Macro-influencers are characterized by an immense following centered around a prominent personal brand. In this online video we will learn who they are, and what role they can play in your influencer marketing program. Case studies, some dating as far back as the 18th century, are also included.
- [Narrator] In this video, we will discuss the type of influencers that the influencer marketing industry calls macro influencers. Macro influencers are generally characterized by an immense following centered around a prominent personal brand. The English potter and businessman Josiah Wedgewood first started using royal endorsements for building the brand of his Wedgewood porcelain and fine china company. By late 1780s, exporting had become 80% of his business.
Wedgewood was shipping to every major city in Europe. Fast forward two and a half centuries and power endorsements are still going strong. In 2014, after enlisting Academy Award winning actor Matthew McConaughey to advise their NKX crossover SUV, the Lincoln Motor Company registered a 25% month-over-month sales increase. A few years before then, Chanel's partnership with Nicole Kidman increased the company's sales by nearly 16% without any changes in fragrance or packaging.
The cases are plentiful, but you get the idea. Examples of macro influencers would include musicians and actors, professional athletes, and business leaders, and also platform sensations. The latter are being defined by RhythmOne as people who have developed an elevated status on specific social media platforms by building a hyper-engaged audience, one that brands may want to reach out through them.
Not so fast though. Reach can be a great thing for some goals yet carry less significance for others. Before you spend tens or hundreds of thousands of dollars on a Tweet by a sports celebrity or an Instagram post by a reality TV star, ask yourself, "What is it that you are trying to achieve?" A 2016 study by Markerly analyzed correlations between the number of Instagram followers and their engagement with the influencers that they follow.
In short, it revealed that the larger the size of the admirers, the lower the like rate and the lower the comment rate too. While users with less than 1,000 followers receive likes of their posts about eight percent of the time, those with more than 10 million followers have their posts liked only 1.6% of the time. Additionally, macro influencers generate about 13 times less comments in response to their posts.
According to what we are seeing based on various case studies and researches, product mentions by macro influencers are akin to billboard advertising in Piccadilly Circus or TV commercials during the Super Bowl. If you are an established brand, you will likely see some increase in sales. If however, you are a newer brand, macro influencer marketing will serve the purpose of broadcasting the information about you to the world.
- Types of influencers
- Tools for influencer identification, research, and comparison
- Finding contact info
- Activating influencers
- Measuring the effectiveness of influencer marketing