencer Marketing Hub
- Their saturation rates: This refers to how much sponsored content vs how much organic content influencers post. There needs to be a balance between the two. An oversaturated profile is one with too many branded posts which is off-putting to the audience.
- Their average views: In 2022, video content is king. It outperforms static content in almost every way. The rapid rise in popularity of TikTok is evidence enough for this. So, when you’re looking for a macro-influencer to produce video content in partnership with your brand, look at how many views their videos are receiving. Views are the most important metric because they will give you an idea of how many people will actually see and get exposed to your promotion.
So now you have an idea of the desired macro-influencer traits. But where do you find these influencers and how? This next section gives you a detailed guide on how you can search for macro-influencers.
5. Choose the Right Macro-Influencers
Your search should land you a list of potential macro-influencers. Then, you want to vet this list for authenticity of their audience.
Unfortunately, there are influencers out there that try to cheat the system by doing things like buying followers and engagement. There’s bot services that will follow, like, and comment on your content for a price.
These scams are usually easy to spot, but some have become sophisticated and harder to identify manually. You can run your influencers through a service like HypeAuditor which will analyze the authenticity of their audience and identify any abnormalities.
Once you authenticate your list of macro-influencers, you’re ready to reach out to them.
6. Reach Out and Pitch to Them
When you’re ready to approach your top choices, decide on which method of communication to use.
Emails are preferable, especially with YouTube influencers. If email isn’t provided, you can direct message (DM) them through the social platform and work out the details of your engagement that way.
DMs can be a tricky medium as macro-influencers likely get thousands of DMs every day from brands and followers. So you may need to try a few different forms of communication before you get a response from your macro-influencers.
1. What is a macro-level influencer?
Macro-influencers are content creators who have over 100K followers but less than 1M followers. They also have a high level of expertise in their content niche.
2. How do you become a macro-influencer?
You choose a niche you want to pursue, mostly something you’re good at or passionate about. Then, use your social media pages to create quality content consistently over a long period of time. Make sure you interact with your audience regularly and build your community.
Once you have a substantial audience, brands will take notice and start to approach you with partnership offers.
3. What are macro-influencers good for?
Macro-influencers are good if you’re trying to reach a wide audience. You can use macro-influencers to drive sales, for brand awareness, and growing your social community. If you’re looking for experts to teach people about your products, macro-influencers are a great fit.
4. What is the difference between a micro-influencer and a macro-influencer?
Micro-influencers have a smaller following of above 10k and below 100k followers.
They have a narrower reach compared to macro-influencers. Macro-influencers have a following of between 100k to 1M people.
5. How do I find my macro-influencers?
You can use manual search, influencer marketing platforms, or partner with agencies like Get Hyped to find your macro-influencer.
A manual search involves searching relevant hashtags on social media platforms. Software, on the other hand, has filters or a large database and you’ll utilize keyword searches to find macro-influencers.
Agencies find influencers using all the search methods: manual, software, networks, and talent agents.
Ready to Find Your Macro-Influencers?
Finding the right macro-influencers for your brand may seem like a heavy task, but it’s easier than you think if you’ve got a plan.
Once you pick a social media platform that’s a fit for your products, follow the search methods above to identify and reach out to potential macro-influencers. For example, for food macro-influencers, Instagram and YouTube would be great platforms to start your search.
If you’re unsure about the whole process, reach out to us at Get Hyped and we’ll help you find the right macro-influencer for your business.